Amazon unveils AI ad tool; Molson Coors’ advice for viral Reels

Plus: What’s on ad executives’ minds as they hit the home stretch toward ID deprecation? [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis OCTOBER 25, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling Master the holidays with winning performance marketing strategies. Learn the best strategies from Rakuten Advertising in our webinar this Thursday. [Register here](! Was this email forwarded to you? Sign up [here](. TOP STORY [Molson Coors’ advice for building viral success on Instagram Reels]( Overly complicated ideas don’t go viral on Reels. “Be brutal in the simplicity of your idea,” Rory McClenaghan, group strategy director at Molson Coors’ internal agency, Volt, said at Advertising Week New York 2023. If you can’t explain the Reels idea in four frames or fewer, it’s probably too complicated. Reels also work best when they feel organic, said Michelle Nagel, senior marketing manager for Miller Lite at Molson Coors. Keep things lo-fi so content doesn’t look overproduced. [The secret to Molson Coors’ viral success on Instagram Reels]( [Keep reading]( NEWS AND VIEWS [Amazon rolls out AI-powered image generation to help advertisers]( Our view: Amazon says nearly 75% of advertisers who were unable to build successful campaigns cited building ad creatives and choosing a creative format as one of their biggest challenges. Generating images directly within Amazon’s ad platform will help streamline ad creation. [Google and Microsoft report strong quarterly results]( Our view: Both companies boasted solid ad revenues, which is a good sign for the industry overall. Google and [Microsoft]( both focused on AI in both earnings calls, indicating what’s to come in 2024. [Madison and Wall’s Brian Wieser forecasts TV ad inventory will drop 24% by 2027]( Our view: A lot of that decline will come from a move away from linear. Connected TV inventory isn’t unlimited, and a decline in inventory could make ads more scarce—and potentially more expensive. ANALYSIS [What’s on ad executives’ minds as they hit the home stretch toward ID deprecation?]( Marketers, publishers, and media and tech companies have known for years that the third-party cookies and mobile IDs on which they built a thriving ad business would eventually disappear. What may have seemed like an abstraction in 2016 is now a looming reality. Advertisers and publishers agree that first-party data holds the most promise as a post-cookie solution.That was one of the takeaways from a February 2023 DoubleVerify study on ad professionals’ perceptions of replacing cookie-dependent solutions. The trouble is that each party understandably has greater confidence in its own data than the other side’s. That underscores the limitations of first-party data. It favors large players with vast data sets, and those players tend to be stingy in sharing the data with ad partners. Further, troves of data are worthless if they are not actionable. This concern was implicit in the DoubleVerify survey, which specifically asked advertisers and publishers about data activation. [What’s on ad executives’ minds as they hit the home stretch toward ID deprecation? ]( [Keep reading]( THINGS TO KNOW 👻 [‘Snap has snapped out of its revenue slump,’ writes our analyst Jasmine Enberg]( 🧠[Yelp enhances ads, photos, search, waitlist, and more with neural networks]( 🎠[Google Ads adds new dynamic overview carousel]( 🍺 [Bud Light scores mega deal to become the official beer of UFC]( PODCAST [Behind the Numbers: Reimagining Retail]( Amazon’s second Prime Day event and how it has informed our predictions for the holiday season. Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( [Listen in]( THE BIG QUESTION Totally tubular: Which of the following is the most-subscribed YouTube account in the world? A) MrBeast B) Cocomelon C) T-Series D) Cristiano Ronaldo [Get the answer]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2023 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](