How Should AI Be Incorporated?

The DL: As AI continues to shape the future of business, industry leaders are adopting different strategies for integrating the technology. At Campaign Convene: Marketing Evolved, experts shared three distinct approaches to AI adoption, each reflecting varying levels of caution, urgency, and focus on enhancement.

· Cautious Integration (Craig Elimeliah, Code and Theory): Elimeliah advocates for a careful, measured approach, emphasizing the need to first organize and protect data before integrating AI. He believes that AI’s full potential won’t be realized until businesses tackle these foundational issues.

· Immediate Implementation (Evelyn Webster, SoulCycle): Webster argues for quickly adopting AI to address specific business problems, leveraging the technology to accelerate solutions and improve productivity without waiting for perfect data structures.

· Enhancement of Existing Systems (Alex Underwood, Reddit): Underwood sees AI as a tool to enhance existing processes rather than solve fundamental problems. He highlights how AI can improve efficiency, such as sifting through massive data sets to uncover valuable insights more quickly.

Roku Testing Ad Placement

The DL: Roku is getting some strong push back after users noticed a new video ad placement as part of the companies on going media tests on the home page to boost ad revenue. The ad in question ran before Roku device users even made it to their home screen, effectively being served an ad right after turning their device on. Is this going too far? Balancing placement effectiveness and service disruption is always tricky, but going off the reactions to this new test Roku probably should go back to the drawing board. As an advertiser on Roku, I would not want ads playing on placements so poorly received by users. Effective advertising should get your attention, not steal it. There's a growing poor sentiment for the streaming giants and recent decisions being made. The market could be ripe for disruption if they continue to upset the public with things like price hikes, password sharing restrictions, intrusive ads, and cut content.

Will Oracle Buy TikTok?

The DL: At this point, Oracle is reportedly the frontrunner to buy TikTok in the U.S. ByteDance, who currently owns TikTok, is supportive of a partnership with Oracle. They have previously partnered with them in the past. Trump has always favored Oracle as a potential buyer. A decision must be made to either sell or rid the platform for 170 million Americans users by April 5th. Although there is potential for another extension to push back the deadline by another 270 days. While the Chinese government might support this, Chinese Commerce Ministry officials have publicly opposed any forced sale of TikTok. Any sale would require ByteDance “to seek governmental approval in accordance with Chinese regulations.” If an Oracle deal were to happen, the company would be able to keep ByteDance’s signature algorithm. This would be a win for both creators and advertisers who have spent years building their app.

3 Must Do Audits for Every Brand

DL: The media environment is rapidly changing, with newsrooms shrinking and digital platforms evolving constantly, demanding brands to diversify their strategies. Adapting becomes crucial to maintain relevance and visibility. The key lies in proactive auditing rather than reactive measures, allowing brands to continuously assess their communications. Three essential audits help brands navigate these shifts: a social media audit to evaluate platform relevance, content performance, and audience engagement; a competitive earned media audit to analyze share of voice, media placements, and thought leadership; and a strategic communication channel audit to optimize the balance of paid, earned, owned, and shared media. By scrutinizing efforts regularly, brands can pinpoint weaknesses, fine-tune messaging, and ensure effective engagement with their audience across various platforms. This strategic approach not only navigates current disruptions but also prepares brands for future media landscape shifts, fostering resilient communication strategies.

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Happy Women's History Month! This March, we celebrate the achievements, strength, and resilience of women throughout history. From groundbreaking leaders to everyday heroes, let’s honor the women who’ve paved the way and continue to inspire future generations.

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