GenAI needs people; Prime Video’s ad strategy

Plus: B2B marketers are taking a cautious approach toward data investments [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis OCTOBER 19, 2023 | By Sara Lebow, Arielle Feger, Becky Schilling, and Jennifer King Our upcoming “Attention! Trends and Predictions for 2024” summit is just two weeks away. Hear from companies like Roundel, Amazon Web Services, and PepsiCo about everything from retail media to Gen Z. [Sign up today](! Was this email forwarded to you? Sign up [here](. TOP STORY [For marketing at scale, generative AI’s use hinges on trust and the human touch]( Generative AI implementation in marketing is well underway. Now, marketers’ concerns have shifted from how to use generative AI to what the technology means for consumer data and privacy, if models are trustworthy, and where human oversight comes in. [Keep reading]( NEWS AND VIEWS [Amazon Prime Video’s ad strategy split between small merchants, major ad spenders]( Our view: Amazon is turning to ads in Prime Video later than a lot of other streamers have on their platforms, meaning it needs to catch up in attracting spend. But the fact that it’s already an ad giant is an advantage. [Netflix Q3 ad option soars 70%, accounts for nearly a third of sign-ups](Our view: Netflix’s approach of boosting membership worldwide and encouraging ad-supported tier sign-ups is paying off. Netflix will keep pushing people toward Basic with Ads by boosting ad-free prices. [YouTube makes it easier for viewers to buy creators’ products]( Our view: YouTube’s moves are aimed at grabbing a larger share of the rapidly growing social commerce market. The efforts come at a time when TikTok is moving aggressively to build up a major social commerce platform. ANALYSIS [B2B marketers are taking a cautious approach toward data investments]( After years of stronger growth during the pandemic, increases to marketing data outlays are slowing thanks to tighter marketing budgets, privacy regulations, and a need to show ROI. The YoY growth rate in 2023 for B2B marketing data spend will be roughly half of what it was in 2022. Macroeconomic conditions, shifting buyer dynamics, and privacy concerns will contribute to this slowdown. We expect the YoY growth rate to increase to 3.8% in 2025 as the economy improves and other concerns are mitigated. That year, marketing data spend will be just shy of $4 billion. [B2B marketers are taking a cautious approach toward data investments]( [Keep reading]( THINGS TO KNOW 🥕 [Instacart and The Trade Desk Partner to enhance programmatic advertising for CPGÂ]( 🔎 [How SGE works and why retrieval-augmented generation is our future]( 📺 [Can AI make TV advertising faster and less expensive?]( 🤖 [Generative AI will be everywhere, so strategize now]( 💤 [Opinion: Consumers don’t get tired of ads, only marketers do]( PODCAST [Behind the Numbers: The Daily]( Microsoft acquires Activision, how digital is political ad spending, and limiting bulk Gmails. Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by Intuit Mailchimp. [Listen in]( THE BIG QUESTION Buckle up: Automotive TV ad spend was up 15.4% in September, according to iSpot.tv. Which carmaker led the way in TV ad spend? A) Chevrolet B) Toyota C) Ford D) Hyundai [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](