The news: A CBS investigation discovered hundreds of deepfake ads on Meta platforms promoting 鈥渘udify鈥� apps that create sexually explicit content based on images of real people. The analysis of Meta鈥檚 ad library found at minimum hundreds of deepfake ads across Facebook, Instagram, Threads, Facebook Messenger, and Meta Audience Network. Our take: The rise of deepfakes on major platforms like Meta emphasizes AI鈥檚 potential to erode consumer trust and raise brand safety risks鈥攆orcing advertisers to navigate a growing gap between innovation and lagging safeguards.
Linear TV boosts messenger association by 5.6% compared with CTV鈥檚 0.9%, and it boosts brand favorability by 9%, ahead of CTV鈥檚 2.7%, per a study from Clear Channel Outdoor and Kantar. TV also wins in boosting ad awareness (10.2%, compared with CTV鈥檚 2.2%) and purchase intent (9.6%, compared with CTV鈥檚 2.7%).
This year, TikTok will ride the social video wave to become the third social platform with more than 100 million users in the US. But text-based platforms are also set for a revival thanks to Instagram Threads, Bluesky, and even Meta鈥檚 Messenger.
Similar to Meta鈥檚 click-to-message ads鈥攚hich let users chat with a brand on Instagram, Messenger, or WhatsApp鈥擳ikTok is testing ads that let users start conversations with businesses in the US. It鈥檚 also testing ads that direct users to Facebook Messenger or WhatsApp to have those conversations. Brands are putting a small portion of budgets toward messaging-related ads.