Today in Digital Marketing - Why Marketers Are Slow to Embrace Text-to-Image AI

Starting point is 00:00:00 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

Starting point is 00:00:32 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.

Starting point is 00:01:14 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

Starting point is 00:01:47 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

Starting point is 00:02:13 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.

Starting point is 00:02:49 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.

Starting point is 00:03:36 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

Starting point is 00:04:19 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

Starting point is 00:05:12 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. Want people to read your content? They'll start with your headline, and that's as far as they'll get. If your headline doesn't convince readers to take action, it's meaningless.

Starting point is 00:05:59 Stop wasting time writing headlines that don't get results. Headline Analyzer Studio is a free writing tool from CoSchedule made to help you write effective headlines that actually get seen and clicked. With data-backed headline scoring, suggestions, and SEO tips, you'll write better headlines that rank higher in search results and drive more engagement from your audience. Headline Analyzer Studio is also available as a free WordPress plugin and browser extension, so you can optimize your headlines anywhere you write them. Get the leading edge over millions of existing headlines and maximize the traffic, engagement, and conversions you get from your content. Sign up for your free Headline Analyzer Studio account at coschedule.com slash today.

Starting point is 00:06:40 That's coschedule.com slash today. 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,

Starting point is 00:07:29 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.

Starting point is 00:08:13 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

Starting point is 00:08:40 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

Starting point is 00:08:55 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.

Starting point is 00:09:19 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

Starting point is 00:09:45 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

Starting point is 00:10:22 That's why snowmen never sleep at night and that's why snowmen never sleep, snowmen never sleep at night

Today in Digital Marketing - Why Marketers Are Slow to Embrace Text-to-Image AI

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