Antony Young brings together news from media beyond Aotearoa in a regular column for StopPress. This week, TikTok moves closer to a possible ban in the US, AdWeek announces top AI innovations in marketing, and Bluesky continues its rapid growth.
TikTok loses its appeal to operate in the United States
The United States Court of Appeals last week supported the government’s bill on the sale of TikTokmoving enforcement closer to a possible U.S. ban by January 19, 2025, citing national security concerns over China’s influence. However, the decision could still be overturned, as TikTok plans to appeal to the Supreme Court and seek constitutional protection under free speech laws. Additionally, President-elect Donald Trump has pledged to safeguard the app and could issue an executive order to cancel the proposed sale, although the likelihood and method of such action remains unclear. These possibilities leave the fate of TikTok in the United States up in the air.
56% of Google searches are for generic terms
A new analysis from a market research firm SparkToro reveals that 56% of Google searches are for generic termswhile long-tail queries only account for 3.6% of search demand. Surprisingly, 15% of all Google searches come from just 148 keywords, highlighting a significant concentration of search behavior across nearly 332 million queries and 320,000 unique terms. This trend highlights the growing challenge for websites to gain visibility in Google Search, especially in 2024, as organic search traffic consolidates on fewer sites and competes with previews and Google AI search features.
The main AI marketing innovations in 2024
Klarna, Toys ‘R’ Us and Pedigree NZ stand out as The top examples of AI marketing innovation in 2024 according to AdWeek. Klarna launched 30 AI-generated campaigns, claiming to have saved $10 million in marketing costs per year, including a $6 million reduction in image production costs and a 25% reduction in agency spend . The global payment network and shopping assistant company says AI has been able to streamline its creative workflows and enable rapid execution of global campaigns like Black Friday, although the company stressed that It relies on human creativity for large-scale ideas.
Toys’R’Us used AI to create “The Origin of Toys ‘R’ Us,” its first branded film starring young Charles Lazarus and mascot Geoffrey the Giraffe. Produced in just a few weeks using OpenAI’s Sora, the ad significantly reduced creation costs, although minor flaws required human corrections.
by Colenso Pedigree “Adoptable” Campaign was also featured, praising AI’s ability to turn amateur dog photos into professional-quality images. This led to a 12% increase in shelter visits, with 50% of the dogs featured having been adopted, and won the Outdoor Grand Prix at Cannes Lions. These examples highlight AI’s potential to reduce costs, improve creativity, and produce meaningful results, while highlighting the importance of human oversight for refinement.
Advertising ban in UK to cover granola, muesli and oat porridge
The UK government is implementing a ban on junk food advertising from next yeartargeting unhealthy versions of breakfast cereals, including granola, muesli and oat porridge, as well as snacks, sugary drinks and other products high in fat, sugar or salt. The ban aims to reduce children’s exposure to unhealthy foods by limiting online advertisements and television promotions before 9 p.m., with the aim of removing 7.2 billion calories a year from children’s diets and prevent 20,000 cases of childhood obesity.
Critics, including the Advertising Association, say the impact on calorie reduction will be minimal while leading to significant revenue losses for the media and creative industries. The rules use a rating system to rank products, with a few exceptions, and companies are awaiting detailed implementation guidance from regulators.
Jury over Australian laws banning social media
Australia’s law banning social media platforms from allowing users under the age of 16 marks an important moment in holding tech platforms accountable. It introduces fines of up to AUD 50 million for non-compliance. While advocates like Sonya Ryan, whose daughter was tragically harmed online, hail the move as long overdue, critics say it risks isolating vulnerable children and leading them toward workarounds in dangerous line. Questions remain regarding law enforcement, privacy and unintended consequences. The Guardian summarizes how other countries take care of protecting young people on social networks.
The biggest trends on YouTube in 2024
THE Highlights from the 2024 YouTube Trends Report the dominance of digitally native franchises and the growing intersection of traditional and digital media. Key examples include Incredible digital circuswhich has garnered over 25 billion views outside of its episodes and appeared in eight of 12 country trending lists, and Dress to Impressa fashion experience based on Roblox, which quickly gained global notoriety. THE Paris 2024 Olympic Games has also thrived digitally, appearing in 10 trending lists via highlights, memes, and creator-led feeds. In the same way, Deadpool and Wolverine has leveraged digital trends like Fortnite emotes and shorts to maintain relevance. The report highlights how digital culture is reshaping global pop culture and exploiting digital fandom. Other notable trends include That of Cristiano Ronaldo record debut on YouTube with 19 million subscribers in 24 hours, and Taylor Swift Massive 200 million views in the UK, further cementing its influence.
Bluesky – the next big thing in social media?
Bluesky, a decentralized social media platform, saw rapid growth with 13 million users in early November and 10 million more the following month, largely due to liberals leaving X after Trump’s election and discontent in the face of Elon Musk’s platform changes. Bluesky’s appeal as an alternative that prioritizes user control and community interactions over ad-centric models.
Developed by Twitter co-founder Jack Dorsey and launching in public beta in 2023, Bluesky offers customizable moderation tools and an ad-supported framework, allowing users to curate their experiences. Although Bluesky remains smaller than competitors like Threads or X, its potential lies in sustaining engagement through creator-driven content and a curated user experience, positioning it as a model for the future of political discourse digital and social media.