What OpenAI’s Sora can do for marketers

Plus: Ad market hits double-digit growth [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis MARCH 27, 2024 Women’s Final Four ad inventory is [sold out]( for this year’s NCAA March Madness tournament, and revenues from the women’s tournament are twice as high as they were last year, according to a Disney VP. Looks like [Caitlin Clark]( isn’t the only one breaking records this year. Was this email forwarded to you? Sign up [here](. TOP STORY [OpenAI’s Sora could create a new era for video marketing—but it could also clutter YouTube and TikTok]( OpenAI’s Sora could be to video generation what ChatGPT has become to text generation—a user-friendly, scalable tool that creates human-quality work. Tyler Perry put an $800 million studio expansion on hold after seeing the tool in action. And creators with access to the tool have created impressive works, from surreal nature documentaries to underwater fashion shows. Though Sora is currently available to limited users, marketers may be the first to see Sora’s impact when the product is publicly available. Sora is more advanced than the other tools marketers use to make videos which tend to leverage existing footage, create digital avatars, or provide editing help, rather than produce believable images. [OpenAI’s Sora could create a new era for video marketing —but it could also clutter YouTube and TikTok]( [Keep reading]( NEWS AND VIEWS [Ad market expanded 10.4% in February]( Our view: 11 consecutive months of growth is good news for marketers, and February saw the first double-digit growth since March 2022. The year’s growth will continue to be supported by political ad spend and the Paris Olympics. [CTV ad frequency soars 80% in 2 years: Report]( Our view: The ad load on connected TV (CTV) is looking more and more like cable. More inventory is good news for advertisers and for platforms and bad news for consumers who hoped the experience of linear TV was behind them. [YouTube is working on an AI solution so viewers don't get bored while watching a video]( Our view: If YouTube launches this new feature, creators will have to work even harder to make sure all of their videos, including any potential native advertising, is engaging. RESOURCES [Guide to AI chatbots for marketing: The conversational interface has gotten a big boost with the rise of ChatGPT and generative AI]( Chatbots aren’t new, but they certainly have new life. The first attempt at creating an interface allowing a computer to hold a conversation with a human dates back to 1966, when MIT professor Joseph Weizenbaum created Eliza. While that original chatbot matched user prompts to scripted responses, the development of natural language processing (NLP), machine learning (ML), and AI has helped these tools change how we communicate with software and, potentially, how we work, search, and acquire and distill information. This guide explores the evolution of AI chatbots. It looks at the major players shaping the technology and discusses ways marketers can use the technology to engage audiences, customers, and prospects. [Read the full guide]( THINGS TO KNOW 📰 [How Google’s generative AI for newsrooms product will work]( ✨ [Canva acquires Affinity to fill the Adobe-sized holes in its design suite]( 🎥 [YouTube warns creators not to delete videos]( PODCAST [Reimagining Retail: The Unofficial Most Interesting Retailers List (March)]( The Unofficial Most Interesting Retailers List (March). Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts. [Follow us on Instagram.]( [Listen in]( THE BIG QUESTION Play that funky music: In 2023, US vinyl sales did what compared to 2022? A) Increased B) Decreased C) Stayed the same [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]( ©2024 EMARKETER, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](