Video Ads on Meta just got better!

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Welcome to today’s edition of Marketing Scroll, bringing you the latest marketing & retail stories in 60-word value bombs.

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📊 Meta Unveils Fresh Data on Video Ad Performance

A new study by Meta, conducted with Nielsen, reveals the effectiveness of Meta's ad campaigns, particularly video formats like Reels. The study showed that Meta ads provided a 30% better return on ad spend than TV ads. Additionally, Reels and short video clips gave the highest return, and videos less than 15 seconds were optimal for promotions. These findings emphasize the potential of video ads for maximizing ad spend efficiency.

👻 Snapchat's 'Dreams': A New Test Feature Using Generative AI

Snapchat is testing a new visual AI feature called 'Dreams' that lets users place their likenesses into AI-created realms. Despite being an exciting development, there's debate around the optimal use of generative AI in social media. The current applications, such as AI filters and Snapchat's 'My AI' bot, though interesting, are seen as not fully exploiting the technology's potential. In the author's words, "Generative AI could change the way we interact with technology, but right now, we’re still in the early stages of this shift."

📱[STUDY] TikTok, Reels, Shorts: Ranking the Best Short-Form Video Platform

TikTok dominates short-form video engagement, scoring twice the comments and double the posting frequency than Instagram's Reels and YouTube's Shorts. Yet, Reels leads in watch rate, likely due to lower spam and algorithm-tailored videos. Platforms differ considerably, calling for unique, platform-specific content strategies. The study concludes, "When it comes to video marketing, this battle is best fought on multiple fronts, as different audiences require different approaches."

🎨 WPP Revolutionizes Creativity with AI-Driven Content Engine

WPP & Nvidia have partnered to create a content engine powered by generative AI, aiming to revolutionize the creative process. The engine uses software from Adobe & Getty Images to produce brand-accurate imagery & videos more efficiently. WPP sees this as an opportunity to lead in generative AI, as the technology disrupts marketing. Alliance comes as brands cut back on ad spending & digital platforms invest in generative AI. WPP CEO states, "Generative AI is changing the world of marketing."

🐦 Twitter Extends Community Notes to Include Visuals in Tweets

Twitter is expanding its Community Notes feature to include attached visuals in tweets. Contributors can now add contextual notes to images, which will be attached to matching re-shares of the same image across tweets. This clarifies the origin and context of AI-generated visuals, addressing potential misinformation. However, the delayed turnaround for applying Community Notes may still allow harmful content to gain wide exposure before moderation takes effect. Overall, it is a positive addition to tackle AI-generated content's viral trends.

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