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HBO and The Ringer's Bill Simmons hosts the most downloaded sports podcast of all time, with a rotating crew of celebrities, athletes, and media staples, as well as mainstays like Cousin Sal, Joe House, and a slew of other friends and family members who always happen to be suspiciously available.
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Summary
In this episode, Joie Roberts discusses insights from the Scale Summit, focusing on the power of AI in advertising and the importance of creating demand rather than just capturing it. The conversation highlights the need for tailored messaging for different audience awareness levels and emphasizes the significance of optimizing listings for both AI and human engagement to drive conversions.
Takeaways
Creating demand instead of just capturing it is crucial.
There are five levels of audience awareness that require different messaging.
Unaware audiences need curiosity and emotion in ads.
Problem-aware shoppers need moments of realization to make a purchase.
Solution-aware audiences require education and comparison.
Product-aware buyers need proof and urgency to buy.
AI can help create content quickly to meet audience needs.
Optimizing for AI and human engagement is essential for conversions.
Understanding customer behavior through data can improve listings.
The future of advertising is about relevance and emotional connection.
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