Just Ad'ed July 22-26

This week: Yelp's new tools boost national ad campaigns, Google bids farewell to goo.gl links, the 2024 Olympics are set for a social media spotlight, and influencer rates are soaring. 

Revolutionizing AI: Meta's Llama Leads the Charge

📈 What Happened?

Meta has released Llama 3.1 405B, the first frontier-level open-source AI model with expanded capabilities, including support for eight languages and a 128K context length. This model is designed to provide unmatched flexibility and control, rivaling top closed-source models.

🔍 Why Does It Matter?

This release underscores Meta's commitment to open-source AI, offering developers and organizations access to cutting-edge technology without the constraints of closed systems. The model's capabilities can drive innovation in synthetic data generation, model distillation, and custom AI applications, providing new opportunities for businesses to enhance their AI strategies.

⚖️  What Should We Do? 

Explore leveraging Llama 3.1 405B to optimize ad targeting and performance. By utilizing the model's advanced features, companies can develop more nuanced and effective advertising strategies, potentially lowering costs and increasing ROI. 

Google Says Goodbye to goo.gl: Make the Switch Before 2025

📈 What Happened? 

Google announced the deprecation and eventual shutdown of its URL Shortener service, goo.gl, due to changes in how people find content online and the rise of other URL shortening services. Existing goo.gl links will start displaying an interstitial page from August 23, 2024, before they cease to function after August 25, 2025.

🔍 Why Does It Matter?

The shutdown impacts developers and businesses using goo.gl links, as these links will no longer work, potentially disrupting web traffic and user experience. Companies must transition to other URL shortener services to avoid losing valuable web traffic and ensure smooth navigation for users.

⚖️  What Should We Do?

Businesses should start transitioning goo.gl links to alternative URL shorteners immediately to prevent any disruptions. Additionally, they should monitor the impact of the interstitial page on their current links and adjust accordingly to maintain a seamless user experience.

Influencer Inflation: The Growing Costs of Social Media Stardom

📈 What Happened?

Smaller influencers are asking for higher rates, with TikTok micro-influencers now charging between $3,000 to $5,000 per post, compared to $1,000 to $3,000 in 2021. This increase is attributed to the growing maturity and importance of influencer marketing in ad budgets.

🔍 Why Does It Matter? 

As influencer marketing evolves, costs are rising due to factors like pay transparency, improved tracking tools, and the demand for content usage rights and exclusivity. This shift highlights the increasing value brands place on authentic, targeted content and the need for influencers to provide more comprehensive services beyond simple social posts.

⚖️  What Should We Do?

Brands should adapt by exploring long-term contracts, brand ambassador programs, and strategic partnerships to manage rising costs. Additionally, they should prioritize engagement rates over follower count and consider creative ways to repurpose influencer content across various platforms to maximize ROI.

Sponsorship Sprint: Brands Race for Olympic Gold

📈 What Happened?

The 2024 Paris Olympics are set to begin, with NBCUniversal providing extensive coverage, including nine hours of daily live broadcasts and prime-time recaps. NBCU has already secured $1.2 billion in ad sales, with expectations to break records for Olympic ad revenue.

🔍 Why Does It Matter? 

This Olympics is seen as a potential ratings comeback for NBCU after disappointing viewership in previous years, partly due to a more favorable time difference and fewer COVID-19 restrictions. With significant investment from major brands like Coca-Cola, Airbnb, and LVMH, the event offers unparalleled opportunities for brand exposure and consumer engagement.

⚖️  What Should We Do?

AdBrands should capitalize on the unique opportunity to reach a broad and diverse audience, especially with the heightened focus on women's sports this year.

From Rings to Reels: How TikTok Is Transforming Olympic Viewing

📈  What Happened?

The 2024 Olympics are set to be one of the biggest broadcast events of the summer, but social media, especially TikTok, is expected to play a major role in how audiences engage with the games. Organizers and advertisers are planning a significant presence across various social platforms to capture the attention of younger viewers.

🔍  Why Does It Matter?

The shift towards social media highlights a changing landscape in how audiences consume Olympic content, with platforms like TikTok offering real-time engagement and a broader reach. This evolution provides brands with new opportunities to connect with viewers in more dynamic and interactive ways, beyond traditional TV ads.

⚖️  What Should We Do?

Brands should leverage social media to enhance their Olympic campaigns, using platforms like TikTok, Instagram, and YouTube to reach and engage with younger audiences.

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