{"id":4422,"date":"2023-02-03T01:08:30","date_gmt":"2023-02-03T06:08:30","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/02\/03\/advertising-trends-to-watch-in-2023\/"},"modified":"2023-02-03T01:08:30","modified_gmt":"2023-02-03T06:08:30","slug":"advertising-trends-to-watch-in-2023","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/advertising-trends-to-watch-in-2023\/4422\/","title":{"rendered":"Advertising Trends to Watch in 2023"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Stephanie Bunnell (Klimaszewski), SVP of Marketing at Aki Technologies, an Inmar Intelligence Company<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">You couldn\u2019t attend an advertising or technology conference in 2022 without sensing the growing buzz around topics including the metaverse, Gen Z and NFTs. Focusing on the role these topics will play in the year ahead, here\u2019s where marketing leaders should pay close attention.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Next-Gen Loyalty via NFTs<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">In 2023, we\u2019re heading into an economic climate of brand-switching as consumers favor affordability. Paired with the overall decline in traditional print circulars and coupon-clipping as Gen Z\u2019s spending power grows, expect brands to invest more heavily in Gen Z loyalty.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">What will work? Brands seeking Gen Z loyalty must appeal to Gen Z\u2019s waning attention span and authentically align with their values, ranging from self-expression to social impact.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cLiving assets\u201d may be one way to win Gen Z loyalty. For example, a living asset NFT would evolve in both design and value with each engagement. Imagine: A Gen Zer posts an NFT socially, which evolves it from 2D to 3D. Wearing it on one\u2019s Roblox avatar for a day unlocks a discount. Wearing it for a week unlocks a donation to a purpose-driven cause.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">By aligning with Gen Z\u2019s digital identity and cause motivators, living assets are likely to gain popularity in 2023 as a loyalty solution that works for both consumers and marketers.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Metaverse Amplification&nbsp;<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">With growing interest in metaverse brand activtaions, \u201cbuilt-for-desktop\u201d measurement will be challenged. Brands will need to favor time spent and high-quality engagements over impressions. At least, until critical mass can be achieved.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As marketers well know, you can build and experience but that doesn\u2019t mean people will show up. In 2023, metaverse amplification investment will need to total double or triple a brand\u2019s investment in metaverse production costs to actually get people there.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Mobile will continue to be the gateway to the metaverse and where brands will look for metaverse amplification opportunities. For example, <a href=\"https:\/\/www.marketingdive.com\/news\/nike-courts-next-generation-of-athletes-with-new-roblox-platform-nikeland\/610343\/\">Nike created a Snapchat lens that promoted Nikeland<\/a> and Spotify created an in-app <a href=\"https:\/\/open.spotify.com\/playlist\/37i9dQZF1DX30Mgh34Cry8?si=e2d8a8c3ca934828\">playlist<\/a> promoting Spotify Island on Roblox.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>AI-Generated Advertising Creative&nbsp;<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">AI platforms like Stable Diffusion and Midjourney have unlocked a new universe of capabilities for creators, while OpenAI and GPT-3.5 have commanded their share of recent headlines. Agencies like Publicis and Dentsu are leveraging AI for mood boards and brainstorming, yet, with reservations about brand safety, brands haven\u2019t yet graduated to running fullly AI-generated advertisements, despite this having extensive future potential.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Currently, one can prompt OpenAI to \u201cWrite an advertisement for Cheetos to drive sales and engagement among 18-24-year-olds\u201d or \u201cSell me on why Cheetos will make me more popular\u201d or \u201cWrite an Instagram post for Cheetos by Kim Kardashian about how she eats them before every photoshoot.\u201d The results are intelligently varied, as you can see:<\/p>\n\n\n\n\n\n\n\n<div class=\"wp-block-group aw-mig-inline-images is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-c88056ad wp-block-group-is-layout-flex\">\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"886\" height=\"490\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2023\/01\/1.png\" alt=\"\" class=\"wp-image-4424\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/01\/1.png 886w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/01\/1-300x166.png 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/01\/1-768x425.png 768w\" sizes=\"auto, (max-width: 886px) 100vw, 886px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"556\" height=\"290\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2023\/01\/2.png\" alt=\"\" class=\"wp-image-4425\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/01\/2.png 556w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/01\/2-300x156.png 300w\" sizes=\"auto, (max-width: 556px) 100vw, 556px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"792\" height=\"392\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2023\/01\/3.png\" alt=\"\" class=\"wp-image-4426\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/01\/3.png 792w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/01\/3-300x148.png 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/01\/3-768x380.png 768w\" sizes=\"auto, (max-width: 792px) 100vw, 792px\" \/><\/figure>\n<\/div>\n\n<p class=\"wp-block-paragraph\">The novelty and convenience of AI is sure to drive new brand safeguards into AI algorithms and platforms in 2023. When brands are confident that the appropriate level of brand safety assurances are in place, they\u2019ll lean into artificial intelligence to creative advertising with scale and with a relevance that was unimaginable before.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As 2023\u2019s economic climate shifts and Gen Z&#8217;s spending power grows, brands will need to adapt and harness the loyalty-building power of NFTs, the increasing relevance of the metaverse and the untapped potential of AI. Marketing leaders should keep a close eye on these trends and consider how they can be incorporated into their strategies in order to capitalize on the top advertising technology innovation expected for the year ahead.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Stephanie Bunnell (Klimaszewski), SVP of Marketing at Aki Technologies, an Inmar Intelligence Company You couldn\u2019t attend an advertising or technology conference in 2022 without sensing the growing buzz around [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":4423,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[6],"topics":[2],"class_list":["post-4422","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-tech","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the 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