Brand Consideration Story of the Week
An opinion article published by MarketingWeek discusses the battle for consumer attention, brands are facing a new challenger: AI. With the rise of devices like Rabbit R1, which streamline tasks through AI interaction, brands must vie for prominence in both human and AI minds. This necessitates a shift in marketing strategies towards mental availability. As AI increasingly influences purchasing decisions, brands must focus on being top-of-mind for both human consumers and AI algorithms through strategic training and widespread visibility across digital platforms.
Ad Effectiveness Story of the Week
Advertisers find success in women's sports programming, per Edo's report, with double-digit improvements in ad effectiveness year-over-year. Tennis events lead, with WNBA also showing significant engagement boosts. Individual athletes like Caitlin Clark enhance ad performance. As March Madness approaches, opportunities in women's sports grow. Brands featuring women athletes see increased engagement, including Adidas, Puma, Nike, and Vuori. Even traditionally male advertisers thrive during WNBA broadcasts. Laura Grover of Edo emphasises the substantial advertising potential in women's sports.
Social Media Story of the Week
TikTok reportedly plans to challenge Instagram with a new "TikTok Photos" app, hinted by code strings within the current TikTok app. Users may soon share still images to reach like-minded audiences. This move aligns with TikTok's recent emphasis on photo posts and reflects Chinese app trends, notably Xiaohongshu's success with eCommerce. ByteDance's experiment with Lemon8 suggests a potential market for a TikTok photo app, possibly aimed at bolstering eCommerce appeal amidst TikTok's uncertain U.S. future.
