How AI email summaries impact marketers

Balancing the connected TV opportunity with brand safety concerns [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis Editor’s note: EMARKETER Daily will not publish Thursday, July 4th, due to the Independence Day holiday in the US. JULY 3, 2024 Netflix is getting rid of its [cheapest ad-free plan]( which could push those viewers to switch to its ad-supported model. What percentage of US Netflix viewers will be on its ad-supported plan this year? A) 7.5% B) 15% C) 25% D) 50% [Get the answer]( Was this email forwarded to you? Sign up [here](. TOP STORY [Google and Apple are offering AI summaries in email. What does that mean for marketers?]( Email is the top area where marketers are increasing their budgets. Some 62% of US B2B and B2C marketers had increased their email marketing campaign in the past 12 months, according to April 2023 data from SeQuel Response and ISG. But recent email updates from Apple and Gmail add new challenges to email marketing, especially for B2B marketers. Apple’s latest iOS update introduced email categorization, Smart Replies, and AI-generated summaries. The updates come on the heels of Google introducing a similar “Summarize this email” feature. Both moves make it possible for users to see the contents of an email without opening it, which could affect a key metric for email marketers. [Marketers brace for impact of summaries in Apple Mail, Gmail]( [Keep reading]( IN THE NEWS [Balancing the connected TV opportunity with brand safety concerns]( Connected TV (CTV) is quickly emerging as a looming brand reputation risk. The migration from traditional linear viewing has unleashed a torrent of marketing spending on CTV platforms. Free from outdated broadcasting constraints, streaming apps are absorbing billions in ad budgets, targeting cord-cutting audiences and premium content environments. Our view: To maintain CTV’s reputation as advertising's premium sanctuary amid the brand crises haunting social feeds, the industry must take immediate corrective measures to enhance vetting processes, disclosure standards, and verification protocols. [Balancing the connected TV opportunity with brand safety concerns]( [Keep reading]( ANALYSIS [Generative AI necessitates a holistic strategy across paid and organic search tactics]( The layout of Google SERPs is changing. They still show sponsored results but not always at the top. And when AI Overviews are shown in results, ads can appear alongside organic references. A strong organic approach will be critical to search marketers as they navigate this shift. [Keep reading]( THINGS TO KNOW 👣 [Google’s carbon footprint balloons in its Gemini AI era]( ❓ [Why some ad agencies are choosing unconventional names]( ❌ [Distrust in big tech fuels ad blocker usage among 52% of Americans]( 😎 [How to spot and avoid shady link building vendors]( 🥤 [With June over, this brand Is calling for a ‘Still Gay Day’ national holiday]( PODCAST [Behind the Numbers: Pride Month—Brand wins and lessons, and what it means for other holidays]( On today's podcast episode, we discuss what is a brand’s place in Pride (or holidays) and why it felt as though fewer brands were showing their support for LGBTQ+ folks. Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts.[Follow us on Instagram.]( [Listen in]( 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](