Digital content platforms and streamers pitch new ad formats in short and long-form video on NewFronts day two
On day two of the Interactive Advertising Bureau’s four-day NewFronts, digital content platforms and streamers pitched new ad formats (with a focus on artificial intelligence and shoppable content) in short-form social video and longer-form TV shows and movies.
Key details:
- Snap is testing new ads with its new ChatGPT-powered chatbot
- Samsung’s adding multi-screen shoppable content
- Privacy discussions so far have been scant
- Snap, Roku and Peacock tout their massive audience reach to advertisers
- Peacock focuses its pitch on ad-supported movies and four new ad formats
- Roku is bringing ads to “Roku City”
Yahoo did not have a formal presentation, but instead hosted a concert featuring Chance the Rapper on Tuesday evening.
From ChatGPT to CTV, AI-powered ads are coming to Snap, Roku and Samsung
Day two of the NewFronts featured plenty of AI-related announcements. Using “My AI” — Snapchat’s recently announced chatbot powered by ChatGPT — Snap has been testing ways to use AI to surface mobile video and testing new sponsored links within AI-powered conversations.
“Our goal is simple and that is to connect with partners that can quickly solve a problem or just make their day a little bit easier,” said Snap Americas President Rob Wilk. “After the initial response, maybe there’s a link from a local restaurant helping me to solve my problem with just a tap. Or if I was talking with My AI about taking a fun weekend trip, I might receive a sponsored link from an airline or a hotel with a special deal.”
Other companies also announced new AI tools for advertisers. For example, Roku debuted a new “Contextual AI” tool that scans the Roku Channel content library to let advertisers automatically run messages next to relevant parts of shows and movies. Meanwhile, Samsung announced AI-powered shoppable content through a new partnership with KERV that lets viewers connect with advertisers on their mobile devices without pausing connected TV content.
Data’s everywhere, but privacy chatter’s nearly nowhere
Despite growing concerns — and increased regulation — about ad-tech’s data privacy issues, the topic hasn’t come up much so far this week in companies’ presentations. One company that did briefly mention it was Snap, with Wilk mentioning that the company will run safety checks across all sponsored links to make sure there aren’t any privacy violations.
Despite the assurances, the comments come amid recent reports of parents and internet experts expressing concerns about how Snap’s new chatbot might interact with younger users when it comes to data privacy, mature content topics and other safety concerns.
“We’re taking our time to build the right, useful and again privacy-first experience for our users,” Wilk said during his on-stage remarks.
Shooting for scale
When it comes to scale, Snap said its advertisers can now reach 750 million users on Snapchat every month and said 50% of U.S. users are 25 and older. The company also said that 350 million users watch “spotlight content” each month with fourth-quarter watch time — double what it was a year earlier. …read more
Source:: Digiday
