Opendoor CMO hypes live Super Bowl ad; Pinterest pins Google

Plus: What Gen Alpha’s early obsession with beauty means for brands [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis FEBRUARY 9, 2024 You’ve made it through another week. While football fans will be rewarded with the Super Bowl this weekend, as advertising fans, we know it’s all about the commercials. We’ll see you back here Monday to talk about which brands scored big and which ones fumbled. Was this email forwarded to you? Sign up [here](. TOP STORY [Opendoor CMO explains how the brand plans to sell a house live during its Super Bowl ad]( Super Bowl LVIII is this Sunday, with the Kansas City Chiefs and the San Francisco 49ers facing off in between camera cuts to Taylor Swift. And while Usher is performing the halftime show, digital realty company Opendoor will be selling a house, live, in real time. Opendoor’s marketing team approached Mischief, the creative agency behind [last year’s viral Tubi Super Bowl ad]( about creating a brand act (i.e., a stunt that reflects the nature of Opendoor’s identity). Sunday’s ads will do just that. The campaign consists of two 30-second spots, one teasing a house listing on Opendoor’s site and the other showing the results of the sale—live. “It’s the first time anyone will be selling their house live in a [Super Bowl] commercial,” said Opendoor CMO David Corns. “That’s a huge emotional and financial decision.” [Keep reading]( NEWS AND VIEWS [Pinterest announces Google ad deal, following up Amazon partnership]( Our view: The platform’s latest results demonstrate its ability to drive growth despite challenges. With a record number of users and robust margin expansion (to 37%, up from 22% in Q4 2022), Pinterest is well positioned as it leans into its shopability. [Ahead of the Super Bowl, see where cord-cutters are watching digital pay TV]( Our view: Platforms like YouTube TV and Hulu + Live TV are popular for live TV events like the Super Bowl and the upcoming Summer Olympics as people without traditional pay TV seek ways to watch. [YouTube is offering Super Bowl ad opportunities of its own]( Our view: YouTube is pushing its own ads on content relevant to the Super Bowl as an alternative (or supplement) to traditional Super Bowl ads, showing the diversification of marketing opportunities surrounding the big game. ANALYSIS [What Gen Alpha’s early obsession with beauty means for brands]( The 10-year-olds have taken over Sephora in search of their favorite skincare and beauty brands, catching the eyes (and ire) of many TikTokers. But this trend has implications beyond angering older consumers, highlighting the purchasing power behind Gen Alpha and social media’s role in product discovery. Here’s what brands can learn. [Keep reading]( THINGS TO KNOW ☀️ [Why is everything suddenly a trend?]( 🔥 [Is TikTok destroying itself from the inside out?]( 🎶 [Marketers are watching the fallout from Universal’s decision to pull its music from TikTok]( 🔎 [Google Search ranking algorithm update brewing]( ✉️ [Google updates Gmail ads with new layout and ‘Sponsored’ label]( PODCAST [Behind the Numbers: The Weekly Listen]( Amazon’s new AI shopping assistant, targeted ads at the gym, and miniaturizing TV. Tune in on [Apple Podcasts]( [Spotify]( or wherever you listen to podcasts. Or watch our video podcast on [YouTube]( [Follow us on Instagram.]( the Numbers” is made possible by StackAdapt. [The Weekly Listen: Amazon's new AI shopping assistant, targeted ads at the gym, and miniaturizing TV]( [Listen in]( THE BIG QUESTION Retail media road map: True or false? Retail media ad spend worldwide will pass $100 billion for the first time this year. [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]( ©2024 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](