The crunch time of Advertising Week is back – and perhaps in full force for the first time since the pandemic.
Early Monday, long lines snaked around the new site near Penn Station as attendees waited to collect badges. The queues and waiting times don’t stop there. Restricted access to activations such as Google’s pop-up on its AI tools sometimes led to frustration among attendees, who complained about logistics while waiting in line. The roundtables were also delayed. For example, Mapping the Journey: TV’s Tomorrow in a Streaming-First World started a full hour later than its scheduled timeslot. The delays caused logistical problems.
Of course, the challenges associated with Advertising Week sites are not new. Over the years he moved around Manhattan occupy a place (one that smelled remarkably like popcorn) rather than several. This year, everything is mostly in one place at the Manhattan Mall on 34th Street. Depending on the location, the ease of finding fast food or a place to have a good drink for elbow meetings the event in question can be delicate. This year could turn out to be better than the last.
Influencers and AI
The dominance of AI at this year’s Advertising Week is clear. This continues to be the topic du jour for the industry. In recent weeks, influencers and AI – two hot topics – have collided Meta pays big names for their likeness to create AI characters and major influencers like Mr. Beast speaking out against AI deepfake ads. It’s a strange time for influencers and AI.
“We spend hours and days making videos that reach as many people as possible,” said Sophie Cohen, a lifestyle influencer who creates content around vintage clothing for her 60,000 subscribers. Cohen was present TikTok’s on-demand advertising week as the platform flew them out, representing creators through its own activation where she and other creators were testing the activation and talking with other journalists. “Everyone goes to TikTok to see creators and influencers, not for the AI market.”
Although AI has made remarkable advances in content generation, from writing to art and even music, there remains a gap that only human creators can fill, according to creators. While some recognize its capabilities, others are concerned about the harms of the renewed interest in AI.
“I’m against AI because it’s harmful to the music industry,” said Grace Hayes, a singer and influencer who has 227,000 followers on TikTok. “Brands need to pay close attention to their investment choices as the rise of AI is a looming issue for different businesses. »
Even with the renewed interest in AI, influencers and industry executives recognize the connection between fans and creators as something unique. Maintaining this connection and the true identity of a creator will only become more important as AI adoption grows.
“Consumers are more likely to embrace a designer brand partnership when it feels real and tells a story synonymous with the creator’s philosophy,” said Lin Dai, CEO of Web3 data platform OneOf. “When a partnership seems random or disconnected from a creator’s personal interests, consumers will lose interest. It’s important for creators and brands to be strategic about partnerships to amplify brand loyalty and drive revenue.
A best gift
Compared to the previous year’s uneventful gift offerings, this time around, various brands, such as DirecTV, Feevee, Shutterstock, and TikTok, brought a diverse range of gift items. Perhaps a sign that the economy is not as bad as it seems? Wishful thinking. Goodies included items like hats, bags, pins, books, yummy treats, and even discount coupons (which quickly disappeared due to high demand). Netflix has also joined the swag scene, offering free items like Funko Pops, socks, t-shirts and more.. However, there was a catch. Netflix gifts weren’t just on display: you had to test your skills on a crane to claim these gifts.
Elsewhere in Advertising Week:
9:30 a.m. Navigating the Return to the Office: What Does It Mean for Working Moms?, The Insights Arena
10:10 a.m. Redefining Success: Culture is the New KPI (hosted by Digiday Senior Reporter Kayleigh Barber), The Creative Showcase
10:50 a.m. Unlocking the Power of AI for Advertisers, The Great Minds Stage
11:30 a.m. Blocking Exponential Entertainment with TikTok, The Great Minds Stage
12:00 p.m. Cheap prints, planet on fire: the invisible impact of media waste, The Screening Room
12:10 p.m. Netflix: The Next Age of Advertising, The Great Minds Stage
3:30 p.m. Leveraging women’s sport to achieve performance marketing goals, The Insights Arena