Advertising Science: Applying the scientific method to create data-driven campaigns
This week we asked the hard questions: Does Dua Lipa sell chips?
The scientific method is humanity’s best tool for ascertaining truth. It represents a proven way of testing observations in the real world in order to determine whether our views, perspectives or theories about reality are true.
In my latest op-ed for THE DRUM, Advertising science: Applying the scientific method to create data-driven campaigns, we discuss how to ascertain truth to improve your advertising.
It includes the 3 ingredients you need to capture new knowledge about your consumer and the 5 steps to conduct a successful experiment.
Give it a read here. Happy experimenting!
3 Stories Dominating Media and Tech
Will Generative AI Displace Creators? According to influencer experts, like our client THE FIFTH, the answer is no. Despite virtual influencers like Lil Miquela and brand activations using AI generated looks, creators represent some of the last real, trusted voices on the internet.
Why It Matters: When anyone and everyone can simply type in a prompt to create something, there is no differentiation. Influence comes with connection to a certain personality, community, or thing.
OpenAI CEO to meet US lawmakers: Next week, Members of the U.S. House of Representatives will host a bipartisan dinner with Sam Altman, the CEO of OpenAI, to discuss artificial intelligence and its potential impact on society. Altman will also testify next week for the first time on Capitol Hill to discuss how to regulate artificial intelligence.
Why It Matters: This highlights the increasing concern about the ethical and societal implications of AI and the need for informed policy decisions to regulate its development and use
Tucker Carlson is back with new show… on Twitter. Mere weeks after being fired from Fox News, Carlson announced Tuesday afternoon that he will soon be launching “a new version” of his television show on the social media platform on Twitter. Elon Musk tweeted to clarify he and Carlson had not signed a formal agreement, and welcomed other creators to utilize Twitter.
Why It Matters: Twitter is constantly changing under Elon Musk. Carlson’s use of new Twitter features could be indicative of how other users may adopt and utilize these features in the future. Additionally, it is a good barometer of the impact of Musk’s influence and experimentation with the platform.
Stat of the Week - Streaming TV Upfronts Grow
Advertisers are pouring more money than ever into streaming TV as the shift from cable and broadcast continues.
However, the spend is not created equal. New entrants that have embraced FAST (free ad-supported TV), like Tubi, Roku, and Pluto have quickly captured shifting TV dollars.
Meanwhile streaming incumbents backed by major media organizations like Hulu, YouTube, and Peacock lead the pack with more marketers reporting they spend on those platforms.
Hulu leads overall with 75% of all marketers claiming they’ve spent money on the platform.
One Fun Thing - Google Cuts Employee Benefits
Google is cutting employee benefits. Googlers must now buy lunch, do their own laundry, and (gasp) pay their own phone bills are creating a flood of memes.
Do they have a point? Was Google adult day care?