HeroConf - Future Of Advertising - Tony Adam

From Search, To Social, To Generative. Online Advertising has major platform shifts every 10 years and the latest is in AI and Generative.

Transcript

1. Future Of Advertising: From Search To Social To Generative. Tony Adam Visible Factors https://speakerdeck.com/tonyadam https://www.linkedin.com/in/tonyadam @tonyadam
2. HI! I’M TONY ADAM. A little bit about me... I’ve worked at... I’ve founded and exited... I’m currently Founder & CEO of...
3. Meet My New Boss: Jordan
4. Online Advertising Platform Shift Every 10 Years
5. GOOGLE SEARCH 2005
6. Google Search Dominated The Early 2000s Why: User Intent Search == User Intent == Targeted Advertising Google Printing Money
7. Google IPO In 2004 Google Started Commissioning Studies In 2005 on the “importance of Internet Search and search advertising In purchasing decisions” This continued for years...
9. Facebook Ads, Launches 2007
10. Newsfeed Ads Launches In 2012 Ads In Newsfeed captured user attention while they were engaging on Facebook.
12. Meta Ads Dominance Mobile Ad Revolution DTC/E-Com Growth Instagram Launches Ads
13. GOOGLE ADWORDS 2005 FACEBOOK ADS 2015 WHAT’S NEXT? 2025
14. Here Are Your 3 Ad Options
15. AI Makes Advertising More Efficient...
16. Generative AI & Advertising The future of AI is not about replacing humans, it’s about augmenting human capabilities. Sundar Pichai, CEO, Google
17. Using AI For Copy...Obvi!
18. JP Morgan Case Study “Persado’s technology is incredibly promising. It rewrote copy and headlines that a marketer, using subjective judgment and their experience, likely wouldn’t have. And they worked.” Kristin Lemkau, Chief Marketing Officer, JP Morgan Chase Source: GoBeyondAI
19. Midjourney does a better job than ChatGPT
20. You can even create video ad assets
21. AI Is Not Perfect
22. Nutella’s “Nutella Unica” Campaign 7MM Designs Leveraging AI Sold out In Italian Supermarkets within a month. Coupled with TV Ads Highlighting the distinctive imagery.
23. Again, Things Could Go HORRIBLY Wrong.
24. Coca-Cola’s AI Christmas Ad Coca-Cola AI Generated Christmas Ads had poor quality, numerous visual flaws, and odd proportions It was widely mocked by Social Media
25. Google AI Max Expand Keywords Match Copy with User Intent Match Landing Pages With Search
26. Google Product Studio
27. Meta Creative Tools
28. Putting it all together...
29. Let AI Work For You
30. First-Time Design Forward Parent Demographics: • 26-36 years old • expecting or up to 18 mo old. • Lives in Urban / Suburban Metros • Mid-to-Upper HHI Psychographics: • Aesthetic-driven • Wants baby gear that looks good, easy to clean • Researches TikTok / IG Creators Needs: • Multi-Stage, Space-smart products that grow with baby. (e.g. 3-in-1 high chair → booster/play chair, wipable surfaces. Persona A: Trendy Trisha
31. Persona B: Millenial Melissa Sustainability-Minded Millennial Parent Demographics: • 26-40 years old • 1-2 Children • Coastal/Progressive Suburbs • Willing to pay for quality. Psychographics: • Prioritizes non-toxic, sustainable materials • Prefers durable, long-lasting gear • Responds to donation/second-life programs. Needs: • Proof of material safety (BPA/PVC/phthalate-free where applicable), sustainable wood/finishes, repair/replace parts, and products that transition across stages and siblings.
32. Persona C: Gift giving Gillian Gift-Givers & Registry Buyers (Friends/Family) Demographics: • 30-65(+) years old • Mixed Gender / Nationwide • Purchases on Holidays + Special Events Psychographics: • Wants beautiful, safe, easy to give gifts. • Recognizable DTC/Retail Brands • Influenced by Curated Lists Needs: • Giftable Bundles/kits, Seamless Checkout, Availability via DTC and/or Retail for convenience. Price Tiers under Hero items.
33. Purchase Motivators Emotional • Pride In Giving Their Baby The Best • Design Conscious / Stylish Products • Alignment with Eco-Values + Chooses Safe Products Practical • Multi-Use Gear To Save Money / Space • Non-Toxic, Durable, Easy To Clean • Trusted Retail + DTC Availability • Bundles + Registry
34. Search Campaigns: • Keywords: “best high chair,” “convertible baby chair,” “non-toxic baby furniture,” “modern nursery gear,” “Lalo Chair,” “Target baby furniture” • Branded search to capture high-intent traffic (Lalo, competitor terms like Stokke, Nuna, BabyBjörn). • Registry/gifting searches: “baby shower gift under $300,” “stylish baby furniture gifts.” Shopping Ads: • Product feed optimized with lifestyle images and “multi-stage,” “eco-friendly,” “non-toxic” attributes. • Showcase bundles (Chair Kit, Play Kit) with clear value messaging. Targeting: Google Ads YouTube (Discovery / Consideration): • Short lifestyle videos: real parents using The Chair, playtime setups, “day in the life” with Lalo. • Target intent-based audiences (expecting parents, baby registry researchers). AI-Driven Opportunities: • PMax to test product bundles and optimize placements. • Leverage AI Driven Bidding Models like Target ROAS / Target CPA. • Capture related and rising searches via AI Max.
35. Prospecting Campaigns: • Creative: aspirational lifestyle images + UGC, focusing on style + safety messaging. • Interests: “Expecting parents,” “New parents,” “BabyCenter,” “Parenting magazines,” “Eco-friendly living,” “Interior design/home décor.” • Lookalike audiences: high-value past customers, registry signups, newsletter subs. Retargeting: • Dynamic Product Ads (DPA) for site visitors and cart abandoners. • Sequential storytelling: awareness → social proof (reviews, influencer content) → conversion offer. • Registry & gifting retargeting: “Complete your registry,” “Perfect gift bundles.” Targeting: Meta Ads AI-Driven Opportunities • Advantage+ Shopping Campaigns for automated prospecting + retargeting blend. • Dynamic creative testing: feed UGC, lifestyle photography, and bundle offers—let AI auto-optimize. • Use Meta’s predictive audiences to reach people likely to convert within 7 days.
37. Average Order Value + LTV Persona A First-Time Design-Forward Parent Typical purchase: • The Chair ($225), Tower ($259), Mealtime accessories ($30–50 each) • Likely to add over time, including play mat ($325) + play kitchen ($395) Persona B Sustainability-Minded Parent Typical purchase: • Chair Kit ($275+ with add- ons), Play Kit ($325), Play Mat ($115) • Tends toward full kits/bundles for long-term use Persona C Gift-Givers Typical purchase: • Single-item gifts (e.g., Bib Set ~$35, Play Kit ~$325, Play Kitchen ~$395) • Skews lower but can spike for milestone events $250–300 AOV 5-Year LTV: ~$2,000 $300–$350 AOV 5-Year LTV: ~$2,200 $150–$200 AOV 5-Year LTV: $250-600
38. LTV IS SPOT ON!!! Persona D: Jordan Adam’s Parents $200 AOV 14-Mo LTV: $960 5-Year LTV Pacing: $2,500
39. Customer Acquisition Costs: Google
40. Customer Acquisition Costs: Meta
41. Cost To Acquire Customers Sample keywords + est. CPC ranges, based on vertical benchmarks, furniture/baby gear competition, & related public data
42. Cost To Acquire Customers Sample keywords + est. CPC ranges, based on vertical benchmarks, furniture/baby gear competition, & related public data
43. Budget Allocation
44. What Can We Do Next?
45. What I Would Do Next If I Was You?? 1. Feed Data Search Term Reports in AI 2. Use AI to understand best/worst performing copy and re-write. 3. Audience Overlap + New Audiences 4. Forecast Seasonal Trends, Spikes, and Underperformers
46. Think About Your Data!
47. Any tools to help with this?
48. Of Course, The LLMs
49. Campagin Optimization
50. Creative Optimization
51. The Future Of Advertising
52. Meta Wants To Automate Ads Zuck Wants To Kill Agencies
53. Altman Says Ads Are “Not Off The Table”
54. ZeroClick.ai
55. ADS ON CHATGPT?
56. Perplexity Shopping Ads: Future Opportunity?
57. Perplexity Started Offering Ad Placements
58. Email tony@visiblefactors.com THANK YOU! Founder/CEO @ Visible Factors Tony Adam LinkedIn https://www.linkedin.com/in/tonyada m Twitter @tonyadam Visible Factors Website https://visiblefactors.com Spectra is In Closed Beta, Ask Me About It!