Grow online (april 2023)

Written by Vaclav Pekarek | 5/2/23

Grow online (April 2023)

News from the world of online and growth marketing that you shouldn't miss.

Google removes 4 attribution models
- Only 2 attribution models will remain available for new conversion actions in Google Analytics from 1st of May and Google Ads from June. And since September all conversion actions with other than Last click or Data-driven model will be replaced by Data-driven model.

Google is testing interest-based advertising (IBA) without third party cookies.
- Targeting without 3rd party cookies? Based on first testings, privacy-first interest targeting performs slightly worse than cookies. Dan Taylor, Google's VP of Global Ads, believes it shows promise.

Friendly reminder - Google Analytics end on 1 July 1st
- Google Analytics are expiring with an effective date of 1 July. Don’t start to late as you could lose some valuable data in the rush. The good news is that we can help you get there safely. Let's discuss it on a call!

ChatGPT got banned and then restored it's access in Italy
- Italy stirred up the waters when it banned ChatGPT due to privacy concerns. But in less then a month the situation got resolved thanks to OpenAI adressing a series of conditions set out by regulators.

New features have been added to ChatGPT
- ... including the ability to disable chat history for selective training and fine-tuning of conversations, as well as an export feature that would be especially beneficial to content writers and marketers.

AI generating ads from scratch might be close
- Users would supply content, such as images and text, and the AI tool will generate ads based on audience and campaign goals. This all is supposed to be embedded into Performance Max with existing algorithm-based features, powered by Bard.

AI language models accuracy jumped from 30 % to 75 %
- The latest Stanford's State of the AI report states that AI language models have improved from 30% accuracy to over 75% accuracy in just three years, which is impressive but also slightly unnerving. See more stats here.

Amazon is joing the AI club
- Amazon has introduced Bedrock, a new API for Amazon Web Services (AWS) that enables developers to utilize and personalize generative AI tools. More of an anticipated move than 'breaking news'

Competing with chatGPT through Open-source?
- StabilityAI, creators of Stable Diffusion, have open sourced StableLM, a collection of AI language models capable of generating code and text. Possibly a good shot to compete with established models such as OpenAI's ChatGPT and Google's LaMDA.

How to maximize your audience reach? Go Blue or Gold
- Elon Musk has affirmed that tweets from verified users will now take precedence in the 'For you' feed. Being part of this exclusive group of 0.26% of Twitter's users will result in enhanced visibility and engagement."

Twitter content is geting looong
- Twitter has recently launched 10,000-character tweets for Blue subscribers, promoting more extensive content on the platform, likely to prevent users from migrating to competitors like Substack.

And for the 3rd time - want to run ads on Twitter. Go Blue
- Twitter recently declared that to run ads, advertisers must subscribe to Twitter Blue or be Verified Organizations. This entails a monthly fee of $8 or an annual payment of $84, effective immediately.

Almost 40% of US adults have now used generative AI tools
- ... like ChatGPT, with general users including a lot of marketers adopting the technology rapidly.

Digital ad revenue grew in 2022 despite predictions
- Contrary to predictions of slowed growth in 2022 due to factors like post-pandemic consolidation and inflation, digital ad revenue continued to rise, with a 10.8% increase, reaching $209 billion.
Spotify and Meta active userbases are growing
- Spotify experienced a 22% YoY growth in its monthly active users, as reported in its quarterly update, amassing a total of 515 million listeners by the end March.
- Meta didn't lack behind. Q1 report revealed a 4% YoY growth in daily users and a 2% increase in monthly active users. Furthermore, ad impressions across Meta's apps rose by 26% YoY, while the cost per ad dropped by 17%.
Podcasts are trending. Don't miss on the opportunity
- Remarkably, 50% of Americans listened to podcasts in 2022, with one-fifth tuning in daily. Additionally, one-third of listeners attempted lifestyle changes based on podcast content, making it an attractive platform for advertising.
Creative matters. A lot! Here are the key findings of Yahoo and Magna media's report
- Creative quality accounts for 56% of purchase intent
- Informative ads boost viewer retention by 32%
- High-quality creative enhances ad memorability by 23%
- and ads featuring humans, product visuals, or prominent logos are 20% more memorable and 13% more enjoyable.

Multimodal chat can replace words with photos and videos
- Bing has integrated image and video search within its AI-driven chat, enhancing the multimodal experience. It seems an AI-generated image truly holds the value of countless AI-crafted words.

See how much traffic and visibility comes from Bing. Soon!
- Microsoft will integrate Bing Chat data into Bing Webmaster Tools this month, enabling publishers, content creators, and site owners to monitor the visibility and traffic generated by Bing Chat. Await information on impressions, clicks, click-through rate, and more.

That's all highlights from April.

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Do you find such a summary useful? Drop me a message what news you did like the most, and what you'd like to see in the next summary.

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