When You Care Enough to Gen the Very Best

[00:00:00] [SPEAKER_02]: 80s Wednesday September 18th Today YouTube's plan to combat the onslaught of AI-generated garbage is to let you create hundreds of your own

[00:00:11] [SPEAKER_02]: Plus brands spent millions on Olympic sats Was it worth it? And train first ask questions later

[00:00:19] [SPEAKER_02]: LinkedIn is caught offside. I'm Tod Maffin, that's ahead today in Digital Marketing

[00:00:27] [SPEAKER_02]: We start today with Google ads and some new updates for marketers. They are expanding the

[00:00:33] [SPEAKER_02]: Conversational Experience for search engines. This, if you're not familiar with it, is a feature that

[00:00:38] [SPEAKER_02]: Generate headlines, images and other content for search campaigns. It is now available in more languages, including

[00:00:44] [SPEAKER_02]: German, French and Spanish. Google is also expanding AI-powered image editing to new campaign types beyond

[00:00:52] [SPEAKER_02]: Performance Max. Now you can enhance image assets in search, demand, Gen and app and display

[00:00:59] [SPEAKER_02]: Campaigns. Plus asset generation is being expanded to six new languages. marketers can also provide up

[00:01:07] [SPEAKER_02]: to five reference images along with a prompt for AI to generate brand consistent visuals for

[00:01:13] [SPEAKER_02]: Performance Max campaigns. Google is also launching a new impression reporting tool that gives advertisers

[00:01:20] [SPEAKER_02]: more insight into the performance of search campaigns run through Performance Max, the company's AI

[00:01:26] [SPEAKER_02]: Powered Ad buying platform. The new tool shows the performance of text and shopping ads on search

[00:01:32] [SPEAKER_02]: Results pages. Performance Max will also feature campaign level negative keywords, letting

[00:01:38] [SPEAKER_02]: marketers exclude specific queries from search ads by the end of the year. Advertises will also get

[00:01:44] [SPEAKER_02]: recommendations to improve underperforming ads like adding more images or text. As always,

[00:01:50] [SPEAKER_02]: take those recommendations in the middle of a grain of salt. These features are being ruled out for

[00:01:54] [SPEAKER_02]: Performance Max campaigns in several languages including German, French and Spanish.

[00:02:03] [SPEAKER_02]: The robot overlords at Google aren't stopping at your search ads. They're also taking over

[00:02:08] [SPEAKER_02]: YouTube shorts and it could change how your brand creates content. Google announced today

[00:02:14] [SPEAKER_02]: it plans to integrate deep minds AI video generation model. It's called VO by the way into YouTube

[00:02:22] [SPEAKER_02]: shorts, letting marketers and users create AI video clips in the YouTube app and God help us all

[00:02:30] [SPEAKER_02]: directly post them to shorts. VO was unveiled earlier this year competing with technologies like open

[00:02:36] [SPEAKER_02]: AI's Sora. The tool can produce 1080p video clips in a range of cinematic styles offering a pretty decent

[00:02:44] [SPEAKER_02]: upgrade over YouTube's existing dream screen feature, which launched late last year and lets creators

[00:02:50] [SPEAKER_02]: generate backgrounds in shorts from text prompts. So breaking it down here's how it works. You'll be able to

[00:02:56] [SPEAKER_02]: generate six second standalone video clips for shorts by selecting create and entering a prompt.

[00:03:03] [SPEAKER_02]: It will generate four images. You then choose one of these to turn into a short video. This new option

[00:03:10] [SPEAKER_02]: can help brands add dynamic filler scenes like New York City skyline to enhance storytelling

[00:03:15] [SPEAKER_02]: and create smoother video transitions. You can also edit and remix previously recorded footage.

[00:03:22] [SPEAKER_02]: The company plans to integrate VO into dream screen later this year.

[00:03:25] [SPEAKER_02]: Creations on shorts will be watermark using synthetic technology to label them as AI generated.

[00:03:37] [SPEAKER_02]: It's an ad by that comes once every four years. The Paris summer Olympics are now in the rear view mirror

[00:03:42] [SPEAKER_02]: but did the event deliver on advertising promises? Did you date reports today that the 2024 Olympics saw impressive viewership numbers

[00:03:51] [SPEAKER_02]: with NBCU reporting an average of 30.5 million daily viewers and a record breaking 1.2 billion

[00:03:59] [SPEAKER_02]: dollars in ad revenue that is a 60% increase in sales over previous games surpassing the

[00:04:06] [SPEAKER_02]: combined ad revenue of Tokyo and Rio. One of other discovery had a major win reaching

[00:04:13] [SPEAKER_02]: to 115 million people across Europe and delivering 7 billion streaming minutes across Max and Discovery Plus.

[00:04:20] [SPEAKER_02]: That's six times more than Tokyo in 2020. Channel four, a British broadcaster in

[00:04:26] [SPEAKER_02]: streamer that delivers Paralympic coverage in the UK saw a boost in brands' sponsorships

[00:04:31] [SPEAKER_02]: selling 16 packages compared to seven in the Tokyo games. The broadcaster declined to share

[00:04:36] [SPEAKER_02]: pricing or sales figures but a spokesperson for the company said sales were higher than Tokyo.

[00:04:42] [SPEAKER_02]: Peacock and BCU's premium streaming service was a standout media highlight for the games.

[00:04:47] [SPEAKER_02]: But the first time advertisers could run ads programmatically on Olympic coverage viewers watched

[00:04:53] [SPEAKER_02]: 23.5 billion minutes on the platform up 40% from all previous summer and winter Olympics combined.

[00:05:04] [SPEAKER_02]: The company noted that digital revenues also hit new highs tripling.

[00:05:08] [SPEAKER_02]: What was seen at Tokyo, but didn't provide specific numbers.

[00:05:17] [SPEAKER_02]: Amazon's buy with prime program, which lets prime members buy from third party stores and

[00:05:22] [SPEAKER_02]: checkout using their Amazon account is now adding a new payment option PayPal.

[00:05:28] [SPEAKER_02]: Amazon announced that starting today, prime users can use PayPal to check out on sites

[00:05:33] [SPEAKER_02]: integrated with the buy with prime API. Next year, prime members will be able to link their

[00:05:39] [SPEAKER_02]: Amazon account to PayPal, letting prime benefits automatically apply when using PayPal for purchases,

[00:05:45] [SPEAKER_02]: quoting TechCrunch.

[00:05:46] [SPEAKER_02]: Quote, merchants who offer buy with prime offload fulfillment to Amazon.

[00:05:51] [SPEAKER_02]: In fact, the service requires that brands store inventory at Amazon warehouses.

[00:05:56] [SPEAKER_02]: Rather than a replacement for payment intermediaries like shop pay and apple pay,

[00:06:01] [SPEAKER_02]: buy with prime is essentially a complete e-commerce experience inside a checkout button.

[00:06:06] [SPEAKER_02]: Amazon claims that buy with prime is growing rapidly with brands including dollar shave club

[00:06:12] [SPEAKER_02]: and isod signing up to offer the service.

[00:06:15] [SPEAKER_02]: Other sources push back against Amazon's rosy narrative suggesting that while buy with prime is

[00:06:20] [SPEAKER_02]: growing, it remains a niche business, unquote.

[00:06:25] [SPEAKER_02]: Amazon revealed several other updates to buy with prime today, including real-time delivery estimates

[00:06:29] [SPEAKER_02]: in TikTok ads for buy with prime merchants and the option to buy items with or without prime in

[00:06:36] [SPEAKER_02]: a checkout on Shopify stores.

[00:06:43] [SPEAKER_02]: If you wanted to try out augmented reality for your brand, but don't have a computer coding

[00:06:48] [SPEAKER_02]: pro Snapchat announced a new AI tool yesterday that lets you create lenses that snap chats

[00:06:55] [SPEAKER_02]: AR filters based on text queries.

[00:06:58] [SPEAKER_02]: The tool is called easy lens.

[00:07:00] [SPEAKER_02]: It lets you generate custom lenses just by typing in a text description of what you want

[00:07:05] [SPEAKER_02]: it to do.

[00:07:06] [SPEAKER_02]: Snapchat is also rolling out body morph, a generative AI tool that creates content from a text caption

[00:07:11] [SPEAKER_02]: or a reference image like a 3D character or costumes or outfits.

[00:07:17] [SPEAKER_02]: Lens studio will also include an image generator specifically for creating lens icons.

[00:07:23] [SPEAKER_02]: Looking ahead, snap says it will add even more AI gen capabilities to lens studio, including

[00:07:28] [SPEAKER_02]: a custom animation generator and a tool for reconstructing 3D objects from video downloads.

[00:07:39] [SPEAKER_02]: And finally, was LinkedIn caught with its hand in the cookie jar?

[00:07:43] [SPEAKER_02]: Yes, it looks like it's now training its AI with your data today several users noticed

[00:07:48] [SPEAKER_02]: a new setting that lets LinkedIn use content to improve its generative AI.

[00:07:53] [SPEAKER_02]: But here's the thing, the terms of service had not been updated yet to account for this training.

[00:07:59] [SPEAKER_02]: When questioned, LinkedIn acknowledged the issue promising to update its terms shortly.

[00:08:05] [SPEAKER_02]: The new option, found under, data for generative AI improvement is also turned on by default.

[00:08:13] [SPEAKER_02]: You may want to consider turning that off.

[00:08:16] [SPEAKER_02]: This episode is brought to you by popular pays by light tricks.

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[00:10:09] [SPEAKER_02]: Follow us on social media. We are almost everywhere Facebook Instagram YouTube linked in TikTok threads mastered on blue sky snapchat and even Pinterest

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[00:10:25] [SPEAKER_02]: I'm Todd Mappin. Thanks for listening back at each more.

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