From phygital to Gen Zalpha and beyond; Meta has new AI ad tools

Plus: Consumers are using and installing fewer mobile apps as they settle on favorites [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis OCTOBER 4, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling Paramount released “Mean Girls” for free on TikTok yesterday in honor of Mean Girls Day. The catch? [It’s divided into 23 parts](. The phenomenon of watching a movie in tiny pieces all uploaded to TikTok individually isn’t new, but uploads are usually not done by media platforms themselves. Get in loser, we’re going scrolling. Was this email forwarded to you? Sign up [here](. TOP STORY [5 marketing buzzwords worth knowing]( Marketers are the masters of the portmanteau—a combination of two existing words into a new concept. Words like “phygital,” “fediverse,” and “edutainment” are tossed around, but what do they actually mean? Here are a few of our favorites. 1. Phygital What does it mean? A blend of physical and digital (no surprise there) that allows marketers to target across in-person and online channels seamlessly. A successful phygital marketing campaign might show consumers a product in a social media ad and then retarget them with an in-app deal on that product when they visit a store. How is it used? [Colgate-Palmolive masters the phygital shelf]( by paying attention to product availability, search optimization, and consistent content across channels. “​Winning online and offline starts with winning the ‘phygital’ (physical and digital) shelf,” said Diana Haussling, vice president and general manager of consumer experience and growth at Colgate-Palmolive, earlier this year. Why should you care? Customers are looking for seamless retail experiences between online and in-store. That requires seamless marketing across channels. [Keep reading]( NEWS AND VIEWS [Meta’s first generative AI-powered tools for advertisers are here]( Our view: Meta will account for 19.5% of US digital ad spend this year, but it’s losing share, according to our forecast. The ability to create AI-generated ads at scale without having to leave Meta’s platform could prove immensely valuable to advertisers. [Streamers’ price hikes are part of a larger ARPU battle]( Our view: Netflix joined several other streamers in raising prices (again). With the increase in prices, streaming platforms might be aiming to shift a portion of their user base to ad-supported plans to boost average revenues per user (ARPU). [Netflix integrates Nielsen One Ads as it builds out advertising business]( Our view: If Netflix wants to build out its ad platform, it needs to prove it has inventory worth buying. The ability to measure ads across screens is a need for potential advertisers. ANALYSIS [Consumers are using and installing fewer mobile apps as they settle on favorites]( Nearly 98% of smartphone users (255.8 million people) will use apps this year. Although all major app categories will continue to gain users—and 11 will surpass 100 million users apiece—the average user will download and regularly open fewer apps as they settle on favorites in each category. [Keep reading]( THINGS TO KNOW 📦 [Amazon to shutter ad server in Q4 2024]( 📧 [Google is making big changes to prevent Gmail spam]( 🤖 [LinkedIn goes big on new AI tools powered by OpenAI]( ❓ [MrBeast asks if platforms are ready to handle the rise of AI deepfakes after TikTok ad scam]( 🧵 [Some major brands are giving up on Threads as engagement craters]( PODCAST [Behind the Numbers: Reimagining Retail]( What makes you need and want to visit a store, and the most must-visit store experiences. Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( [Listen in]( THE BIG QUESTION Guess it yourself: Which of the following is not the name of one of the 2023 holiday trends put out by Etsy? A) Gingerbread Girl B) Mantelscaping C) Grandpa Chic D) Candycore [Get the answer]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2023 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](