Generative AI’s influence is undeniable in today’s world, and both TikTok and YouTube have long integrated ads into their platforms. However, the introduction of AI-generated ads is a fresh and exciting development.
TikTok’s Symphony Suite is Delivering Ad Variety
On November 14th, TikTok revealed updates to its Symphony Creative Studio, a tool launched in June that enhances its Creative Assistant with AI capabilities. This evolution brings even more advanced creative tools for advertisers to leverage, positioning TikTok at the forefront of AI-driven ad innovation.
TikTok’s Symphony Creative Suite acts as a “personal guide” to help users navigate the creative landscape. Drawing from TikTok’s creative insights, it offers key features such as:
- Symphony Assistant: Assists with scriptwriting, content ideas, and trend analysis.
- Video Generation: Converts text into TikTok-ready videos.
- Content Remixing: Enhances existing content.
- Digital Avatars: Creates avatars for branding consistency.
- Adobe Integration: Seamlessly integrates with Adobe Express.
- Trend Insights: Provides real-time trend analysis for better campaigns.
TikTok’s new AI-powered tools are giving brands the ability to generate multiple versions of ads, enhancing creative variety and boosting return on ad spend (ROAS). By encouraging the use of 5-7 assets per campaign, the suite helps brands improve ad performance. The integration of content from partners like Billo and Getty Images allows for the creation of commercial-ready videos, images, sounds, and avatars. Digital avatars further enhance campaigns by tailoring presentations to different demographics and regions, expanding the ad’s reach.
In addition, TikTok has introduced ‘TikTokOne,’ a centralised platform that connects marketers to creators, new agency partners, and TikTok’s suite of creative tools. In an announcement, the company revealed that 61% of users make a purchase directly on TikTok or after seeing an ad while 59% of users rely on the platform to help them decide which game to download next. This indicates how effective TikTok is in driving consumer action and helping brands reach their target audiences more effectively.
YouTube’s Push for Shorts
Over the past two years, YouTube has expanded its platform to incorporate the integration of ads into Shorts. The latest update now leverages AI to deliver custom creative assets that are designed to appeal to relevant audiences. Key features include:
- Targeted Format Buying: Advertisers can now specifically target the Shorts feed, ensuring that ads are optimised for the vertical video format that’s popular on mobile devices.
- Horizontal Asset Limitation: There are also controls for limiting creative to horizontal formats, allowing advertisers to choose the most appropriate format for their campaign.
- AI-Powered Enhancements: Ads can now be enhanced using Google’s AI tools, including automatic adjustments to ad orientation, making it easier to adapt ads for different formats like Shorts.
- Animated Images and AI Enhancements: Ads can be enriched with animated images from Google Merchant Center listings, providing more engaging and dynamic content for viewers.
These updates represent YouTube’s growing commitment to enhancing its ad platform through AI, positioning the platform as a key player in the world of generative AI.
Why Should Marketers Care?
With advertising becoming increasingly personalised with the rise of AI-generated ads, here’s why it matters:
- Faster Content Creation: AI tools help generate multiple ad versions quickly, saving time and effort.
- Cost-Effective: Automating creative processes reduces production costs, making ads accessible for businesses of all sizes.
- Real-Time Insights: AI driven tools offer trend analysis and campaign optimisation, elevating ad performance.
- Better ROI: Focusing on customisable, optimised ads lead to higher conversion rates, and a better return on ad spend (ROAS).