Lab Weekly - 02/10/2023
Super Bowl ad trends to look out for on Sunday; plus, the latest must-know news and stats
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Five Media Trends to Look Out for in 2023 Super Bowl Ads
Will beer ads and movie trailers will fill the void that crypto left behind? Or is anyone bold enough to try use generative AI tools to create a Super Bowl spot? Here’s the top five media and cultural trends to keep an eye out for on Sunday.
In case you missed it…
What Brand Marketers Need to Know about ChatGPT
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Building EV Infrastructure Over Chasing AV Pipe Dreams
Unpacking the ripple effects of EVs going mainstream and the shift in priority in mobility innovations, as the mobility industry refocuses on tangible goals
Microsoft Debuts Updated ChatGPT Technology For Bing [The Verge]
After weeks of intense speculation, Microsoft has officially plugged ChatGPT into its Bing search engine. At a media event on Tuesday, Microsoft proudly announced a new Bing search interface, available now only in Edge browser to a select number of testers, powered by upgraded AI capabilities powered by ChatGPT. Users will be able to chat to Bing like ChatGPT, asking questions and receiving answers in natural language. Unlike the answers that ChatGPT gives, Bing will cite its sources and link to them to ensure the integrity of its answers.
This announcement officially kicks off an AI-enhanced search arms race between Microsoft and Google, who also unveiled its own AI search initiative codenamed Bard. Unfortunately, Google’s team included an erroneous answer in its announcement video for Bard, which immediately drew criticism and cast doubt over the entire initiative. This blunder raises the important question of how much users can trust the kind of AI-packaged answers to their search inquiries in general.
Obviously, this is just the beginning of a new era for search, and there will be a long road ahead for user education and adoption. Still, having Microsoft officially challenging Google’s de-facto monopoly on search should be a welcome addition to the digital ecosystem, which will further accelerate the process of ending the digital duopoly that we highlighted in our Outlook 2023 report.
Related: Google announces ChatGPT rival Bard [The Verge]; Baidu leaps to 11-month high as it reveals plan to launch ChatGPT-style ‘Ernie Bot’ [CNBC]; Google Bungles AI Reveal With Incorrect Webb Telescope Facts [Gizmodo]
Roku Now Lets You Order Food From Your TV Via DoorDash Deal [Variety]
QSR brands have long wondered about the potential of using direct-response ads on connected TVs to drive delivery orders, and now Roku is teaming up with DoorDash to test it out. Wendy's signed on as the first DoorDash partner to use the interactive ads on Roku’s ad platform to reach viewers. Roku viewers use their remote to accept the TV ad offer and receive the promotion through text message or email (Roku has both emails and phone numbers on file), which then links them to the merchant’s storefront in the DoorDash app to redeem the offer. That TV-to-mobile experience makes sense for the current user behaviors, but it could probably be more integrated in the future. In addition, they are also offering Roku account holders six months free access to DashPass, further hoping to firm up customer loyalty via DoorDash’s membership program.
Related: Walmart and Roku are partnering on ‘shoppable ads’ for your TV [The Verge]; Disney+ advertisers will soon get Hulu’s ad targeting capabilities [TechCrunch]; EPIX relaunches streaming service as MGM+ [Amazon PR]
Instagram Expands Access To Reels-Focused Tipping Feature, Gifts [TechCrunch]
Instagram continues its efforts in luring content creators from TikTok to Reels with its expanded tipping feature. Fans can now show their love and support by sending virtual gifts (bought with in-app virtual currency called "Stars") directly to their favorite Reels creators. This setup is becoming very similar to that of Twitch, where an “emote”-based tipping feature has been a big part of Twitch streamers’ income and the live interactions between fans and streamers. Similar dynamics could happen once Instagram eventually expands this tipping feature to live streams. This addition could make Instagram more profitable for the top creators and help Instagram to compete against TikTok.
Related: YouTube’s livestream co-hosting feature is rolling out on iOS and Android [The Verge]; Meta has brought purchases and order tracking to Instagram chat [Meta Newsroom];
Meta Opens Up Horizon Worlds To Teens Aged 13 To 17 [WSJ]
With the rise of generative AI and synthetic media grabbing headlines, it seems like the buzz around the metaverse has cooled down in comparison lately. But that does not mean the stakeholders in its development are not completely stagnant either. Case in point: Meta has recently undertaken a comprehensive overhaul of its Horizon Worlds metaverse application with the aim of attracting younger users. The main competitors for Horizon Worlds, namely MMO games like Fortnite, Roblox, and Minecraft, all enjoy high popularity among that key 13 to 17 teen demographic, so it’d make sense for Meta to try to go after that same audience who has proven to be early adopters of those video games with metaverse ambitions. However, it remains to be seen whether teens would actually be interested in joining Horizon Worlds, especially considering the platform’s current lack of compelling gaming content or social value.
Related: Meta is shutting down its metaverse Oculus game Echo VR [Business Insider]; Meta now owns VR fitness company Within [Engadget]
Twitter alternative Mastodon got some momentum when Elon Musk first took over Twitter, but its growth didn’t quite last — the decentralized social network now has nearly half a million fewer total registered users than it had at the start of the year, Wired reports.
Millennials need their parents' help to pay their bills. According to a OnePoll survey cited by Fortune, "35% of Millennials say their parents pay at least one of their monthly bills." The study also found that the top three expenses still paid by parents are rent (19%), groceries (19%) and utilities (16%).
Gen Z and Millennials would rather order food at kiosks than from a person. According to a recent study from Revenue Management Consultants, cited by Tasting Tables, 68% of Gen Z and 58% of Millennials prefer "ordering via kiosks rather than through an interaction with a restaurant employee."
Disney lost 2.4 million streaming subscribers in the latest quarter, Variety reports. Comeback CEO Bob Iger promised cost-cutting measures at the company, including layoffs, even as its fourth-quarter earnings beat Wall Street expectations.
If you find our insights valuable and would like to have a deeper conversation on technology and media innovations, or need to sound smarter in a client meeting or a pitch, please feel free to reach out to our Group Director Josh Mallalieu!
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