The marketing world is ever-changing, and this week, several major media platforms introduced new ad products that innovative brands can utilize to effectively reach their target audience. Catch up on the latest media announcements and newest ad features in our Marketing Must Reads.

Apple’s Big Changes with iOS 18

Last week, Apple unveiled the changes coming in its new iOS 18 operating system when it rolls out this fall. This updated system will offer dozens of new features, including several with big implications for brands and marketers. One of the most notable changes is that iPhones will now support Rich Communication Services (RCS) in its Messages app, which is a more advanced messaging service currently used by Android devices. RCS offers more dynamic content options, suggested actions, and even the ability to add a brand logo to messages. The change will allow marketers running RCS text campaigns to reach a more engaged audience with more interactive content, particularly in the US. Apple is also updating its Safari web browser to include more AI features, including AI-generated webpage summaries that will help searchers find the most relevant content more quickly.

In the coming months, we expect to see brands adjusting their mobile and search strategies to take advantage of these new offerings from Apple. See the full list of new features that both consumers and marketers should look for in iOS 18 here: https://variety.com/2024/digital/news/ios-18-whats-new-apple-iphone-release-1236033603/

Walmart’s Immersive New Online Shopping Platform

To try to win the attention of more young consumers online, Walmart launched an “immersive e-commerce platform” earlier this year. The site, called Walmart Realm, includes several virtual “stores” designed around specific aesthetics, including storefronts inspired by mermaids and glamorous cowboys. Each store is interactive, allowing users to click around the space and discover products available for purchase directly on the site.

Walmart has previously engaged with immersive online experiences through an ongoing partnership with Roblox. While millions of users have engaged with Walmart’s Roblox experiences, they were play-based rather than commercial. Some experts question whether Walmart’s Realm platform will be able to bridge the gap from simple interaction to direct sales. Learn more about Walmart’s new site and overall e-commerce strategy here: https://www.fastcompany.com/91133558/walmart-realm-is-a-trippy-e-commerce-experience-geared-toward-gen-z

Pinterest Adds AI to Ad Program

Pinterest is upgrading their advertising platform with new AI capabilities. The social media site’s new ad program, called Pinterest Ad Labs, includes generative AI features that can help brands create more personalized ads for their target audience. For example, the ads can now include backgrounds personalized to users’ taste in design, as well as direct links to products within collages. In addition, Pinterest is also helping advertisers create more automated, goal-based campaigns to make advertising easier and more results-driven.

Pinterest is currently testing Pinterest Ad Labs with initial advertising partners, including Nike and Wayfair. They’ll roll out the full platform’s capabilities this week during Cannes Lions. Read up on more details from the new ad program here: https://channelx.world/2024/06/new-pinterest-ai-tools-for-creative-and-performance/

United Airlines’ New Media Network

Personalized advertising is reaching new heights – 30,000 feet in the air, to be exact. Last week, United Airlines announced the first airline media network, Kinective Media, which will use travelers’ behavior data to deliver personalized ads on United’s mobile app and in-flight entertainment screens. The media network will focus on advertising for premium, travel-related brands, including luxury, auto, retail, and hotels. United already has a full lineup of advertisers on board to test the network, including Norwegian Cruise Line, Macy’s, and IHG Hotels & Resorts.

According to United, Kinective Media will allow brands to reach their target audiences through platforms they’re highly engaged with. United’s in-flight entertainment receives an average of 3.5 hours of attention per traveler, and its mobile app generates nearly 100 million sessions each month. Find out more about United’s first-of-its-kind advertising platform here: https://www.marketingdive.com/news/united-airlines-retail-media-network-kinective-industry-first/718427/