[Marketing Week] Bob Koigi: Marketeers gedijen onder druk met slimme mediamoves

As emerging technologies shape how businesses interact and do businesses, brands are leveraging these new technologies  to drive growth and efficiency and to creating end-to-end solutions for clients swiftly and efficiently.

Dentsu Group Inc. has announced it has partnered with Microsoft to launch enterprise-wide access to advanced Azure OpenAI technologies, empowering employees to develop client-ready solutions to drive growth and efficiency from the safety of a private, enterprise-grade, secure development environment.  

This.as Omnicom Group Inc. also announced a first-mover collaboration with Amazon Web Services (AWS) to reimagine creativity and accelerate innovation with generative AI foundational models for advertising.

As part of the collaboration, Omnicom will use AWS generative AI and machine learning (ML) services, including Amazon Bedrock and Amazon EC2 Trn1n instances powered by AWS Trainium chips that are purpose-built for ML workloads, to help accelerate the transformation of advertising campaign development.

As artificial intelligence continues to make inroads across markets, data obtained by Finbold, as of 2023, showed that the estimated market share of AI is $207.9 billion, and this value is projected to surge by 788.64% to reach $1.87 trillion by 2030. The market share is anticipated to exceed the $1 trillion threshold for the first time in 2028 at $1.06 trillion.

Still on new technologies, Samsung Electronics, the world’s TV manufacturer for 17 consecutive years, has announced a partnership with Warner Bros. Pictures that will bring highly-anticipated movie trailers to Neo QLED 8K screens in more than 65,000 retail stores around the world.

In partnerships, Consumer electronics company Bang & Olufsen has launched its latest brand campaign working with Dept. As the name suggests, this campaign embeds Bang & Olufsen’s new brand direction, by giving life to listener’s music taste in the form of interactive avatars that are totally unique to each person’s musical taste.

At the same time, Nielsen, a global player in audience measurement, data and analytics, has announced a multi-year data license renewal agreement with Comcast Corporation, a media and technology company.

Under the terms of the agreement, Nielsen will expand its use of Comcast’s return path data (RPD) in its national and local television and cross-media measurement services via its de-duplicated, audience measurement solution, Nielsen One. 

In other news, Havas Media Network (HMN) has announced that Destination Vancouver, Vancouver’s official visitor and convention bureau, has named Havas Media and Noise Digital as its media agency partner following a competitive review.

Destination Vancouver supports Vancouver’s tourism industry through building destination competitiveness, leading sustainable destination development initiatives and promoting Vancouver in key national, US and International markets to attract leisure travel, meetings and conferences, and other major events to the city.

Elsewhere, Beeyond Media, a programmatic Digital Out of Home (DOOH) advertising demand-side platform (DSP), announced the close of $10 million seed round led by Ricardo Uribe of RAU Capital and Beeyond Media board member. The latest funding will be used to scale the Beeyond business in the United States and Latin America and help Beeyond Media expand their vast connected inventory in other markets throughout 2024.

Bob Koigi is an editor at Marketing Report One

www.marketingreport.one

Dit artikel is gepubliceerd door: Saskia van Weert