This post was created in partnership with MNTN
Producing a TV ad has always been an expensive, time-consuming process, making it challenging to jump on real-time trends and viral moments. But with the rise of CTV and social ads, the need for speed is real, and brands are finding new ways to capitalize.
During a Social Media Week session co-hosted with MNTN, Fraser Woollard, head of business development, detailed how AI has unlocked the ability for small brands to compete in this new age.
Fastvertising has taken flight
Woollard began his presentation with a quick definition of “fastvertising,” which is exactly what it sounds like—an opportunity to create brand awareness by capitalizing on a “lightning in a bottle” type of cultural moment.
“It captures something to do with culture, something to do with the news cycle, or something to do with the social conversation,” Woollard explained.
An excellent example of this concept in action literally floated across screens earlier this month during the Artemis II space mission. “I actually saw that clip when the Nutella in zero gravity is flying through, and I thought, ‘Nutella’s got to do an ad!’” said Woollard. Within minutes, the brand went all in on the happy accident with some lighthearted social content.
While there have been similar real-time brand wins on social media (like Oreo’s famous “dunk in the dark” tweet during the 2013 Big Game power outage), creating a TV ad at that same speed hasn’t traditionally been feasible due to the high costs and longer production times. Until now, that is.
Beyond slop, AI is fueling fastvertising potential
Though the term “slop” comes up time and again when discussing AI’s creative pursuits, Woollard believes AI can unlock opportunities for more brands.
AI can also help brands create multiple versions of an ad, he explained, with different scenes based on locality, or targeted to specific audiences. And when you put those AI tools in front of a creator who actually understands how to make a compelling ad? That’s where brands can achieve amazing results.
Targeted, real-time ads powered by AI
While Woollard acknowledged that the biggest impact on an ad’s success is the message itself, where an ad runs matters as well. With AI’s ability to help brands create more variants customized to target markets or to the show the ad is running on, the “when and where” can become even more significant.
