June 21, 2019 MediaStruction

THINGS TO KNOW IN MEDIA – June 21, 2019

Adobe Building Program to Fight Fake Videos

This week Adobe debuted its Artificial Intelligence tool to detect Photoshopped faces. Last year Adobe and scientists at UC Berkeley built a tool to detect fake video. “Fake content is a serious and increasingly pressing issue,” Adobe said in a company blog post. Hold my beer, said Nancy Pelosi. Not coincidentally, Congress launched its first hearings on “deepfake” content this week, hearing experts say the deepfake technology is advancing so rapidly that it may soon be impossible for the average viewer to know reality.

Meanwhile Digital Teams Get Woke

While Adobe and Congress do their thing, a group of digital media stakeholders met this week at Cannes to form the Global Alliance for Responsible Media, focusing on digital safety. While details of their goals are slim, big names are involved. Participants include: Adidas, Bayer, General Mills, Mondelez, NBC Universal, Nestle, P&G and Unilever. The largest holding group agencies, Dentsu, GroupM, IPG, Publicis, Omnicom Media Group are participating. And, probably most importantly, Facebook, Google/YouTube are “in,” as well as other digital aggregators and industry groups, like IAB.

Whopper Of A Win

The Oscars of advertising was this week in Cannes, France. The “Grand Prix Direct, Retail Lion” went to Burger King and its agency for its “Whopper Detour” campaign. To push order-ahead app features, Burger King encouraged McDonald’s patrons to order a Burger King burger for a penny. Order at McD’s – patrons were targeted via geo-fenced mobile ads – pick up at Burger King.

Streaming Success

Jennifer Aniston and Adam Sandler are going to make a really fun – and profitable – romcom duo. Their Netflix premier, “Murder Mystery” broke Netflix viewing records, with close to 31 million households in the first three days. Also this week, Quibi, the short-form streaming service, focused on mobile devices, already sold $100 million in advertising at the upfront, even though it doesn’t launch until April of next year. Guess how long the ads are? If you guessed 6-10 seconds, you’d be right. While the ad content may be very short on a very small screen. the value proposition of reaching a difficult-to-reach demographic is huge.

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