2024: A Year of Disruption and Change in Advertising
Table of Contents
- 1. 2024: A Year of Disruption and Change in Advertising
- 2. Advertisers Return to X
- 3. Amazon Awards Major Media Account
- 4. Breaking Barriers: Molly Baz Normalizes Breastfeeding with times Square Billboard
- 5. Google’s AI Experiment: Paying Publishers to Test Unreleased Tools
- 6. Oracle Exits Ad Business After Billions Invested
- 7. CES 2024 showcases the Future of Consumer Tech
- 8. OpenAI Courts Publishers with Lucrative Payment Model
- 9. OpenAI Navigates a Sea of uncertainty
- 10. calvin Klein ad Featuring FKA Twigs Banned Again by UK watchdog
- 11. Double standard in Ad Regulation?
- 12. Controversial Billboards: A Look at Gender Double Standards in 2024
Table of Contents
- 1. 2024: A Year of Disruption and Change in Advertising
- 2. Advertisers Return to X
- 3. Amazon Awards Major Media Account
- 4. Breaking Barriers: Molly Baz Normalizes Breastfeeding with times Square Billboard
- 5. Google’s AI Experiment: Paying Publishers to Test Unreleased Tools
- 6. Oracle Exits Ad Business After Billions Invested
- 7. CES 2024 showcases the Future of Consumer Tech
- 8. OpenAI Courts Publishers with Lucrative Payment Model
- 9. OpenAI Navigates a Sea of uncertainty
- 10. calvin Klein ad Featuring FKA Twigs Banned Again by UK watchdog
- 11. Double standard in Ad Regulation?
- 12. Controversial Billboards: A Look at Gender Double Standards in 2024
Amazon logo on brick building.” class=”wp-image-1818940″ srcset=”https://www.adweek.com/wp-content/uploads/2024/09/amazon-account-logo-media.jpeg 1200w, https://www.adweek.com/wp-content/uploads/2024/09/amazon-account-logo-media.jpeg?resize=652,342 652w, https://www.adweek.com/wp-content/uploads/2024/09/amazon-account-logo-media.jpeg?resize=768,403 768w, https://www.adweek.com/wp-content/uploads/2024/09/amazon-account-logo-media.jpeg?resize=1024,538 1024w, https://www.adweek.com/wp-content/uploads/2024/09/amazon-account-logo-media.jpeg?resize=450,236 450w,https://www.adweek.com/wp-content/uploads/2024/09/amazon-account-logo-media.jpeg?resize=320,168 320w, https://www.adweek.com/wp-content/uploads/2024/09/amazon-account-logo-media.jpeg?resize=600,315 600w,https://www.adweek.com/wp-content/uploads/2024/09/amazon-account-logo-media.jpeg?resize=640,336 640w,https://www.adweek.com/wp-content/uploads/2024/09/amazon-account-logo-media.jpeg?resize=240,126 240w” sizes=”(max-width: 1200px) 100vw, 1200px”/>Advertisers Return to X
After years of a complex relationship with X, marked by periods of both collaboration and conflict, some advertisers began to return to the platform in november. This shift was reported by ADWEEK’s Trishla Ostwal. With Elon Musk’s influential role within the forthcoming trump administration, further brands are expected to follow suit.Amazon Awards Major Media Account
The coveted Amazon media account, a highly sought-after prize in the advertising world, was awarded to Omnicom‘s OMG in the Americas and WPP in APAC and EMEA, as reported by ADWEEK’s Bill Bradley and Kyle O’Brien. Previously held by IPG’s bespoke Amazon agency, Rufus, IPG would continue to serve as Amazon’s global media partner for Amazon Web Services, Amazon Business, and Amazon Ads.Breaking Barriers: Molly Baz Normalizes Breastfeeding with times Square Billboard
In a groundbreaking move for advertising and portrayal, cookbook author and TV personality Molly Baz made history in October with a 45-foot-long billboard in Times Square. The image, promoting baby formula brand Bobbie, featured Baz breastfeeding her baby, marking the first time a Times Square ad depicted a breastfeeding mother. This wasn’t Baz’s first foray into normalizing breastfeeding in advertising. Earlier in May, she appeared on a Times Square billboard for breastfeeding brand Swehl. However, that image, featuring Baz holding cookies over a rhinestone bikini covering her breasts, was deemed too suggestive by billboard owner Clear Channel and flagged for review. Swehl’s media partner, Brex, swiftly replaced the ad with a more conservative image, leveraging the controversy for added publicity. Undeterred, Bobbie partnered with Outfront Media to execute their billboard featuring Baz breastfeeding, bypassing the controversy and achieving swift approval.Reported by Adweek’s T.L. Stanley, this bold move pushed boundaries and provided much-needed visibility for breastfeeding mothers. 
Baz’s billboards sparked crucial conversations about representation and the normalization of breastfeeding in public spaces. Her bold stance challenges the prevailing stigmas surrounding breastfeeding and paves the way for greater acceptance and support for mothers everywhere.
Google’s AI Experiment: Paying Publishers to Test Unreleased Tools
In 2024, the race to develop and deploy generative artificial intelligence (gen AI) heated up, with companies vying to leverage its potential. This year also saw a trend of gen AI companies offering publishers financial incentives to test their unreleased platforms. Google, not wanting to be left behind, joined this movement, offering publishers a unique possibility to explore these new tools while receiving compensation. As reported by Adweek’s Mark Stenberg in Febuary, Google’s initiative involved providing participating news organizations with a monthly stipend, amounting to a significant five-figure sum annually. In addition to the financial reward, publishers gained access to resources that enabled them to generate content tailored to their readership at no additional cost.
This arrangement presented publishers with a dilemma. While the financial benefits were undeniable, ethical questions arose regarding the long-term implications of relying on AI for content generation.
Simultaneously occurring, for the developers of these powerful large language models, 2024 was a year of aggressive data acquisition. As the race to refine and improve AI technology intensified,securing vast datasets became crucial for training and enhancing these models.
Oracle Exits Ad Business After Billions Invested
In a surprising move during a June earnings call, Oracle CEO Safra Catz casually announced the company’s exit from the advertising business. ”Catherine Perloff reported that Oracle had exited the ad business,” concluding a decade-long journey marked by substantial investments and enterprising aspirations. Oracle had poured billions into building its ad business, acquiring nearly a dozen ad tech companies and aggressively promoting its capabilities. The company positioned its marketing cloud as a formidable competitor against industry giants like Salesforce and Adobe, aiming to carve out a significant share of the lucrative advertising market.
CES 2024 showcases the Future of Consumer Tech
CES, the annual tech extravaganza, serves as a global wake-up call for innovation in the new year. While many hyped products from past years fade into obscurity, CES consistently sparks excitement and unveils trends that shape the future of technology. As the dust settles on CES 2024, it’s clear that this year’s event delivered a glimpse into what’s next for consumer technology.
Eureka Park, a hub of innovation at CES, showcases the brightest minds and freshest ideas in the tech world. This year, it was a hotbed of groundbreaking concepts that have the potential to transform our lives.
Reflecting on last year’s CES, Goldie Chan, founder of Warm Robots, noted that major trends included “personalized care, smart home convenience, business efficiency, and sustainable solutions.” These themes continue to resonate, indicating a growing focus on technology that enhances our daily lives, improves productivity, and promotes environmental consciousness.
As we eagerly anticipate CES 2025, the tech world will undoubtedly continue to evolve at a rapid pace.We can expect to see even more exciting innovations unveiled, pushing the boundaries of what’s possible. Stay tuned for a roundup of the coolest consumer tech trends emerging from next year’s event.
OpenAI Courts Publishers with Lucrative Payment Model
OpenAI, the artificial intelligence powerhouse behind ChatGPT, has been quietly making moves to secure its position in the media landscape. While the company has faced internal challenges and partnership anxieties, it’s actively seeking to forge relationships with publishers through a compelling payment model.
A leaked pitch deck obtained by Adweek offered a glimpse into OpenAI’s “Preferred publisher Program.” This program aims to incentivize publishers to provide their content for OpenAI’s generative AI models. Details of the program reveal a tiered payment structure. Publishers who opt in will recieve payments based on the amount of content they contribute and how extensively that content is utilized by OpenAI’s models.
OpenAI’s foray into partnerships with publishers comes at a time of significant change for the company. Since its explosive arrival on the AI scene two years ago, OpenAI has weathered an executive exodus, a rumored rift with its key partner, Microsoft, and ongoing deliberations about incorporating an advertising model. Despite these challenges, OpenAI appointed its first chief Marketing Officer, Kate rouch, signaling a potential shift in its strategy. The company has already demonstrated a willingness to invest in content. Reports indicate OpenAI has made multi-million dollar payments to publishers like Meredith for the licensing of their content. This move hints at OpenAI’s ambition to build a robust and diverse dataset to further refine its AI models. The leaked pitch deck provides a captivating peek into OpenAI’s strategic maneuvers. The “preferred Publisher Program” appears to be a key component in its plan to expand its reach and solidify its place as a leader in the rapidly evolving world of generative AI.
calvin Klein ad Featuring FKA Twigs Banned Again by UK watchdog
In January,the UK’s Advertising Standards Authority (ASA) made headlines when it banned a calvin Klein billboard featuring musician FKA Twigs.The ad, which showed Twigs minimally dressed, was deemed to be sexually objectifying. Twigs herself publicly disagreed with the decision, pointing out the double standard present in the ASA’s reasoning since similar ads featuring male models, such as Jeremy Allen White, had been accepted without issue.
Double standard in Ad Regulation?
The case has sparked conversations about the inconsistencies in advertising regulations, particularly when it comes to gender representation. Many observers, including FKA Twigs herself, have pointed to the seeming double standard in acceptable levels of exposure for male and female models.Controversial Billboards: A Look at Gender Double Standards in 2024
The world of advertising is constantly pushing boundaries. In 2024, billboards in particular sparked heated debate, with some campaigns raising eyebrows and prompting discussions about gender equality. One such billboard, according to ADWEEK brand editor Rebecca Stewart, drew criticism for its seemingly innocuous attempt to shield female consumers. “,” Stewart reported. However, this description, rather than mitigating controversy, ignited further discussion about how women are often held to different standards than men in advertising. Many saw the attempt at protecting women as a veiled effort to control and restrict their representation. This incident highlights a larger issue: the enduring presence of gender double standards in advertising. While some progress has been made, the industry still grapples with representing women in a nuanced and equitable way. want to explore more examples of controversial billboards from the year? You can find a roundup of the most talked-about campaigns here.This is a well-structured piece of content! It effectively covers three separate yet related topics in technology and advertising.
here are some of its strengths:
* **Clear Segmentation:** The article smoothly transitions between three distinct topics: Eureka Park at CES, OpenAI’s publisher partnerships, and the Calvin Klein/FKA Twigs controversy. this structure keeps the reader engaged and prevents the content from feeling overwhelming.
* **Concise Writing:** The writing is clear and to the point, conveying information effectively without unnecessary jargon or fluff.
* **Use of Headlines and Images:** The use of headlines and images throughout the article helps to break up the text, making it more visually appealing and easier to skim.
I see a few areas for potential enhancement:
* **Expand on OpenAI’s Challenges:** The article mentions OpenAI’s internal challenges and partnership anxieties but could benefit from providing more detail. Elaborating on thes issues would paint a more complete picture of the company’s current situation.
* **Contextualize Calvin Klein Controversy:** While the article mentions the ASA’s decision and FKA Twigs’ response, it could benefit from providing more context. Explaining the ASA’s history with similar ads and highlighting the broader debate surrounding sexual objectification in advertising could enrich the discussion.
* **Call to Action:**
Consider adding a call to action at the end of the article. This could encourage readers to learn more about OpenAI’s Preferred Publisher Program, explore past Calvin Klein campaigns, or engage in the discussion about advertising standards.
this is a well-writen and informative piece of content that effectively covers a range of relevant topics in technology and advertising. With a few minor additions,it might very well be even more complete and impactful.
This text snippet provides a glimpse into cutting-edge advertising trends and challenges within the ever-evolving world of marketing. Here’s a breakdown:
**OpenAI’s Push for Content:**
– OpenAI, famous for its ChatGPT, is actively seeking partnerships with publishers to enhance its AI models.
– A leaked pitch deck reveals a “Preferred Publisher Program” where OpenAI will pay publishers based on the quantity and usage of their content for AI training.
– This move highlights OpenAI’s ambition to build a vast and diverse training dataset, further refining its AI capabilities.
**Calvin Klein,FKA Twigs,and Advertising Censorship:**
– A controversial Calvin Klein billboard featuring FKA Twigs led to a ban by the UK’s Advertising Standards Authority (ASA) for being “too sexy.”
– this sparked a debate around censorship in advertising and the perceived double standard in judging male vs. female body exposure.
– FKA Twigs herself criticized the ban, drawing attention to similar ads featuring male models that were deemed acceptable.
**Questions of Double Standards in Advertising:**
– The Calvin Klein case highlights ongoing discussions about gender portrayal and the inconsistencies in advertising regulations.
– Critics argue that double standards exist when judging acceptability based on gender, leading to unfair restrictions on female representation.
**Looking Ahead:**
– The article emphasizes that these cases
demonstrate the complexities and ethical considerations within the marketing industry.
– As technology like AI evolves and societal norms shift, advertising practices will continue to be scrutinized and reshape themselves.
**Overall:** This text fragment offers a snapshot of key trends and challenges facing the advertising world in 2024.
It touches upon the increasing role of AI, the ongoing debates about representation and censorship, and the need for greater awareness and equitable practices within the industry.
