Welcome to the Orama Newsletter. I’m George, Founder/Producer at Orama.
The normal short monthly essays will resume but I want to share a quick update.
AI made this ad with a bit of help from humans
I was involved in this side project, helping out a friend from a performance agency and I didn’t think much about it because it didn’t take much effort (but that’s the point).
It’s an ad for classmates.com, the largest collection of yearbooks online. They run tons of ads, but only text and images until now. It turns out that this video is performing well above average. I patted myself on the back, and I was going to leave it because we’re not winning any Cannes Lions with that one, but…
Maybe the whole point is how easy it was to create with the tools we use for creating podcasts and tutorial videos.
The images are from Midjourney. The voice is from Descript. The music is free from YouTube. The edit is based on a template. It still needed a human to put this all together at a cost of a few hundred pounds.
This doesn’t take much thinking now… but if I look back at similar projects a few years ago they would require: sourcing copyright-free images, selecting and managing a voice-over artist, paying a music library, and possibly hiring a VFX editor. The cost would have been a few thousand pounds.
The best part of it: we can do endless variations without restarting the whole process.
I don’t know enough about ads or performance marketing to speculate about the impact, but I’d love to hear your thoughts.
Orama referral program
In case you haven’t heard it already:
If you’re a client introducing us to a prospect that ends up using our services, we’ll credit you £100.
If you’re not a client, we’ll send you £75 cash.
That’s all folks!
Next:
I’m working on a deep dive into Ahrefs, the most successful digital marketing brand on YouTube.
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