Why brands can’t stop acting like reply guys and jumping into viral comment threads on social media

This story was first published by Digiday sibling Modern Retail.

In their quest to drive up social media engagement, brands are spending more time in the replies.

A prominent example came last year, when soda brand Olipop commented on the news of Poppi gifting influencers with vending machines as a Super Bowl campaign. Olipop replied under a post on the news claiming that PR boxes should go to “real customers,” which generated hundreds of likes.

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A closer look at OpenAI’s ads manager – and how much work it still needs

OpenAI has an ads manager. It’s in testing and may not launch in lockstep with the ad business itself — something the company has been at pains to stress to partners. But that’s not really the point. The point is that it exists.  

Which is historically unusual. This kind of ad tech tends to arrive well into the life of an ad business, not at the start of one. Meta, Twitter and Snapchat all followed the same arc: ads first, self-serve managers years later, once demand had been proven. 

The one exception was Google, where Adwords and its self-serve manager launched together in 2000. It went on to become one of the most profitable ad businesses ever built. 

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