Deepfakes are a solution that does not have a good press and there is a lot of talk about the threat they pose. They can, of course, have a disastrous impact on social and political life, but so far in the marketing world they are a curiosity that some brands reach for.
Lay’s created a fairly simple deepfake in which Leo Messi invites you to watch the game. Users can choose several components of the message – their name, the person to whom they will send the video, what match they want to watch – and then send them to their friends. For some, the invitation from Messi will be a lot of fun 🙂 CLICK
Fast Company has published an annual ranking of the Most Innovative Companies. After a year of a pandemic, a large part of them are companies that had to deal quickly with this sudden change in the situation. At the very top of the list, we have the manufacturers of two vaccines. In further places we have companies offering solutions for shops and restaurants, supporting remote work and learning. There are also tons of actors who have taken advantage of the challenges that came with the pandemic and forced lifestyle change.
DIGITAL
Facebook is expanding video monetization for creators. Until now, ads could appear in a video that was at least 3 minutes long. After the change, in-stream ads will be possible in a video that is at least 1 minute long. For Facebook, it means more advertising inventory, for creators the opportunity to earn more, for users – even more ads.
There is a good chance that you have already heard news about NFTs. So today a slightly larger section is on this topic. What are NFTs? These are non-fungible tokens, i.e. certificates confirming the ownership of a digital product. As you know, many things in digital form are duplicate, so it is difficult to trade them in a way in which we could talk about uniqueness or just ownership. Creating a system for verifiable digital commerce will allow digital creators to spread their wings and better monetize their creativity. And it turns out that it can take any form: jpegs, gifs, videos or, for example, tweets. Jack Dorsey, co-founder and CEO of Twitter, put up for sale the first tweet written on the platform. “Just setting up my twttr.” was sold for $ 2.5 million or rather 1630.6 ETH because at least part of NFTs trading is conducted in cryptocurrencies. In mid-March, Christie’s sold the artwork to a digital artist known as Beeple for $ 69 million.
The entire system uses blockchain to guarantee transparency and verifiability.
Below you will find some materials about NFTs with examples of their use. The NBA sells the best moments from matches in the form of NFTs – they are available not only in digital form, but also in physical form so that buyers can watch what they have bought.
I also recommend you the text “The Digital Renaissance” because in it you will find a description of the possibilities of using and developing this system in the entertainment industry.
Are NFTs and other forms of tokens the future? There are many arguments convincing that their presence and use will increase. As you know, I’m not a fan of predicting the future, but I see some chance in this system to accelerate various forms of digital (though probably not only) creativity.
We’ll have another TikTok. Well, maybe not necessarily another application, but rather a format popularized by the Chinese platform. YouTube introduces Shorts, which is the ability to record short full-screen videos to music. The advantage of YouTube over other platforms is the ability to easily use the content that is already there (music) and easily switch to the background music that will be used in Shorts.
Google has announced a change that may impact the search campaigns. As of February 2021, phrase match keywords will absorb most behaviors of broad match modified (BMM) keywords for search campaigns.
