The future of generative AI and the TV ad industry ’s currency changeover

In a recent Media Buying Briefing:

In a recent Future of TV Briefing:

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Media Buying Briefing: How generative AI is being used by agencies of all stripes

By Antoinette Siu

Generative artificial intelligence has the potential to shape the future of the content creator business — but as with all other applications, it’s not without risks.

From creative briefs to deepfake images, generative AI is spreading fast in the workplace and online media. Media and creative agencies and influencer marketing agencies alike are seeing the technology change their business and how they work with content creators. But they embrace it with skepticism: four of the six agencies Digiday spoke to for this article noted the safety and ethical challenges that could arise as the technology grows.

Some agencies have been using AI in their client and creative work but finding that the visual and generative AI content are still experimental in public and consumer-facing applications. Eric Dahan, founder of creator performance agency MightyJoy, said his teams already use AI across creator messaging, designs, copywriting and proposals to cut down on hundreds of hours on these processes.

“It is definitely a powerful enablement tool for internal teams,” Dahan said. “The future is that all or most of a creator’s content is either generated by AI or guided by it. At that point, their main value proposition is really their community and the strength of the relationships within it.”

Future of TV Briefing: TV ad industry’s currency changeover won’t happen in this year’s upfront market — but could during its deals

By Tim Peterson

We can keep this fairly short. Will TV networks, advertisers and agencies discuss alternative measurement currencies during this year’s upfront negotiations? For sure. Will Nielsen be the primary currency that upfront ad buyers and sellers transact against? Absolutely. Could the currencies change after the upfront deals take effect in the fall? Yup.

“No one’s ready. There’s no way that anybody is ready to use an alternative currency as a full-blown thing,” said one TV network executive.

“I think the the core of the upfront is still rooted in Nielsen and somewhat traditional demographics. I think there’ll be additional experiments or test-and-learns to move towards outcome-based deals or something beyond GRPs, [such as] impressions,” said a second TV network executive.

“This is a transition year. It doesn’t have to be made a part of an upfront deal. It does need to be made a part of the way that the upfront is activated, though,” said a third TV network executive.

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