Where Does Brand Storytelling Go From Here (Or How Can AI Make Your Brand Storytelling Work Better For You)?

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Cory Treffiletti
April 19, 2024
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Blog Author Icon
Cory Treffiletti
CMO, Rembrand
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As a 4X CMO and agency founder, I've seen firsthand the power of brand storytelling in video advertising. I refer to myself as a data-driven storyteller because I love the interpolation of crafting an idea and supporting that idea based on insights and data in the planning process, then determining effectiveness in the implementation and campaign itself.  This model works extremely well in video.  It's also no secret that capturing and maintaining consumer attention is becoming increasingly challenging in today's digital landscape.  There are too many different threads to tug at and distract you from your focus. As a result of the distractions, and as a result of consumers becoming at best numb and at worst annoyed by interruptive advertising, traditional interruptive ads are losing their effectiveness, with 90% of people skipping, ignoring, or avoiding sources that monetize with disruptive commercial ads. Even giants like Netflix and Disney have struggled to entice viewers to their ad-supported versions. It's clear the industry needs a new approach to engage audiences without interruption.

Storytelling requires a flow, and when that flow is interrupted, it sucks.  Advertising should never interrupt the flow of the story to simply go tell a different story.  It takes the human brain between 2-10 minutes to get back into a flow and once interrupted, it has to take that time to get back into it.  That means:

A. You have made it more difficult for the viewer to enjoy the content they were watching.

B. You absolutely don’t get enough time to tell your story in a way that resonates, regardless of what the data tells you.

What about if you are PART of the story, either embellishing, augmenting or sitting right alongside in a way that captures attention, but doesn’t interrupt?  After all, your brain is very capable of multi-tasking, and at the very least you are associated with positive content that the viewer likes and those positive emotions can transfer over to you.

This is where we come in with Rembrand (humble brag).  

Enter AI-driven solutions for In-Scene Media. This innovative technology seamlessly integrates brands into the content people love, creating a more natural and enjoyable viewing experience. By using AI to photo-realistically fuse brands into videos, In-Scene Media ensures your brand becomes part of the story, not an unwelcome disruption.

We do this with our proprietary Regenerative Fusion™ technology which enables hyper-realistic 3D images of brands and products to be inserted into video content in a post-production process, within hours. This means brands can now achieve unparalleled exposure and engagement without the lengthy lead times and inflexibility associated with traditional product placement.

According to our 2023 campaign data summary, advertisers saw an impressive 8x brand time on screen compared to similar spend on video ads.  In-Scene Media not only guarantees attention but also reaches audiences that may be otherwise unreachable, such as the affluent viewers who pay to avoid ads altogether.

Real-world case studies further demonstrate the impact of AI-powered video advertising. A high-profile travel advertiser partnered with Rembrand for a campaign featuring animated insertions and retargeting. The outcome? A video completion rate 5x higher and a cost-per-click 50% lower than standard video ads. By leveraging AI to prime viewers with in-scene media, the advertiser achieved remarkable success across their entire campaign.  We boosted video completion rates across the entire effort.

As CMOs, it's our responsibility to adapt to evolving consumer preferences and embrace innovative technologies that enable effective brand storytelling. AI-driven solutions like In-Scene Media offer a powerful tool to balance brand reach, content creation, and viewer enjoyment. By leveraging these advancements, we can craft compelling narratives that resonate with audiences without disrupting their viewing experience.

The future of brand storytelling in video advertising is here, and humbly I think we have a solution that will truly change the industry.

AI's potential to revolutionize video advertising is undeniable.  Are you engaged enough to give it a shot?