Matthew Keegan

Hong Kong, London

Journalist at Freelance

Journalist/Editor/Producer. Covering cities, news, current affairs, environment, travel, food, more.

Articles

No one talks about ads anymore: Have they lost their pop-culture charm?

1 week ago | campaignlive.com | Matthew Keegan

In the past, ads had the power to shape pop culture and become deeply ingrained in our collective consciousness. Who can forget the late 90s, when the Budweiser ‘Whassup’ ad became a cultural phenomenon, with people enthusiastically shouting the catchphrase long before 'going viral' was a thing? Similarly, in the 80s and 90s, it was common for people to quote memorable lines from ads, like ‘I bet he drinks Carling Black Label’ or ‘Simples’.
No one talks about ads anymore: Have they lost their pop-culture charm?

1 week ago | campaignindia.in | Matthew Keegan

No one talks about ads anymore: Have they lost their pop-culture charm? Industry leaders weigh in on how brands can help shape pop culture again through innovative storytelling and a balanced approach between creativity and performance.
No one talks about ads anymore: Have they lost their pop-culture charm?

1 week ago | campaignasia.com | Matthew Keegan

In the past, ads had the power to shape pop culture and become deeply ingrained in our collective consciousness. Who can forget the late 90s, when the Budweiser ‘Whassup’ ad became a cultural phenomenon, with people enthusiastically shouting the catchphrase long before 'going viral' was a thing? Similarly, in the 80s and 90s, it was common for people to quote memorable lines from ads, like ‘I bet he drinks Carling Black Label’ or ‘Simples’.
AI聊天机器人广告将会颠覆广告业吗？ | 分析/解读 | Campaign 中国

2 weeks ago | campaignchina.com | Matthew Keegan

仅ChatGPT每周活跃用户就超过2.5亿，OpenAI坐拥庞大的用户基础，对广告主颇有吸引力。随着运营成本持续攀升（预计年支出将超50亿美元），有报道称OpenAI正在考虑将广告作为潜在收入来源。近期这家公司已招揽多名广告领域的重量级人才——不仅首次设立首席营销官(CMO)职位，还聘请前谷歌搜索广告负责人 Shivakumar Venkataraman 出任 OpenAI 副总裁。然而，尽管有一系列人事任命，OpenAI 首席财务官 Sarah Friar 表示，公司目前“没有积极推进广告业务的计划”。相反，OpenAI 目前专注于其核心产品，包括 ChatGPT、Sora、DALL·E 和 API 服务，这些产品在现阶段已经具备可观的营收潜力。不过，关于OpenAI可能进军广告领域的疑问依然存在。如果 OpenAI 最终决定开启广告业务，AI 聊天机器人广告是否会成为社交媒体广告生态系统的重大挑战？ We Are Social新加坡创新总监 Manolis Perrakis...
EssenceMediacom gains top spot in first APAC media league of the year

2 weeks ago | campaignasia.com | Matthew Keegan

Analysis Data News Media The Knowledge OMD and UM are among the top five agencies in the agency table, while independent Nunn Media continues its momentum. Meanwhile, WPP tops the first APAC holding company table.
Will AI chatbot advertising disrupt adland?

2 weeks ago | campaigncanada.ca | Matthew Keegan

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Will AI chatbot advertising disrupt adland?

2 weeks ago | prweek.com | Matthew Keegan

Will AI chatbot advertising disrupt adland? With the rapid rise in popularity of chatbots like ChatGPT and Perplexity, what impact will it have on the advertising model, and what does it mean for competition with major players like Google and Meta, by Matthew Keegan, Campaign
Will AI chatbot advertising disrupt adland?

2 weeks ago | campaignlive.com | Matthew Keegan

With the rapid rise in popularity of chatbots like ChatGPT and Perplexity, Campaign explores the impact of an advertising model, and competition with major players like Google and Meta. With over 250 million weekly active users on ChatGPT alone, OpenAI has a substantial audience that could attract advertisers. Amid rising operational costs, which are projected to exceed US$5 billion annually, reports suggest that OpenAI is exploring advertising as a potential revenue stream.
Will AI chatbot advertising disrupt adland?

2 weeks ago | campaignindia.in | Matthew Keegan

With the rapid rise in popularity of chatbots like ChatGPT and Perplexity, Campaign explores the impact of an advertising model, and competition with major players like Google and Meta.
Will AI chatbot advertising disrupt adland?

2 weeks ago | campaignasia.com | Matthew Keegan

With over 250 million weekly active users on ChatGPT alone, OpenAI has a substantial audience that could attract advertisers. Amid rising operational costs, which are projected to exceed US$5 billion annually, reports suggest that OpenAI is exploring advertising as a potential revenue stream. The company has recently made notable hires with advertising backgrounds.