Today in Digital Marketing - Why Marketers Are Slow to Embrace Text-to-Image AI
Episode Date: December 2, 2022NEW: Get The Top Story each day on LinkedIn!Meta's new metric might help you convince your clients to get on board. Why marketers are moving slowly on text-to-image AI. Google kills its reservatio...n and booking technology. And what works in YouTube ads — a look at the top-performing campaigns from this year.If you like us, you'll love the Ariyh Marketing Science Newsletter — marketing tactics based on science. Get three-minute marketing recommendations based on the latest scientific research from top business schools.👉 SIGN UP FREE NOW✨ GO PREMIUM! ✨ ✓ Ad-free episodes ✓ Story links in show notes ✓ Deep-dive weekend editions ✓ Better audio quality ✓ Live event replays ✓ Audio chapters ✓ Earlier release time ✓ Exclusive marketing discounts ✓ and more! Check it out: todayindigital.com/premiumfeed ✅ Follow Tod on Social Media (LinkedIn, Mastodon, TikTok, etc.) 🤝 Join our Slack: todayindigital.com/slack📰 Get the Newsletter: Click Here (daily or weekly)Or just The Top Story each day on LinkedIn. ✉️ Contact Us: Email or Send Voicemail⚾ Pitch Us a Story: Fill in this form📈 Reach Marketers: Book Ad🗞️ Classified Ads: Book Now🙂 Share: Tweet About Us • Rate and Review 🎤 Follow: LinkedIn • TikTok • FB Page/Group------------------------------------🎒UPGRADE YOUR SKILLS• Inside Google Ads with Jyll Saskin Gales• Foxwell Slack Group and Courses Today in Digital Marketing is hosted by Tod Maffin and produced by engageQ digital on the traditional territories of the Snuneymuxw First Nation on Vancouver Island, Canada. Associate Producer: Steph Gunn. Ad Coordination: RedCircle. Production Coordinator: Sarah Guild. Theme Composer: Mark Blevis. Music rights: Source AudioSome links in these show notes may provide affiliate revenue to us.Our Sponsors:* Check out Kinsta: https://kinsta.comPrivacy & Opt-Out: https://redcircle.com/privacy
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It's Friday, December 2nd.
Today, Meta's new metric might help you convince your clients to get on board,
why marketers are moving slowly on text-to-image AI,
Google kills its reservation and booking technology,
and what works in YouTube ads,
a look at the top-performing campaigns from this past year.
I'm Todd Maffin. Here's what you missed today in digital marketing.
Meta is improving its conversion reporting with a new feature coming to your ad account soon called
additional attributed conversions. This will show you the percentage of additional conversions
that Meta is able to attribute to your ad account as a result of having the conversions API on. This is using a
28-day window. You won't find it in Ads Manager. Instead, it's in your Events Manager, and here is
how to see it. First, of course, go to Events Manager, then click the Data Sources tab on the
left side of the page, select the name and ID of your data, scroll down to the table that shows
your events, and click on an event to expand it.
The additional attributed conversions percentage will be in the top left corner.
They've just started to roll this out, so it may not be there for you yet.
It is coming, though.
Shane Cicero from JW Media noted in Andrew Foxwell's Slack community, quote,
The value here, I think, comes to ad buyers and agencies who have clients that have not moved
over to conversions API just yet. They can use this data from other client accounts to show the
improved efficiency of attribution. It's also a big help when running health checks on client
accounts to help catch possible fluctuations that do happen from time to time with tracking,
unquote. He also did a great breakdown of what you can infer
from that percentage being high
and what you can get from it being low.
You can check out the Foxwell Founders Slack community
by using our affiliate link, b.link slash founders.
And today's newsletter has got a bit more information
about this as well.
You can sign up at todayindigital.com slash newsletter
or tap the link in the show notes.
The huge ad agency BBDO is exploring how AI generated creative can be incorporated into
its production process. Until recently, the use of AI for the creation of brand images and copy
have been considered experimental, with most programs producing rudimentary results.
The agency has found that the text to image tool Stable Diffusion is particularly useful
for internal use rather than client-facing production.
For instance, creating storyboards for internal campaign visuals or creating art for slide decks.
The agency's creative director, quoted in Adweek today,
said they're mostly using it to get brainstorming images faster.
BBDO is also using the tool for training.
For instance, they plan to take all of the photos from an upcoming location shoot to train the engine to visualize new places or items in that setting.
But so far, that is as far as it's gotten.
The agency has yet to use the tool's output in a finished campaign. It's that
kind of training, though, that is getting the burgeoning industry into trouble. Today, for
instance, a Japanese illustration app announced that it has killed the rollout of its AI image
generator tool after backlash from users. These generators, like Stable Diffusion and DAL-E,
have been criticized for using artists' work in their training data without permission.
So while it may be a creative way to add digital art assets to your brand's library, you might be unintentionally stealing someone's work.
Earlier this week, the company behind the app announced it would be launching the Experimental Image Generator Palette as part of an upcoming winter update.
That update was up for only three days before they cancelled it.
Their technology was based on the stable diffusion AI model, the same one BBDO uses.
And another AI bites the dust.
Google is pulling the plug on Duplex on the Web.
That was its AI-powered service that navigated sites to simplify the process of buying food or movie tickets,
setting up haircut appointments, booking restaurant reservations, and so on.
A spokesperson for the company told TechCrunch that they are responding to feedback from users and developers
about how to make it better and that, quote,
by the end of the year, we'll turn down duplex on the web and fully focus on making AI advances to the duplex voice technology that helps people most every day.
YouTube has published its year-end review of the best-performing ads for 2020,
with tech companies and streamers dominating the list. The ads leaderboard
algorithmically assesses advertisements based on organic and paid views, watch time and audience
retention. Based on that top 10, if you want your ad to be popular on YouTube, your content
needs to be funny. That or include the K-pop mega-band BTS. The number one spot went to Amazon's Super Bowl
commercial, which humorously depicts Scarlett Johansson's and Colin Jost's relationship after
Alexa becomes a real mind reader. Google's creative director explained, quote, on YouTube,
humor and relatable imperfection can show that a brand gets their audience, and that's reflected
in how products and services are advertised, unquote. Other top contenders included Telecom Egypt, which took second place.
Apple came in fourth place, while HBO Max and Netflix generated engagement
with programming-focused promotions. Finally, Squarespace came in 10th.
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Last week, Elon Musk claimed that hate speech impressions on Twitter were down by a third since his takeover.
But new research from the Center for Countering Digital Hate has found that the total amount of hate speech on the platform has actually risen during the same period.
According to the research, prior to Musk buying the company, more than200 tweets with slurs against black people appeared daily on average on Twitter. After he bought it, that number spiked
to almost 4,000. During the week of Musk's tweet about hate speech being down, it actually had
increased to 4,600 tweets a day. Slurs against transgendered people have increased by two-thirds
since his takeover. In a recent tweet, Musk said that hateful tweets would be, quote,
max de-boosted and de-monetized, unquote,
so that users wouldn't see the content unless they searched for them.
But even if views are down, the report found engagement on hate speech is up.
Prior to Musk's Twitter, the average number of likes, replies, and retweets on posts with slurs
was 13. Since the takeover, average
engagements on hateful content have jumped to 50. Earlier today, Musk called the findings
utterly false in a tweet responding to a story on the study. He also promised to publish data
weekly and maintains his stance that hate speech on the platform is declining.
Well, it's snowing again.
I know, I get it. I'm in Canada. It's supposed to snow here.
But in my defense, I'm on the extreme west coast of Canada,
on an island where it doesn't really snow that much, or at least it never used to.
But, you know, here we are.
And I'm still dealing with that kind of post-COVID fatigue and misery.
So shoveling snow, I used to be able to shovel the whole sidewalk and our driveway and our tenants' walkway and everything.
I mean, you know, it wasn't pleasant, but I was able to do it.
Now I really can't do much more than the front walk
before I just start getting winded.
But I bought a snowblower.
Well, I guess to be more accurate, a powered
snow shovel. So you kind of push the
shovel along and it's got a motor that
spins the snow up and out of the way.
So hopefully that'll help. Although
it's on order from Amazon and ironically
I got a notice saying that
they aren't going to be able to deliver it on time
because, well, because there's
so much snow out.
That'll do it for the week.
Today in Digital Marketing is produced by EngageQ Digital on the traditional territories of this new name of First Nation on Vancouver Island.
Our associate producer is Steph Gunn.
Production coordination by Sarah Gill.
Podcast music licensing by Source Audio.
Ad coordination by Red Circle.
And not many people know this,
but our theme composer Mark Blevis is one of the world's gastronomical geniuses.
Although I have to say he certainly seems obsessed with his new mixer that he bought the other day.
Over coffee this morning in the lunchroom, he was telling me,
when a problem comes along, you must whip it.
Before the cream sits out too along, you must whip it. Before the cream sits out
too long, you must whip
it.
I'm Todd Maffin. Have a restful
weekend, friends. I'll see
you on Monday. Stay awake till morning light
Guarding every dream
Under the moonlight
That's why snowmen never sleep at night
That's why snowmen never sleep at night and that's why snowmen never
sleep, snowmen
never sleep
at night