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The explosive user growth rate of nearly 900% in 2023 wasn鈥檛 sustainable. Still, adoption remains strong, with 100 million US users expected in 2024. As businesses and consumers experiment with how to make the best use of the technology, the pace of adoption may have unexpected swings. GenAI presents new opportunities and challenges for advertisers.

鈥淚f we鈥檙e addressing a customer in a social environment or in a TV environment or in our own app, and we know a lot about them, it鈥檚 a missed opportunity if we don鈥檛 also tailor the creative to the environment and to what we know about them.

Sustainability may wind up being the most intractable issue of them all. In some ways, genAI is rising in prominence at the worst possible time for brands, who have begun to publicly reckon with their carbon footprints.

Spotify CEO Daniel Ek told investors this month that audiobooks are one of the company鈥檚 top priorities to find capital returns and that the company is focused on finding sustainable profits from those investments. Rebranding moves: These investments contribute to Spotify鈥檚 efforts to move its brand away from being known as an audio-only application. It also added music videos and video podcasting.

Very eco-conscious children. Rob Rubin (18:45):. Right. I don't want to ask it too taxing a question. Before we finish, this has been great, I wanted to talk about what do we think the crypto landscape is actually going to look like at the end of the year. Me personally, I think Bitcoin is as firmly established as the gold standard, the most stable of all, so it's going to be where it is or stronger.

Those pressures could force the company to take a more measured approach to expansion and to adopt a more sustainable advertising strategy that focuses on retention and boosting customer lifetime value. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

Success in this competitive landscape will depend on WBD's ability to adapt its business model across diverse cultural markets while maintaining sustainable growth.

Smaller platforms can achieve sustainability with a subscriber base in the millions rather than the tens of millions larger streamers need to break even. However, niche streamers are challenged by high subscriber cancellation rates and a reliance on third-party platforms like Amazon for subscriptions, with about 60% of new sign-ups on these specialty services coming from Amazon alone.

Services like clothing repair or electronics recycling can boost a retailer's image as sustainable and customer-centric. "L.L.Bean is a place I can go when my shoes are worn through, that might repair the soles for me,鈥� said our analyst Sara Lebow. 鈥淎nd then I also associate them with being a more sustainable brand.". What it means for marketers.

Marketers in the wellness space should use this trend as an opportunity to steer individuals to credible information sources that will help them create a consistent sleep routine 鈥攏ot viral 鈥渉acks鈥� that aren鈥檛 sustainable and may even be dangerous.

Loyalty programs that effectively use personalization are more sustainable than the standard points-based model. Restaurants have struggled to operate points-based rewards programs鈥攁nd tweaks have angered loyal customers.

Recommerce was once touted as an imperative for brands and retailers looking to capitalize on consumer interest in sustainability and court young shoppers. However, as the category matures, the challenges of achieving profitability at scale may deter new players. Major online resale platforms are shifting their strategic focus.

What's the environment? What's the mindset? What's the emotion that they're around? Is that going to drive outcomes for them? Yes, brand safety is broken, but no, it's not that brands don't care about brand safety. I think that's not quite right. Jeremy Goldman (08:26):.

I'm not sure if there really is sustainable the way these things currently exist. So you're already starting to see some M&A activity. I think you could possibly see some folks exit the market. You're seeing YouTube TV, it has to do this massive investment with the NFL Sunday ticket in order to get, and that worked. That seems to have worked. They've gotten a lot of new people thanks to the NFL.

Our take: While the move to phase out paper statements will likely be praised by Gen Zers who care about the environment, consumers on a whole don鈥檛 seem ready yet for this move. Issuers who implement these fees risk damaging customer relationships, making the cost savings not worth it.

Develop sustainable relationships: Building partnerships that go beyond one-off campaigns for long-term impact. 3. Determine ROI of campaigns: Accurately measure success to justify investment and inform future strategies. Learn more in the Influencer Marketing Opportunity report. This was originally featured in the 蘑菇AV Daily newsletter.