Erfahre, wie KI Werbestrategien revolutioniert und das Geschäftswachstum fördert – lerne von NIVEA
Summary
TLDRIn 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
🌟 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.
📈 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.
📊 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.
🎨 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.
Mindmap
Keywords
💡AI
💡Advertising Strategies
💡Google AI
💡Media Optimization
💡Content Creation
💡Campaigning
💡Gemini
💡ROI
💡Customer Journey
💡Test and Learn
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
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