Based on a survey of 300 brand and agency and executives, the IAB reports a widespread perception that in-game advertising has matured and is now as easy to plan and buy as channels like online video and CTV. Games ad revenue is predicted to grow by $3 billion over the next three years. Forty percent of advertisers expect to increase investment in game ads, second only to social media (47%).
Accenture and Adobe will partner to develop industry-specific generative AI solutions. Accenture will integrate Adobe Firefly Custom Models into its marketing services to enable clients to train custom models based on proprietary data and brand guidelines. Initial industries targeted will include retail and consumer goods, financial services, automotive and health.
Twilio has announced two innovations within Twilio Flex, its digital engagement platform. The first, Unified Profiles, will be powered by Segment and allow businesses to collect and activate real-time consented data. This is the first of three launches set for 2024 that will embed Segment in Twilio Communication products. The second innovation is Agent Copilot which will allow users to deploy AI across this data to boost productivity.
Traffic to ecommerce websites fell 1% year-on-year while ecommerce app sessions rose 13%, according to Similarweb. Shopper experience still needs improvement: 41% of shoppers feel like strangers to their favorite retailers and only 20% see frequent personalization. Convenience is king: 55% say they’d pay more to find the right item without scrolling through several pages of results.