Scout: TV Advertising Tumult, the State of the US Ad Industry, and More

Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports—so you don’t have to. Here’s what to read from the week of 9/8/23 – 9/14/23 to stay ahead of the curve:

With the majority of production at a halt due to the SAG-AFTRA and WGA strikes—not to mention all the other drama and tumult coming out of TV land—some advertisers are starting to wonder: Does fall TV even matter this year? And, if not, where is the best place to divert that spend?

In anticipation of next year’s presidential election, Google is upping its generative AI regulation: Come November, political marketers will be required to disclose when ads feature “synthetic” content that “inauthentically depicts real or realistic-looking people or events.”

It feels fairly safe to say that all advertising teams want to maximize their return on ad spend. But knowing how to make adjustments to a target ROAS bidding strategy? That can be tricky. This deep dive details how to make the most of an array of target ROAS adjustment scenarios.

According to a new report, the US ad industry is set to grow by 5% this year. The biggest contributor to that growth? Digital advertising, which is projected to make up 64% of all ad spend in 2023.

We all know the advertising industry is ripe for burnout, but there’s a new conversation growing around loneliness in the workplace, spurred by the surgeon general’s recent advisory on the epidemic of isolation in the US. Here, advertisers share their perspectives on how marketing teams can address loneliness at work.

Test Your Digital Advertising Knowledge!

Show off your marketing chops with our question of the week. This week’s hot topic: Generative AI.

What percentage of digital marketers believe that consumers will find a brand less authentic if it uses AI-generated content in its marketing or advertising efforts?

D. 15%

A. 25%

B. 55%

C. 75%

Get the answer, along with even more insights about the benefits, risks, and future of generative AI in digital marketing, right here.

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