Mo 5/1 - How To Sell An Enema | UGC Makes Great Ads | YouTube Launches New Ad Units

It's Monday, May 1 2023. Let's nerd out.

The ad nerds podcast delivers ad industry news every weekday where the go to source for people who spend money on advertising covering big brands, small businesses, and the latest marketing trends. It's me Spanky Moskowitz, the show's hosts in a nearly 40 year bet of the ad industry. I've created campaigns for m&ms, Budweiser, Frito, lay the NFL NBA, I've created over 100,000 ads generating hundreds of billions in client revenue. If you're in or interested in the world of advertising and want to stay up to date with the latest news the ad nerds podcast is the perfect place to start.

And we start today's show with breaking news and I don't have a breaking news sounder I need something that's like doo doo doo doo like an urgent okay, I don't have one. YouTube has announced a new advertising format for a short form video platform shorts. At the 2023 new friends presentation in New York today, YouTube reveal that marketers can access brand inventory, brand advertising curated content and first slot inventory. According to YouTube's vice president of agency and brand solutions Kristin O'Hara. The platform is expanding its video reach ads to shorts, which will use AI to maximize brand's reach through a blend of skippable and six second ads. YouTube is also expanding its YouTube select tool to shorts allowing advertisers to choose between curated packages of content. In addition, YouTube is adding a slot of inventory that will enable advertisers to purchase the first ad slot in a view that a viewer sees when they start a short scrolling session kind of the way Tik Tok does it. However, the format will only be available available against YouTube's select videos to start with plans to expand it more broadly later on. Now, despite recent economic challenges that have affected the entire ad industry shorts has been gaining momentum in the fourth quarter of 2022. Shorts generated 50 billion daily views and the number of channels uploaded to shorts grew over 80% The same year. Additionally, YouTube made shorts monetizable for creators through revenue sharing back in February.

AI in advertising isn't going anywhere and WPP agency holding company huge monster giant behemoth they're embracing it. During a recent investor meeting CEO Mark Reed shared that they felt good about their top line performance they met their 2.9% growth expectations but there's something else that's also been on WPP P's WP Pease radar lately tried to say that fest five times and it's generative AI which I have talked a lot about the last few weeks on the show. While the release of chat GPT itself has stoked fears across creative agencies that people will become irrelevant and the technology could replace agency jobs. When asked if AI could lead to higher margins but lower revenues for WP PS content and creative budgets. Reid responded with a decisive No. He said that he didn't think AI was going to make people suddenly more creative or shorten the creative process. The amount clients pay for work ideation strategy and account management is going to account management is going to remain unchanged. In fact, generative AI will lead to greater volume of creative assets resulting in more work in line with what WPP does on a fixed price basis. Reid said the creatives need not worry about job security, and all of their experience with technology to date in the WPP business ecosystem, it tends to create more jobs than it destroys. WPP has been using AI extensively in their businesses for a number of years, such as in group M's media business. Hogarth worldwide is creative production work for all channels that consumers need and to target media optimized campaigns and create audiences. Remember, you've been using it too. If you advertise across Google, Facebook, tick tock all of those things. Ai works in all of them to get your ads in front of the right people so don't fear it. Generative AI though now factors into creative for major ad campaigns, like a K QA blooms campaign for chili and plant based meat company not CO which I also talked about a few weeks ago. I'll try to link back to that. In today's show notes. Ai generated images created using chat GPT mid journey and stable defusion show what livestock animals such as pigs, cows and chickens would look like if they live to an old age in those ads. So again, you've got to go back and look at that AQ, AQa ad which I did feature in the podcast, I think it was like two weeks ago, I'll make sure I link back or my team puts that link back in there. According to read. What's changed in the last six months is the application of generative AI to the creative process and the production of language, video and imagery through AI. This has allowed them the opportunity to use it much more creatively. And for the rest of web of 2023. WPP predicts three to 5% year over year growth. So I will say this, as I've been saying it for weeks, do not fear ai do not fear like it's the Grim Reaper here to take your jobs. It's not. It's here to help you and to accelerate development of creativity.

Teleflora, the flower company the flower delivery company has released a touching campaign for Mother's Day that focuses on the emotional challenges of parenthood, which bucked the industry norm of cheerful in sentimental marketing. The 6o second ad called the hardest part A Teleflora love story is centered around the bittersweet feelings of loosening the parental grip on children, letting them grow to become independent. The ad features user generated content of mothers and their children capturing emotional milestones such as the first day of school weddings and college moves. And the ad concludes with a real life mother and son promoting Teleflora as fresh flower bouquets with a message this Mother's Day let her know you never left. The campaign was created by Teleflora as in house agency, that wonderful agency and will be distributed widely across digital platforms including Tik Tok, YouTube, Facebook, Instagram and connected TVs. The brand's VP of Marketing Danielle Mason said the ad promotes a human truth that we through advertising hadn't touched before. Thought advertising hadn't touched before. Sorry, I'm quoting her. I messed up her quote, Daniela, forgive me. Small businesses can create impactful advertising campaigns like this at a very affordable price. And you guys have to think about this user generated content your fans, your followers, your brand loyalists, they can generate content that adds authenticity to your ads. So encourage your customers to share their experiences and related stories and, and use that to help generate content that resonates with more people in your target audience.

Small businesses can also leverage social media platforms to reach the target audience more efficiently. And if you're using social media to showcase your products and highlight customer reviews and engage with their audience, social media advertising is probably one of the most cost effective ways to reach broader audiences. Also, for you small business owners that say I can't do this because I hear this a lot. Small businesses can utilize DIY video tools and editing software to create high quality video content. And lots of these tools are free. And some of them have like, no cost. Some of them are low cost, but they can all create amazing videos that showcase the brand and its product. Liquid death the Canned Water brand is taking the beverage industry by storm with their edgy marketing, packaging and smart social media strategy. And I gotta tell you, I'm a huge fan of what they're doing on the marketing side. Liquid death has become more than just a water brand generating as much buzz as booze brands, if not more with its Tallboys like they have the I don't know if you've seen the cans. They've got the dripping skulls calligraphy and they've got really creative flavors and names like mango chainsaw. Well according to the brand spokesperson liquid deaths revenue jumped from 45 million last year to 130 million this year, and it's expected to double by 2023. The brand success is largely due to entertainment largely due to through organic posts said VP of Marketing Greg FOSS. FOSS has skepticism towards corporate brands, hoping to cash in on his lifestyle has pushed liquid death into a boundary stretching creative unlike anything the beverage category has ever seen. The brand's advertising campaigns have capitalized on shock value, including tasing haters who gave incorrect answers and a blind taste test. Liquid death has also produced long form videos such as a horror film and a 10 minute workout video. But when you think liquid death has taken the stunt marketing as far as it can go, it goes a little further. They got Travis Barker, the drummer from blink 182 endorsing a limited edition liquid death and of the state enema kit.

The brand's popularity with younger demographics is reflected in the brand's internal data 59% of its consumers are between the ages of 18 and 35 and 25% are members of Gen Z. Liquid death has a 0.2 market SharePoint in Stillwater and a one SharePoint in sparkling water by dollars according to trade publication beverage digest, while small compared to the big bottle arose and canned companies you know the Giants the ones that I shall not name in this story. Liquid deaths revenue momentum is quote an enviable growth rate for a startup brand quote, and quote said Dwayne Stanford editor and publisher of beverage digest. The brand embraces sustainability because its packaging doesn't use plastic, but the brand is avoided overtly plugging that benefit. Instead, it relies on how sustainability is ingrained in the product itself. With metal instead of plastic packaging said Andy Pearson, VP of creative liquid death aims to compete with the cool factor of unhealthy brands such as energy, energy drinks, or beer that have traditionally overshadowed sustainability and health focused brands.

Now, this is another example where small business owners need to rip a page out of a playbook. Liquid deaths playbook is so ripe with ideas for you not to copy but to be inspired by not to be afraid to do things that are different. fun, quirky, maybe offensive, it depends on your brand, right? If you want to stand out in a sea of vanilla, you need to do better than Cha Awkward. And if you need help figuring out how to do that hit me up.

Coming up what's better than carpool karaoke? How about an entire bar? I'll tell you who's singing this brand's praises next? Jim Beam, the 227 year old American bourbon brand is launching a new global ad campaign called people are good for you to reinvigorate its brand and strengthen its emotional connection with consumers. The campaign is meant to highlight the brand's authenticity and warmth while celebrating quote the energy and confidence that comes from all being connected end quote. A

ccording to their global brand VP, the campaign's hero Ed features a spontaneous barroom sing along right the ad featuring Neil Diamond sweet Carolina, if you haven't figured out yet showcases the power of bringing people together and highlights the importance of social connection. The campaign also includes a refreshed visual identity for the Jim Beam bottle its website POS point of sale materials as well. The redesign label still features the Jim Beam look and logo you know that that red stamp, but it's got a brand new bespoke typeface. And that's inspired by the past Jim Beam bottles its new packaging and visual identity launches in the US and Japan in June, and then rolls out to other markets later on. By the way, Jim Beam is the fourth largest US bourbon brand with sales growing at a single digit rate in 2022. According to beam Suntory, Jim beans pricier sister brand Maker's Mark and basil Hayden have grown at a faster rate. maker's mark by 11% and basil Hayden surged by 40%. The New Jim Beam ad campaign will run across broadcast TV streaming digital and social media channels featuring a 1530 and 62nd version. And they do plan on running the ad five times a week on cable and live sports leading up to Memorial Day and Father's Day. Leo Burnett, which was hired as the brand's global agency of record in September, created the campaign's creative. Britton Nolan, the President and Chief Creative Officer of Leo Burnett said Jim beam's new platform gives fresh energy to a point of view that's always been at the core of this iconic brands DNA, people are good for you. And we're proud to put work into the world that is genuinely optimistic and uplifting.

Hey, if you're a fan of the ad nerds podcast, please do me a favor. Hit subscribe on Apple, Spotify or wherever you listen. Give it a five star rating and a great review. I'd appreciate it. Well, that's the ad nerds podcast for today. Monday, May 1 2023. strikey out. Thanks for listening and have a great Monday.

Attributions:

YouTube BREAKING NEWS: ⁠https://www.adweek.com/programmatic/youtube-kicks-off-newfronts-with-new-shorts-ad-formats/⁠⁠https://www.adexchanger.com/agencies/wpp-does-not-fear-generative-ai/⁠
Teleflora's Mother's Day Campaign: ⁠https://www.teleflora.com/the-hardest-part
⁠Liquid Death: ⁠https://liquiddeath.com/⁠
Jim Beam's "People Are Good For You" Campaign: ⁠https://adage.com/article/cmo-strategy/jim-beam-reveals-new-look-campaign-featuring-sweet-caroline/2387281