MARKETING
9 Creative Industry Careers to Pursue in 2022
As a creative person, you don’t want to be stuck doing the same routine tasks day after day at work. And you shouldn’t. There are plenty of creative jobs available, and some of them may have never occurred to you.
According to statistics, the creative industries employ approximately 30 million people and account for 3% of global GDP, employing more young people (aged 15-29) than any other sector.
Since there are so many options, we will select a few creativity-based careers that will be very popular in 2022. Everyone will find something to their liking. So, without further ado, let’s get started.
Video Editor
If you love watching movies and especially if you’ve ever wondered what it would be like to make one, video editing might be a perfect fit for you. Video editors are in quite high demand these days since they are needed for both old media (TV and movies) and new ones (Youtube and social media). You will be in charge of delivering the end product from the raw footage and the director’s vision.
Video Game Designer
The ever-growing industry of video games is always on the lookout for new talent. And video game designers play a key role in this industry. This is a broad term that covers all aspects of video game development, from gameplay and graphics to story development.
Makeup Artist
Makeup artists are another crucial role in today’s creative industries. They are vital to making others look their best, be it in front of a camera or in live events. There are also some exciting opportunities for makeup artists working in the film industry. Additionally, there are a lot of freelance opportunities in giving classes on how to do makeup both in person and over social media.
Art Director
Art directors, similarly to their film counterparts, are responsible for bringing artistic visions to fruition and making sure that all the pieces fit. They usually oversee the visual design of a product, which can be a publication or another piece of media or production.
Essentially, art directors are storytellers and are responsible for conveying the message of their work through the use of color, visual layout, graphics, etc. They are key for the advertising industry since they usually create and guide the brand of a product or company.
Voice Actor
Voice acting is an often overlooked choice of work in the creative industry. It is quite rewarding and diverse. The work involves various opportunities, from grom giving life to an animated character with your own voice to doing explainer videos. Voice actors are also needed for simpler things such as narrating the names of public transport stations, for example. In many projects, you might be allowed immense creative freedom and can use your vocal tone and inflection to convey emotion.
Event Planner
An event planner has to be a jack of all trades, as this line of work is quite diverse and requires you to deal with a plethora of problems that require quick thinking to be solved. Event planners help with organizing large events like weddings, conferences, and parties. Tasks range from planning entertainment, finding venues, catering, and sometimes even dealing with permits or other bureaucratic issues.
Photographer
Photographers are an integral part of the creative industries, and their work is interwoven with the rest. From journalistic photographs to freelance artists, they capture the best moments for a publication or create pieces of art. Key skills needed to be successful are understanding composition and lighting to create compelling visuals. Those who choose this path will have the opportunity to work in the most diverse settings.
Social Media Manager
This career path didn’t even exist a decade ago, but in a very short time, social media managers have skyrocketed to one of the most important positions in marketing. Social media managers are in charge of representing a company across the ever-broadening space of social channels. This includes creating content for various social platforms, creating campaigns to increase traffic, tracking brand mentions, responding to comments, etc.
These experts are crucial for businesses who want to enhance their online presence, strengthen their brand, and build trust with their target audiences on social media. They need to use their skills to navigate social networks to maximum advantage for a brand, ultimately boosting brand awareness, website traffic, and even conversions.
Advertising Manager
Advertising managers are probably the oldest of the sales creative careers. In a nutshell, these professionals are in charge of finding new ways to bring your product to the customer. Other than creating a general direction for your ad campaigns, they also have to have a hands-on approach to make sure that all the pieces of the puzzle fit. That’s why they’re also involved in parts of the artistic process when creating commercials, from scriptwriting to post-production.
In Closing
We hope you find what you’re looking for among the nine creative careers we’ve singled out. There are plenty more, so if you don’t see anything that piques your interest, look further. You’ll find the one that’s right for you. Good luck in pursuing your dream job!
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MARKETING
YouTube Ad Specs, Sizes, and Examples [2024 Update]
Introduction
With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.
Types of YouTube Ads
Video Ads
- Description: These play before, during, or after a YouTube video on computers or mobile devices.
- Types:
- In-stream ads: Can be skippable or non-skippable.
- Bumper ads: Non-skippable, short ads that play before, during, or after a video.
Display Ads
- Description: These appear in different spots on YouTube and usually use text or static images.
- Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).
Companion Banners
- Description: Appears to the right of the YouTube player on desktop.
- Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.
In-feed Ads
- Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.
Outstream Ads
- Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.
Masthead Ads
- Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.
YouTube Ad Specs by Type
Skippable In-stream Video Ads
- Placement: Before, during, or after a YouTube video.
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Vertical: 9:16
- Square: 1:1
- Length:
- Awareness: 15-20 seconds
- Consideration: 2-3 minutes
- Action: 15-20 seconds
Non-skippable In-stream Video Ads
- Description: Must be watched completely before the main video.
- Length: 15 seconds (or 20 seconds in certain markets).
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Vertical: 9:16
- Square: 1:1
Bumper Ads
- Length: Maximum 6 seconds.
- File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
- Resolution:
- Horizontal: 640 x 360px
- Vertical: 480 x 360px
In-feed Ads
- Description: Show alongside YouTube content, like search results or the Home feed.
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Square: 1:1
- Length:
- Awareness: 15-20 seconds
- Consideration: 2-3 minutes
- Headline/Description:
- Headline: Up to 2 lines, 40 characters per line
- Description: Up to 2 lines, 35 characters per line
Display Ads
- Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
- Image Size: 300×60 pixels.
- File Type: GIF, JPG, PNG.
- File Size: Max 150KB.
- Max Animation Length: 30 seconds.
Outstream Ads
- Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
- Logo Specs:
- Square: 1:1 (200 x 200px).
- File Type: JPG, GIF, PNG.
- Max Size: 200KB.
Masthead Ads
- Description: High-visibility ads at the top of the YouTube homepage.
- Resolution: 1920 x 1080 or higher.
- File Type: JPG or PNG (without transparency).
Conclusion
YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!
MARKETING
Why We Are Always ‘Clicking to Buy’, According to Psychologists
Amazon pillows.
MARKETING
A deeper dive into data, personalization and Copilots
Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.
To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.
Dig deeper: Salesforce piles on the Einstein Copilots
Salesforce’s evolving architecture
It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?
“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”
Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”
That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.
“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.
Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”
Let’s learn more about Einstein Copilot
“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.
For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”
Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”
It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”
What’s new about Einstein Personalization
Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?
“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”
Finally, trust
One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.
“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”
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