蘑菇AV

The news: Microdramas may be the next big thing on mobile, at least that鈥檚 what a new Hollywood startup is hoping. MicroCo plans to use AI to help create 1- to 3-minute vertical-video shows meant for the mobile screens. Microdrama seasons would be 30- to 100-episode arcs鈥攖hink telenovelas in short bursts. Our take: Microdramas are a growing venture and are ideal for the quick-hits crowd occupying social media. MicroCo could come out ahead if it can create and monetize buzzworthy content. While brands have the opportunity to advertise within short videos, they might fare better creating their own microdramas to appease consumers who are tired of ads.

Healthcare and pharma companies have an older client base that spends more time than average viewing larger, nonmobile digital screens鈥攈ence the underindexing on mobile advertising. Also, certain FDA regulations mandate legible print disclosures, which may require a larger screen to be visible and compliant. Travel companies market a product that looks more tempting on large screens.

The news: Skylight is a new short-form video app like TikTok, but instead of using algorithms to decide what videos users see, it lets real people create and share their own video feeds, similar to Pinterest鈥檚 curation model. Built on Bluesky鈥檚 decentralized鈥痑nd open protocol, Skylight has clocked 240,000 downloads and 100,000 video uploads since April, per TechCrunch. Our take: Skylight鈥檚 reliance on creator-led feeds gives marketers a glimpse at what post-algorithm engagement could look like. But it remains to be seen if users take to an alternative way of consuming short-form video.

The news: ChatGPT鈥檚 referral traffic to websites plummeted 52% in a single month after a fundamental shift in how the AI model operates. OpenAI manually reweighted its system to prioritize sources that provide direct, helpful answers, per Search Engine Land. Our take: Declining web traffic means declining revenues. For marketers and publishers, the mandate is to adapt to GEO or risk invisibility in a world where AI answers, not clicks, dominate. Reshaping web content to be more answer oriented could help surface it in ChatGPT, but that鈥檚 easier said than done for publishers with legacy content. Companies that move early to understand and influence AI citation patterns will secure a competitive edge as this new content distribution landscape takes shape.

This is the first installment of our annual 鈥淏razil Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

The news: T-Mobile鈥檚 T-Satellite service, which launches July 23, will be accessible to customers of competing networks, unlocking carrier-agnostic reach in areas previously off the grid, per CNET. Because the service supports Verizon and AT&T users via eSIM and compatible devices, T-Mobile鈥檚 advertisers gain access to millions of new users鈥攚ithout being locked into one carrier鈥檚 ecosystem. Our take: As services like T-Satellite make it possible to connect with customers anywhere鈥攎arketers who adapt early will shape the next frontier of mobile engagement. They can expand geofenced campaigns to include off-grid locations and explore partnerships around safety, navigation, and outdoor experiences.

The news: Messaging ads are gaining traction as a key opportunity to reach customers at critical moments after Meta debuted ads in WhatsApp. In an exclusive conversation with 蘑菇AV, Grant Parker, president of omnichannel ad platform Innnovid, offered his take on the future of the messaging medium. Our take: The path forward for messaging ads relies on how well the format integrates with the user experience rather than interrupting it鈥攏ecessitating that advertisers invest in this opportunity while accounting for consumer attitudes.

Samsung Ads has launched Mobile Conversion, a new tool designed to drive mobile app installs by linking CTV ad exposure to in-app behavior. Using AI, real-time engagement signals, and partnerships with attribution platforms like AppsFlyer and Adjust, Samsung enables advertisers to target high-intent users and dynamically optimize campaigns. Early results show up to 150% gains in Day 7 ROAS. The product leverages Samsung鈥檚 massive device footprint and runs on premium inventory, including Samsung TV Plus. While starting with gaming, Mobile Conversion will soon extend to verticals like retail and finance鈥攎aking CTV a legitimate player in the performance marketing toolkit.

This is the first installment of our 鈥淐anada Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

This is the first installment of our 鈥淐anada Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淢exico Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淢exico Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our annual 鈥淢exico Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淏razil Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淏razil Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

The news: Meta announced numerous updates to its messaging ad options, with a heavy focus on WhatsApp. Meta is expanding Ads Manager to include WhatsApp campaigns, centralizing multi-campaign management across its platforms. The feature allows businesses to upload subscriber lists to use Advantage+ to optimize ad budgets or manually choose messages for additional placements. Our take: The ongoing potential for divestiture could have significant implications for advertisers that rely on Meta鈥檚 ecosystem鈥攂ut the new features will still make WhatsApp a more appealing option for those that haven鈥檛 considered it as a key ad channel.

The news: Apple is in talks with OpenAI and Anthropic to power a revamped version of Siri, per Bloomberg. This follows internal delays and setbacks in launching the AI-enhanced Siri that was announced at WWDC in June 2024. Advertising repercussions: Advertisers and brands won鈥檛 just be contending with Apple鈥檚 ad systems and algorithms鈥攖hey also need to consider third-party vendors鈥� ecosystems and how those preference ad placements. Our take: Apple settling for outside AI is a turning point for walled gardens. For advertisers, it鈥檚 both a risk鈥攄ue to reduced predictability鈥攁nd an opportunity to innovate within new conversational interfaces.

This is the first installment of our 鈥淯K Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淯K Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淯K Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.