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The MRC has had standards in place for measuring static display, video, and audio ad impressions for years, but in some cases鈥攑odcasts, for example鈥攃ontent delivery complicates impression measurement. Regardless, in its outcomes measurement standards, the MRC encourages measurement providers to 鈥渕easure all applicable media associated with the outcomes of a campaign鈥�where possible.鈥�. Available.

Now, advertisers will be able to use customer data from Macy鈥檚 and Bloomingdale鈥檚 to run a wider range of display, CTV, and audio ads via the ad tech vendor鈥檚 platform. Marketplaces will need to respond to evolving consumer behaviors to stay front and center. Gen Z uses social channels like TikTok and YouTube for product search more than older adults, per Jungle Scout鈥檚 Q1 2023 consumer survey.

What they found, a couple things. 41% of audio ads generated correct brand recall in these follow-up surveys compared to 38% which was the norm for all other advertising, mainly video.

These devices have often been tethered to phones, but new connected car systems and a more unified smart home could lead to digital audio ad innovations. How should advertisers and brands adjust to changing device patterns? Explore new mobile activities for advertising opportunities. Mobile remains the leading device for a broad range of activities.

I'm already seeing a trend growing where people are asking for similar self serve tool for video building ads, audio ads where you can just generate a script, you can add an audio track and you can just produce a audio ad immediately or a video ad where you can add interactivity layers on top. I'll make it a shoppable video or add a video topper in the beginning, make it a bit more interactive.

And then you think, 'Oh, I'd also like to do some digital audio ads.' And then all of a sudden, the next time you chat internally about how to do your retail media spend, you've got five different agency partners on the Zoom with you, and each of them is trying to muscle in and have a say in how this relationship gets handled. And that creates a coordination problem.

These days advertisers want a cross media picture of their investments and eye tracking isn't super useful when you're measuring attention paid to audio ads, for example. So it can snowball out of control really fast on that standardization piece.

Vibenomics and Stingray Advertising are combining their networks to offer in-store audio ads across 25,000 grocery, convenience, home improvement, and drugstores. Macy's is also now serving contextually targeted ads to in-store shoppers, and advertisers can already buy placements on 170,000 digital screens across Walmart's nearly 5,000 US stores.

Coca-Cola used AI image generation tool Stable Diffusion to help create an award-nominated ad called Coca-Cola Masterpiece that was whipped up five times faster than it would've been, thanks to AI, and Spotify is seeing if it can train AI on specific people's voices to one day generate original audio ads from scratch.