Are you interested in learning about the many ways AI can be activated for improved advertising with your target audience? Read this primer and see all the ways you should be considering AI as a tool. It's not a replacement for a strategy. It is the solution to allow you to reach your objectives more quickly. This document will provide you insights into using AI for ideation, creation, optimization, monetization, distribution and more. It will help you understand, in simple terms, what you can be doing to better enable your online video advertising strategy. Brought to you by Rembrand.

1. AI ACTIVATION FOR
VIDEO ADVERTISING.
Brought to you by:
www.rembrand.com 1

2. First, let’s define
2

3. What is Generative AI?
Generative artificial intelligence refers to AI systems with
the ability to produce text, images, or other forms of data
through generative models. These models learn from input
training data to understand patterns and structures,
subsequently generating new data with comparable traits in
response to given prompts.
3

4. GREAT...
BUT THAT’S PRETTY BROAD...
4

5. What is Generative AI for Advertising & Marketing?
It is a tool that enables marketers and advertisers to create
dynamic and interactive campaigns. These campaigns can adapt
to user data and preferences. By leveraging artificial
intelligence, brands can deliver highly targeted and relevant
content in a more efficient manner via true automation.
5

6. THAT SOUNDS FAMILIAR.
ISN’T THAT WHAT ADTECH HAS PROMISED FOR 20+ YEARS?
6

7. ESSENTIALLY
YES,
HOWEVER
THE FOCUS
AREA WAS
DIFFERENT.
What was called AI was not
really AI. It was ML, or
machine learning.
Artificial intelligence embodies computers' capacity to
mimic human thought and tackle real-world challenges,
whereas machine learning encompasses the technologies
and algorithms facilitating systems in recognizing patterns,
making decisions, and enhancing themselves through
accumulated experience.
7

8. LET’S BE
CLEAR HERE
ML is rules-based decision making, where the
rules are created and designated by a human.
AI operates on a data-driven basis, empowering
computers to autonomously make decisions informed
by the data and its contextual relevance, akin to the
cognitive processes of the human mind.
8

9. GENERAL CONSUMERS BECAME AWARE OF THE TOOLS OFFERED BY
GENERATIVE AI, AND AS A RESULT, SO DID ADVERTISERS AND MARKETERS.
IN 2023, A CHANGE HAPPENED TO THE MAINSTREAM LAUNCH OF
GENERATIVE AI (IT ACTUALLY HAS BEEN AROUND SINCE THE 1960'S)
Nvidia announced new AI chips to power
Omniverse products for virtual worlds.
Getty Images filed a lawsuit against Stable AI
for copyright and image infringement.
OpenAI announces ChatGPT and makes it
accessible to just about everyone.
MidJourney becomes a household name (well,
at least it did in very tech-savvy households).
Microsoft invests $10Billion in OpenAI to become
the leading distributor of the platform to
consumers.
It was the 39th anniversary of the hit movie
Terminator, featuring Arnold and SkyNet.
10

10. 10
REACHING CRITICAL MASS IS KEY, QUICKLY

11. 10
source: Sumit Singh https://www.labellerr.com/blog/how-are-foundation-models-transforming-ai-adoption/
ADOPTION IS FAST, AND MULTI-FACETED

12. 11

13. AS A RESULT,
EVERY ADTECH
COMPANY IS
NOW AN AI-
ENABLED
ADTECH
COMPANY.
They may be telling the truth, or
they may be stretching it a bit.
The fact is that there are now AI components available
throughout your tech stack and each of them can enable
you to automate fundamental processes that are important
for the performance of your campaigns.
Basic decision making
Optimization
Foundational processes (like trafficking)
and more.
It is your responsibility to meet with your partners and
determine where and when there are AI-enabled functions
that can improve your efficiency and performance.
12

14. SOME
COMPANIES
ARE
“WRAPPER”
WHILE OTHERS
ARE
DEVELOPERS.
Wrapper companies just use open APIs to build
AI into their workflow.
Foundational AI companies are building /
training / deploying their own models and AI IP.
12

15. MORE
SPECIFICALLY...
Audience Personalization
• AI algorithms can analyze large
datasets to segment audiences based
on demographics, behavior, and
preferences.
• Marketers can then create personalized
content, offers, and recommendations
tailored to each segment, improving
engagement and conversion rates.
Predictive Analytics
• AI models can predict customer
behavior, such as churn, lifetime value,
or likelihood to convert.
• Marketers can use these insights to
optimize their GTM strategies, allocate
resources effectively, and focus on high-
potential leads.
Chatbots and Customer Support
• AI-driven chatbots can handle routine
customer inquiries, freeing up human
resources.
• Marketers can integrate chatbots into
their GTM channels to provide real-
time assistance and improve customer
experience.
Lead Scoring & Qualification
• AI algorithms can score leads based
on their likelihood to convert.
• Marketers can prioritize high-quality
leads, ensuring efficient resource
allocation and better sales outcomes.
Dynamic Pricing, Inventory Mgmt
• AI can optimize pricing based on
demand, competitor prices, and
historical data.
• Marketers can adjust prices
dynamically to maximize revenue and
manage inventory effectively.
Social Media Insights & Analysis
• AI tools can analyze social media
conversations to understand customer
sentiment, trends, and brand
perception.
• Marketers can use this information to
refine their messaging and address
customer concerns promptly.
How Marketers Can Leverage AI (1).
13

16. MORE
SPECIFICALLY...
Recommendation Engines
How Marketers Can Leverage AI (2).
• AI-driven recommendation engines
enhance cross-selling and upselling
opportunities.
• Marketers can suggest relevant
products or services based on user
behavior and preferences.
Automated Email Campaigns
• AI can optimize email timing,
subject lines, and content.
• Marketers can automate
personalized email sequences,
nurturing leads and driving
conversions.
Competitor Analysis
• AI tools can monitor competitors’
activities, pricing, and market
trends.
• Marketers can stay informed and
adjust their GTM strategies
accordingly.
14

17. FOR
MARKETERS,
AI HAS A
PRIMARY
MEASURABL
E BENEFIT.
Efficiency
Most of the benefits of AI for marketers revolve around
increasing efficiency through automation.
Better targeting based on analytics.
Increased turnaround of decisions to actions.
Quicker optimizations.
Increased (automated) personalization.
15

18. AI ENABLES
FOCUS ON
WHAT IS
IMPORTANT
FOR THIS NEXT
WAVE OF
INNOVATION
Efficacy
Not optimizing to the lowest common
denominator, but rather a focus on
improving the general interest-level of the
audience and how that relays to
performance.
15

19. THAT’S A LOT OF DATA-DRIVEN
ANALYTICS AND DECISION MAKING.
MAYBE WE CAN DO SOMETHING... DIFFERENT?
16

20. Let’s
differentiate.
17

21. What is AI Activation in (specifically) Advertising?
A suite of tools empowering advertisers to conceive,
develop, launch, fine-tune, and enhance advertising
content, ensuring it deeply connects with the
audience and generates quantifiable engagement,
along with various other forms of interaction.
18

22. AI ACTIVATION OFFERS THE OPPORTUNITY FOR INCREASED
INNOVATION IN CREATIVITY FOR ADVERTISING.
THE INITIAL STRATEGY WAS WHO YOU SPOKE TO AND WHERE YOU SAID IT.
THIS STRATEGY IS ABOUT WHAT YOU SAY AND HOW YOU SAY IT.
Real-time research into the mind and motivations
of your customer through generative search.
Storyboarding and initial concept-development
with generative image creation.
Ad creative and variation development using
image generation and generative search.
Copywriting refinement leveraging generative
search as a writing partner with prompts.
Augmentation of a single idea into multiple formats
in seconds for blogs, ads, landing pages and more.
AI becomes a partner, not a replacement, in the
creative development process.
19

23. AI ACTIVATION IS AN AUGMENTATION OF
YOUR CURRENT WORKFLOW.
NOT A REPLACEMENT FOR TALENT.
20
YOUR CREATIVE TEAM. PARTNERS WITH AI TOOLS. TO COME UP WITH SOMETHING
BETTER, AND FASTER!

24. THIS STILL FEELS “BIG” AND A LITTLE
OVERWHELMING. CAN WE SIMPLIFY IT?
YES - LET’S FOCUS ON VIDEO.
22

25. Let’s focus.
23

26. AI
ACTIVATION
FOR VIDEO
ADVERTISING
Activation is defined as “the action or process of making something
active or operative”. AI Activation is the process of taking
foundation models and creating tools and processes that layer over
these models to make them operative for performing specific tasks
that solve predetermined, yet open-ended problems.
In this case, we are talking about AI Activation for Video Advertising.
You may ask, “why”?
1.Video will soon dominate global advertising.
2.Yet, consumers dislike disruptive ads.
3.They don't hate ads; they hate interruptions.
4.This presents an opportunity to use technology for a new
format.
5.One that integrates brands seamlessly, supports beloved
content, and avoids disrupting viewers.
This is AI Activation for Video Advertising.
WHAT EXACTLY IS...
source: Microsoft Co-Pilot and various sources 24

27. WE HAVE
REACHED A
TIPPING
POINT FOR
VIDEO
ADVERTISING
If a picture is worth a
thousand words, a
video truly tells a story.
Search is the #1 budget, but Video is rapidly increasing and is
going to overcome Search in terms of importance first, budget
second, in the next 10 years.
Generative search will reduce the need to click on deep
search results as responses are curated and returned.
Online video usage is increasing as more streamers launch
and more people turn to YouTube for video.
Current interruptive formats are tolerated, but not liked, so
a big opportunity exists to find new ways to engage.
Video tells a story, drives engagement and delivers traffic
in ways that display and other formats simply cannot.
25

28. AI ACTIVATION FOR VIDEO ADVERTISING MEANS A NEW
WAY TO IDEATE, CREATE AND MONETIZE VIDEO.
AI ACTIVATION CAN SCALE VIDEO
ADVERTISING TO A WHOLE NEW LEVEL.
26

29. LEVERAGING AI TO IDEATE, CREATE, DISTRIBUTE, AND MONETIZE
DIGITAL VIDEO AT A SCALE THAT MEETS NEED.
WELCOME TO AI ACTIVATION FOR VIDEO ADVERTISING
Ideation: Writing scripts, developing storyboards,
creating characters and processing insights.
Creation: Imagery, video, dialogue and more. Also,
filters for editing, etc.
Customization: Personalization with avatars,
customized scripting, and more.
Distribution: Platforms that connect to established
channels for publishing, plus AI recommendations
for tagging, meta data etc.
Consumption: Creating snackable nuggets of video
content that can be used as teasers for driving views.
Monetization: Beyond pre-roll and mid-roll,
actually embedding brands in a non-interruptive
way that guarantees views without skipping.
27

30. IDEATION
Brainstorming and Visualization:
⚬ AI tools assist video teams in brainstorming and visualizing
ideas.
⚬ They help generate creative concepts and provide a starting
point for content development.
Script Creation:
⚬ Marketing teams use AI-powered brainstorming tools like
ChatGPT, NotionAI, and Google Bard.
⚬ These tools analyze data and generate ideas, which marketers
then refine into compelling scripts.
YouTube Video Ideas Generator:
⚬ Machine learning models analyze channels similar to yours and
your own videos.
⚬ Based on successful trends, they suggest smart ideas for videos
you could consider creating.
AI Ideation Demo:
⚬ Referencing an AI tool to create the ideas in a generative format,
allowing you to use them as building blocks.
AI ACTIVATION FOR...
source: Microsoft Co-Pilot and various sources 28

31. YOUR CREATIVE TEAM OR
YOUR CAMPAIGN
STRATEGIST HAS AN IDEA.
ENGAGES A GEN-AI PARTNER TO
BACK-AND-FORTH IDEAS,
REFINE CONCEPTS, BUILD
SUMMARIES.
TURNS IN INITIAL
TREATMENT AND CONCEPT
FOR APPROVALS.
DRIVE ITERATION ON NEW IDEAS FASTER, MORE EFFICIENTLY, BY INPUTTING AND
OUTPUTTING THROUGH PROMPTS AND BRAINSTORMS FOR CONCEPTS. 29
IDEATION

32. 30

33. CREATION
Sora: OpenAI’s text-to-video model, Sora, generates realistic and
imaginative scenes based on textual prompts. It can create videos up
to a minute long while maintaining visual quality and adhering to the
user’s instructions. For instance:
⚬ A stylish woman striding down a neon-lit Tokyo street.
⚬ Woolly mammoths treading through a snowy meadow.
⚬ A movie trailer featuring a space explorer in a red woolen
motorcycle helmet.
⚬ Drone views of crashing waves along Big Sur’s rugged cliffs.
⚬ Animated scenes of fluffy monsters and papercraft coral
reefs.
Canva’s AI Video Generator: Canva offers an AI text-to-video
generator that allows users to create videos from scratch or
customize existing templates. It simplifies the video creation process,
making it accessible to a wider audience.
Kapwing: Kapwing’s AI video generator combines short clips,
subtitles, background music, and transitions to create high-quality
videos. Unlike other generators, Kapwing gives you full creative
control, allowing edits to AI-generated videos using its built-in video
editor.
AI ACTIVATION FOR...
source: Microsoft Co-Pilot and various sources 31

34. YOUR CREATIVE TEAM OR
DESIGNERS AND
DEVELOPERS.
ENGAGES A GEN-AI PARTNER TO
BUILD STORYBOARDS, CRAFT
CHARACTERS AND DEVELOP
SCRIPTS.
CREATES FULLY-FORMED
VIDEOS, ADS AND OTHER
ASSETS IN A FRACTION OF
THE TIME!
WRITE SCRIPTS, DEVELOP STORYBOARDS, CREATING CHARACTERS, PROCESSING DATA
THAT INFORMS THE CREATORS WHAT THEY AUDIENCE IS INTERESTED IN. 32
CREATION

35. CRITTERZ GIVEN AGAIN
THE FROST AI-GENERATED SHORT FILM FROM WAYMARK CHATGPT WRITES AND DIRECTS THE FIRST AI FILM IN 7 DAYS
33

36. CUSTOMIZATION
Hyper-Personalized Video Recommendations:
1.AI algorithms analyze individual preferences, interests, and browsing
history to deliver tailored video recommendations. This focused strategy
promotes brand loyalty, consumer happiness, and engagement.
Programmatic TV Advertising:
1.AI allows advertisers to tailor content effectively to relevant
demographics through programmatic TV advertising. This channel is
significantly impacted by AI, enabling precise targeting and personalized
ad delivery.
AI-Generated Personalized Videos:
1.Platforms like Tavus use AI to transform a single recorded video into
countless personalized videos. These videos are customized with unique
voice variables for each customer, inspiring loyalty and repeat
conversions.
Dynamic Ad Elements:
1.AI enables advertisers to dynamically adjust ad elements (such as
images, headlines, and calls-to-action) based on real-time user data.
This goes beyond demographic targeting, capturing attention and
driving conversions.
Contextual Advertising:
1.AI considers not only keywords but also page types, phrases, and
different media channels. It enables accurate targeting to individuals
based on real-time interests, enhancing contextual relevance.
AI ACTIVATION FOR...
source: Microsoft Co-Pilot and various sources 34

37. YOUR DEVELOPMENT
TEAM AND CAMPAIGN
MANAGERS.
ENGAGES A GENAI PARTNER TO BUILD
IMAGE VARIATIONS AND ESTABLISH
BASE PARAMETERS FOR
CUSTOMIZATION IN YOUR TECH STACK.
YOUR AUDIENCE IS DELIVERED
VERSIONS THAT ARE TAILORED
TO THEM, WHICH DRIVES
BETTER RESPONSES.
35
OPTIMIZATION

38. 36

39. DISTRIBUTION
YouTube Shorts Algorithm:
⚬ YouTube’s Shorts algorithm determines which short videos appear in users’ feeds.
It relies on signals like user behavior and video topics to predict viewer preferences.
Creators can optimize their content by understanding these signals:
￭ Viewed vs. Swiped Away (VVSA): This metric gauges the percentage of times
viewers watch Shorts instead of swiping away. High VVSA indicates audience
engagement and enjoyment.
￭ Posting Time Optimization: AI tools analyze audience activity patterns to
recommend optimal posting times. Scheduling videos when your audience is
online increases visibility and engagement.
Programmatic TV Advertising:
⚬ AI-driven programmatic TV ads target specific demographics. By analyzing user
data, advertisers tailor content to relevant audiences, ensuring better reach and
engagement.
Personalized Video Recommendations:
⚬ AI algorithms on platforms like YouTube recommend videos based on individual
preferences. These hyper-personalized suggestions enhance user experience and
encourage more views.
Contextual Advertising:
⚬ AI considers not only keywords but also context (page type, phrases, media
channels). Relevant ads reach the right viewers at the right time.
AI ACTIVATION FOR...
source: Microsoft Co-Pilot and various sources 37

40. YOUR TECH TEAM AND
DEVELOPERS
IDENTIFY WAYS TO LEVERAGE TOOLS THAT ARE
BAKED INTO THE CHANNELS WHERE YOUR VIDEOS
AND ADS ARE DISTRIBUTED, INCLUDING TARGETING
CRITERIA AND MORE.
YOUR AUDIENCE SEES THE ADS AND
BEGINS TO ENGAGE, CLICK AND VISIT
YOUR VIDEOS AND SITES TO LEARN MORE.
38
DISTRIBUTION

41. CONSUMPTION
Hyper-Personalized Recommendations:
1.AI algorithms analyze user behavior, preferences, and viewing history to
provide tailored video recommendations. Platforms like YouTube and Netflix
use this to keep viewers engaged by suggesting content they’re likely to
enjoy.
Dynamic Content Generation:
1.AI can generate personalized videos based on user data. For instance,
personalized product recommendations, travel itineraries, or fitness routines.
This dynamic content keeps viewers interested and encourages longer watch
times.
Automated Video Editing:
1.AI tools assist in post-production editing. They can automatically create
highlight reels, add captions, and optimize video length. This ensures that
videos are engaging and relevant to the viewer.
Interactive Video Elements:
1.AI enables interactive elements within videos, such as clickable hotspots,
quizzes, and polls. Viewers actively participate, leading to increased
engagement and longer viewing sessions.
Real-Time Personalization:
1.AI adjusts video content in real time based on viewer interactions. For
example, personalized overlays during live streams or adaptive storytelling
in interactive videos.
AI ACTIVATION FOR...
source: Microsoft Co-Pilot and various sources 40

42. YOUR CONTENT REACHES YOUR AUDIENCE
EVEN MORE EFFECTIVELY
41
CONSUMPTION

43. MONETIZATION
Generative AI Platforms and Licensing Deals:
⚬ Generative AI refers to a subset of artificial intelligence that creates original
content based on user prompts (text, images, video, audio). By the end of this
year, generative AI products are projected to earn $3.7 billion in revenue.
⚬ Digital media publishers can explore exclusive licensing deals with generative
AI platforms. By partnering with these platforms, publishers can access
unique content and monetize it through various channels.
AI-Generated Videos on YouTube:
⚬ YouTube allows creators to monetize AI-generated videos as long as they
comply with the platform’s policies and guidelines. Eligible videos can earn
revenue through ads, sponsorships, merchandise, and other streams.
Content Ownership and Compensation:
⚬ Publishers are concerned about generative AI’s impact on their business. They
worry about reduced traffic due to AI-powered search engines and potential
job displacement.
⚬ However, publishers are also seeking compensation from generative AI
platforms that use their proprietary data. They aim to avoid the mistakes
made during the early days of the internet when content was freely available.
AI-Powered Products and Experiments:
⚬ Publishers can explore creating their own AI-based products. These could
include personalized content recommendations, interactive experiences, or
dynamic storytelling.
⚬ By experimenting with generative AI, publishers can find innovative ways to
engage audiences and generate revenue.
AI ACTIVATION FOR...
source: Microsoft Co-Pilot and various sources 43

44. CREATORS CREATE
ADVERTISERS SUPPORT
AUDIENCES ENGAGE
EVERYBODY WINS
44
MONETIZATION

45. 45
https://youtu.be/awX_tAf3BaQ

46. AI ACTIVATION
IN VIDEO
ADVERTISING
INCLUDES
VIRTUAL
BRAND
ELEMENTS, LIKE
REMBRAND
Virtual Brand Elements
represent a new way to
do Product Placement.
Inserting branded objects, like logos, products and posters,
into existing video assets in a post-production process called
Generative Fusion (TM).
Enables brands to be seen without interrupting video content.
Animations call attention to the branded elements.
Creators create with no concern about integrating brands.
Advertisers can select creators and content after creation.
46

47. What exactly do we mean by Virtual Brand Elements?
Virtual Product
Placement (VPP)
In-Game Overlays
(sometimes referred to as “In Scene” or “Organic Ads”)
Meant to look natural, in video. Meant to look natural, in game. Added after the fact, but targeted.
47

48. visit www.rembrand.com for examples
48

49. It doesn’t interrupt the experience of viewing
content.
IT WORKS,
BECAUSE...
source: Microsoft Co-Pilot and various sources
Also...
Positive brand association (with creators people love)
demonstrated by the positive comments made about
brands.
Generates engagement, as demonstrated through the use
of QR codes and web URLs mentioned in videos.
Creators track viewer drop-off when the interruptions
occur, but see no drop-off from insertions in content.
People Skip Ads - as much as 90% (source: OCR 2022)
Or Pay To Avoid Them - ~95% of subscribers pay for premium vs. cheaper, ad-supported platforms
49

50. Neutral or Positive perception
of a show with product placement
source: Amazon
99% Enjoy the show more
when product placement is included
source: Amazon
21%
Consumed brands post-view
when exposed to brands in videos
source: Kantar Media
56% Avg brand time on screen
compared to similar spend on video ads
source: Rembrand
8x
Reaching the “Unreachable”
Shows % of time watched by affluent audiences
who pay to avoid ads completely.
9.4%
13.5%
15.2%
Unmatched Brand Attention
Effective CPM for Minutes Viewed on Rembrand is
significantly better than Pre-roll video ads.
$14
$12
$14
$65
$69
Rembrand
Standard YouTube Pre-Roll
% of minutes watched by paid
YouTube Premium subscribers
$12
$44
Campaign A Rembrand
Campaign B Rembrand
Campaign C Rembrand $28
You-Tube Pre-Roll*
• refers to Purchase CPM multiplied by actual time on screen prior to skipping.
Some example stats for organic video ads
50

51. 3 WAYS
ADVERTISERS
CAN MESSAGE
WITHOUT
DISRUPTION
IN VIDEO
#Un-Interrupted
Option 1 = pre-roll & post-roll
Option 2 = embedded brand elements or in-scene
Option 3 = brand-created content as stand-alone
and AI can help.
51

52. REACH ENGAGEMENT IMPACT
52

53. We enable Embedded Branded Objects to be inserted
into the video content people love through a
proprietary, patent-pending AI solution called Generative Fusion(TM)
53

54. AI Activation for Video Advertising
Video Advertising
Advertising & Marketing
Creators on YouTube, TikTok,
Instagram and more.
Larger publishers, mainstream
content, streaming and more.
Feature films, TV shows
and documentaries.
54

55. CONSUMERS UNDERSTAND THEIR FAVORITE CONTENT IS AD-
SUPPORTED, SO THEY ACCEPT AND EVEN LIKE ADS.
NOW THAT CONTENT IS #UN-INTERRUPTED.
55

56. 55
Brought to you by Rembrand.
To learn more email me at cory@rembrand.com
and I am happy to speak with you about it.
Cory Treffiletti
Chief Marketing Officer
Rembrand