4 ways to enhance CTV creative; Google gets a ‘Follow’ feature

Plus: AI will exacerbate some programmatic ad issues and alleviate others [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis NOVEMBER 16, 2023 | By Sara Lebow, Arielle Feger, Becky Schilling, and Meaghan Yuen Minnesota is rewarding its residents for living through bitter cold winters by allowing them to submit redesigns for its state flag. Will the new flag feature a giant mosquito, two patches of flannel, or a misspelling of the word “Minnesota”? [Check out the submissions]( for more loon-y designs. (This joke only works if you know the Minnesota state bird is the common loon.) Was this email forwarded to you? Sign up [here](. TOP STORY [4 ways to enhance your CTV ad creative and avoid consumer fatigue]( As ad-supported TV and streaming services become more popular, ad variations are becoming more crucial. Through small, tactical tweaks, a holistic campaign approach, and experimentation with shoppable formats, it doesn’t have to be a costly or daunting endeavor. [Keep reading]( NEWS AND VIEWS [Google gets a ‘Follow’ button, a Notes feature, and is surfacing hidden gems]( Our view: The “Follow” button is a “really big deal,” according to [SEO expert Lily Ray](, but Notes could be a hot mess. Either way, brands should monitor how these updates impact SEO. [Instagram makes updates to Reels, stickers, and filters]( Our view: Instagram’s updates could help it compete with TikTok, which boasts easy-to-use editing tools. [Practicality may trump purpose in 2024 marketing, report says]( Our view: Consumers’ cultural and political divides are generally something marketers are shying away from. Instead, they’re investing in new tech and privacy protections. While it may be helpful for brands to stay out of controversial conversations, this task could be challenging in an election year. ANALYSIS [AI will exacerbate some programmatic ad issues and alleviate others]( About a year ago, ChatGPT and the generative AI boom catapulted AI into the spotlight. The breakneck pace of innovation has made it difficult to discern current use cases from hypothetical eventualities. Like any technological development, AI is a double-edged sword, and it has already started to change the topography of the programmatic landscape. - The made-for-advertising (MFA) problem is about to get worse. MFA websites—which are, as their name suggests, created with the sole purpose of attracting as many ad revenues as possible—can produce content using generative AI with little to no human oversight. This disregards the tradeoff in user experience, which is already poor to begin with. - Identity resolution will get a boost. AI is being built into advanced probabilistic solutions that connect various deterministic data sets (i.e., known audiences) and fill in gaps where necessary (i.e., unknown audiences). [AI will exacerbate some programmatic ad issues and alleviate others]( [Keep reading]( THINGS TO KNOW 🎁 [Google will make fake AI products to help you find real gifts]( 💬 [Bing Chat is now Microsoft Copilot, to better compete with ChatGPT]( 📺 [Linear TV maintains strong sports, news viewing share]( 💲 [ByteDance testing content paywall on TikTok’s sister app Douyin]( 🥊 [Should Meta disclose Mark Zuckerberg’s cage fighting risk?]( PODCAST [Behind the Numbers: The Daily]( President Biden’s AI safety executive order, Microsoft's AI Copilot, and Elon Musk's new AI chatbot. Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.Â]( [Listen in]( THE BIG QUESTION I’m lovin’ it: Which of the following McDonald’s characters is being brought to life in footwear via a collab with Crocs? A) Grimace B) Hamburglar C) Birdie D) Mayor McCheese [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](