Spring is in the air, and with this change of season comes fresh insights on consumer shopping behaviors and AI’s transformative impact on marketing. Read our newsletter to learn more about the rise of the ‘phygital phantom’ shopper, practical application of AI tools, SCS’s latest award-winning work, and how we’re staying committed to the strategies and technologies that drive the highest impact for marketers in 2023.
March Update
Omnichannel Shopping and AI Heats Up This Spring
Spring is in the air, and with this change of season comes fresh insights on consumer shopping behaviors and AI’s transformative impact on marketing. Read our newsletter to learn more about the rise of the ‘phygital phantom’ shopper, practical application of AI tools, SCS’s latest award-winning work, and how we’re staying committed to the strategies and technologies that drive the highest impact for marketers in 2023.
MEDIAPOST FEATURES SCS'S OMNICHANNEL OVERDRIVE STUDY
Last month, SCS released Omnichannel Overdrive, “a comprehensive e-commerce study indicating that technology, as well as cultural changes like the pandemic, have accelerated the shift toward ‘brick & mobile’ retail purchasing." Our report dubs this phenomenon ‘phygital phantoms,’ and “suggests this is a new consumer archetype brand marketers need to understand because it seamlessly blurs the lines between physical, digital and mobile shopping experiences.” This month's MediaPost’s Mobile Insider is particularly interested in the digital/physical blending happening amongst consumers, and how SCS’s research along with a new study from S&P Global Marketing Intelligence is covering this novel convergence of shopping behaviors. Read the article for the full research and insights on how to meet consumers where they are (online and in person).
SCS TAKES HOME GOLD WITH WORK FOR BALDWIN HARDWARE AND FALKEN TIRE
After two years away, the Orange County chapter of the American Advertising Federation finally rolled out the green carpet for an in-person annual American Advertising Awards. Despite a crowded field, SCS took home Gold in Consumer Website for the new Falken Tire North America website, and Gold in Cinematography Single :60s for our brand campaign for Baldwin Hardware, “Obsession is Good.” SCS also won Silver in the Social Media category for Baldwin Hardware, and Silver wins in Advertising Industry Self-Promotion Online/Interactive and Integrated Media campaign categories for the “SCS Meta Claus” holiday campaign that leveraged creative AI tools to create a holiday video for our clients. We’re thankful for our clients who collaborate with us to push into the highest-performing work, and for having a strong AAF community of industry peers and colleagues.
SCS HELPS MIELE TAKE CENTER STAGE AT THE KBIS SHOW
Guided by their “Immer Besser” philosophy (German for “Forever Better”) Miele has been creating appliances that set new standards for beauty, quality, and sustainability since 1899. While the Miele brand is revered by those luxury US consumers and interior designers in the know, Miele is seeking to replicate the same awareness enjoyed in Europe across the U.S. market. When the biggest industry trade show of the year rolled around, Miele asked SCS to help them amplify their presence with social media and live content. Learn how we delivered in spades to help activate their new “Immer Besser” booth experience at one of the most important industry shows in the world. See the wrap-up video of our content program for Miele at the link below.
THETRADEDESK TAPS SCS FOR INSIGHT INTO STREAMERS' MOVES INTO LIVE PROGRAMMING
CTV continues to be a brand force, providing reach, scale and new forms of targetingthat is driving success for advertisers. So how would Netflix’s timing of their newest comedy special contribute to the Oscars streaming numbers and Netflix’s position for advertisers? “Given the anticipation for Chris Rock's long-awaited response to the slap at the Oscars, the viewership numbers for his special were probably astronomical.” said Sean MacPhedran, SCS's Sr Director of Innovation. “Like boxing championships, major stand-up specials are in a category of their own. The bigger concern for linear networks is likely the introduction of more discounted ad-tier subscriptions with Netflix and Disney+, which directly goes after their bottom line.” Or, as the TheNew York Times critic put it “Nothing draws a crowd like a fight.”
SCS PILOTS NEW CREATION TOOLS TO DRIVE THE FUTURE OF AI VIDEO PRODUCTION
AI is having a moment, with Bill Gates recently declaring in his five-page blog post that AI is “the most important advance in technology since 1980. Businesses will distinguish themselves by how well they use it.” With rapid iterations of new generative AI creation tools, SCS is test-driving all new tools including ChatGPT/GPT-4, DALL-E 2, Stable Diffusion, Midjourney 5, Adobe’s Firefly, Runway’s Gen 1 Text-to-Video, and many others while developing internal creative production workflows to leverage them in creative development for brand advertising. SCS’s most recent pilot leveraged ControlNet and Kaiber AI platforms to create over 120 AI-generated images and animation in a large collaboration between SCS staff to build a 100% AI video with artistic reimaginings of our logo. Ask us about SCS’s AI Workflow practice and how we’re helping companies like discovery+ bring AI to their creative production.
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