Copy
2nd September 2022

GoCompare highlights new name and jingle with The Voice sponsership: GoCompare is rebranding as Go.Compare, reflecting its new web address, and is using a double-pronged TV strategy to tell consumers.While a new 30-second ad by Drum gets the message out far and wide, the brand is also putting the change at the centre of a sponsorship of ITV primetime show The Voice, the latest series of which starts on Saturday. Both vehicles feature brand ambassadors Gio Compario and the actor who plays Gio, Wynne Evans. In the ad they transform everyday objects into spotted versions to highlight the "dot" in the new brand name, but in the sponsorship the pair get to ape the judges of The Voice. The conceit is that they are running their own talent show to find a fresh voice to help them sing the new brand jingle and play the character of "Dot" from their new web address.(Source:Campaign 2022)

Pizza Hut offers radio listeners discounts through smart speaker ads: Pizza lovers can now claim a discount through their smart speakers, thanks to a collaboration between Pizza Hut and Say It Now, a voice assistant adtech firm. The collaboration has involved the creation of “actionable” audio ads, which allow listeners to claim a voucher for the pizza chain and access more information using a simple voice command on their smart speaker. The ads are currently being trialled on Amazon Alexa devices; when listeners hear the Pizza Hut ad on digital radio stations, they can simply say “Alexa, open Pizza Hut delivery” to receive their coupon. The campaign slots in with Pizza Hut’s goal to be easily accessible, with simple order options also available through its app and website. Pizza Hut are committed to providing an easy pizza experience – from order to delivery – and this innovative conversational technology allows follow through on this commitment in new and exciting ways. With the help of Navigate Digital, the campaign aims to reach millions of listeners, with research demonstrating that 39% of UK adults have access to a smart speaker at home. Research also predicts that voice assistants will drive the value of smart home payments to $164bn in 2025 (Source: CampaignLive 2022).

The Rise of Virtual Influencers and their role in the metaverse: The Metaverse is something that always seems to be something from a dystopian future but its closer and more accessible than you think. One of the most uncertain aspects of advertising is working with influencers and the metaverse may have an alternative to this. It’s quite common that influencers hired by a brand for an ideal partnership, but it comes out that the influencer has some racist old tweets or has been getting up to some dodgey things. A method to combat this issue is to use a virtual influencer who have the followings of these “real life” influencers but are meme accounts such as ‘Litquidity’ and because they are not set up as someone's personal account, they don’t bring the fear of falling victim to someone’s personal mistakes. These accounts can make avatars to place in Metaverse settings like Roblox and with this brands can interact in the metaverse space with less of a risk of these influencers embarrassing the brands.  (Source: Ad Week 2022).

Instagram is testing more ways to flag posts you're not interested in: Instagram is testing new settings for users to control what kind of content they see on the platform. In a blog post, Meta says its tests include the ability to select multiple posts and mark them using the “not interested” button, which is supposed to flag to the app that a user doesn’t want to see similar content. Currently, users can click into an individual post to flag it, but there’s no way to do that at scale. Instagram will also soon start testing a way for users to make a list of keywords, phrases, emojis, and hashtags in recommended posts that they’re not interested in and that they don’t want to see. TikTok rolled out a similar keyword-based feature in June — it already gave users the ability to “dislike” videos to steer their algorithm towards more of what they want to see.(Source: The Verge 2022)

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