HW Monitor Pulse: NYC Ad Week

Welcome to the Pulse edition of the Monthly Monitor, where we spotlight key cultural moments shaping our work and society. This edition is all about Advertising Week 2024. We’re leveraging real-time media and social data to highlight how the week is not just highlighting interesting campaigns or discussing important topics for the industry like mental health or creativity, but unveiling new technology that will change the industry. Our goal is to keep things fast, curious, and timely as we explore these pivotal moments. If you want to talk more about this and ways we can help, drop us an email:

AI Everywhere

Creative and Context

Privacy Challenges

Overall Takeaways for Advertising Week NYC 2024

AI-powered Google search

BLOOM

ChatGPT

Google search

Interacting with a large language model costs 10 times the power consumption of a standard Google search - roughly the equivalent of running a low-lumen LED light bulb for an hour.

Watt-hours of electricity per request

Power consumption of AI-powered Google search assessed by research firms New Street Research, which estimated 6.9 Wh per request, and Semi-Analysis, which estimated 8.9 Wh per request.

Alex de Vries

Phi Do, Los Angeles Times

Source: LA Times

AI is not just a trend; it's infiltrating every corner of the advertising industry, from creative tools to customer targeting. However, separating hype from real value is now the key challenge for marketers and brands.

Despite AI's increasing influence, creative excellence remains critical. Brands and agencies are emphasizing the importance of creativity, context-driven targeting, and faster testing cycles to maintain consumer engagement in a rapidly evolving digital landscape.

As data privacy regulations tighten and signal loss accelerates, brands must adapt by shifting from reliance on cookies and IP addresses to more privacy-safe, context-driven targeting methods. This transition is reshaping how brands approach digital advertising strategies.

Stat of the month

Quote of the month

interest of the month

10X

more electricity is needed for a query using AI than a standard Google search

AI-powered systems require more energy than standard Google search

Source: BBC

Although the creative community is leading an anti-AI sentiment movement, it reflects a broader skepticism and wariness towards AI technologies among consumers and businesses.

Procreate >

Rolling Stone >

WSU Insider >

Sr Associate, Brand Strategy + Planning

Jordan Leffler

SVP, Brand strategy + Planning

Mike Garrison

Learn how we can help you stay ahead in a rapidly changing world

It looks like cat food.

“

”

— A taster sampling an AI created dish

Professional chef and cookbook writer experiments with AI to generate new and creative recipes.

*Image created by ChatGPT

Learn how we can help you stay ahead in a rapidly changing world in other areas of your business.

Subscribe now

That's a wrap!

Learn more about Quid>

About Quid

Quid is an AI tool that provides a news article network graph of articles that mention AI. The different clusters represent subtopics that make up the larger conversation. The subtopics are represented by the colored clusters, showing both the volume and the connectivity of the topics.

AI mentions through August

Politics have continued to play a large role in AI driven social coverage- particularly with commentary on AI- generated crowd sizes for rallies. The conversation has steadied in terms of volume, with a total of ~16M mentions.

The intersection of blockchain and AI is increasingly driving social media conversations, especially as these technologies converge to transform various industries. Which is sparking discussions on new applications like decentralized AI models, enhanced data privacy, and secure data sharing.

About Brandwatch

Brandwatch is a digital consumer intelligence and social media listening platform that helps businesses and organizations monitor, analyze, and derive insights from online conversations and social media activity. The platform collects data from various social media platforms, blogs, forums, news sites, and other online sources to give users a comprehensive view of what is being said about their brand, industry, or competitors.

Day 1 of Adweek 2024 sparked buzz on social media, with key topics like the balance between brand storytelling and performance-driven strategies, programmatic CTV's potential to transform ads, and TikTok's AI-powered Smart+ Performance Tools leading the conversation. The 20th anniversary added reflections on the industry's evolution, blending excitement for new tech with nostalgia for its growth.

Overall, Day 1 media coverage showed that Advertising Week was a melting pot of business strategies, legal debates, and social discussions, all shaping the future of the industry. With major players like Google and Omnicom Media Group taking center stage coverage ranged from legal challenges, such as Google being required to open Android to other app stores, to innovative ad strategies. Sentiment varied, with positive tones around innovation and more negative discussions focused on locations like New York and institutions like Omnicom. Broader topics also surfaced, connecting advertising to politics and cultural conversations.

Take Aways Brand vs. Performance Debate: The ongoing tension between creativity and measurable outcomes took center stage, as industry experts explored how to balance brand storytelling with data-driven performance strategies. Programmatic CTV Innovation: Programmatic advertising in CTV is rapidly evolving, with leaders discussing its transformative impact on ad strategies and how it enhances targeting for more effective audience engagement. AI and Automation on the Rise: TikTok's launch of AI-powered Smart+ Performance Tools signals a major shift toward automation, offering brands new ways to optimize ad performance with more advanced measurement capabilities. Advertising Week Milestone: The 20th Anniversary edition of Advertising Week sparked industry-wide reflections on advertising’s evolution, highlighting the growing influence of technologies like AI and programmatic media in shaping the future of the field.

AI-related news was driven by several high-profile incidents, including former President Donald Trump's sharing of AI-generated images that falsely depicted Taylor Swift endorsing his presidential campaign. The controversy highlighted the growing concerns over AI's role in misinformation, particularly in political contexts.

Source:

New York Times,

Aljazeera

Microsoft's announcement of a partnership to build 500 megawatts of community-scale solar power stood out in AI-related news. As the energy demands of AI escalate, tech companies are increasingly investing in clean energy to meet climate targets.

Source: Newsweek

OpenAI signed a multi-year deal with Conde Nast to use content from brands like Vogue and The New Yorker in its products, including ChatGPT and SearchGPT. This highlights OpenAI’s strategy to collaborate with news publishers for accurate and reliable information in AI platforms.

Source: Axios

Many media outlets, including CNN, The Guardian, and BBC, are driving conversations around the ethical concerns, legal issues, and societal impacts of AI. This includes debates on privacy, job displacement, and the regulation of AI technologies.

Source: Axios

Outlets like Forbes, Business Insider, and TechRadar emphasize the business and economic effects of AI across various industries. They highlight innovations in AI, its integration into products and services, and its role in enhancing productivity and market strategies.

Source: Axios

Media Research Deep Dive

Day One

Do cool shit – just don’t get sued. Meg Mitchell, global creative director, United Airlines

The Wall Street Journal >

ZDNet >

Entrepreneur >

Media macro

Coverage is focusing on how AI is transitioning from a buzzword to the driving force behind industry transformation. From making buildings smarter and fleets greener to reshaping sectors like healthcare and finance, AI is driving efficiency and innovation across the board. However, with these advancements come new challenges, such as data ownership concerns and the need for vigilant human oversight to ensure ethical practices. As industries integrate AI, the balance between leveraging its potential and addressing its risks will be key to sustainable growth.

Tech focus

The AI narrative focuses on how it’s creating a seismic shift in the tech world, a point the media is quick to emphasize. From making waves in healthcare to streamlining business operations, AI is redefining what's possible. But it's not all smooth sailing. The conversation is also heating up around the hurdles we face, like governing this powerful tool and the unsettling prospect of job displacement. As AI continues to weave its way into every corner of tech, the story is evolving. It's no longer just about the promise of AI but about how we navigate its immense potential while keeping an eye on the risks, ensuring innovation moves forward responsibly.

Learn more about Brandwatch>

The Topic Wheel captured the key conversations emerging from Day 1, with major talking points including the ongoing debate around balancing brand storytelling with data-driven performance strategies. Broader thought leadership emphasized the transformative role of programmatic technology in Connected TV (CTV) advertising, with discussions centered on how it’s reshaping ad strategies and enhancing audience engagement. TikTok’s launch of AI-powered Smart+ Performance Tools sparked significant buzz, as attendees shared excitement about the potential for automation and improved measurement capabilities. The 20th anniversary of Advertising Week further fueled reflections on the industry’s evolution, blending nostalgia with enthusiasm for the future of media and marketing.

Day Two

If you’re casting a net for everyone, you’re really not catching anyone. Fenot Tekle, global communications officer at Canva

Take Aways Creators Rise: Brands continue looking to creators for interesting and authentic content. Panels and discussions highlighted how marketers continue to rely on these creators in order to reach their younger audiences, particularly Gen Z. AI and Video Intersect: Creating content at speed is essential for brands to remain competitive. AI advances, like Meta’s announcement of new video and animation tools, will be responsible for developing dynamic and interactive content at scale. Student Athletes Speak: Name, image, likeness (NIL) deals increasingly tie college athletes to marketing strategies. College sports will continue to change as these athletes can build personal brands for financial success.

Media coverage around Day 2 was marked by both the thrill of innovation and the weight of industry challenges. As new strategies emerged, discussions on technology, law, and culture underscored the complexities facing advertisers today. Sentiment was a mix of optimism and criticism. Innovative campaigns, like Uber's collaboration with Taylor Swift, generated positive buzz, while companies like Omnicom faced scrutiny, particularly around data privacy issues. Omnicom’s focus on consumer privacy, Uber’s pop culture tie-ins, and Warner Bros. Discovery’s branding partnership were key highlights. Each of these stories captured media attention for different reasons, from privacy concerns to creative branding strategies. The broader conversation touched on politics and regulation, particularly as legal battles, like the FCC's involvement, brought the intersection of advertising and policy into focus.

About Brandwatch

Learn more about Brandwatch>

Social media buzz from Day 2 of Advertising Week 2024 focused on the Creator Economy, with brands exploring how to connect with Gen Z through authentic, creator-led content. Influencer partnerships and new strategies like ID-less targeting were hot topics, while Meta’s launch of video and animation tools sparked excitement. NIL (Name, Image, Likeness) deals were also trending, as discussions highlighted college athletes building personal brands and securing financial success, marking its growing influence on advertising

About Quid

Learn more about Quid>

The Topic Wheel for Day 2 featured key themes around equality, marketing, and video innovation. The Equality Lounge focused on female leadership, workplace empowerment, and driving social impact through diversity and inclusion. Conversations centered around cultural representation and fostering authentic business relationships. In the marketing discussions, experts debated brand building versus performance marketing, with insights from major brands like Uber, Disney, and Best Buy. The rise of the creator economy and the importance of influencer partnerships to engage Gen Z audiences were key highlights, alongside a focus on data-driven marketing and privacy-friendly, ID-less strategies. Finally, animation and video innovation took the spotlight, with Meta introducing AI-powered tools to boost user engagement on platforms like Facebook and Instagram, emphasizing creative storytelling in video-driven ads. Video content remained a priority, as advertisers acknowledged its central role in capturing audience attention.

Day Three

If you really look at what’s going on with AI today, a lot of companies are still trying to figure out what the use case is. Jonathan H. Adashek, the SVP of marketing communications at IBM

Take Aways Self-Care & Authenticity: Singer, songwriter Camila Cabello took the stage to discuss the importance of mental health and prioritizing well-being. She reflected on why mental health is so important to authentically achieving personal and professional success. Self-Care & Creativity: Spotify joined Camilia Cabello to explore how media can foster deeper connections and enable creativity. The conversation turned to AI, in particular the advantages of an AI DJ, which Cabello said was an example of AI contributing joy to the music experience. AI All Day: AI was everywhere on stage and in the booths. Hershey plans to shift focus from oversaturated markets to those that are often underserved. Perplexity AI advertising business, teased how ads would be brought into the platform – such as brands being able to sponsor “related questions."

Media coverage for Day 3 of Advertising Week highlighted several key themes. A dominant focus was the intersection of technology and consumer behavior, with Amazon's Prime Big Deal Days standing out for its impact on spending trends. Politics also took center stage, with stories discussing regulatory scrutiny and media influence, notably around figures like Ron DeSantis and institutions like the FCC. Entertainment made a mark with VIZIO’s new series and discussions featuring celebrities like Camila Cabello, reflecting the media’s content-driven strategies. Additionally, gender representation and inclusivity emerged as critical topics, while independent media, especially podcasts, became key players in political discourse. Overall, tech, politics, entertainment, and diversity were the main themes shaping the conversation.

Learn more about Quid>

On Day 3 of Advertising Week New York, social chatter was high as Camila Cabello took the stage to share her thoughts on mental health, self-care, and creativity, driving home the message: “You can’t pour from an empty cup.” Industry leaders from Ford, and Warner Bros., also discussed how media can build deeper, more meaningful connections with an audience that might not be paying attention. Cabello also spoke about her creative inspirations, such as Taylor Swift and The 1975, while Meta's introduction of AI-powered video tools continued to make waves. Overall, the day showcased innovation across media and advertising, with an emphasis on authentic storytelling and the evolving future of brand connections.

Learn more about Quid>

About Quid

Learn more about Brandwatch>

About Brandwatch

The Topic Wheel highlights the conversation was driven by several key themes. Advertisers and brand leaders, such as Spotify, Ford, and Warner Bros., played a significant role, with their participation in panels sparking discussions on the future of advertising. The event itself remained a major focus, as attendees explored topics around digital-age brand innovation and what lay ahead for the industry. Media and creative innovations were also prominent, with the rise of new formats like videos and images showcasing how technology had increasingly blended with creativity in advertising campaigns. The significance of New York as the event’s location stood out, reinforcing its role as a global hub for media and advertising, and adding weight to conversations about innovation and industry leadership.

Day Four

Take Aways AI-Powered Innovation: Meta’s new AI-driven ad tools, like video animation and enhanced creative features, highlight how artificial intelligence continues to transform advertising, making it more engaging and interactive. Programmatic Growth: Programmatic advertising is expanding into live spaces, offering advertisers broader access and creating real-time, targeted marketing opportunities—a key focus in industry discussions. Authentic Storytelling: The importance of authentic storytelling was a major theme, with panels like Al Roker’s underscoring how brands that focus on genuine, creative connections are shaping the future of advertising.

Overall, Day 4 media coverage encapsulated the dynamic shifts in both technological innovations and marketing strategies. Partnerships and technological advancements took center stage, with notable collaborations like Samba TV and IRIS.TV, combining AI with connected TV data to improve ad targeting. Additionally, advertising strategies on platforms like TikTok gained attention, especially for alcohol brands, showcasing how marketers adapted to the ever-changing social media environment. While these stories generated moderate social engagement, the broader trends pointed to an industry in flux, embracing both digital transformation and sector-specific strategies.

Learn more about Quid>

About Quid

Day 4 of Advertising Week New York 2024 slowed down a bit, with much of the focus reflecting on the week’s key moments. Camila Cabello continued to capture attention, especially on social media, driving huge engagement from fans. AI advancements remained front and center, with Meta unveiling new tools designed to boost creative storytelling. Al Roker’s session on authentic storytelling highlighted how creative strategies are evolving in today’s landscape. Throughout the day, AI's influence was a recurring theme, shaping everything from consumer engagement to navigating regulations.

The Topic Wheel conversations centered around several key drivers. Photographer Thekylestevens played a big part in the buzz, capturing standout moments—especially celebrity appearances like Camila Cabello—that generated high engagement across social media. New York and Advertising Week New York 2024 were also major focal points, with ongoing discussions about the events, attendees, and the innovations that were highlighted. Major brands like Ford and Warner Bros were central to the conversation, with their panels and appearances spotlighting innovation, future plans, and collaborations in the ad industry. Lastly, there was a strong emphasis on marketing and creativity, as brands and agencies explored new ways to leverage these tools to stand out in an ever-evolving landscape.

Learn more about Brandwatch>

About Brandwatch

I think for the first time I'm starting to hear skepticism around AI. Ashwin Navin, CEO and cofounder of Samba TV