📓 Creativ Brief: How to Read the Public’s Mind
Machine-Generated Insights. Roblox ads. Zynga study. OK Go music vid. Sports rights. New media.
Current consumer research methodologies are not working.
Changing consumer technologies and habits have rendered polls, surveys, panels and focus groups inadequate.
They deliver incomplete measurement, incorrect predictions and unrealistic depictions of consumer preferences and behaviors. Worse, most consumer research has become convenient and meaningless window dressing to justify decisions made in retrospect, instead of realistic assessments of campaign reception.
Our collective approach to this new technology needs rethinking. Large language models, AI, machine intelligence and an explosion in digital data connected to campaigns and consumers have birthed a new frontier of consumer insights and creativity.
Actual, authentic, real-time consumer feedback, gleaned from the collection, synthesis and summarization of millions of online conversations, allows new insights that can be transformed into creative messages.
Brands, agencies and marketers, it’s time to embrace the next frontier of insights and creativity powered by machine intelligence models that actually learn from and speak to the consumers we seek to reach. Welcome to the era of machine-generated insights and creativity.
3 Stories Dominating Media and Tech Headlines
Roblox has introduced a new video ad format that lets gamers watch up to 30-second ads in exchange for in-game rewards, alongside a partnership with Google to expand its ad business. This move allows brands to purchase ads directly or via Google’s platform, giving Roblox access to a wider advertiser base while leveraging its 85.3 million daily active users, mostly aged 13 and up.
Why it matters: By integrating ads in a way that doesn’t disrupt gameplay, Roblox is addressing a key challenge in gaming monetization—keeping players engaged while offering new revenue opportunities for developers and brands. This echoes a wider industry trend of in-game advertising’s growth. Expect more in-game ads.
TikTok faces a potential U.S. ban on April 5 due to a national security law requiring its Chinese parent company, ByteDance, to divest its American operations, though Trump’s executive order delayed enforcement by 75 days. Despite the uncertainty, creators and brands remain optimistic, with many preparing contingency plans by shifting content to platforms like Instagram and YouTube.
Why it matters: This situation underscores how political and regulatory actions can disrupt digital platforms, forcing creators, advertisers, and tech companies to rapidly adapt in an evolving social media landscape.
Specifically, 49% of mobile gamers became aware of new products through in-game ads, 43% researched a product after seeing an ad, and 27% proceeded to make a purchase.
Why it matters: This highlights the growing importance of in-game advertising as a potent tool for brands to engage with consumers, especially as the mobile gaming audience continues to
Creativ Spotlight - OK Go Music Video Premiers in LA and NYC
Creativ Company is supporting 1stAveMachine and SpecialGuestX with the launch of OK Go’s latest music video masterpiece. The music video premiers in LA with another show in NYC on April 7th features a retrospective of all of OK Go’s ground breaking music videos from their beginnings to today. The global launch of ‘LOVE’ will occur on April 11th.
If you’d like to attend the NYC premier, please email thays[at]creativ.com.
Stat of the Week - DAZN leading the Sports Rights Spending Market
DAZN leads streaming sports rights spending at 33%, bolstered by its FIFA 2025 Club World Cup deal and increased investment in European leagues.
Amazon Prime Video grew its share from 18% to 23% year-over-year, driven by its NBA rights acquisition.
Overall, streaming services now account for 20% of global sports rights spending, reflecting a shift from traditional broadcasters.
One Fun Thing - 60 Second Advertising News
The two founders at Breaking and Entering Media have created a fun, albeit anxiety inducing, take on getting you the media and advertising news you need. They feature almost daily 60 second video round ups of the media industry. Subscribe here.