SBP 133: GenAI Is Coming for Your Commercials! The Barber's Brief, July 24 2025

In this episode, hosts Vassilis Douros and Marc Binkley discuss things that caught there eye over the last couple of weeks including the evolution of the creator economy, challenges in retail media measurement, the impact of AI on video advertising, and the transformation of performance marketing. They also analyze Ribena's nostalgic marketing campaign, highlighting the emotional connections brands can create with consumers.

Enjoy the episode!

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• https://www.linkedin.com/company/sleeping-barber/⁠⁠
• https://www.sleepingbarber.ca

Get in touch with our hosts:

• Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/
• Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Takeaways

• The creator economy is seeing significant mergers and acquisitions, indicating a shift towards formalization.
• Retail media networks are becoming increasingly fragmented, complicating measurement for advertisers.
• AI is revolutionizing video advertising, allowing smaller brands to compete with larger companies.
• Performance marketing needs to evolve from efficiency metrics to focus on consumer experience and connection.
• Brands should prioritize creating meaningful experiences over just measurable outcomes.
• The importance of breaking down silos between marketing teams to create cohesive consumer experiences.
• Measurement should go beyond last-click metrics to include engagement and journey quality.
• Ribena's campaign effectively taps into nostalgia, demonstrating the power of emotional connections in advertising.
• The rise of AI tools is making video production more accessible for smaller brands.
• Marketers need to rethink their strategies to adapt to changing consumer expectations and technological advancements.

Chapters

• 00:00 - Introduction
• 00:53 - The Evolving Creator Economy
• 04:29 - Retail Media Measurement Challenges
• 08:27 - AI's Impact on Video Advertising
• 12:19 - Innovative Marketing Strategies in Film
• 15:55 - The Intersection of Film and Marketing
• 17:12 - Evolving Performance Marketing to Experience Marketing
• 21:51 - Redefining Success in Marketing
• 25:24 - Nostalgia in Advertising: The Ribena Campaign

Links:

Creator Economy Mergers and Acquisitions Heating Up!

Link: https://www.businessinsider.com/creator-economy-mergers-acquisitions-heating-up-startups-private-equity-media-2025-7

Brands demand better retail media measurement; retailers say it's not that easy; brands spend more anyway – latest IAB data

Link: https://www.mi-3.com.au/16-07-2025/retail-media-partners-pile-brands-boost-investment-iab-report-pins-measurement-major

GenAI Is Coming for Your Commercials

Link: https://www.tvtechnology.com/news/nearly-90-percent-of-advertisers-will-use-gen-ai-to-build-video-ads-according-to-iab

Brad Pitt’s F1 Movie Marketing: Full-Throttle Strategy Breakdown

Link: https://www.brandvm.com/post/f1-movie-2025-marketing-strategy-brad-pitt

The Marketing Moment

Performance Marketing to Experience Engineering

Link: https://thecma.ca/topic/articles/2025/06/10/from-performance-marketing-to-experience-marketing--engineering-meaningful-consumer-connections