Coca-Cola set to continue generative AI efforts with holiday-season marketing push

The beverage behemoth believes that if it can offer an interactive, easy-to-use tool that appeals to consumers, particularly younger tech savvy consumers, it can help the brand retain relevance.

November 30, 2023

Coca-Cola set to continue generative AI efforts with holiday-season marketing push Coca-Cola is trying to find ways to connect its brand with culture beyond traditional advertising vehicles. Additional coverage: In this week’s Research Briefing, we examine how brands have been upping their TikTok investments this holiday season, how Lyft and the MSG Sphere are positioning themselves as ad opportunities beyond OOH, and how publishers are committing to building their events businesses in 2024. For a couple of publishers, referrals from Google are down upwards of 60%. More in this Digiday+ Media Briefing. Digiday+ Research found that publishers' programmatic ad revenue didn't quite live up to expectations this year, but they still see it as a growth area. WorkTok, or CareerTok, is in full force. Combined, those hashtags on TikTok have over four billion views and it is benefiting Gen Z. Other things to know about Cyber Week Offer extended: Save 50% on 3-month Digiday+ membership through December 1. Brands are producing more impactful ads by turning to research and marketing trends to inform where audiences prefer to experience ads and what formats resonate with them the most. Sponsored by Spotify. To avoid wasting ad spend on unvetted inventory, marketers are leveraging technology to drive efficient supply paths. Sponsored by Nexxen. Top Stories Ivy Liu Brands in Culture Coca-Cola set to continue generative AI efforts with holiday-season marketing push The beverage behemoth believes that if it can offer an interactive, easy-to-use tool that appeals to consumers, particularly younger tech savvy consumers, it can help the brand retain relevance. howdy! Marketing on Platforms Research Briefing: TikTok tops brands' holiday wishlist In this week’s Digiday+ Research Briefing, we examine how brands have been upping their TikTok investments this holiday season, how Lyft and the MSG Sphere are positioning themselves as ad opportunities beyond OOH, and how publishers are committing to building their events businesses in 2024, as seen in recent data from Digiday+ Research. Sponsored by Piano Subscriber retention relies on the same personalization strategies that won the conversion To retain current subscribers, publishers are returning to the techniques that won those conversions in the first place by offering intriguing content that aligns with subscribers' interests. Advertisement howdy! Publishing in the Platform Era Media Briefing: For some publishers, Google referral traffic is down For a couple of publishers, referrals from Google are down upwards of 60%. Sponsored by Google Privacy Sandbox How data leakage poses a risk to publisher revenue and reputation For publishers, the widespread, unauthorized disclosure of first-party data on third-party sites creates costly financial, reputational and operational challenges. howdy! The Programmatic Publisher Digiday+ Research: Publishers' programmatic revenue didn't shake out the way they'd hoped, but it's still a bright spot Digiday+ Research found that publishers’ programmatic ad revenue didn’t quite live up to expectations this year, but they still see it as a growth area. Advertisement Sponsored by Peer39 Why advertisers need to reevaluate the quality of their CTV buys The rapid growth of the CTV landscape has contributed to less-than-favorable territories where brands may see their CTV ads adjacent to polarizing political content or within apps that aren’t delivering content at all. howdy! Future of Work Goodbye LinkedIn, Hello TikTok: The Return podcast, season 2, episode 6 WorkTok, or CareerTok, is in full force. Combined, those hashtags on TikTok have over four billion views and it is benefiting Gen Z. howdy! Strategizing for the Future Lacking financial incentives, sustainability remains a hope, not a promise, in digital advertising next year Reducing carbon emissions from the digital ad ecosystem is an important priority, but various players are skeptical that much can — and is — being done to practice sustainability. All Latest Stories

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