A hype-free approach to vetting AI social media tools

Plus: Half of the US population are digital gamers in 2024 [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis MARCH 12, 2024 Airbnb will no longer allow [security cameras]( inside rental properties, which has Airbnbers asking, “Wait, they could do that before?” Was this email forwarded to you? Sign up [here](. TOP STORY [How marketers are navigating the boom of AI-powered social media ad tools]( “Most marketers want to be cutting-edge, and to be able to say that they’re exploring new technology,” Jack Johnston, associate director at Tinuiti, said about AI’s explosion into social media tools. “But our focus is not just being gimmicky and tapping into AI because it’s AI, but doing it because there’s a real business value and a positive impact that can come from it.” Here’s how Johnston helps his client determine if AI in social media tools is worth the hype. [Keep reading]( NEWS AND VIEWS [Pay TV services lost 5 million subscribers in 2023 as streamers eat into their market]( Our view: Even sports viewers don’t need to have pay TV anymore, with places like Prime Video and YouTube TV offering alternatives. That puts pay TV in a challenging position—and connected TV in a good one. [Microsoft Ads expands Copilot to more advertisers]( Our view: Copilot will make it easier to create ads faster, but with all advertisers using the same tools, the content of ads could start looking generic. This is where brands need to be thoughtful about where they do—and don’t—use AI. [OOH ad demand surges, especially among national advertisers]( Our view: We project US out-of-home (OOH) spend to grow by 6.5% in the US this year and reach a total of $9.51 billion. Digital OOH is attracting an increasing portion of that spend. ANALYSIS [Half of the US population are digital gamers in 2024, presenting a big opportunity for brands looking to engage with new audiences]( Video games have evolved into a potent platform for advertising, offering a unique and engaging medium for brands to connect with consumers. With the exponential growth of the gaming industry, advertisers have recognized the immense potential to reach diverse demographics, including hard-to-reach younger audiences, through this interactive channel. Video game advertising varies from subtle product placements and in-game billboards to more immersive experiences like “advergames” (i.e., games that are specifically designed around a brand). This fusion of gaming and marketing not only provides innovative ways for advertisers to convey their message, but also adds a new dimension to the gaming experience, making it a win-win for both the gaming industry and advertisers. In this guide, we explore the evolving facets of video game advertising. [Read our new guide]( THINGS TO KNOW 🌱 [Sprouts of hope in a gloomy media landscape]( ⚖️ [Here’s what the new TikTok ban bill does]( 📺 [Amid price hikes, streamers continue to grapple with churn]( 🍎 [Apple tests AI-powered tool to optimize App Store ads]( PODCAST [Behind the Numbers: The Daily]( How the EU’s AI Act is—and isn't—informing US legislation, the era of BadGPTs, and a BNPL credit card. Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by Nielsen. [Listen in]( THE BIG QUESTION Phone home: True or false? More than half of teens say they spend too much time on their smartphones. [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 EMARKETER, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](