Célia Salsi’s Post

Yesterday at #CannesLions24, Google’s VP of Ads @Vidhya Srinivasan and @Alexander Chen shared the stage at the Palais for the innovation Keynote, speaking about AI and creativity. It was really amazing to see the progress and advances since we were on that stage last year! Some of the highlights for me were: 💡Last year may have been all about the “what” of AI, but this year is about the “how". AI can bring enormous potential for the entire creative process which we broke down into 4 steps: learn, ideate, create, expand. 💡We discussed how many incredible applications are being made throughout the creative journey and the progresses we're witnessing are so exciting! From predicting creative performance, scaling creatives to thousands of variations in a fraction of what it used to take, to being able to answer in almost real time to customer feedback and trends... 💡Be curious and experiment: think about how you are using AI yourself as a marketer, and experiment with it. Also, I'm obsessed with this: https://lnkd.in/e3ik3krr 💡AI will help you explore ideas fast, and help you scale them. For marketing, this means moving from one key visual to a whole universe of brand and creative assets. This is what really inspired me: AI can unlock your Brand Universe, enabling a true flywheel between creative, measurement and media. 💡As powerful as it is, AI will never take the place of human creativity. It may never have the curiosity or ingenuity of a human, but it can open up new ways to expand your potential. Read the highlights here: https://lnkd.in/etDtvwfu #GoogleBeach #CannesLions24

What do great ads have in common? Which stories ignite emotions? Which videos break through and what really works on YouTube? These questions are not new but this year and ahead of Cannes Lions, my team took a very different approach to answer them. We built a custom LLM to process both text and video to extracts insights including sentiment, themes, visual elements, spoken language, music, cultural references, and more…looking back at all the great campaigns brands ran on YouTube this year, and analyzed 8000 top performing ads. What we learned: Having Gemini as a partner to help quickly distill and illuminate data frees up the space of a creative to spend less time manually coding a video, and more time being curious and interrogating the outputs. For example, Gemini took these thousands of inputs and went beyond surface level to uncover rich insights like how advertisers were expressing DEI through individuality, or showed us that ads focused on sustainability went beyond just environmental topics but also dove into economic and social sustainability. You can find all our findings and the ads that stood out on Think with Google. And more to come as we’ll continue to explore the richness of creativity on YouTube and what makes great ads. https://lnkd.in/eCZSsQ7r #youtube #creativity #ai #CannesLions2024 Julia Liebergall Noël Paasch Smriti Sinha Kim Gardner

And just like that, Google Marketing Live is over! What a day! Filled with incredible content, announcements and the most amazing team ❤️ In ads, our north star remains the same: being a matchmaker, connecting consumers with businesses. And in today's world, Generative AI is going to unlock enormous opportunities to show the perfect ad on every surface, and will supercharge the entire advertising cycle: from building creative, to running media, to measuring results. Live in 4 cities, with 200+ product leaders present on stage and on site, we showcased how we're building the new era of marketing, from new immersive ads experiences, to new visual storytelling features across our surfaces and how businesses of all sizes can put Google AI to work for them. What an incredible ride to accomplish this - congratulations to the fabulous cross-functional team who made the impossible a reality!! Check out this year’s GML highlights and announcements → https://goo.gle/4brziZB" Eva Hung Charlotte Evans Will Anne Marie N. Marie Gulin-Merle Erica Matthews Bethany Poole Soo Young K. #GML2024

And it's a wrap on a truly amazing #Brandcast What a night to remember...The show beautifully showcased how YouTube is where millions of storytellers have found their voice, and where those creators can connect with billions of viewers who come to watch the content they love. YouTube is the only place with everything fans love – from the big game, to the surround sound content, from the concert to the culture – and all the ways they want to watch. 💎 YouTube is the best place to reach engaged viewers, on any screen or format Viewers become 24/7 fans, exploring worlds of content on YouTube ⚡ YouTube is #1 in streaming watch time and is the #2 most-watched media distributor, according to Nielsen 🤖 Google AI enables brands to drive the best results, as showcased on stage by brands like Pepsi, Walmart, or Samsung Congratulations to the amazing team who made this possible Anne Marie N. Becky Konigsberg Chloe Finch Bethany Poole Max Slonim

A year on YouTube: Takeaways from great ads of 2023 From authentic creator partnerships to AI powered campaigns, brands came to life in more stories, more formats and screens than ever before, showing that storytelling truly has no limits on YouTube! Here is what stood out in 2023: ⚡ YouTube Creators continue to be the new hitmakers, and brands like Old Spice and Reese's have tapped into them to deliver authentic brand experiences that resonate with their audiences ⏩ Brand creativity in Shorts exploded this year: Advertisers of all kinds created great demos, skits and stories that sparked interest, spurred sales and built fans of their brands  🎬 Long-form storytelling is thriving, with more brands embracing non traditional lengths to tell their stories: from Nissan’s 4-hour lofi experience, to Louis Vuitton’s 20 min long show, brands are using long-form to create deeper connections with viewers 🤖 Lastly, no matter the format, AI enables brands to reach their audiences, exponentially improving the ROI of their campaigns Congratulations to all the great brands highlighted: Apple, Brevitē, Clash of Clans, Domino’s, Duolingo, Kangaroo Hoppers, Louis Vuitton, Motorola US, Nissan USA, Old Spice, Orange France, Pepsi, Pixel, Reese’s, Samsung, Squarespace, SUGAR Cosmetics, Toyota https://lnkd.in/ggkm_dpr

As we're shaping our 2024 plans, we'd love to hear from you and the type of content you're most interested in getting from us - tell us what you think below 👇

Google and YouTube had a strong presence at AWNY this week: from our mainstage keynote “What AI Can’t Do – And What It Can'', to our always-on activation, the Google AI Pit Stop, a hands-on racing experience featuring our full funnel suite of AI-powered products. We showcased the great work from Louis Vuitton, Samsung, Dyson, Bayer and Sephora. The TL:DR? The fundamentals of marketing aren’t changing, but the way we achieve them is. AI is so much more than a tool—it’s a set of possibilities. #youtube #AI #AWNewYork23