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By Jasmine Sheena

It’s dubbed YouTube Creator Partnerships, and it’s designed to consolidate creator campaign management in one place.

If there were three takeaways from YouTube’s 2026 NewFronts announcements this year, we’d boil it down to this: creators, creators, and creators. Which is not to be confused with last year’s YouTube NewFronts which were also about…creators.

The Rise of the Creator may sound like a new Star War, but it’s clear that “creator” has entered big-business territory, and it’s something marketers want to tap into. According to IAB’s November 2025 report on the creator economy and ad spend, creator ad spend “is projected to reach $37 billion in 2025, up 26% year over year and nearly 4x faster than the media industry’s overall growth. Over the past three years, creator advertising has more than doubled—from $13.9B in 2021 to $29.5B in 2024—as brands increasingly treat creators not just as social media partners but as a full-fledged channel.” YouTube, of course, is a major creator hub, and this year, the platform is rolling out new tools for brands to connect with creators, complete with new features powered by Google Gemini.

Feature image credit: Kaspars Grinvalds/Adobe Stock

By Jasmine Sheena

Jasmine Sheena is a reporter for Marketing Brew writing about adtech, Big Tech, and streaming.

Sourced from Marketing Brew

By Michael Serazio

OpenAI has started rolling out conventional ads in ChatGPT. It won’t stop there.

The inevitable has arrived. Ads have begun popping up on ChatGPT—even, reportedly, in initial responses to user queries, rather than after extended conversations—and some fans aren’t pleased. “RIP ChatGPT,” wrote one Reddit commenter. “It was fun while it lasted! 💔” The ads, which are being rolled out to free users and those who pay for the lowest-tier subscription ($8 per month), are rather familiar and banal in their presentation: a “sponsored” box pitching a product that ChatGPT’s algorithm thinks is relevant to the conversation, much as you’re used to seeing on social media platforms like Facebook and X.

An enduring feature of advertising is that it is “geographically imperialistic”: The best place to put an ad is where one doesn’t exist already. But the best type of ad to place is one that is unrecognizable as an ad. These truths should be kept in mind amid the rollout of ads on ChatGPT. Rest assured, this is just the beginning of how OpenAI, the creator of ChatGPT, will monetize its users. The company will undoubtedly graduate to more sophisticated ads, at which point the only question will be whether users even realize when they’re being monetized.

Artificial intelligence is an unfathomably expensive product to give away for free, yet that’s been OpenAI’s main strategy to achieve adoption. So it’s little wonder that the company is in dire financial straits, facing tens of billions of dollars in projected annual losses. How else to close that deficit save for digital billboards? The geographic expanse for commercial colonization—a reported 800 million weekly active users—was simply too vast for OpenAI to forgo.

So ChatGPT’s users are right to bummed. Commercials clutter both the aesthetic and impetus of the online space. And the annoyance isn’t merely a pop-up to be blocked or a pre-roll to be skipped: Ads can’t help but corrupt the purpose of the content that they surround. But even OpenAI’s CEO, Sam Altman, has admitted that ad monetization is a real downer. “I think that ads plus AI is sort of uniquely unsettling to me,” Altman said in 2024. “When I think of GPT writing me a response, if I had to go figure out, Exactly how much was who paying here to influence what I’m being shown? I don’t think I would like that.” But he also, notably, did not rule out ads on ChatGPT in the future.

As the old adage goes: If you’re not paying for the product, then you are the product. For two centuries, the mass and social media industries depended on this bargain. Nascent newspapers of the “penny press” era could be sold below cost because advertisers subsidized the access to audiences. Likewise, today, no one pays for Google search or Instagram or TikTok.

AI represents a qualitatively different revelation. It renders all the knowledge of the internet conversationally interactive. It outsources our critical thinking skills and regresses our decision-making to the mean. It’s been designed to seem human to secure our trust. It seduces our affections and indulges our delusions, often sycophantically so. It subs in for our therapists and friends alike and helps us raise our children.

The consumer insights from that level of intellectual, emotional, and social intimacy exceed an advertiser’s wildest dreams. Fortuitously so: AI arrives at a confusing, anxious time on Madison Avenue. Google’s AI summaries are disintegrating the web as we know it, hastening a “zero-click” future, in which users have no need to avail themselves of the links below on the page. Hence, a shift from search engine optimization to “answer” or “generative” engine optimization: strategizing how brands and products appear, organically, in large language model inputs and outputs.

ChatGPT makes that roundabout sell a much straighter line—for a price. And it is reportedly a steep one—with ad rates nearing those of NFL games. Large language models might be a black box—in terms of why they do what they do—but that ad pricing suggests OpenAI knows exactly what a gold mine of personal data it is excavating daily.

That’s why we ought to treat OpenAI’s claims about its advertising with the same skepticism applied to the advertising itself. Sure, the company says it will insulate the ads as ostensibly independent from content. “Ads do not influence the answers ChatGPT gives you. Answers are optimized based on what’s most helpful to you. Ads are always separate and clearly labeled,” the company insistsWe keep your conversations with ChatGPT private from advertisers, and we never sell your data to advertisers.” But that leaves a lot of marketing money on the table—and from the outside, it sure looks like OpenAI needs that money to stay afloat.

Hence, the Super Bowl ad diss from OpenAI competitor Anthropic, the maker of Claude, whose commercial mocked the sponsored content that will inevitably intrude and inundate ChatGPT feeds. But mount that high horse at your peril, Anthropic. Unless there’s a clever way to pay for all those server farms and microchips, all other AI platforms will probably have to follow suit. (And if the Pentagon cuts ties with Anthropic, as it’s threatening to do, that day may come even sooner.)

The history of social media foretells it: Platforms and their creators, once unspoiled by corporate backers, now pitch us relentlessly—and in increasingly devious ways. “Native” ads on Instagram and TikTok often look indistinguishable within the content, forming the basis of the $30 billion influencer industry. But the notion of placing an energy drink in the background of an influencer’s video will soon seem laughably conspicuous. By that point, the problem for ChatGPT users will no longer be that they notice and get annoyed with ads. The problem—and the real money to be made by OpenAI—will be when they don’t.

Feature image credit: Marcin Golba/NurPhoto/Getty Images

By Michael Serazio

Michael Serazio is a professor of communication at Boston College and the author, most recently, of The Authenticity Industries: Keeping it ‘Real’ in Media, Culture, and Politics.

Sourced from TNR

A whole industry of data brokers buys up vast quantities of electronic information from cell phone apps and web browsers and sells it to advertisers who use that data to target ads. The same industry also sells that data, including bulk cell phone location data, to police departments and federal government agencies in ways that can reveal intimate details about Americans without a warrant.

Now, privacy advocates say that the best chance for Congress to close the well-known loophole around the Fourth Amendment that allows for that sort of governmental snooping is coming up in just a few weeks.

That’s when Congress is expected to take up reauthorization of what is known as Section 702 of the Foreign Intelligence Surveillance Act, which is set to expire on April 20.

After a 2015 change to the law, federal agencies are not supposed to collect data on U.S. citizens in bulk. But some found a workaround to requesting warrants by simply buying the data instead.

Last week, some 130 civil society organizations signed on to a letter urging members of Congress to include closing the data broker loophole in FISA 702 reauthorization, citing the “unprecedented expansion of warrantless mass surveillance that is sweeping up the private information of communities across America” and the potential for the loophole to be used “to supercharge AI-powered surveillance.”

At a Senate hearing last week, Sen. Ron Wyden (D-Ore.) asked Federal Bureau of Investigations director Kash Patel if he would commit to not buying Americans’ location data, which is usually obtained from cell phones. Patel declined to do so, instead saying the FBI “uses all tools” and “we do purchase commercially available information that’s consistent with the Constitution and the laws under the Electronic Communications Privacy Act, and it has led to some valuable intelligence for us.”

A spokesperson for the FBI declined to comment on which commercial data the FBI purchases. In 2023, then-FBI director Christopher Wray had indicated that the agency had backed away from using “commercial database information that includes location data derived from internet advertising.”

Location records from brokers are typically unlinked to a device owner’s name. But tools exist that help law enforcement track where a device has gone, where it spends every night and where it goes during working hours, said Bill Budington, a senior staff technologist at the Electronic Frontier Foundation, a privacy advocacy organization.

AI tools present new challenges for privacy

Artificial intelligence can be leveraged to make such data even more powerful. The CEO of the AI company Anthropic, Dario Amodei, warned in a statement last month that records the government can purchase can be used by AI to assemble “a comprehensive picture of any person’s life—automatically and at massive scale.”

Amodei’s unwillingness to allow Anthropic’s technology to be used for domestic mass surveillance or autonomous weapons has led to a major fight with the Pentagon, which says a private company cannot dictate how the government lawfully uses its technology.

In addition to the FBI and the Department of Defense, Immigration and Customs Enforcement is also among the federal agencies that have had known contracts for tools that rely on cell phone location information sourced from data brokers. These developments come as ICE is ramping up its efforts to surveil not only immigrants who are targeted for deportation, but also people who record federal agents and protesters, using tools such as facial recognition, license plate data and administrative subpoenas to tech companies for user information.

Earlier this year, ICE requested information on a federal procurement site for industry feedback about “commercial Big Data and Ad Tech” that could be used in its investigations, as was first reported by WIRED.

Last year, ICE signed a contract with the company Penlink for its program Webloc, which can be used to track the movements of mobile phones or find phones that have visited specific places, according to reporting by the tech news outlet, 404 Media.

A Penlink spokesperson told NPR in a statement that the company “understands the sensitivity and complexity of data privacy” and “the vendors we use to make location data available to our customers filter out sensitive locations, such as hospitals, schools, and religious institutions.”

The statement continued, “We are committed to complying with applicable laws and regulations, as our customers are required to do, and we update our practices as those laws change.”

ICE did not respond to NPR’s request for comment about the phone tracking technology and how it’s used.

Government data purchases without a warrant are “contributing to an ever-expanding infrastructure of private sector surveillance that is hurtling us into a dystopian surveillance society,” Jeramie D. Scott, senior counsel and director of the Surveillance and Oversight Program at the Electronic Privacy Information Center, told NPR.

FISA bill is “only chance” this year to end bulk data collection

Privacy and civil liberties advocates say the upcoming FISA reauthorization debate is the best chance to close the so-called “data broker loophole” that federal agencies are using to purchase the kind of bulk data that Congress has already banned them from collecting themselves.

“This is very likely the only chance that Congress has this year to vote for meaningful privacy protections,” said Sean Vitka, executive director of Demand Progress, an advocacy group that has helped bring together an unusual coalition supporting federal surveillance reforms with backers from opposite sides of the political spectrum.

He added, without reform, “The Trump administration is walking around with the most dangerous surveillance powers in recent history,” given recent advances in AI, expanding use of data from brokers and changes to FISA that Congress passed in 2024.

Rep. Warren Davidson (R-Ohio) along with conservative Sen. Mike Lee (R-Utah), teamed up with Democrats Rep. Zoe Lofgren and Wyden on bicameral bipartisan FISA reform legislation that would end the data broker loophole among several other reforms.

“This is one of those issues that really doesn't break on party lines,” Rep. Warren Davidson (R-Ohio) told NPR. “You're collecting data that really you would never get a warrant for, that kind of a broad dragnet sweep under normal warrant requirements.” he said.

“This is one of those issues that really doesn’t break on party lines,” Rep. Warren Davidson (R-Ohio) told NPR. “You’re collecting data that really you would never get a warrant for, that kind of a broad dragnet sweep under normal warrant requirements.”

Kevin Dietsch/Getty Images

“This is one of those issues that really doesn’t break on party lines,” Davidson told NPR.

Davidson said when the federal government purchases data broker data, “You’re collecting data that really you would never get a warrant for, that kind of a broad dragnet sweep under normal warrant requirements,” he said.

He also hopes to shut another loophole, known as the “backdoor search” loophole, by ending the practice of federal agencies searching Americans’ communications without a warrant that were swept up with the collection of bulk communications of foreigners outside the country.

But tying reforms to FISA’s reauthorization faces opposition from members of both parties. The White House and House Speaker Mike Johnson are both pushing for a clean reauthorization of FISA that would include no changes, and there are some Democrats who have indicated they support that plan to ensure the law does not lapse.

Still, amid opposition from members of his own party over a clean reauthorization, Johnson delayed a House vote on the issue until mid-April.

Courts have not weighed in on the practice of the federal government buying up bulk data from data brokers, making it an untested legal grey area. Privacy advocates argue the practice circumvents the Fourth Amendment and is contrary to a 2015 law that bars federal agencies from collecting bulk data on Americans. That law, the USA Freedom Act, came after former National Security Agency contractor Edward Snowden leaked classified information on how the agency was collecting Americans’ phone records.

Purchasing bulk data from data brokers is “very much not what Congress intended when it said we are banning bulk collection,” said Jake Laperruque, deputy director of the Security and Surveillance Project at the Center for Democracy and Technology. “It wasn’t, you know, ‘do bulk collection, but also pay taxpayer money for it.’ It was ‘don’t do bulk collection.'”

Privacy advocates like Laperruque also believe they have Supreme Court precedent on their side. In a 2018 case known as Carpenter v. United States, the court ruled that law enforcement needs a warrant to obtain a person’s historic cell phone location data from cell phone towers.

Laperruque said the idea that law enforcement can purchase information from data brokers they would normally need a warrant for doesn’t make sense, particularly since he said it is often possible to identify individuals from supposedly anonymized data from brokers.

“We certainly wouldn’t imagine a scenario where the police said, ‘We’re going to search your house. We don’t have a warrant, but we paid your landlord $100 to give us a spare key. So now we’re searching your house without a warrant,'” Laperruque said.

Davidson said the fact that data brokers can sell identifiable information highlights that Congress needs to deal with a broader privacy law to protect Americans’ data. “But in the meantime, you know, governments are buying their way around the Fourth Amendment and we need to close that off.”

He added that this issue is exacerbated further by artificial intelligence, which “can harvest and collect the data in a way that humans never could and do it amazingly fast.”

The recent falling out between Anthropic and the Department of Defense has further highlighted the potency of combining AI with powerful records purchased from data brokers, said Laperruque.

“What kind of new Pandora’s box do we open when we not only have these huge quantities of data, but we have tools that can start to scan and analyze patterns in unprecedented ways and at an unprecedented scale that you can never do from human analysts,” he said.

Feature image credit: Mandel Ngan/AFP via Getty Images

By

Sourced from npr

By Ty Pendlebury

More Americans are concerned about the loss of personal interaction from AI than they are about potential job loss.

Google Gemini is the most trusted AI platform among its competition, but many people still have concerns about the technology, according to an American Customer Satisfaction Index poll released Thursday.

In ACSI’s results, AI scored an overall customer satisfaction score of 73 on a scale of 0 to 100, which the authors noted was slightly below social media (74), airlines and mortgage lenders, but in line with energy utilities.

Of the five platforms mentioned in the survey, Google Gemini led with 76, followed by Microsoft Copilot (74), Claude and ChatGPT (both 73), and Grok and Perplexity (both 71). Meanwhile, TikTok (77) and YouTube (78) both scored better than the AI platforms.

Gemini is one of the most prolific AI services, with access via smart speakersTVsphones and computers, while most ChatGPT users access the AI tool via the ChatGPT website or mobile app, and Grok via social media platform X.

The ACSI poll found that 43% of respondents said reduced human-to-human interaction is their main concern, followed by job loss for future generations (37%) and their own job risk (31%), based on interviews with 2,711 US adults.

Baby Boomers were the most sceptical generation in the poll, with 35% saying they are very concerned about AI’s effects, compared to just 6% who view it extremely favourably.

Disconnect between AI adoption and perception

While platforms such as ChatGPT have up to 1 billion weekly users, there is still a disconnect between AI’s adoption and public perception of it, which is driven by concerns over privacy, the spread of misinformation and the loss of jobs.

“Consumers spent the last decade learning to distrust how social media platforms handle their data, and AI’s privacy scores suggest they’re carrying that scepticism forward,” said Forrest Morgeson, associate professor of marketing at Michigan State University and director of research emeritus at the ACSI.

21% reported an “extremely favourable” outlook toward AI, while an equal 21% said they are “very concerned about the consequences.”

These results were in line with another poll published by YouGov this week, which found that only 29% think the positive effects of AI outweigh the negative ones, while 36% think its net effects are negative.

It’s worth noting that more than half of the people interviewed (56%) had no recent experience with AI, but of the 44% who did, half of them use AI at least once a day, and the usage went up with people who earned over $100,000 a year.

Last month, an NBC poll suggested that AI was one of the least-liked things in America, but it was still more popular than the Democratic Party.

TV and home video editor Ty Pendlebury joined CNET Australia in 2006, and moved to New York City to be a part of CNET in 2011. He tests, reviews and writes about the latest TVs and audio equipment. When he’s not playing Call of Duty he’s eating whatever cuisine he can get his hands on. He has a cat named after one of the best TVs ever made. 

Feature image credit: Getty/SOPA Images

By Ty Pendlebury

Sourced from C NET

By 

The band breaks the mould to promote their new album, The Mountain.

In today’s advertising world, plain ol’ billboards don’t seem to cut the mustard anymore. With this in mind, Spotify has teamed up with virtual brand Gorillaz to create an immersive treasure-hunt campaign, marking their new album, The Mountain.

Reimagining the static, one-sided nature of traditional billboard ads, the Spotify x Gorillaz campaign is all about creating an immersive fan-first experience. Vivid, playful and interactive, the new campaign is a prime example of how audiences are increasingly shaping the brand world.

Bringing Gorillaz’s digital world to the streets of London, the album promo campaign features custom murals starring each of the iconic Gorillaz band members. Hidden within each artwork is a QR code that unlocks a real-world treasure hunt for fans. When all four are found, fans have the opportunity to win tour tickets, merch, and exclusive signed memorabilia.

The artwork will be appearing in Peckham, Shoreditch, Hackney, and Portobello Road, alongside a digital activation for fans in the U.K., U.S., Canada, Australia, New Zealand, Mexico, Brazil, Italy, Poland, and Spain who can’t make the pilgrimage. Gorillaz Character Match uses users’ listening history to match them with one of the four characters. Created in collaboration with Gorillaz’s own creative team, the custom character cards also unlock a personalised playlist featuring tracks from The Mountain alongside curated favourites from the band’s discography.

What do you think?
Who’s your favourite Gorillaz character?
2D, obviously
Noodle, is that even a question?
Murdoc, I love that strange guy!
Russel of course, my under appreciated king

Feature image credit: Spotify

By 

Natalie Fear is Creative Bloq’s staff writer. With an eye for trending topics and a passion for internet culture, she brings you the latest in art and design news. Natalie also runs Creative Bloq’s 5 Questions series, spotlighting diverse talent across the creative industries. Outside of work, she loves all things literature and music (although she’s partial to a spot of TikTok brain rot).

Sourced from CREATIVE BLOQ

By 

Dive into this step-by-step guide to uncover actionable strategies for improving your app ad performance. You’ll explore how to use platform-specific features, such as video ads on YouTube or targeted campaigns on Instagram, to reach your audience effectively. Additionally, learn how to interpret key data points, like trial-to-paid conversion rates, to fine-tune your approach and maximize ROI. By the end, you’ll have a clearer understanding of how to align your advertising efforts with your app’s growth goals.

Understanding the Challenges of Paid Marketing

TL;DR Key Takeaways :

  • Data-Driven Marketing: Successful app advertising relies on collecting and analysing user data, such as sign-ups, trial starts and purchases, to refine strategies and improve campaign performance.
  • Platform-Specific Strategies: Choosing the right advertising platforms (e.g., Google Ads, YouTube, influencers) and tailoring campaigns to their strengths is essential for maximizing ROI.
  • Iterative Improvement: Continuously optimize your app and marketing efforts based on user feedback and performance data, especially during the critical first three months post-launch.
  • Trial Systems and Conversion Rates: Offering trials helps assess product-market fit, with high trial-to-paid conversion rates indicating strong user satisfaction and app value.
  • Long-Term ROI Focus: Paid marketing often involves initial financial losses, but a strategic, patient approach can lead to sustainable growth and improved returns over time.

Paid app marketing often begins with significant upfront costs and limited immediate returns. Early campaigns may feel like a financial setback, but their primary purpose is to gather valuable data rather than generate immediate profit. This initial phase is essential for understanding your audience and refining your strategy. Without this foundational knowledge, future campaigns are unlikely to succeed. Think of these early efforts as an investment in learning about your market, a critical step toward long-term success.

The challenges of paid marketing also include navigating a competitive landscape, where users are inundated with advertisements. To stand out, your campaigns must be highly targeted and tailored to your audience’s preferences. This requires a commitment to continuous testing and optimization, making sure that your ads resonate with potential users.

The Role of Data Collection and Tracking

Data serves as the backbone of any successful marketing campaign. To make informed decisions, it’s crucial to track key user actions that directly impact your app’s performance. These actions include:

  • Sign-ups: Monitoring how many users register for your app provides insight into the effectiveness of your ad copy and landing pages.
  • Trial starts: Tracking trial initiations helps gauge user interest and the appeal of your app’s features.
  • Purchases: Understanding purchase behaviour allows you to measure the direct return on your advertising investment.

Tools like Google Analytics G4 and Facebook Pixel are indispensable for tracking these events. Additionally, integrating metadata, such as pricing tiers, plan types, or user demographics, offers deeper insights into user behaviour. This data enables you to build a detailed profile of your audience, allowing for more precise targeting and improved campaign performance.

Here are more guides from our previous articles and guides related to AI marketing that you may find helpful.

Building a Data-Driven Profile

The early stages of paid marketing focus on gathering data to identify your ideal customer profile. Advertising algorithms on platforms like Google Ads, Facebook, or Instagram require time to learn and optimize. This process, often referred to as the “learning phase,” can take weeks or even months. During this period, the algorithms analyse user interactions with your ads to refine targeting and improve performance.

By analysing the data collected, you can identify patterns and trends that inform your marketing strategy. For example, you may discover that certain demographics respond better to specific messaging or that particular ad formats drive higher engagement. Armed with this information, you can refine your campaigns to increase conversion rates and reduce customer acquisition costs.

Choosing the Right Advertising Platforms

Selecting the right advertising platforms is crucial for maximizing your return on investment. Each platform offers unique advantages and understanding these can help you allocate your budget effectively. Here’s a closer look at some popular options:

  • X (formerly Twitter): This platform is ideal for building brand awareness and establishing credibility. Its real-time nature allows for quick engagement with your audience.
  • YouTube and Google Ads: These platforms excel at driving conversions and attracting high-quality traffic. Video ads on YouTube, in particular, can showcase your app’s features in an engaging and visually appealing way.
  • Influencers: Partnering with influencers can help you establish trust and create authentic content that resonates with their followers. This approach is especially effective for niche markets.

By using the strengths of each platform, you can reach your target audience more effectively and achieve better results.

Trial Systems and Conversion Rates

Trial systems are a powerful tool for assessing product-market fit and driving user engagement. By allowing potential users to experience your app before committing to a purchase, you can gather valuable insights into their preferences and pain points. A strong trial-to-paid conversion rate, such as 43%—indicates that your app meets user needs and delivers value.

In addition to measuring conversion rates, trial systems can highlight areas for improvement. For example, if users frequently abandon the trial without upgrading, this may signal issues with your app’s usability or perceived value. Addressing these concerns can help you refine your product and marketing strategy, ultimately boosting user retention and satisfaction.

The Importance of Iterative Improvement

The first three months after launching your app are critical for refining both your product and marketing efforts. During this period, actively engage with users to gather feedback and identify areas for improvement. Iterative improvement involves making incremental changes based on user input and performance data, making sure that your app continues to meet user expectations.

This approach not only enhances the user experience but also increases the likelihood of long-term success. By continuously optimizing your app and marketing campaigns, you can stay ahead of the competition and adapt to changing market conditions.

Recognizing Product-Market Fit

Achieving product-market fit is a significant milestone for any app. It indicates that your app resonates with its target audience and has the potential for sustainable growth. Key indicators of product-market fit include:

  • High trial-to-paid conversion rates: This suggests that users find value in your app and are willing to pay for it.
  • Low churn rates: Retaining users over time demonstrates that your app meets their needs and expectations.
  • Organic growth: Word-of-mouth referrals and positive reviews signal strong user satisfaction and trust.

These metrics provide a clear picture of your app’s performance and its potential for long-term success.

Budgeting and ROI Expectations

Paid marketing often involves an initial period of financial loss. For example, spending $10,000 on ads might yield $5,000 in monthly recurring revenue during the early stages. However, this investment is necessary to acquire market insights and build a customer base. Over time, as your campaigns become more targeted and effective, your return on investment will improve.

It’s important to set realistic expectations and remain patient during this process. By focusing on data-driven decisions and continuous improvement, you can gradually increase your ROI and achieve sustainable growth.

Making Strategic Decisions

After three months of paid marketing, it’s essential to analyse your data and determine the next steps. Key metrics, such as churn rate, trial conversion and user engagement, will guide your decisions. Depending on the results, you may choose to:

  • Refine your strategy: Adjust your targeting and messaging to better align with your audience’s preferences.
  • Iterate on your product: Address user feedback to enhance your app’s features and usability.
  • Discontinue underperforming campaigns: Redirect resources to more effective strategies.

This data-driven approach ensures that your decisions are informed and aligned with your goals.

Key Takeaways for Success

To make app ads work effectively, focus on these principles:

  • Prioritize data-driven decisions: Use analytics to guide your strategy and optimize performance.
  • Target niche markets: Concentrate your efforts on specific audiences to maximize your marketing budget.
  • Use organic growth: Encourage word-of-mouth referrals and build a loyal user base.

By adopting a patient, strategic approach, you can overcome the challenges of paid marketing and achieve sustainable growth for your software application.

Media Credit: Corbin

By 

Sourced from Geeky Gadgets

By John Hall

Digital advertising seems to be everywhere. You turn on your laptop, only to be greeted by promo messages from the manufacturer about your expired warranty. The web browser you launched seconds ago? Well, now all the pop-ups are trying to convince you to buy or try the latest invention. And don’t forget about all the app notifications on your smart devices and the emails waiting to be read (more like deleted) in your inbox.

It’s exhausting. Coined as digital fatigue, the mental overload caused by constant marketing messages in online spaces is why effectiveness is declining. Although global digital marketing spend is forecasted to reach $936 billion in 2029, customer acquisition costs have gone up 222% in the past 10 years. In response, marketers are turning back the clock, increasingly relying on direct mail to cut through the noise.

I was recently speaking to Eric Goodstadt, CEO of Upswell Marketing, about the shift. Upswell Marketing is the parent company of Taradel, which helps small businesses launch direct mail and digital ad campaigns. The return to direct mail doesn’t mean companies are ready to abandon digital. But it does mean marketers are aiming to restore balance in an unpredictable landscape.

Hedging Against Digital Volatility

Goodstadt recently explained to me how digital has become less predictable and often less efficient due to rising costs for impressions, privacy concerns and a host of tech and economic challenges. Direct mail, on the other hand, offers deterministic targeting without relying on cookies or algorithms.

Deterministic targeting runs on verified first-party data, such as interaction or purchase history. It’s information someone has willingly given to your company. Compare that to third-party data, where you’re not sure how it was gathered or whether it’s relevant to your outreach efforts. In the past, digital platforms had the advantages of scale, speed and targeting.

But changes in privacy features, including Apple’s range of controls across apps and its Safari web browser, mean more limitations and higher costs. Channel diversification offers marketers a way to hedge against this unpredictability. Direct mail is no longer seen as a legacy tactic, but a way to stabilize your marketing mix.

I think of it as a way to balance your portfolio. You dedicate a percentage of your outreach to digital while (re)introducing a percentage to direct mail. Marketers aren’t solely relying on third-party cookies and algorithms for audience reach. With direct mail, there’s a higher level of control, precision and predictability, leading to better performance in customer acquisition.

Driving Results With Frequency And Familiarity

USPS cites findings from the National Association of Advertisers about the ROI of direct mail versus digital channels, such as paid search and email. Direct mail’s average ROI of 112% beats email’s 93% and paid search’s 88%. Goodstadt and I agree that a reason is the familiarity direct mail builds with an audience over time.

It’s easy to dismiss, block and ignore digital ads. Physical mail can’t be brushed aside as easily because it’s tangible.

“Consistency builds familiarity and trust,” Goodstadt said. “We typically see strong results with one touch every three to five weeks.”

Nonetheless, hitting frequency targets isn’t sufficient. I’ve found you also need variety. Otherwise, you fall into the same campaign fatigue trap digital ad bombardment creates. You want to mix up your creative, promos and formats to keep your touchpoints fresh.

By mixing it up, marketers replicate digital marketing best practices. Yet, they benefit from direct mail’s less competitive environment. Marketers stand a better chance of getting their audiences’ attention because the physical inbox is less crowded than the digital one.

Gaining A Surprising Edge With Younger Audiences

It seems counterintuitive. Why would younger audiences resonate more with a marketing tactic from the pre-internet explosion age than with digital? After all, they’ve only known online marketing as the norm.

Yet, the stats tell a different story. Gen Z and Millennials engage more with direct mail than Gen Xers or Boomers. Eighty-five percent of those younger cohorts interact with direct mail, partly because it’s novel to them. They didn’t grow up in the days when postcards and mailers were one of the few means of direct outreach.

Industries with local and personal connections tend to perform stronger with younger audiences. Direct mail from gyms, wellness providers, in-home services, home improvement and quick-service restaurants shows solid promise. Proximity and trust are factors behind the edge, and direct mail reinforces both. For these categories, the physical inbox can drive higher results than the digital newsletter.

Creating A Winning Formula

Design and interactive formats play a role in the success of a direct mail campaign. Overly polished and corporate-speak creative displays are going to fall flat. Authenticity and clear, concise messaging tend to win.

Goodstadt and I have seen higher engagement with interactive formats, such as oversized postcards or QR-code driven experiences. A QR code from a direct mailer can return an audience to an abandoned cart or offer a personalized discount to place an online order. But you want to make the value proposition immediately clear. The call to action should be simple and seamless.

When I was checking into current interest in print marketing, SelfEmployed editor-in-chief Renee Johnson said combining direct mail with digital tracking is a tactic gaining traction.

“We’ve seen interest in direct mail marketing from younger business leaders and solopreneurs who have discovered legacy channels like direct mail aren’t ineffective in the modern age,” said Johnson. “What’s different now is the integration of digital tracking, which changes direct mail from a general population blast into a precise, ROI-driven strategy.”

Omnichannel integration plays a key role in direct mail and will continue to. Connecting direct mail campaigns to measurable outcomes while improving targeting will become more of a focus. Synchronizing data from point-of-sale and CRM systems like HubSpot will increase in importance to overcome direct mail’s weaknesses. Lack of accountability and difficulties with measurement are drawbacks that advanced personalization can counterbalance.

Direct Mail’s Advantage In A Fragmented Future

The fundamental challenge marketers face continues to remain the same. How do you effectively break through the noise? Direct mail can be a compelling answer. With the channel’s tangibility, precise targeting and advancing improvements in measurability, direct mail can serve as a complement to the digital realm.

I believe bringing direct mail back to the marketing mix will help brands create more resilient customer acquisition strategies. Outcome predictability will offer marketers stability in an increasingly uncertain environment. The physical inbox won’t be a nostalgic relic, but a competitive advantage.

Feature image credit: Getty

By John Hall

Find John Hall on LinkedIn and X. Visit John’s website.

Sourced from Forbes

By Jodie Cook,

Summary

Sir Martin Sorrell advises agencies to adapt to AI by implementing five key strategies: compress creative production with output-based pricing, personalize content at scale, become validators of AI-generated work, drive radical efficiency by automating internal processes, and democratize knowledge within the organization.

The old way of running an agency is dead. If you own or operate a services business, whether that’s an agency, a consultancy, or any company where clients pay for your expertise, the ground is shifting under your feet. AI can create content faster and cheaper than your team. Clients expect more for less. Production lines that took weeks now take hours.

Agencies in the next ten years will look nothing like agencies in the last ten. The same is true for anyone in the knowledge economy who serves clients for a living.

I sat down with Sir Martin Sorrell at FII Priority Miami 2026 to ask him how agencies survive what’s coming. Sorrell is the founder and executive chairman of S4 Capital, the digital-first marketing services company operating under the brand Monks. Before that, he built WPP from a £1 million shell company into the world’s largest advertising group, with over £15 billion in revenue and 200,000 people across 113 countries. He ran it as CEO for 33 years, making him the longest-serving chief executive in the FTSE 100. If anyone knows what happens when an industry gets disrupted, it’s him.

I founded and sold a social media agency. Looking back at my team of 20 people, I can see which roles AI would have replaced and which ones would have become more valuable. Sorrell sees the same pattern playing out across the entire industry. When I asked him what agencies should do now, he gave me a 5-step process for staying relevant. This applies to any business where you trade expertise for money, and it starts with client work.

5 ways to keep your agency alive in the age of AI

Compress your creative production

AI is already cutting the cost and time of visualisation, copywriting, and content production. Sorrell was direct about the business model problem this creates. “We’re paid on time taken,” he said. “So you have to shift the model to output-based pricing, either on a unit asset basis or subscription.” The agency that charges by the hour while AI does the work in minutes will lose every time.

Audit how you charge. If your revenue depends on how long tasks take your team, you’re exposed. 

Maybe you’re the founder who bills 40 hours for a content package that AI helps you produce in 10. That gap is your vulnerability and your opportunity. Close it before your clients do the maths.

Personalise at scale

The second step is using AI to produce huge volumes of personalised assets. Where you once created one campaign and hoped it landed, now you produce dozens of variations tested against specific audiences. Sorrell sees this as an expansion of opportunity. More content, more formats, more touchpoints. The business model shifts again toward output pricing because the volume of work explodes.

Think about your own content output. If you’re still producing a single version of each deliverable, you’re leaving performance on the table. Use AI to create variations. Test them. Let the data tell you what resonates with each segment of your audience. The agencies and consultancies that think bigger about what they can offer, producing ten times the output at a fraction of the old cost, will win the clients who want results measured in numbers.

Become the validator

Media planning and buying will become totally algorithmic. Humans stay at two points in the process. The ideation at the start and the checking at the end. The middle, where junior staff once spent their days planning and placing, gets automated. The agency’s role becomes validation. Nobody will take a platform’s recommendation at face value. “You’re not going to say, I agree with the Google plan. You’ll want to check,” Sorrell said.

Position yourself as the person who scrutinises the machine’s work. If you run a consultancy or an agency, your value is in judgment, not in execution. The media buyer that is age 25? That role disappears. The experienced strategist who can look at an AI-generated plan and say “this is right” or “this is wrong” becomes irreplaceable. Build that skill in yourself and your team.

Drive radical efficiency

Sorrell described a joint venture with Nvidia, AWS, and Adobe on outside broadcasting using AI. The result was an 80% reduction in cost. That number is already a reality. Every service business has processes that cost more than they should because humans have always done them. AI changes the equation.

Go through your operations and find where the money leaks. Identify the tasks your team does that a machine could handle faster. Maybe it’s reporting, maybe it’s scheduling, maybe it’s the first draft of every deliverable. The savings are huge. An agency that operates at 80% lower cost on its production can either increase margins or pass savings to clients and win more work. Both options beat standing still.

Democratise knowledge

Sorrell’s fifth step was the one that most people overlook. He talked about using AI to spread knowledge across an organisation so that silos break down. He pointed to Jensen Huang running Nvidia with 50 direct reports and no one-to-one meetings. “AI spreads knowledge as long as you enfranchise people and give them access,” Sorrell said. “You get rid of the silos.”

Most agencies and service businesses hoard information in the heads of senior people. Junior team members wait for briefings that come too late. AI changes this. Give your team access to shared knowledge systems. Let AI summarise client histories, surface past work, and distribute learning across the company. The business that shares what it knows internally will move faster than the one that keeps everything locked in the founder’s head. Stop controlling information and start building systems that make everyone smarter.

How the man behind advertising’s biggest empire says you stay relevant in the age of AI

Sorrell told me that reduced employment is coming, but the number won’t be the 95% that some predict. The agencies and businesses that survive will be leaner, faster, and built around these five steps.

Compress creative production. Personalise at scale. Become the validator. Drive radical efficiency. Democratise knowledge. Whether you run an agency, a coaching practice, or a consultancy, the same process applies. Adapt now or spend the next few years watching someone else take your clients.

Feature image credit: SIR MARTIN SORRELL

By Jodie Cook,

Find Jodie Cook on LinkedIn. Visit Jodie’s website.

Sourced from Forbes

By Nikhil Nanivadekar

The shift toward AI is not just about producing ads faster, it’s about giving creative capability to everyone, writes Amazon’s Nikhil Nanivadekar.

The following is a guest piece written by Nikhil Nanivadekar, principal engineer, consumer ad experiences at Amazon. Opinions are the author’s own. 

Advertising has always celebrated creativity, but for many brands, it came with real constraints. Big ideas required big budgets, specialized teams and long production cycles. Speed was a luxury, and experimentation carried risk. For too many businesses, the gap between a great idea and a great ad felt impossibly wide.

Artificial intelligence is breaking down these barriers. When the barriers to experimentation fall, creativity rises and more innovative storytelling becomes possible for everyone. This is not a distant promise. It is happening right now, across industries and businesses of every size.

The rules of advertising are being rewritten in real time. According to the Marketing AI Institute’s “2025 State of Marketing AI Report,” 74% of marketers now say AI is very important to their success over the next 12 months, up eight percentage points from 2024. That momentum is only accelerating.

This shift is not just about producing ads faster. It is about giving creative capability to everyone. Mom-and-pop shops can now be seen and heard in ways once reserved for the biggest brands. The challenge has never been a lack of ideas. Small businesses have always had compelling stories to tell. The barrier has always been bringing those ideas to life at a level that competes for attention. AI is changing that equation, putting sophisticated creative capabilities in the hands of businesses of all sizes and letting their stories finally shine.

Amplifying creativity and agility

One of the biggest shifts is how creative work gets produced. Small and mid-sized brands that once relied solely on simple product-shot ads now use AI to transform product images into lifestyle scenes, convert detail pages into audio ads and develop simple ideas into full TV commercials, all with a single prompt. What once required weeks of production planning can now happen in minutes.

But agentic AI tools are changing the game, letting teams test wildly different approaches in minutes instead of weeks. Customers report spending less time on administrative work and more time on big ideas.

For example, when Molly’s Suds set out to create a streaming TV ad, they didn’t start with a storyboard, an agency brief or a production crew. Instead, they experimented by using Creative Agent — Amazon Ads’ new conversational, agentic AI tool.

Creative Agent analysed the images, product copy, reviews and brand details from the product detail page to understand Molly’s Suds’ tone, customer value proposition and visual style. From there, the tool guided the advertiser through brainstorming, script development, scene planning, voice over selection and final video production.

This is one example of AI tools turning a difficult and expensive process into a streamlined, exciting new creative possibility.

Democratizing the advertising process

While increased speed and efficiency delivered by AI is important, it’s the access and breaking down barriers that is perhaps the most important change AI is driving.

Brands once side-lined by constraints are now stepping into creative spaces as active players, bringing fresh perspectives and diverse voices that make advertising richer for everyone. This momentum is visible among Amazon sellers themselves. By the end of 2024, nearly one in five Amazon sellers were using AI-powered creative tools, with the majority being small businesses discovering for the first time what it feels like to compete at the highest level.

The impact is not just philosophical, it is measurable. McKinsey’s “State of AI in 2025” report shows that revenue gains from AI appear most commonly in marketing and sales. We believe broader access to creative capabilities translates quickly into real business outcomes. When more businesses can tell their stories effectively, everyone wins.

AI-powered creative tools are now foundational for brands of all sizes. They accelerate production, enhance storytelling and deliver a level of sophistication that once required massive budgets and large teams. But beyond the efficiency gains and the impressive statistics, what excites me most is what this means for the future of advertising itself. The result is a more level playing field, one where imagination becomes the most valuable currency, and where any brand with a great idea and a great story has a real chance to be heard.

Feature image credit: peshkov via Getty Images

By Nikhil Nanivadekar

Sourced from MarketingDive