who is chamber media? $600
TRANSCRIPT
Chamber.Media is the world leader in data centric video ads, with over 4,000 productions, $100M in managed spend, and $800M in tracked revenue, massively scaling direct to consumer e-commerce companies, tripling the revenue of 5 multi-million dollar brands and taking MrCool from $10M/yr to $100M/yr in 3 years.
$600MILLIONtrackable
sales
400Mviews
5Mshares15k
press features
WHO IS CHAMBER MEDIA?
20,000live action social ads
produced in 2020
WHO IS CHAMBER MEDIA?
People We’veWorkedWith.
These guys literally made me, personally, millions of dollars. They’re my best my kept secret, I almost don’t
even want to tell other people about them.Trevor Hiltbrand, Transparent Labs
Our sales are up over 50% year over year and that’s not even to mention the response we’ve had around the
videos we made.Kyle Davis, MrCool
Testimonials
USINGOUR OWNSTRATEGIES FOR OURSELVES.
THE TOOL THAT TOOKOUR SUCCESS RATE FROM
50% → 80% ON OUR
AD LAUNCHES
How we went from
$3M → $15Min a year
TLabsDEPENDENT ONAFFILIATES
SALES$2M
TLabsWITHCHAMBER MEDIA
SALES$2M → $24M
MrCoolDEPENDENT ON REGIONAL SALES REPS
SALES$10M
MrCoolWITHCHAMBER MEDIA
SALES$10M → $167M
$1 IN
$4 OUT
Any company of any sizecan have success with
social video ads.
✗ Making ads without knowing what should be made
✗ Wasting money on creative that will never work
✗ Only running low funnel creative✗ Spending too little, too slow
The Hard Way
✓ Making ads that are proven to work
✓ Spending confidently with full funnel strategy
✓ Reading attribution correctly and scaling
The Easy Way
Can you imagine if you spent $50,000/mo on ads and it
drove $200,000/mo in sales?
In This Presentation You’ll Learn1. The 7 foundational video ads
2. The 4 foundational ad copy types
3. How to know what to A/B test
4. The reverse psychology Amazon Hack
5. Storytelling architecture
The 7 Foundational Video Ads
We’ve broken down 100 different ad types into 7 foundational categories of adsthat have proven to be the highest performing in 2021.
THE 7 AD TYPES YOU NEED FOR SCALING IN 2021
01 Highly engaging video featuring a person explaining the product and highlighting its features.
Spokesperson Anchor
02 Highlights the product features and demonstrates the value points to consumer
Product Demo
Opinions of brand or product by consumers, influencers, blogs, etc… Leveraged to create trust between consumer and brand.
Social Proof03Computer generated creative assets to a/b test at scale.
Dynamic Ads04Controlled study or testing of product proving superior performance or increased quality of life.
Case Study05
Showcase the product being used in everyday life.
Lifestyle06
Showcasing the product packaging and product.
Unboxing07
What Is The Best Performing Ad Type For Your Product?
1ST 2ND
Electronics SPOKESPERSON ANCHOR
SOCIAL PROOF
Health & Care
SPOKESPERSON ANCHOR
PRODUCT DEMO
Pets UNBOXING SOCIAL PROOF
Homeware SOCIAL PROOF UNBOXING
Beauty CASE STUDY PRODUCT DEMO
Food & Drinks
CASE STUDY SOCIAL PROOF
Unique Stores
UNBOXING PRODUCT DEMO
1ST 2ND
Personal Items
SOCIAL PROOF PRODUCT DEMO
Jewelry SPOKESPERSON ANCHOR
UNBOXING
Accessories CASE STUDY UNBOXING
Clothing UNBOXING CASE STUDY
Mens’ Clothing
SPOKESPERSON ANCHOR
UNBOXING
Women’s Clothing
LIFESTYLE CASE STUDY
Underwear SPOKESPERSON ANCHOR
DYNAMIC
1ST 2ND
Footwear PRODUCT DEMO
CASE STUDY
Sports CASE STUDY PRODUCT DEMO
Fitness PRODUCT DEMO
SOCIAL PROOF
Outdoor PRODUCT DEMO
SOCIAL PROOF
Swimwear LIFESTYLE PRODUCT DEMO
Cars & Vehicles
UNBOXING SOCIAL PROOF
BRAIN INSIGHTS
The Ideal Video Length For Each Ad Type
UNBOXING
SPOKESPERSON
CASE STUDIES
PRODUCT DEMO
DYNAMIC
SOCIAL PROOF
LIFESTYLE
S E C O N D S
We discovered this insight by checking the top 1% of e-commerce ad creatives on Facebook to see how long their mean video length is.
BRAIN INSIGHTS
Ad Breakdown - Top 1% Ecommerce Ads
CASE STUDIES 0.73%
PRODUCT DEMOS 50.8%
SPOKESPERSON ANCHOR 2.4%
UNBOXING 1.59%
DYNAMIC ADS 19.7%
SOCIAL PROOF 20%
LIFESTYLE 4.71%
NUMBEROF
RECORDS
FINDING #2
⬆ Longevity
of Creative Assets
Average longevity of ads over 5,000
videos, 6 years, $80M in spend
($10k/mo - $600k/mo)
Prod
uctio
n Va
lue
in L
engt
h
Avg. Ad Longevity in Months
Production Value (Length) vs. Avg. Ad Longevity (Months)
Low Production15s
Medium Production60s
High Production<5min
FINDING #2
The 4 Foundational Copy Ad Types
TITLE HERESUBTITLE HERE
with UNICORN AD COPY
without UNICORN AD COPY
We’ve broken down 100 different copy types into 4 foundational categories of copythat have proven to be the highest performing in 2021.
THE 4 COPY AD TYPES YOU NEED FOR SCALING IN 2021
02 Leading in with a question that sets up the solution to the answer they are searching for.
Question Based
Relating to the customer and the pain they are feeling, that you can solve.
Storytelling Based01Explaining how the solution will benefit them, helping them visualize how they will feel.
Benefit Based03
Selling them on innovative or surprising features that solve their problem.
Feature Based04
HOT TIPThis is a data-backed customer
research hack that costs $0 and takes less than <2 minutes to do.
And with that small investment, you’ll pre-answer any objections your target audience might have.
This is used for Ad Copy, but it goes much further than that - it’ll give
you the power to respond to customer objections before the
audience even has them.
Amazon Hack to Identify the Problem
STEP 1Go to Amazon.com
STEP 2Search for your product/market segment
STEP 3Open the most sold product here
STEP 4Scroll to 1-star reviews and see the one with the most upvotes
(THIS IS IMPORTANT)
STEP 5Then, find specific product objections that your product does not suffer from
STEP 6Reverse these objections and
feature them on your Ad Copy!
The 4 Ad Copy that NEVER FAIL!
We data-mined the top 1% of ads on Facebook and Instagram.
And we found out that they all use 1 out of 4 Ad Copy types
every time.
We also found that around ~88% of offers/products
always have 1 AD COPY TYPE THAT PERFORMS FAR BETTER than the other 3 combined.
BUT FIRST, HERE ARE THOSE 4 AD COPY TYPES WE
FOUND:
BENEFIT-BASEDAD COPY
This is where you show the customer a potential benefit from
using your product. PS: THIS IS THE MOST COMMON AD TYPE,
but not always the most effective.
#1
FEATURE-BASEDAD COPY
This is where you tell the customer your features - hoping that will
convince him/her that you’re the best on the market.
#2
QUESTION-BASEDAD COPY
This is where you ask a customer a direct question related to their
problem/your product so you can convert him.
PS: The question you ask should always be an opener to the benefits of using your product
#3
STORYTELLING-BASEDAD COPY
This is an uncommon type of Ad Copy that is based on first trying to sell/place your customer on a story
and then pitch him a product.PS: THIS IS THE AD TYPE THAT SCALES PERFORMANCE MORE OFTEN,
but it’s also the hardest to get right without an elite-copywriter OR multiple failed tries
#4
Storytelling = Relating with PainSolving Pain = $$$
The Everything Ad
CASE STUDIES
PRODUCT DEMOS
SPOKESPERSON ANCHOR
UNBOXING
DYNAMIC ADS
SOCIAL PROOF
LIFESTYLE
NUMBEROF
RECORDS
FINDING #2
:HOOK :TEASER
:INTRO BRAND IN 10 SEC.:PROBLEM:SOLUTION:CALL TO ACTION:PROBLEM:SOLUTION:CALL TO ACTION:BRIDGE:TESTIMONIALS:CALL TO ACTION
LONG FORM CONVERSION FORMULA
Now, what Ad Copy type should you use for your product and for
your company?
I don’t know, but neither does anyone -
including you.
Some audiences will be attracted like magnets to 1 Ad Copy type while being completely uninterested in the other 3 Ad Copy types.
Because of that, the way you frame your offer is more important than the
offer itself.
Because of that, as of 2021:It's not about A/b testing your Ad Copy or not.
It's about what to A/b test on your Ad Copy.
So, if you don’t A/b test all 4 Ad Copy Types to find which one your audience
is most attracted to - you might be leaving up an additional ~60% of your
ad performance on the table.
5 Tips to Further Roid Your Ad Copy
+14%⬆Ad Performance
In the Ad Copy
CTA URL
+8%⬆Ad Performance
In the Ad Copy
“Free Shipping”
+7%⬆Ad Performance
Written in the Headline Copy
“!”
+7%⬆Ad Performance
Written in the Ad Copy
“You”
+6%⬆Ad Performance
Written in the Ad Copy
“®” OR “™”
But there’s 1 discovery we made with the Brain that makes or breaks any ad.
And 1 out of 10 Social Media Ads are throwing away their ad budgets because of it.
It’s the Grade Level Reading of their copy/script.
In other words - how easy it is to read and comprehend your ad.
NON-LITERATE BELOW BASIC BASIC INTERMEDIATE
4
3
2
1
PROFICIENT0
2013 PIAAC, PROGRAM FOR THE INTERNATIONAL ASSESSMENT OF ADULT COMPETENCIES
4%
14%
34%36%
12%
8TH GRADE & ABOVE →7TH GRADE & BELOW→
U.S. LITERACY
But there’s 1 discovery we made with the Brain that makes or breaks any ad.
And 1 out of 10 Social Media Ads are throwing away their ad budgets because of it.
52% of the U.S Populationcan’t understand copy above a
>8th grade reading level.So ANY ads that go over this mark are
wasting (up to) half their budget.
VS
HOW READING LEVEL CAN MESS WITH YOUR ADS
AD COPY/SCRIPT>8TH GRADE
-14%⬇Ad Performance
AD COPY/SCRIPT<8TH GRADE
+14%⬆Ad Performance
THE BRAIN INSIGHTS
Less than 1/10th of the Top 1% of ads have a reading level above >8th grade
on their Ad Copy/Scripts.The lower your Reading Level goes - the
higher your ROAS shoots up.
Our Secret Weapon
The Era of Predictive Modeling
Everest-base camp vs. Kathmandu
“LIPSTICK”Most Valuable Ad Type
60%
23%
17%
SOCIAL PROOF
+60% ⬆ AD PERFORMANCEz PRODUCT DEMO
+2% ⬇ AD PERFORMANCEDYNAMIC ADS
+36% ⬇ AD PERFORMANCE
“SNEAKERS”Most Valuable Ad Type
PRODUCT DEMO
+14% ⬆ AD PERFORMANCEDYNAMIC ADS
+23% ⬇ AD PERFORMANCESOCIAL PROOF
+208% ⬇ AD PERFORMANCE
45%11%
31%12%UNBOXING
+241% ⬇ AD PERFORMANCE
“LIPSTICK”Types of Editing
54%
46%
RAW CUTS
+7%⬆ AD PERFORMANCEHIGHLY EDITED VIDEOS
-8% ⬇ AD PERFORMANCE
“SNEAKERS”Types of Editing
23%
77%
HIGHLY EDITED VIDEOS
+5%⬆ AD PERFORMANCERAW CUTS
-223% ⬇ AD PERFORMANCE
“LIPSTICK”Should You Add a Testimonial to Your Ads?
100%INCLUDES TESTIMONIAL
-100% ⬇ AD PERFORMANCEDOES NOT INCLUDE TESTIMONIALNO UPLIFT OR DECREASEIN AD PERFORMANCE
“SNEAKERS”Should You Add a Testimonial to Your Ads?
81% INCLUDES TESTIMONIAL
+61%⬆ AD PERFORMANCEDOES NOT INCLUDE TESTIMONIAL
-11% ⬇AD PERFORMANCE19%
Different Product = Drastically different
audience expectations for the Ad Creative
UnicornCopy.AI is a copy writing tool fed with data from
$800M in tracked revenue from our own clients and
insights from the top 11,000 performing ads from FB & IG.
22.6KConversions
BEFORE USING THE BRAIN
● Return on Ad Spend
2.5 to 1
● Monthly Advertising Spend
$10k/month
AFTER USING THE BRAIN
● Return on Ad Spend
4.4 to 1
● Monthly Adveristing Spend
$150,000/mo
SLINGSHOTBrand Case Studies
4.4X⬆ROAS
$1.4M in Sales
THE TAKEAWAY
Don’t leave it up to chance, do your research!
