Zero-click marketing and the generative search funnel –write it down!
Sporting the latest in digital marketing concepts, Adobe Product Manager Cedric Huesler discusses the opportunity with “zero-click marketing” or what others call “Generative Engine Optimization” – i.e. trying to make sure your brand is appropriately featured in LLM chatbots.
Huesler explains on LinkedIn:
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“The immediate effects of receiving information summaries while using search engines or intentionally switching to a new app to solve problems or generate ideas are fully in effect. One thing remains unchanged: brands want to share their stories and sell their products or services.”
Enter the Adobe LLM Optimizer yesterday. See the announcement.
The new product offers tips to the marketer on how to optimize according to consumer prompts and the “Generative Search Funnel.” See Huesler’s example for a coffee grinder product below:
Adobe says that a “single click” from the funnel insights interface can make changes in the company’s site management product.
Also, Agent-to-Agent (A2A) and Model Context Protocol (MCP) standards are supported says the company and provides consistency across LLMs.
more Adobe AI
“Adobe Expands GenStudio with Suite of AI-Powered Innovations” (June 16) – press release
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“Adobe introduced AI-powered capabilities in GenStudio for Performance Marketing to drive impactful video and display ad campaigns, while enabling businesses to easily build ad creative for platforms including Amazon Ads, Google Campaign Manager 360, LinkedIn and Meta“
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more from Adobe GM Varun Parmar on GenStudio – LinkedIn
WhatsApp AI ads?
A new dataset for Meta and AI…
Meta announced ad placements in the message stream for WhatsApp yesterday. Meta promises, “Like everything else on WhatsApp, we’ve built these features in the most privacy-oriented way possible. Your personal messages, calls and statuses remain end-to-end encrypted, meaning no one can see or hear them. That includes Meta.” See the press release.
So, what data will Meta collect? The release explains: “To show ads in Status or Channels you might care about, we’ll use limited info like your country or city, language, the Channels you’re following and how you interact with the ads you see. For people that have chosen to add WhatsApp to Accounts Center, we’ll also use your ad preferences and info from across your Meta accounts.”
There was no mention of AI In this announcement. But…
The geo, language and channel data will likely feed Meta’s ad engine and its underlying AI capabilities. More data is good for AI -and, in particular, more intent data based on what ads the user clicks.
coming soon: Meta VP of product Nikila Srinivasan said on LinkedIn yesterday, “Soon, we will be rolling out new features to the Updates tab, a space separate from people’s chats, where over 1.5B users go looking for content from their favorite sports team, or see the latest post from friends.”
more: “WhatsApp Introduces Ads in Its App” (June 16) – The New York Times
Amazon & Roku
Enhancing addressability: After Roku and Amazon announced their new CTV partnership yesterday at Cannes, Roku SVP Jay Askenazi wrote on LinkedIn: “By working together, Roku and Amazon are creating the largest authenticated CTV identity solution. This will have some big implications for brands and consumers alike..” -indeed, it will be a unique and valuable dataset for AIs to ingest.
agencies & data
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“Snowflake and Acxiom Announce Plans to Transform AI-Powered Marketing for Brands and Agencies” (June 16) – quote: “self-service AI marketing across all of Interpublic Group” – press release
Reddit’s AI ads
In a company blog post yesterday, publisher Reddit announced “Conversation Summary Add-Ons” which it describes as “a new ad product feature that blends AI-driven efficiency with real user perspectives. Conversation Summary Add-ons append real user posts and concise feature summaries below advertiser creative, delivering built-in social proof..” Read more and see an “Ad On” example below…
The new product is part of the publisher’s “Reddit Community Intelligence” platform which Publicis is apparently already using for marketing insights.
Reddit bought Memorable AI last August and the startup’s product offering at the time would seem to line-up here.
Axios summarizes an interview with Reddit COO Jen Wong about the new products saying, “[Reddit] is using generative AI for these new products along with a new search tool called Reddit Answers, which lets users ask questions and receive AI-generated summaries. The differentiator to other AI platforms, Wong said, is it links back to conversations on Reddit.” Read in Axios.
more: In addition to seeking new ad revenue, Reddit may be losing (see last paragraph) search clicks, but it’s gaining LLM revenue via deals with OpenAI (Sam Altman has a stake in Reddit) and Google and the outcome of a pending lawsuit against LLM-maker Anthropic.
ad tech to AI to Cannes
“…you must meet Maureen Little — the woman architecting the ecosystem that is bringing agentic to enterprise teams everywhere.” – Writer[dot]com CEO May Habib said on LinkedIn as she and Little promote their “AI platform designed for enterprises and teams to create high-quality, consistent, and on-brand content.” Think… Answer. Engine. Optimization. (AEO)
Little joined Writer.[dot]com as “SVP of Partnerships & Ecosystem” in April according to her Linkedin. Her previous ad tech “stops” have included Amobee and Turn.
now CPO, was CPA
TV Scientific announced its “Guaranteed Outcomes” product yesterday as part of its marketing program at Cannes Lions ad festival. CPA, CPM and CPC are getting left behind and “Outcomes” are becoming “de rigueur.”
This feels like an AI “thing” as marketing precision is sharpened. An argument can be made that they’re all (CPO, CPA, CPM, CPC) connected to the same goal: driving revenue. But, “outcome” will speak to the CFO.
prompt: What is your vision for a successful advertising agency in 2030?
Google AI overview response:
A successful advertising agency in 2030 will be defined by its ability to innovate, adapt, and prioritize human connection in a rapidly evolving digital landscape. Key elements will include:
1. Embracing Technological Advancement:
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AI Integration: AI will be a key driver for efficiency, personalization, and enhanced targeting. Agencies will utilize AI-powered tools for tasks like content creation, data analysis, and campaign optimization, freeing up creative minds for higher-level strategy and human-centric tasks.
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Immersive Technologies: Augmented Reality (AR) and Virtual Reality (VR) will be seamlessly integrated into advertising campaigns, offering immersive experiences that enhance brand engagement and customer interaction.
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Data-Driven Decision Making: Leveraging data and analytics will be essential for understanding consumer behavior, optimizing ad spend, and ensuring strong ROI.
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Automation: Routine tasks will be automated, increasing efficiency and allowing for more focus on creativity and strategy.
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Programmatic Advertising: Programmatic advertising will be standard, using AI and machine learning to optimize ad buying and delivery in real-time.
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Voice and Visual Search Optimization: Adapting to voice and visual search trends will be crucial for reaching consumers on emerging platforms and devices…
Benioff pitching agent-first
Seeing the threat early on, Salesforce CEO Marc Benioff has been quick to turn (last September) his mammoth, workflow software company toward agents and AI.
Benioff proclaimed on LinkedIn yesterday, “Welcome to hashtag [Agentforce Marketing]! It runs campaigns and personalizes every customer touchpoint while slashing costs. One platform for sales, service and marketing. The future of customer interaction starts now!”
See Adweek feature on the latest iteration of Salesforce here (June 11).
more: Salesforce SVP Martin Kihn has written a book about the Agentforce positioning here.
capturing the AI spoils
Pundit and investor Scott Galloway believes AI’s benefits will only go to a select few U.S. citizens.
Galloway wrote in his newsletter this week: “AI is designed to amplify the capabilities of the top 10% in any field – whether it’s law, finance, or design. These high performers will use AI to enhance their productivity, reduce reliance on lower-level and average workers, and capture an even greater share of the spoils. AI is making America more like itself.” Read it.
lethal trifecta
“If you use “AI agents” (LLMs that call tools) you need to be aware of the Lethal Trifecta (…) Any time you combine access to private data with exposure to untrusted content and the ability to externally communicate an attacker can trick the system into stealing your data!” Read more from open source developer Simon Willson on X yesterday.
more stuff
- AI at Cannes—how Amazon, Apple and Mars marketers are using the tech (June 16) – Ad Age (subscription)
- “PayPal Turns Online Ads Into ‘Buy Now Opportunities’” (June 16) – interesting stuff on “agentic AI” and commerce – PYMNTS
- Trending [in real estate]: Trial Reels, smarter ads and AI-powered reach (June 15) – Inman (subscription)
- “ViantAI is autonomous, modern, and built for CTV.” (June 16) – Tim Vanderhook, CEO, Viant, on LinkedIn