Erfahre, wie KI Werbestrategien revolutioniert und das Geschäftswachstum fördert – lerne von NIVEA

Summary

In this video, Google AI's capabilities in driving advertising strategies and growth are discussed, with a focus on Nivea's journey. AI's role in optimizing media, streamlining efforts, and future-proofing activities is highlighted. The talk covers AI's impact on YouTube, from content creation to consumption and campaigning, emphasizing the use of Gemini, Google's large language model, for precise audience targeting and enhanced ROI. Nivea's VP of media and digital shares insights on AI transformation, emphasizing the importance of clear objectives, investment scalability, content optimization, and the collaborative test-and-learn approach between Nivea and their agency partners.

Takeaways

• 🌐 Nivea, a leading skincare brand, is leveraging AI to optimize its advertising strategies across various countries.
• 📈 AI is transforming the advertising landscape by automating content creation, consumption, and campaign management on platforms like YouTube.
• 🎯 Google's AI capabilities, such as Gemini, enable precise audience targeting, dynamic bidding, and content element adjustments for enhanced engagement and ROI.
• 📊 AI allows for the combination of multiple ad formats in a single campaign, streamlining the process and making it more efficient.
• 📈 The shift from single ad formats to mixed-format campaigns is driven by AI, which automates the optimization process.
• 📱 AI is particularly beneficial for reaching audiences that don't typically watch ads, by intelligently selecting non-skippable ad formats.
• 🤝 Collaboration between Nivea and their agency partners is crucial for the successful implementation of AI in advertising strategies.
• 📈 AI plays a significant role in investment and scalability, helping to identify the most efficient channels and optimize media spend.
• 📊 AI is used to optimize content and creatives, ensuring that campaigns are not only efficient but also engaging and effective.
• 🔍 Nivea emphasizes the importance of setting clear objectives before leveraging AI, to ensure that the technology aligns with the brand's marketing goals.

Q & A

What is the main focus of the discussion in the video script?

The main focus of the discussion is how AI can drive advertising strategies and growth, specifically looking at Nivea's journey with Google AI and how it has helped them manage diverse campaigns across many countries.

What role does AI play in optimizing media and streamlining efforts for Nivea?

AI helps Nivea optimize media by managing the complexity of today's media world, allowing for precise targeting of audiences, adjusting bidding, and playing with different content elements to maximize engagement and ROI.

How does AI assist in content creation on YouTube?

AI assists in content creation by automatically cutting assets into different formats such as shorts or horizontals, catering to various consumer preferences and ensuring the right content is shown to each consumer.

What is the significance of Gemini, the large language model mentioned in the script?

Gemini is significant because it allows advertisers to precisely target audiences, adjust bidding strategies, and manage different content elements, thus optimizing campaigns for better engagement and ROI.

How has AI evolved the way campaigns are booked and delivered in advertising?

AI has taken over the reins of delivering campaigns by automating the process and combining multiple ad formats into a single campaign, marking a new era where AI optimizes based on the advertiser's objectives.

What are the four key areas where AI is utilized in Nivea's advertising strategy?

The four key areas are investment and scalability, ensuring media KPIs are met efficiently, content creative optimization, and the ability to quickly scale up successful tests and learnings across different markets.

How does Nivea decide when to scale a campaign based on AI insights?

Nivea decides to scale a campaign when it outperforms the set benchmarks, and there is a clear improvement in efficiency or performance across several markets.

What is the importance of having a dedicated agency team in scaling up AI-driven campaigns?

A dedicated agency team is important for scaling up AI-driven campaigns because it allows for the quick replication of successful strategies across different markets, ensuring consistency and maximizing the impact of the learnings from AI-driven tests.

How does the use of AI in creative optimization, such as with Google's Visionaire, benefit Nivea?

AI tools like Visionaire help Nivea optimize different assets within existing productions, making them fit for different platforms and future-proofing the content for better performance, all in a fraction of the time it would take manually.

What are the three key learnings shared by the speakers about AI in advertising?

The three key learnings are: moving from single format to mixed format solutions automated by AI, using AI to play with various KPIs to serve advertising objectives, and the importance of continuous testing and learning to adapt and improve campaigns.

Outlines

00:00

🌟 Introduction to AI in Advertising

The speaker, Ana English from Google, welcomes the audience to a discussion on how AI can enhance advertising strategies and drive growth. She introduces the topic by highlighting Nivea's use of AI in their global skincare campaigns. Ana emphasizes the importance of understanding AI's role in optimizing media, streamlining efforts, and future-proofing activities. She also mentions the inability to play a video but assures that AI has brought exciting opportunities to YouTube for advertisers, enabling them to reach marketing objectives more effectively. AI's capabilities span from content creation to consumption and campaigning, with Google's large language model, Gemini, allowing for precise audience targeting and optimization of bidding and content elements.

05:03

📈 AI's Evolution and Nivea's Strategy

Ana discusses the evolution of AI in advertising, moving from manual optimization in TV to digital multi-format campaigns. She explains how AI now takes the reins in delivering campaigns, but advertisers still set objectives. The talk transitions to Beatrice Lindal and Josie Anderson, who share their experiences with AI in media and digital transformation at Beiersdorf. Beatrice emphasizes the importance of clear objectives and the collaborative effort required for AI transformation. She outlines four key areas where AI is utilized: investment and scalability, media KPI optimization, content creative optimization, and the ability to scale tested and learned strategies across markets.

10:05

📊 Scaling AI Campaigns and Learnings

The conversation continues with a focus on scaling AI campaigns. Beatrice discusses the decision-making process for scaling, which is based on campaigns outperforming benchmarks. She provides examples of video view campaigns in Germany that improved efficiency when AI was used. Josie Anderson from OMD shares her perspective on scaling efforts internationally, highlighting the importance of aligning strategic objectives and embedding a learning culture within the team. She discusses the programmatic-first approach to digital campaigns, which facilitates easier testing, learning, and scaling across different teams and markets.

15:08

🎨 Creative Excellence with AI

The final part of the discussion centers on the role of AI in creative excellence. Beatrice talks about the use of Google's Visionaire tool, which optimizes different assets within existing productions to fit platforms and ensure future performance. She emphasizes the importance of clarity on brand identity and leveraging AI to enhance and future-proof campaigns. Ana concludes the session by summarizing the key learnings: the shift from single-format to mixed-format campaigns automated by AI, the ability to play with various KPIs to serve objectives, and the importance of testing, learning, and adapting. She invites the audience to engage further by scanning a QR code and exploring YouTube Solutions.

Keywords

💡AI

AI, or Artificial Intelligence, refers to the simulation of human intelligence in machines that are programmed to think like humans and mimic their actions. In the context of the video, AI is central to driving advertising strategies and optimizing media efforts for Nivea, a skincare brand. The script mentions how AI can manage the complexity of media and target audiences precisely, enhancing the efficiency and effectiveness of ad campaigns.

💡Advertising Strategies

Advertising strategies are plans and approaches used by companies to promote their products or services. The video discusses how AI can drive these strategies, implying the use of AI to analyze data and consumer behavior to create more effective and targeted ad campaigns. This is exemplified by the discussion on how AI can optimize media spending and improve campaign outcomes for Nivea.

💡Google AI

Google AI refers to the artificial intelligence technologies and tools developed by Google. The video script mentions Google AI in the context of its role in helping Nivea manage diverse campaigns across many countries. Google AI tools are used to optimize media, streamline efforts, and future-proof activities, indicating their integration into Nivea's advertising and marketing processes.

💡Media Optimization

Media optimization involves the process of improving the efficiency and effectiveness of media spending. In the video, media optimization is discussed as a key benefit of using AI, where AI algorithms analyze data to determine the most effective channels and strategies for ad placements, thereby maximizing the return on investment for Nivea's advertising campaigns.

💡Content Creation

Content creation is the process of producing various forms of content, such as videos, images, or text, for marketing purposes. The script mentions AI's role in content creation, particularly in automating the process of adapting assets into different formats suitable for various platforms, which is crucial for reaching diverse audiences and enhancing user engagement.

💡Campaigning

Campaigning in the context of the video refers to the execution of marketing campaigns, which are designed to achieve specific objectives like brand awareness or sales. AI is highlighted as a tool that manages the complexity of modern media landscapes, allowing for precise targeting and optimization of campaign elements to improve engagement and ROI.

💡Gemini

Gemini, as mentioned in the script, is Google's large language model that powers AI capabilities. It is used to precisely target audiences, adjust bidding strategies, and manage different content elements to enhance campaign performance. Gemini exemplifies how advanced AI can be leveraged to tailor advertising to individual consumer preferences and behaviors.

💡ROI

ROI, or Return on Investment, is a performance measure used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments. In the video, ROI is discussed in relation to the benefits of using AI in advertising, where AI-driven optimizations are aimed at increasing the effectiveness of ad spending, thus improving ROI for Nivea's campaigns.

💡Customer Journey

The customer journey refers to the entire experience a customer has with a brand, from the moment they become aware of the brand until they make a purchase. The video script discusses how AI can assist customers along their entire journey, from initial brand awareness to final conversion, by seamlessly integrating YouTube ad formats with other Google Ads products.

💡Test and Learn

Test and learn is a strategy used in marketing to experiment with different approaches and learn from the results. In the video, the concept is emphasized as a key part of Nivea's AI transformation, where they continuously test AI-driven campaigns, learn from the outcomes, and scale successful strategies across different markets to improve campaign performance.

Highlights

Introduction to the potential of AI in driving advertising strategies and growth for Nivea.

Nivea's status as Germany's number one loved brand and its global leadership in skincare.

The role of AI in managing diverse campaigns across multiple countries for Nivea.

AI's impact on YouTube, from content creation to consumption and campaigning.

Gemini, Google's large language model, used for precise audience targeting and optimizing campaigns.

AI's ability to deliver the right ad to the right person at the right time in the right format.

Evolution of AI in advertising, moving from single ad formats to multi-mix formats.

AI's capability to combine multiple ad formats in a single campaign, marking a new era in advertising.

The importance of setting clear marketing objectives before leveraging AI.

AI's role in investment and scalability, optimizing media spend across various channels.

The importance of aligning large teams on strategic objectives for effective AI transformation.

The significance of testing and learning in scaling AI-driven campaigns.

Examples of Nivea's successful AI-driven campaigns, including video view and reach campaigns.

The integration of third-party CTV to understand the impact and improvement in campaigns.

The necessity of a learning culture and sharing of insights for effective scaling.

The programmatic-first approach to housing digital assets for easier testing and scaling.

The journey towards a robust test and learn agenda for regional scaling of campaigns.

Nivea's experimentation with AI and Google's Visionaire for creative optimization.

The shift from single-format to mixed-format campaigns automated by AI.

The ability to play with various KPIs using AI to serve marketing objectives.

The importance of testing, learning, and adapting in the AI-driven advertising landscape.

Transcripts

[Music]

say hello to the Berlin audience and

hello to the live

streamers I would like to invite you to

discover how AI can drive advertising

strategies and drive

growth and welcome to the world of Nivea

and their Journey with Google AI hands

up who has a Nivea product at

home okay I can see we are almost all

users here and you can probably agree

that Nivea is a love brand actually

Germany's number one love

brand and um how does one stay a global

leader in skincare well discover with us

how they managed with the help of AI

that

diverse campaigns across many countries

to optimize media streamline their

efforts and future proof

activities my name is Ana English I am

at Google working for the beauty and

sports accounts and before we dig

further in let's have a little view on a

video video isn't working

well the video will be for next time AI

has brought to YouTube many new exciting

opportunities and that makes that for

you the

advertisers you can reach your marketing

objectives better and

easier and actually AI is touching all

parts of YouTube from content creation

to consumption to campaigning starting

with content creation AI can

automatically cut your assets into the

shorts or horizontals in different

formats with

consumption AI can automatically show to

each consumer exactly the kind of video

they want to see and coming to

campaigning well AI manages the

complexity of today's media world and

all the fragmented things that you can

turn and

twist and how does it do that we have

the power of Gemini our latest large

language model and with this you can for

example precisely Target the audience

twist the bidding or the different

content elements and with this play with

the engagement of the the audience or

with the

ROI and with this advertisers can

finally really play with the right ad to

the right person at the right time in

the right

format and obviously this drives

efficiencies and Effectiveness and that

drives business

results and AI has evolved a lot over

time while in the past coming from a TV

world we were optimizing around single

ad formats that needed manual

optimization and steering well there was

no other

way but today in times of AI and in the

digital times we have moved on to

multimix

formats and let's just imagine we have a

person in front of us who never watches

ads you probably want to show them a

bumper 6C they can't Skip and maybe

there's another person who watches

certain contents to the end and you can

choose a skiable for that AI knows who

they have in front of them and AI knows

better than you and

I so these AI powered mixed formats are

able to combine multiple ad formats in

one single

campaign and this really marks a new era

for

advertisement because AI takes the rign

of campaign booking this is important

and so I repeat it AI

takes the Reigns of delivering

campaigns but AI does not take the

Reigns of objective setting because here

you the advertisers are on the driver's

seat tell us what your objective is and

we will have the right AI format in our

funnel and starting from the top let's

imagine you want awareness and reach a

broad audience we have video reach

campaigns let's imagine you have a new

launch and you want to create views we

have video view campaigns let's let

imagine you want to create leads there's

demand CH and last but not least if you

want to create conversions on your

website they're video action

campaigns and with

this we know that we have the right

format for whatever object if you want

to have and we know that the customer

journey is hardly ever

linear and the nice thing is that these

formats of YouTube seamlessly fit in

with other Google ads products such as

search and

pmax so that you can really assist your

customer along the entire customer

Journey from seeing your brand for the

first time to the final

conversion and with this discover how

Nivea has done all of this and I'm

introducing on stage Beatrice

lindal VP of media and digital for the

region Europe and North America at

borf and Josie Anderson managing partner

performance for a mayor from

OMD be thank you Anna so nice having you

ladies well Bea since you are

responsible for the eye transformation

at bers dorf can you tell us a little

bit about your learnings and what are

the key Focus areas you've been working

on thank you for the warm introduction

Ana thank you for inviting me up on

stage well first of all I'm not

responsible there's a big team uh

globally regionally locally and we're

all working on this AI transformation

together so this first thing is probably

not a single even function or single

business unit that can really drive it

alone nor can we drive it without our

agency partners um but I think I'll

probably start with um what you just

said I don't think there's ever been a

moment in time where it's been more

important for marketeers and advertisers

to really understand what we're trying

to achieve I always say that the game

stays the same but the rules have

slightly changed but the game that we're

in as marketeers where there market

share growth entering into white space

Etc it stays the same so briefing and

being clear on what you want to achieve

number one always and it's never been

more important because before you start

leveraging AI you want to make sure that

you're leveraging exactly what you want

to to get to having said that though I

think AI um we look at it in kind of

four different areas um first one is

about investment and

scalability um we we have the privilege

of having a lot of In-House models to

really optimize how we invest our money

uh depending on the objectives that

we're trying to achieve which are the

most efficient channels so we built that

up and these type of models um whether

it's a gometric model or other models

have been around forever but AI is

really changed and machine learning AI

toally how quickly we can develop those

models and actually scale them up over

market so that's a big piece of the

puzzle then knowing where to invest and

we figured that out I think is again the

three other things one is what you were

talking about you know ensuring that

whatever the media kpi or the media

metrics that we're trying to achieve you

can kind of set the ey on that route

whether it's reach whether it's

conversion just what you were talking

about and make that the most efficient

way of reaching the consumers that

you're identified if you do that

together with the part two of AI which

is content creative optimization whether

it's all the way from storyboarding and

using generate AI to that into actually

like versioning of the content that's

that's a huge benefit and last but not

least um and that's why I'm sitting par

with Josie here next to me um we have a

unique setup in the sense that we have a

a very dedicated agency team that can

scale up anything that we test and learn

across markets and I think that's a

really huge benefit because if something

works in Germany and we know white Works

in Germany we can super quickly also try

that in Sweden or in Italy or in Spain

so I think those are kind of the four

areas sounds great so if I think about

efficiency scaling you talked about

testing these are probably things the

whole audience can relate to but can you

tell us even a little bit more about the

scaling aspect like how do you decide

when to

scale uh I think you I think you have an

example for me perhaps a little bit

later but it's really about when you see

um a campaign outperforming the

benchmarks that we have so if we set for

instance a target of I'll take something

really simple but a reach based

campaigns with different channels and

mixes and we try out different

compilations of that and we see a sweet

spot across several markets of a

specific mix then then we can really

hard wire that into also our fundamental

principles of how we then over and over

and over again um repeat that campaign

it was the always needs to be coupled

with the test and Lear if you only test

once and scale it up immediately that's

not going to be sufficient but if you

kind of get that engine going then you

can really quickly do so and you brought

with you a couple of really cool

examples now you see examples yeah

exactly so this is good one right uh so

this is this is like a specific German

example for instance where we started

out we really want a video view campaign

so again it was a Reb campaign and we

kind of uh used both Ai and non- aai

assets into it or or tools into it and

we could kind of clearly improve the

efficiency um same goes actually with

the German campaigns looking at video

reach campaigns and then versus our

Benchmark we approved it and and last

one is quite uh an interesting one as

well because we included third party CTV

so connected TV to really understand

also the impact and Improvement that we

can make on those campaigns once we

includeed that type of inventory so and

then we can scale it up

fantastic and um well behind every

business success there is a team who's

done the work and Josie you are

responsible for that team at OMD can you

tell me a little bit more how you

address all of this internationally and

make it

bigger thank you Ana thank you for

having me um I'm not sure I look after

the entire OMD team but uh I look after

the digital part for uh what we call Un

so that's Europe and uh North America so

um we have have a really large team at

the OMD side and we collaborate very

closely with a similarly very large team

on the buyer door side so when it comes

to scaling it's really important that we

are streamlining our efforts so um part

of that is making sure that everyone uh

within that large team across OMD and

bers dorf are all aligned on the same

strategic objectives what we're trying

to achieve just like what what beay was

just saying um and making sure that

everyone is kind of clear on what our

our learning agenda is um and then in

terms of the scaling uh it's really

about understanding what our learnings

are for for the tests that we're

implementing and when you've got a team

of that of that size you're really

having to embed a learning um culture

and a sharing of those learnings uh

which we are currently really um

spending a lot of our time in kind of

embedding our ways of working across OMD

and by off to turn that into reality um

so first of all is ways of working every

everyone needs to be working on the same

H sheet um the second piece I suppose

this is from a technology perspective so

I'm from a digital background my world

is digital um everything that we are

trying to do with borf in terms of our

approach to digital is being uh what I

would call programmatic first um so

making sure that we are housing all of

our digital as much as possible into a

primary DSP so in this case it is uh

housing everything in

db360 and what that um enables is that

we've kind of got this one source of

Truth all in the same place we can test

lots of different campaigns and that

makes it much easier to scale much

easier to share learnings across

different teams and markets um and it

makes us a lot more agile as a team so

in other words your systems make test

and learn easier and more

efficient uh yeah you you could you

could say that we are definitely on a

journey um so we as OMD have been

working with the bers do team since

January um so uh at the beginning it was

just about scaling any kind of test and

learn wherever we could um and but we've

got big Ambitions for uh turning that

into kind of a very robust uh learning

agenda um so if we take for example this

uh this middle uh campaign we ran this

campaign um from February to April um in

Germany and uh we had the uh campaign

objectives of trying to uh get the most

cost efficient reach for um our YouTube

campaigns and we tested the uh video

reach campaigns product which involved

putting all of the different ad formats

all into one campaign like we've been

talking about all day um including uh

bumpers uh non skippable skippable and

shorts and

um uh we obviously had some uh super uh

strong results in terms of 20% higher

efficiency in terms of reach so it

completely nailed it in Germany but as B

said earlier um what we learn in one

country then needs to be replicated for

other countries and then uh we can then

apply consistent learnings and then

scale it out so it's taking this kind of

robust

methodology um so yes we we are trying

to do it faster and uh we're definitely

on that Journey but it's about kind of

building this robust test and learn

agenda that we can then scale at a

regional level not just kind of in silos

fantastic thank you so much for these

insights so far we have been talking a

lot about efficiencies

but that's only half of the equation

because we know that the other half of

the ROI comes from creatives and

creative Excellence be I believe you

guys are toying with AI and some AI

solutions from Google visionaire you

want to tell us more about that yes so

this was actually what I was talking

about uh from the get-go so obviously

going back to what I first said you know

you need to be super clear what your

brand stands for use your brand

distinctive assets how it all kind of

works but we also recognize that we have

sometimes campaigns that run for a very

long period of time and it's not case

that you necessarily always have the

ability to do production so what we

could do for instance with tools like

visionaire is in the background really

optimize different uh assets within the

kind of existing production that we have

and really you know the classic make

them fit for platform and future proof

what's going to have the best

performance so you see a little bit of

example there and it's

fraction of the time to to enable

something like this yes I was super

surprised when I heard about the product

for the first time because it literally

takes a long video and automatically

cuts it in different pieces not only for

the different formats but also content

wise and that is that is um really

surprising with this we are slowly

coming to an end of what we wanted to

share with you and and I'm coming here

with three learnings I hope you have

seen that we have moved from the single

format campaigns that go into mixed

format Solutions and they are

automatized

automatically and this is absolutely

magic then you have seen that thanks to

AI you can play with all kinds of kpis

in the service of your your objectives

whatever you want it will be possible

and last but not least learn from Nivea

and uh put your ear to the ground and

test and learn and with this I say thank

you to you two ladies Bea Josie it was

wonderful having you for anybody who has

questions do not hesitate to reach out

to us afterwards and um apprach us if

you want to learn more about all of this

you can scan this QR code and uh look up

on YouTube at Solutions and with this I

say thank you for your attention and

have a wonderful rest of the evening