MarketingDojo #25: Our Love Affair💖With Screens Is Going Strong. 📱🖥️📺
We are glued to our connected devices, Youtube's game-changing dubbing tool, guess who's listening to your chats with the AI?
Hello,
I hope the week’s been kind to you so far.
First, apologies - I got too excited last week and pressed send instead of scheduling the email. So if you received the newsletter on Tuesday instead of Wednesday - that was an honest mistake.
With that out of the way, here’s what we will cover this week:
⏱️Time spent on connected devices is increasing
🤑Snap’s all set to make some money with MyAI
🎥Camera, action, dub
😎Shows are creating new Celebs
And lots more.
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News Alert: Screenaholism is on the rise!
Anecdotally it feels like the time we spend on mobiles has increased over the years.
But an InsiderIntellegence/eMarketer report highlights that the time spent on mobile and other connected devices is up 20% over 2020.
Higher usage of the internet from the Covid years! I didn't see that coming.
Adults in the US will spend 7.5 hours on connected devices daily, with little over half of that time spent on mobile devices.
Apps > browsers: Over 90% of the time on mobile is spent on apps, with the time spent on browsers falling drastically. But that doesn't mean all the mobile apps are reaping benefits. In 2019, data showed that users typically spend 93% of their time on 10 top apps. Comcscore highlighted that most users spend 44% of their time on one app.
Mobile is the jack of all trades: Mobile is the most versatile connected device. The respondents used mobiles to watch videos, use social media networks, listen to podcasts & audiobooks, gaming, messaging and others.
Tablets feel ignored: The share of the total time spent on tablets has decreased steadily since 2013. In 2023 it is expected to settle at 21.4% of the total time spent with connected devices.
Digital audio space will have new competitors: While mobile leads the digital audio space, upcoming devices such as connected cars & smart home devices will compete for a piece of the digital audio business in the coming years.
What’s the endgame of Snap’s MyAI chatbot?
Snapchat's MyAI chatbot was the first of its kind. The AI-based chatbot opened to mixed reviews with negative feedback on the app's placement and privacy concerns.
Yet despite the concerns, 150 million customers used the chatbot, generating 10 Billion messages since its launch.
Last week, Snap's CEO shared further details about the product- they're using the chat data to improve ad targeting on the platform!
By analyzing the chats, Snap can learn more about what users are interested in and tailor the ads a user sees accordingly.
It might be a smart way to gather first-party intent data, especially with Apple's tighter privacy policies.
However, I have mixed feelings about this. I know everything on social media gets monetized, but it's disappointing that consumer messages are used to create intent data without being upfront about it. What do you think?
Lights, Camera, Dub! Youtube X Aloud Are Set To Break The Language Barrier.
Mr Beast's Youtube subscriber base creates a clear case for dubbing content in non-English languages.
Mr Beast, the highest-earning Youtuber, has a massive subscriber base, including non-English speakers. He's been dubbing his content in Spanish, Portuguese, Russian, Arabic, Hindi, French & Japanese, gaining 48 million subscribers.
But we know that not everyone has the time or the resources to dub their content.
Well, here's some good news! Aloud, a startup from Google's in-house incubator Area 120, has partnered with YouTube to test a new tool to help creators automatically dub their videos into other languages using AI.
Aloud's capabilities will allow Youtubers to go beyond translated subtitles. The product provides functionality for easy soundtrack translation into other languages via a simple interface.
Aloud's AI-powered dubbing solution offers several benefits for creators and marketers by unlocking the ability to reach wider audiences, reducing the cost of language translations & improve content accessibility.
That's not all - YouTube also benefits from this partnership, as it can now add more languages to its vast video library.
Movies Turn Places into Instant Celebrities!
In Ironman-1, Tony Stark walked out of his stylish, high-tech Audi - immediately spurring a strong interest in the brand. Aston Martin had enjoyed a similar brand halo thanks to the success of the James Bond movies.
Product placement, sometimes called embedded marketing, is a marketing technique where a product or brand is strategically placed within a film or TV series script to increase brand awareness.
Product placement spending worldwide is on pace to grow at an accelerated 14.3% rise to $26.2 billion in 2022, nearly doubling in size since 2016.
But it's not just products but also places that enjoy a similar advantage. This chart from Morning Consult is interesting because it shows how favourite shows have affected people's travel choices.
Creative Excellence: Look who’s laughing now.
Have you ever had an idea that was ahead of its time?
Well, that's exactly what happened to Publicis when they started working on Generative AI back in 2017.
Now, at the Cannes Festival of Creativity, the topic of AI is everywhere, and Publicis is reminding people of their early work and how they were mocked for it.
Marcel is an AI-backed project management platform built in partnership with Microsoft. I had never heard of the platform, nor could I guess that Publicis pioneered agency-led adoption of AI.
Clearly, the tongue-in-cheek advertising has done its job.
Short Stuff:
TikTok launches a generative AI-based tool to create ad scripts. (One more GenAI tool).
Media agency Omnicom & Google has entered a partnership that gives Omnicom access to Google’s image generation platform. (Yet another Gen AI use case)
Agencies could replace 7.5% of jobs with AI by 2030 - Forrester research (It’s upskilling time.)
That’s a wrap for this week. If you enjoyed today’s newsletter, comment or like. It goes a long way in driving the discoverability of the newsletter.
I hope to see you in your inbox next week.
Regards,
Garima
P.S: I don’t understand Gen Zs. That’s why I attended a hands-on workshop and a panel discussion on Gen Zs at the VaynerMedia office.
It left me wondering if marketing to Gen Z = working with creators. It’s counterproductive to divide such a large population into neatly created stereotypes. Yet there is so much to learn about the next-gen before we sell to them.
Here’s an interesting infographic about Gen Alpha that took me some time to digest. But it’s Gen A, and I haven’t even gotten to the Zs yet.
s always, very insightful. I am depending solely on this one newsletter to get my dose of "cool & useful things in marketing"