CB2 uses AI to turn social media content into CTV ads

In these relatively early days of AI usage in marketing, one of the most common use cases is extending existing assets - either by creating derivative, personalized versions based on a variety of variables AND/OR by transforming an asset made for one channel into a different format that works in a new channel. In this case, retailer CB2 is turning social content into CTV ads via a partnership with tech company Spaceback.

As retailers recognize the value connected TV can bring in targeting specific audiences, they’re investing in the channel—and some are looking for the most economical ways to do so.

CB2, the furniture chain that counts Crate & Barrel as a sister brand, recently began working with Spaceback, a tech company based in San Francisco that uses AI to automate ads for different media platforms. The strategy is helping the retailer save time and be as efficient as possible with its resources, it said.

In the pilot program, which the Chicago-based retailer began three weeks ago, Spaceback’s “Social CTV” program turns social media ads created by CB2 into ads that are compliant with the CTV format. For example, a new fall campaign created by the brand’s in-house creative team was originally on Instagram but the same ads are now on CTV—specifically on Paramount+, Max, Discovery+ and CBS Interactive—in an extension of the push. The streaming ads can also show real-time social media data, such as likes and views. 

“It’s been a resource and a save on our end, because it enabled us to expand our reach and bring in a new channel with zero lift,” said Tobin Schiller, VP of marketing at CB2.

Full story at AdAge.