Adomotive Insider brings you media insights on the programmatic landscape.
  Volume 2 Issue 3
March 30, 2022
Google Rival To ChatGPT Begins Rollout Across UK
The tech giant said it is giving some over 18s in the UK and US access to its Bard chatbot from Tuesday, March 28, 2023.


The Insights: Google has started rolling out its new AI chatbot, Bard, to select users in the UK and the US. The chatbot, which has access to the internet, includes a “Google It” button that can take users directly to search results. Bard can help with tasks such as party planning and generating new ideas for your business plans, but the firm warns that it may share misinformation and display biases due to gaps and stereotypes in its training data. Google hopes to expand Bard's availability to more countries and languages over time. It may be time to start considering AI to be part of your planning process.
Meta Launches New Reels Ad Options As It Leans Into Evolving Consumption Shifts
With Reels gaining more momentum on Facebook and Instagram, Meta’s rolling out some new ad options to help advertisers maximize their promotions opportunities within short-form video clips.


The Insights: Meta is introducing new ad options for its Reels feature, enabling businesses to drive direct contact through a private chat. The social media platform is making Click-to-Messenger ads for its Facebook Reels placements, which allows users to initiate conversations with businesses directly from the ads. Meta says that almost 50% of Reels viewers are making DM contact with a brand after seeing its short-form video content. This update provides yet another way for advertisers to align with social platform usage shifts and Reels is a particular interest to brand partners.
TV Measurement Should Include Homes With No TVs, Research Group Says
TV measurement was already complicated, but it’s about to get more so.


The Insights: TV measurement is complicated, and it could get even more confusing. The Advertising Research Foundation, a leading trade group, wants to expand what TV measurement is by including households that do not have TVs. 
 
The ARF (Advertising Research Foundation) is moving toward a new definition called “TV-accessible households.” These households can include those who have access to TV sets, but choose to stream instead. These streaming households count for 4% of the U.S. population while the other 1% is 'true' non-TV users, making up 5% of traditional non-TV users. According to the AFR, 14% of households headed by someone 18-34 and 39% of households with singles ranging from 18-34 have no TV sets. The ARF hasn’t prescribed a set date when the industry should adopt this expanded definition of “TV-accessible households.” But Donato said: “When you see cross-platform data being used, I think there’s no way to avoid non-TV households. And also what it does is forces you to do a better job measuring mobile and non-TV devices in TV households.”
 
Measurement companies should start to count those households that do not have TV sets. This would give a better outlook on data and those they are trying to reach. Personally, as a mid-20s female, I have not used a TV set since living with my parents. Everything I watch is streamed, however, that does not mean I am not watching TV. In my eyes, that is why it is important to measure non-TV users.
Of All The Concerns Marketers May (Or May Not) Have About TikTok Right Now, The Pixel Isn’t One Of Them
Marketers have a lot on their minds when it comes to TikTok these days, from the geopolitical tensions over the app’s supposed ties to the Chinese government to whether they should be funding some of the content on it.


The Insights: Are you using TikTok to reach your target audience? Good news – the platform's pixel is not a major concern for marketers right now. While some people have raised questions about privacy and tracking concerns, advertisers are more focused on TikTok's large and engaged user base, as well as its powerful ad targeting capabilities. According to industry experts, the benefits of using TikTok's pixel to track user activity and measure campaign performance outweigh any potential drawbacks. So if you're looking to maximize your ROI on TikTok, don't let concerns about the pixel hold you back!
If you would like to pick our brains on how to navigate the evolving digital media landscape during this time, we'd be happy to help.
Adomotive
Adomotive is an omnichannel DSP that uses real-time bidding to target specific audiences using 1st and 3rd party data and leverages brand safety and viewability to ensure optimal results.