Today in Digital Marketing - Baller Branding

Starting point is 00:00:00 It's Friday, July 21st. Today, when ad budgets are spent in Vegas, stay in Vegas. Your brand's AI-generated content may soon come with a watermark. YouTube rolls out a handy update for brands and creators, and TikTok releases its version of the meta ad library. I'm Steph Gunn sitting in for Todd Maffin. That's ahead today in digital marketing. It might just be the biggest ball ad money can buy. The MSG Sphere in Las Vegas, a massive dome with a $2.3 billion price tag, recently made its patriotic debut with its outer shell called the Exosphere on the 4th of July. The show was powered by its 1.2 million LED lights featuring geometric designs, underwater and lunar scenes, and NBA basketballs. At one point, it flashed a hello world greeting to

Starting point is 00:00:53 audiences and marketers everywhere. Sphere executives have already started courting advertisers to see which deep-pocketed brands will be among the first to commit to the unique media buy. While there will be corporate sponsorships in the sphere's interior, the outer dome is what's really being hyped up for brands. The Exosphere provides marketers with a 360-degree canvas to create 14 acres of content, unlike existing digital billboards or outdoor media. It has been likened to the Super Bowl of outdoor spaces. It will likely come with a Super Bowl price tag too. While execs wouldn't disclose the cost of a 90-second

Starting point is 00:01:31 ad buy, the standard ad unit, or which brands are on board, the executives did call it a super premium buy, in line with London's Piccadilly Circus or a Times Square takeover in New York. The exosphere will operate for about 18 hours a day, about half of which will be available for marketers. Did your agency really write that ad copy, or did they get ChatGPT to write it? Soon you might be able to tell with certainty. Several major players in the space have committed to developing tech to clearly watermark AI-generated content, including OpenAI,

Starting point is 00:02:11 Microsoft, Google, and Meta. These watermarks should make it easier to tell whether an image or text or video came from a human or a bot. U.S. President Joe Biden is meeting with tech companies today in advance of legislation coming aimed at regaining control over AI tech. On top of the developing watermarks, the tech companies made several other commitments announced by the White House today. Among them, they agreed to test AI systems before release, invest more in cybersecurity, and share information across the industry to reduce AI risks. A handy update for brands and creators on YouTube, you can now manage your channel permissions

Starting point is 00:02:54 on mobile. Yesterday, the company expanded its Channel Permissions feature, which lets channel owners authorize users to manage their channels directly from the main YouTube app. Until now, this option was limited to YouTube Studio. Now users can post on behalf of approved owners using the main app on both desktop and mobile. The update lets managers, editors, and those with limited roles access features including creating shorts, adding posts, managing playlists, and commenting on videos as channel owners. TikTok released an update to its ad library this week. The library lets marketers search for ad campaigns running on the app

Starting point is 00:03:35 and shows information like rough targeting, regional reach, and information about the advertiser. This updated ad library, however, is currently only available for European campaigns. For those campaigns, though, you can enter a country, ad type, date range, and other data points, and TikTok will give an overview of all of the ads that match the specified parameters. The platform has a similar feature within its creative research tools, but this update offers some additional targeting information likely to align with evolving European ad policies. For regions outside of Europe, the original and somewhat scaled back TikTok ads overview remains available. It lets users filter ads by industry, region,

Starting point is 00:04:18 objective, and performance. A short and sweet little episode today to kickstart your weekend. I have a wedding shower to go to tomorrow for one of my husband's cousins. And I'm really not a fan of showers, mostly because I just hate playing the games, especially with the one where you have to make a wedding dress out of toilet paper. Although I will say that that game is a lot better than the one that you have to make a wedding dress out of toilet paper. Although I will say that that game is a lot better than the one that you sometimes have to play at baby showers where they put different chocolate bars in diapers and then you have to guess what the chocolate bar is. I'm pretty close to making a petition on change.org to get that one banned from all baby showers.

Starting point is 00:05:03 Today on Digital Marketing is produced by EngageQ Digital on the traditional territories of the Stunamuk First Nation on Vancouver Island. Our associate producer is me, Steph Gunn. Production coordinator, Sarah Gild. Music licensing by Source Audio. Ad coordination by Red Circle. And not many people know this,

Starting point is 00:05:24 but our theme composer composer Mark Blevis To this day Maintains the Guinness World Record For the most number of Finstas You know, those alternative Instagram accounts That everyone has Thing is, most people don't talk much About their Finstas

Starting point is 00:05:38 But Mark's actually pretty proud of his Like he told us the other day in our story meeting I'm a million different people From one day to the next. Thanks for listening. I'm Steph Gunn. Todd will be back to talk to you on Monday. much prefer to make believe. I don't know if time can heal every wound or what I would do without you, but the clock is ticking, so let's make a move. Come on, baby, tell me the news. We're 40 degrees from top to center. I said, Peter, why don't you please pass on this love of mine? It's the season for new styles, and you love to shop for jackets and boots. So when you do, always make sure you get cash back from Rakuten.

Starting point is 00:06:32 And it's not just clothing and shoes. You can get cash back from over 750 stores on electronics, holiday travel, home decor, and more. It's super easy. And before you buy anything, always go to Rakuten first. Join free at rakuten.ca. Start shopping and get your cash back sent to you by check or PayPal. Get the Rakuten app or join at rakuten.ca. R-A-K-U-T-E-N dot C-A.

Today in Digital Marketing - Baller Branding

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