Sierra Nevada is among the largest independent craft breweries in the United States.
However, it wants customers to know that it remains a family-owned and controlled firm. Sierra Nevada has reframed its brand marketing around that theme.
Sierra Nevada understood it needed to run advertising on linked TV because of its large reach, said Catherine Gilham, group director of media and investment at Media Matters Worldwide, Sierra Nevada’s marketing agency.
However, Sierra Nevada lacked the time and finances to complete a lengthy production shoot.
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Sierra Nevada launches new advertisements.
To assist the business in preparing a streaming campaign swiftly and affordably, Media Matters contacted ad platform Kargo, which specializes in content overlays, including a new connected TV ad unit called Narrative, which the company made generally available on Tuesday.
Narrative swiftly creates streaming TV advertisements for brands that do not want to spend potentially millions of dollars on production expenditures.
Unlike standard 15- and 30-second advertisements, Kargo’s Narrative ad unit is not a video asset. It resembles a slideshow or collage of high-quality brand and product photos, with an audio overlay.
Advertisers can create 15-second advertisements based on imagery from their website or brochures, for example. They can also select from a variety of AI-generated voices with varying intonations or accents to read the ad copy in audio overlay.
Sierra Nevada blended new, professional pictures from this campaign with an audio overlay of its brand messaging and its new tagline: “Still family owned, operated, and argued over.”
Gilham expressed initial concern that Narrative “wouldn’t have the look, feel, and polish of a produced spot.”
However, the unit closely matches 15-second advertisements in the ways that appeal to businesses, she said, stressing that it appears to be a professionally created asset of high quality enough to broadcast within a CTV ad pod – even though it is not officially “video.”
Sierra Nevada jumps into CTV
Narrative also lowers the barrier to entry into CTV for advertisers, according to Kargo Founder and CEO Harry Kargman, because it allows them to leverage digital-style targeting on TV without incurring the expensive costs of commercial production.
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Advertisers, for example, can match their first-party data with viewing data from Kargo’s TV and streaming publishers, which include Warner Bros. Discovery (WBD), AMC, Univision, and NBCUniversal. Kargo also interacts with demand-side platforms such as The Trade Desk, Amazon’s DSP, and Google’s DV360, which allow you to leverage third-party data.
Sierra Nevada’s campaign aims to increase brand awareness, particularly in newer areas beyond the company’s California headquarters, where consumers may be less familiar with the brand.
It evaluates its Kargo advertisements based on awareness, brand lift, brand perception, and the downstream impact on sales. Media Matters is using that data to optimize Sierra Nevada’s spending by allocating more funds to the networks and sites that look to be producing the best outcomes.
Gilham stated that agencies have the ability to “cherry pick” premium publishers inside Kargo’s network, which is a level of control that most buyers prefer. Sierra Nevada is advertising ads for Kargo Narrative on networks and services such as Paramount, Tubi, AMC, and WBD, to name a few.
So far, Sierra Nevada’s Narrative advertisements have helped raise brand recognition, which is the campaign’s ultimate goal, according to Gilham.
Kargo thinks that low-cost ad production would entice other firms, particularly smaller ones, to invest more in streaming.
Kargman predicts that if CTV is affordable, more small and medium marketers will attempt it for the first time.
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