Ready Set Launches to Bring Sharing Economy to Digital Advertising

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San Francisco-based startup makes video ads for paid social. New production model involves shooting up to 80+ video ads in a single day for various companies - an "Airbnb for shoots."

What’s interesting about Ready Set for marketers is the opportunity to learn what works in video at a faster rate, and at a lower cost

John Gargiulo, most recently Head of Global Product Marketing at Airbnb and Sambou Makalou, ex-VP of Client Success at Nanigans, the largest Facebook Marketing Platform, today launched Ready Set, a platform for digital marketers that helps them produce creative video assets for social and YouTube. DoorDash, Coinbase, John Hancock, ThoughtSpot and 10 more companies begin as founding clients.

“It’s rare in the marketing world for something to come along that’s truly new. Ready Set is one of those things,” said James Peng, Head of Regional Performance Marketing at Grab. Ready Set arms marketers with an asset library of creative assets to test and learn from. Everything is produced in-house, with monthly shoots in Los Angeles. On one recent shoot, the company produced 82 different social video ads in one day - the most ever done. The result was TV-level fidelity at a fraction of the price. In addition to its studio shoots, the company has also streamlined the collection, production and editing of lo-fidelity, authentic content from its clients' actual users.

By making creative output more efficient overall, Ready Set’s goal is to free performance marketing teams up to more easily find what works best. The company's “Learning Platform” helps advertisers map out which ad elements, types of actors and even which emotions are most effective.

“What’s interesting about Ready Set for marketers is the opportunity to learn what works in video at a faster rate, and at a lower cost,” said former Facebook CMO, Gary Briggs. Ready Set employs high-end creative talent from the advertising world and combines it with the speed, scale and efficiency of digital marketing. The company has built an "Airbnb for shoots" model: instead of shooting one ad for one client in a day, Ready Set typically films around 30 of them for multiple clients on the same day. This efficiency gain enables a high-end crew to be leveraged across a much larger quantity of ads. This is critical in the social performance world where content can burn out within just a couple of weeks.

Beyond the content it produces, Ready Set also has a "Tedious Tasks" program that handles all menial design and editing tasks like re-sizes and re-cuts. “We’ve yet to meet an internal creative team that feels like they’ve got enough bandwidth,” said Ready Set CEO and Founder, John Gargiulo. “They can hire a new designer, copywriter, motion designer and more, or for the price of just one of those they can hire us. Our partners can assign us a bunch of tasks before bed, and have them done when they wake up."

According to eMarketer, spending on social video is set to grow by nearly 50% over the next two years, from a base of over $10 Billion. Last year Facebook announced it was seeing its users spend 5X the attention on video ads compared with static, and that 50% of an ad’s performance depends on the creative.

“As the media-buying side of performance marketing has been subsumed by Facebook and Google. Creative is suddenly hot - particularly video,” said Sambou Makalou, co-founder and COO of Ready Set. “The problem is, it’s hard to produce. It can be expensive, slow and unpredictable. These are all problems Ready Set exists to solve.” In addition to concept-driven ads, Ready Set also helps fill out clients' asset libraries with tabletop product demos, still photography and more. The company is based in San Francisco.

ABOUT READY SET:

Ready Set is a creative platform for performance marketers. It supercharges internal creative teams by taking care off all menial design and editing tasks and provides live-action video ads to test and learn from. The company was founded in 2019 and is based in San Francisco, CA.

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John Gargiulo
Ready Set
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