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What did you say? Creative is new target?

@decoderpod

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Why it worked

The video likely performed well due to its provocative take on a current marketing trend, challenging the common phrase "creative is the new targeting" and offering a nuanced perspective on brand strategy in the age of AI and Gen Z.

Summary

The speaker questions the phrase "creative is the new targeting," finding it dehumanizing and suggesting that brands doing well are focusing on contextually relevant creative rather than pure targeting. The video ends with a title card for the "Decoder with Nilay Patel" podcast.

Structure

1Introduction of the phrase "creative is the new targeting"
2Speaker's dislike and critique of the phrase
3Explanation of how brands are adapting to this shift
4The importance of contextual relevance over pure targeting
5Podcast outro

Product placement

Meta: platform where ads are created and targeted. It ACTS as a platform for advertising. Removing it would change the video's topic. Decoder with Nilay Patel: podcast. It merely APPEARS as a title card at the end. Removing it would not change what happens in the video.

On-screen text

WHAT DID YOU SAY? Meta's pressure to create AI ads CREATIVE IS THE NEW TARGETING. I'VE NEVER HEARD THIS PHRASE. I JUST KEEP THINKING ABOUT THIS PHRASE THAT I'VE HEARD META USE THE MOST, BUT THE OTHER PLATFORMS USE IT A LOT, TOO, AND IT'S, "CREATIVE IS THE NEW TARGETING." AND I THINK THAT IS A DEMAND FOR OUTPUT LIKE NO ONE HAS EVER HEARD BEFORE, RIGHT? WE'RE GONNA FIND YOUR CUSTOMER FOR YOU. YOU JUST FEED THE MACHINE WITH AS MUCH AS YOU CAN. AND IT SEEMS OBVIOUS TO ME THAT YOUR TWO CHOICES IN THAT WORLD OF "CREATIVE IS NEW TARGETING" IS EITHER YOU'RE GONNA FEED IT WITH AI CREATIVE, OR YOU'RE GONNA LET A MILLION CREATORS AND INFLUENCERS DO IT FOR YOU. HOW DO YOU PLUG A GROWTH ENGINE INTO A WORLD WHERE THAT'S WHAT THE PLATFORMS ARE ALL SAYING. THE MORE YOU ARE CLOSER TO YOUR CONSUMERS IN ALL THE PLACES THEY'RE SPENDING TIME FROM A DATA IDENTITY, HOW YOU'RE DOING YOUR- SYSTEMATICALLY DOING THAT IS THE MOST IMPORTANT THING, SO YOU CAN SEE HOW THEY ARE REACTING TO SAID WHAT DID YOU SAY? CREATIVE IS THE NEW TARGETING. I'VE NEVER HEARD THIS PHRASE. I DON'T LIKE IT. ONLY BECAUSE IT SOUNDS HORRIBLE. CREATIVE IS EMOTIONAL AND HOW CAN IT BE EMOTIONAL AND MAGICAL IF IT'S TARGETING YOU? THE BRANDS THAT I THINK ARE DOING WELL, REALLY WELL, ARE DECIDING NOT TO DO THAT OR TO DO IT IN A WAY THAT FEELS SO CONTEXTUALLY RELEVANT BECAUSE THEY KNOW SO MUCH ABOUT GEN Z ON META THAT THEY'VE DECIDED THAT THEY NEED TO DO THIS TO BE ABLE TO DRIVE VELOCITY FOR A CERTAIN TYPE OF BRAND THAT FEELS FIT FOR THAT BRAND. DOES ANYONE WANT MORE CONTENT? WE ARE NOT IN A WORLD WHERE WE NEED MORE CONTENT.

Original caption

Digitas CEO Amy Lanzi on Meta's push for targeted AI advertising: "It’s terrible, right? It’s terrible for our business... Creative is emotional and lovely and magical. How can it be emotional and magical if it’s targeting you?" #marketing #meta #facebook #ai #Tech