VibeVO – Advertisers and creators in one ecosystem

Author: Vadim Sterlin

  • Is CPM profitable? Should Perplexity be excluded from AI visibility tracking?

    Is CPM profitable? Should Perplexity be excluded from AI visibility tracking?

    In the world of AI search, leaders are constantly changing, and the question of which platforms to track becomes critical for SEO specialists. Recent discussions have revolved around the Perplexity platform: should we continue monitoring it or focus exclusively on giants like ChatGPT, Gemini, and Claude? We will examine how changes in market share affect visibility assessment and how much money each spent ruble will bring to understand if CPM is profitable.

    Is Perplexity really losing ground?

    Ross Hudgens, CEO of Siege Media, claims that Perplexity’s market share is shrinking. Including it in general metrics alongside ChatGPT, Gemini, Claude, and Google AI products can distort the real picture of visibility. Hudgens urges: “Everyone should remove Perplexity from their LLM trackers today.”

    However, as experience shows, hasty conclusions can be erroneous. In March 2002, at the Search Engine Strategies conference, the reduction of tracked search engines from 15 to 5 was discussed. Google was then excluded from the list. This turned out to be a serious oversight, as Google was rapidly gaining momentum. A similar situation could repeat itself today.

    Data confirms Perplexity’s decline

    • According to StatCounter, in June 2026, Perplexity held 7.91% of AI chatbot referral share, almost on par with Gemini (7.94%).
    • By August 2026, Perplexity’s share had fallen to 4.31%, while Gemini grew to 10.9%.

    “A small market share does not always mean small strategic importance. It’s like investing in stocks: you shouldn’t always look only at current capitalization, but also at growth potential.”

    The market is consolidating, but not around a single leader

    The latest Similarweb data for May 2026 shows the dominance of ChatGPT (53.9% of global web visits among seven major AI assistants). Gemini accounts for 27.9%, Claude – 9.2%, DeepSeek – 4.1%, Grok – 2.4%, and Perplexity and Copilot – 1.3% each.

    Significant changes occurred not in the disappearance of Perplexity, but in the emergence of a strong second player. ChatGPT’s share of AI chatbot web traffic decreased from 76.4% a year ago to 52.7% in May 2026. Gemini grew from 9% to 27.3%, and Claude – from 1.6% to 8.9%.

    Key players and their advantages

    • ChatGPT: over 900 million weekly active users (February), over 1 billion active users across all products (end of July). This is a huge direct consumer base.
  • Gemini: The Gemini app exceeded 1 billion monthly users (August). It has Google distribution through Search, Android, and the entire product ecosystem.
  • Claude: Has gained a strong position in the enterprise segment and among developers. In April, over 100,000 customers used Claude on Amazon Bedrock. Annual revenue exceeded $65 billion (August).

These are not three versions of the same business, but three different distribution advantages. The market looks like an emerging oligopoly, not a “winner takes all” situation.

What SEOs Should Track

Google AI Overviews and AI Mode should not be viewed as ordinary LLMs. They are much more important. In June, Google reported that AI Overviews cover more than 2.5 billion users per month, and AI Mode exceeded 1 billion monthly users. AI Mode queries have doubled every quarter since launch.

According to Similarweb, AI Overviews appeared in 43% of Google search queries in the US by May 2026, compared to 15% a year earlier. AI Mode visits grew from 126 million in June 2025 to 279 million in May 2026.

This means that Google AI is a separate layer in the world’s dominant search ecosystem. For B2B companies, Claude is also of immense importance, despite relatively low consumer traffic. PwC, TCS, and Cognizant are actively integrating Claude into their workflows, training tens of thousands of employees. Over 1,000 business customers spend more than $1 million annually on Claude.

Three-Tier AI Visibility Measurement System

  1. First Tier: Platforms with scale and strategic importance. Track ChatGPT and Gemini separately. Add Claude for B2B, corporate, and professional audiences.
  2. Second Tier: AI search embedded in existing ecosystems. Track Google AI Overviews and AI Mode separately from ChatGPT, Gemini, and Claude. The goal is to measure how AI changes the search journey. Microsoft Copilot can also be included in this tier if the company has a significant presence in Microsoft 365.
  3. Third Tier: Emerging or specialized platforms. This includes Perplexity, Grok, DeepSeek. Do not ignore them, but do not give them equal weight. Monitor them for unusual visibility, referral traffic, citations, and growth.

Don’t Let Averages Mask Real Data

An aggregated LLM visibility metric can create a false sense of accuracy. For example, if a brand has 40% citation rate in ChatGPT, 35% in Gemini, 30% in Claude, and 90% in Perplexity, a simple average would be 48.75%. This number says little if Perplexity accounts for only a small fraction of the traffic important to the business.

CPM выгодный? Стоит ли исключать Perplexity из отслеживания ИИ-видимости? — illustration 2

Instead of asking, “What is our average LLM visibility?” you should ask, “Where do the people important to this business actually encounter our brand?”

This requires combining three data sets:

  • Audience Reach: usage, visits, platform distribution.
  • Visibility: mentions, citations, referring URLs, queries that generate them.
  • Business Impact: linking AI referrals to engagement, leads, sales, and other conversions.

My Verdict on Perplexity

Ross Hudgens is right about the problem, but not entirely right about the solution. Don’t remove Perplexity from your LLM tracker, but reduce its weight. If Perplexity generates 1% of your AI traffic, giving it 25% or 33% weight in your visibility score is unjustified. However, if it accounts for more than 5% of referrals, as Hudgens himself suggests, the argument for it becomes stronger.

Perplexity’s trajectory is worth watching. Similarweb’s August 2026 analysis still describes Perplexity as an active player in the AI search market, noting its ad-free strategy and focus on subscriptions and enterprise deals. This shows why “small” and “insignificant” are not synonyms.

Frequently Asked Questions

What CPM should be considered profitable for AI platforms?

Profitable CPM in AI platforms depends on your target audience and ROI. If a platform generates high-quality leads or sales, even with a relatively high CPM, it can be profitable. The main thing is to consider not only the cost per impression but also the conversion rate.

Is it worth testing hypotheses cheaply on new AI platforms?

Yes, cheap hypothesis testing on new AI platforms is essential. This is how you can discover the next Google. You shouldn’t spend huge budgets on them, but monitoring and minimal testing will allow you not to miss a potential breakthrough.

What is cheaper: a banner or a blogger, when compared to AI platforms?

The question of what is cheaper, a banner or a blogger, is incorrect in the context of AI. AI platforms offer a different type of interaction. Price comparison should be done through efficiency metrics: how much does 1 million impressions via a banner cost versus the cost of generating 100 AI videos or the cost of publishing 500 videos via AI tools. Each channel has its own unit economics.

How to estimate the cost of uniqueizing one video using AI?

The cost of uniqueizing one video using AI depends on the complexity of the task and the tool used. It is important to evaluate not only direct costs but also the time that AI will save. The price per minute of AI video with an avatar also varies, but it often turns out to be more profitable than manual labor, especially for large volumes.

Conclusion

The AI search market is dynamic. Ignoring Perplexity or other niche platforms entirely means risking missing important signals. However, blindly giving them equal weight with giants distorts the picture. A mathematical approach to analysis, weighing platforms by their real business impact, and constant monitoring of new players are key to success in SEO and a profitable CPM strategy.

We count cash, not just the number of platforms in the tracker. Don’t overlook the outsiders who are gaining momentum. Perhaps among them lies the next market leader. Start analyzing your data today so you don’t miss new opportunities!

  • ChatGPT Ads: 6 Months Later — What is a Good CPM?

    ChatGPT Ads: 6 Months Later — What is a Good CPM?

    Six months after the launch of OpenAI’s advertising platform, ChatGPT Ads still raises questions among advertisers. The figures vary widely: cost per click (CPC) ranges from less than $3 to $13, and a profitable CPM is not always clear. Some campaigns bring quality leads at a competitive price, while others yield minimal results. The problem is that there are no clear criteria for evaluating effectiveness, and the platform’s reporting is limited.

    Reporting is available at the campaign, ad group, and ad levels. Conversion tracking is implemented through OpenAI Pixel and Conversions API, supporting actions such as purchases, leads, and registrations. OpenAI can also use modeled conversions. This is where the reporting functionality ends, which complicates price comparison and the assessment of real ROI.

    Reporting Limitations and Competition

    The lack of comprehensive competitive reporting is a critical issue. If CPC increases, current data does not allow understanding whether this is due to increased competition, changes in relevance, inventory volume, bids, or the types of dialogues in which ads appear.

    This hinders accurate cheap hypothesis testing and campaign optimization.

    Hostinger’s Experience: $70,000 on Tests

    One of the largest public tests was conducted by Hostinger, spending almost $70,000. Hussein Ograk, Head of PPC, initially noted that CPC was no higher than in Google Search, and campaigns generated purchases. However, as the budget increased, his assessment became more nuanced.

    “CPM exceeded $65, but the main problem was CTR. More specific cases worked better, while broad messages consistently failed. Traffic quality was unstable, and evaluating ROAS based solely on direct conversions proved difficult,” Ograk noted.

    This example demonstrates that what CPM to consider profitable is a matter of context and traffic quality.

    Other Tests: Attribution and Lead Quality

    CTC reported attributed revenue ranging from $19,000 to $38,000, depending on the attribution model, with ROAS from 3.3x to 6.8x. They used Triple Whale to assess downstream performance, as ChatGPT Ads reports were insufficient.

    Floyd Blakey, analyzing a B2B campaign with a budget of $7,000 CAD, recorded an average CPC of $9.29, CPM of $64.34, and CTR of 0.7%. Using visitor de-anonymization, her team identified 146 organizations from 336 paid clicks. Of these, only five matched the ideal customer profile.

    This highlights the problem of traffic quality and shows that cheaper than influencers does not always mean more effective.

    Geographical Differences and Recommended CPC

    The Synter test showed significant geographical differences. With an overall CPC of $9.89 (at $4,428.84), it ranged from $5.10 in the UK to $10.62 in the US. In Australia, CPC reached $17.59, in New Zealand — $22.89, although volumes there were significantly lower. Cost per click heavily depends on the region.

    OpenAI recommends a starting maximum CPC from to . However, this recommendation is often perceived as a benchmark, although it is not. This creates false expectations regarding a budget alternative to seeding and how much 1 million impressions cost via banner compared to AI advertising.

    ChatGPT Ads: 6 months later — what is a profitable CPM? — illustration 2

    ChatGPT Ads Audience

    Advertising in ChatGPT is only available to Free and Go plan users, who constitute the majority of the audience. More expensive subscriptions (Plus, Pro, Business, Enterprise, Edu) remain ad-free, as do accounts of minors. This means that the advertising audience does not coincide with the overall ChatGPT user base.

    There is insufficient public information about the demographics and purchasing power of this audience. General ChatGPT user statistics are also irrelevant, as they include those who do not see ads. Geography further narrows the comparison.

    • Pilot launch: USA, Canada, Australia, New Zealand (February).
    • Expansion: UK, Japan, South Korea, Brazil, Mexico (May-August).
    • Access to Ads Manager: 52 countries (August 31).

    How to Approach ChatGPT Ads Now

    When starting to test hypotheses cheaply on this platform, it is important to understand its current limitations. Set expectations before spending, based on what will make the channel profitable for your business. Someone else’s CPC or CTR will provide little value until we know so little about the competition, audience, and types of dialogues behind these results.

    Early results require more thorough analysis than on mature platforms. Due to a lack of diagnostic signals, it is difficult to distinguish a real performance problem from display peculiarities, relevance, or available dialogues during the test period. There is no universal number yet that determines the success of a campaign in ChatGPT Ads. “Good” is what the channel brings to your specific business, not abstract figures.

    Frequently Asked Questions

    What is a profitable CPM in ChatGPT Ads?

    A profitable CPM in ChatGPT Ads does not have a fixed value. It depends on the niche, traffic quality, campaign goals, and the ROI you receive. Hostinger’s experience showed a CPM above $65, but with CTR issues. It is important to evaluate not only CPM but also the quality of leads and the final ROAS.

    Is it worth investing in ChatGPT Ads for a cheap hypothesis test?

    ChatGPT Ads can be a tool for a cheap hypothesis test, but with caveats. Limited reporting requires additional analytics tools (e.g., Triple Whale, visitor de-anonymization) for a full evaluation. Be prepared for the price vs. result to vary greatly.

    What’s cheaper: banner ads or ChatGPT Ads?

    Comparing what’s cheaper: banner or blogger with ChatGPT Ads is not directly correct. CPC in ChatGPT Ads can be significantly higher than in traditional banner advertising, reaching $10-$20 in some regions. However, if the quality of traffic and ROAS justify these costs, then ChatGPT Ads can be more effective. It is important to calculate unit economics.

    What CPC should be considered normal for ChatGPT Ads?

    OpenAI recommends a starting maximum CPC of $3 to $5, but this is not a benchmark. The actual CPC can be significantly higher, up to $13-$22. A “normal” CPC is one that provides a positive ROAS and aligns with your unit economics. Do not rely solely on recommendations; always conduct a cheap hypothesis test and analyze your data.

    Conclusion

    ChatGPT Ads is a new platform with potential, but also with serious limitations, especially in terms of reporting and transparency. Advertisers accustomed to detailed statistics face the need for deep off-platform analytics to assess real effectiveness. To understand how much money each ruble spent will bring, do not rely on general figures, but focus on your metrics and goals.

    Conduct a cheap hypothesis test, analyze each stage of the funnel, and optimize campaigns based on your own data and expert opinions. This is the only way to find your profitable CPM and achieve success.

  • CPM profitable: Google and AI — people use both, not replace

    CPM profitable: Google and AI — people use both, not replace

    In the modern digital landscape, where technology is evolving at an incredible pace, the question of how artificial intelligence (AI) affects traditional traffic generation methods is becoming increasingly relevant. This is especially true for a metric like profitable CPM. Information categories are losing clicks, Google is losing queries, but retaining its audience. AI does not replace search, but complements it. How much cache will this bring? Let’s calculate.

    95% of ChatGPT users are still on Google: What does this mean?

    According to Similarweb, 95% of ChatGPT users continue to use Google. This figure remained at 95% from September 2025 to May 2026, even though traffic to generative AI platforms grew by 70% year-over-year. Similarweb interprets this as AI complementing search, not replacing it.

    However, a study by Bocconi University showed a decrease in traditional search queries by 9.4% among households that gained access to ChatGPT Search. The discrepancy in data is explained by Similarweb counting people (overlap), while Bocconi counts queries per household. The same user might use Google for maps or login, and redirect specific queries to ChatGPT.

    How does AI affect search behavior?

    • Reduced queries: Households with access to ChatGPT Search reduced the number of traditional search queries by an average of 3.14 per week, which is 9.4% less than the pre-expansion level (33.51 queries). The reduction reached 17.0% after 20 weeks.
    • Drop in referrals: The largest drop in referrals was observed in information categories: academic sites (-32.8%), reference sites (-26.5%), developer sites (-15.1%), news sites (-13.4%).
    • Increased ChatGPT reach: Google’s household reach remained stable (around 49%), while ChatGPT grew from 4.6% to 7.9%.

    “When people use our AI-powered features in Search, they use Search more often,” — Sundar Pichai, CEO of Google.

    However, Google does not provide baseline data or user-level data to independently verify these claims. We are seeing an increase in the use of AI features in Google, which may replace the traditional results page.

    Experiment with AI Mode: What happens to clicks?

    A study by Stephanie T. Wang and her team (August 2024) involving 1100 Chrome users showed that when AI Mode was forced (94.7% of queries via AI), the number of clicks to external sites decreased by 18.8 percentage points.

    • Search sessions decreased by approximately 0.92 per day.
    • The average session duration increased by 0.43 minutes.
    • Clicks to news sites fell by 12.5 points, Reddit by 21.2 points, Wikipedia by 9.9 points.
  • The share of participants using Bing, DuckDuckGo, or Yahoo increased by 11.2 points.
  • Trust, satisfaction, and usefulness ratings decreased.

    • At the same time, 15.3% of AI Mode users experienced difficulties accessing specific websites. It is important to note that in March 2024, AI Mode did not display ads. Since May 20, Google has been testing new ad formats created with Gemini in AI Mode, which may change satisfaction and click metrics.

    What do current data not account for?

    None of the current datasets track individual users across different platforms (Google Search, AI Mode, ChatGPT, Gemini) at a task level over the long term.

    Google does not disclose user-level data to support its claims. It is unclear what types of queries transition to AI and which remain in traditional search. Bocconi’s data on the division into informational and transactional categories is only descriptive.

    CPM выгодный: Google и AI — люди используют оба, не заменяют — illustration 2

    Conclusion: CPM is profitable, but where does the cash go?

    We see that Google retains users but loses some queries and clicks. Optimization for voice search and AI functionality are becoming critically important. If you are paying for a profitable CPM in traditional search, but users are switching to AI, your unit economics may suffer.

    Cheap hypothesis testing using AI tools for content creation (generating 100 AI videos, video uniqueization) can be more effective than traditional methods. Is AI worth investing in? Facts show that it changes user behavior. The question is how to convert this into cash.

    For an arbitrageur, this means: a CPM cheaper than 50 rubles for a banner may be useless if clicks go to AI. Strategies need to be adapted. Analyze your metrics, compare price vs result, to understand what CPM to consider profitable for your niche.

    Frequently Asked Questions

    Q: What is cheaper: banner or target?

    A: This depends on your target audience and campaign goals. Data shows that AI changes user behavior, reducing the clickability of traditional ads. It may be worth considering a budget alternative to seeding through AI content.

    Q: Is it worth investing in AI for content?

    A: Yes, data indicates a growing use of AI for information retrieval. The cost per finished clip created by AI, or the cost of making a video unique, can be significantly lower than manual production, while still providing effective reach.

    Q: What CPM should be considered profitable?

    A: A profitable CPM is determined not only by the cost per thousand impressions but also by conversion. If users use AI to get answers without visiting websites, then even a very low CPM will not yield the desired result. It is important to evaluate ROI.

    Q: How does AI affect SEO?

    A: AI can reduce the number of direct clicks to your site, especially for informational queries. Optimizing content for AI Overviews and creating FAQ sections for voice search becomes critically important.

    Call to action: Analyze your data, test new hypotheses, and adapt strategies to changing user behavior. AI is not the future; it is already the present. How much cash are you willing to lose by ignoring this?

  • Case study: GitHub — event archive starts introducing the brand to a new audience

    Case study: GitHub — event archive starts introducing the brand to a new audience

    Campaign Metrics

    Metric Value Explanation
    Views per report 1.5 million during the channel’s development period.
    New subscribers 30,000 growth over the same period.
    Period 3 months working with short videos from the archive.
    Budget Undisclosed team and tool costs are unknown.
    CPM Undisclosed cost per 1,000 views not published.
    CPV Undisclosed cost per view not published.

    Additional example from a separately published analysis; checked 03.09.2026. This is repurposing an event archive into short videos. The figures are for a three-month channel development period and do not prove that all growth is due solely to snippets. The budget is not published, so CPM and CPV are not calculated. Views are not equal to unique reach. Views are not equal to unique reach or sales. Conclusions about marketing mechanics are an editorial analysis; the presence of a campaign around a brand does not necessarily mean its direct placement.

    An event archive can hold powerful ideas that new viewers never discovered. GitHub used recordings of long talks and events as material for short videos to introduce itself to a new audience of developers. The published analysis describes the repurposing of the accumulated archive and the sequential release of materials. This is a story of working with proprietary branded content; a contest for authors or payment for views is not described in it.

    Cutting long videos into short ones gives a single presentation several independent entry points. Video clipping helps select a specific idea or fragment that is interesting without watching the entire event recording. For a technology brand, this is a useful way to bring already created material back into use and present it to people who are not yet familiar with the full archive. The published metrics relate to the period of implementing this approach. They should be read as general dynamics, not attributing every view and subscription exclusively to short videos.

    GitHub — event archive starts introducing the brand to a new audience — illustration 2

    Do you have recordings of conferences, presentations, or meetings with experts? Launch a video clipping campaign on VibeVO to have authors help find stories in your archive for a first introduction to your brand.

  • Case study: Crocs × Little Big — music video becomes a series of occasions to notice the collection

    Case study: Crocs × Little Big — music video becomes a series of occasions to notice the collection

    Campaign figures

    Indicator Value Explanation
    Media impressions Over 620 million PR result of the entire launch, not video views.
    Registrations 5,400 email subscriptions as part of the launch.
    Traffic growth +12% to the website on the day sales started.
    Short version 30 seconds re-edit of the music video.
    CPM Not disclosed budget and comparable expenses not published.
    CPV Not disclosed no expenses and no separate counter for cut-out views.

    An additional example from a separately published 2021 campaign report; verified 03.09.2026. Figures relate to the entire launch: short videos, PR, work with creators, and other activities. They cannot be attributed to a single video clipping. Media impressions are not equal to video views or unique reach. CPM and CPV cannot be calculated: necessary data is not disclosed. Views are not equal to unique reach or sales. Conclusions about marketing mechanics are an editorial analysis; the presence of a campaign around a brand does not necessarily mean its direct placement.

    To launch the Crocs × Little Big collaboration, the shoes appeared in the music video Everybody. Then, a 30-second version and several short fragments were prepared from the footage to promote the collection. Thus, one expressive musical world received different forms of introduction to the viewer. Short videos were part of a comprehensive launch: along with them, fan participation, media publications, product distribution to creators, and sales launch were at work.

    Video clipping in this structure continues a big creative idea. Cutting long videos into short ones allows selecting a separate moment, preserving the recognizable connection between artists, music, and product. For a marketer, it is important to think in advance about different versions of one shoot: a big clip sets the world, small fragments offer accessible entry points into it. According to the published report, the collection sold out in an hour in Japan, Russia, and Europe, and in Korea — in four minutes. This is the result of the entire launch; the separate influence of short versions on interest in the collection and sales has not been established.

    Crocs × Little Big — музыкальный клип становится серией поводов заметить коллекцию — illustration 2

    Are you preparing a big shoot for a collaboration or product launch? Launch its video clipping on VibeVO so that creators can find short stories within the overall visual world.

  • Case study: F1 — recognizable name and distribution through creators

    Case study: F1 — recognizable name and distribution through creators

    Campaign Figures

    Metric Value Explanation
    Views per report 57.4 million published F1 campaign total.
    Creator payouts Over $40,000 per published analysis.
    Distribution format Short clips publications through creators.
    Volume of videos No data exact number not disclosed.
    CPM in report $0.70 published rate per 1,000 views.
    CPV from CPM $0.00070 recalculation of the published rate.

    Data from the published review, verified 03.09.2026. CPV = stated CPM ÷ 1,000. The period, full budget, and detailed brief are not disclosed; this is a stated benchmark, not an independent cost calculation. The name F1 is given as in the review: it does not specify whether it refers to a sports brand or a film project. Views are not equal to unique reach. Views are not equal to unique reach or sales. Conclusions about marketing mechanics are an editorial analysis; the existence of a campaign around a brand does not necessarily mean its direct placement.

    Sometimes a published case shows the scale of a campaign but reveals almost nothing about its creative kitchen. This is exactly how the example with the name F1 is presented: the report describes the distribution of clips through creator accounts and provides general metrics. There is no detailed brief, list of source materials, or number of videos. Even the designation itself does not allow confidently establishing whether the campaign relates to motorsports or a film of the same name. Therefore, only the general principle of distribution can be analyzed here, maintaining this boundary of facts.

    Video clipping around a recognizable name gets an initial reason for attention, but further work depends on the content of each video. For a brand considering video clipping services, this example is useful as a starting point for questions about its own task: what material is available, what should the viewer understand, and where does their interest lead? General metrics provide an idea of the stated scale. The specific creative approach for a new campaign still needs to be chosen based on its own product and filming.

    F1 — recognizable name and distribution through creators — illustration 2

    Does your project already have a recognizable name and ready-made video material? Launch a campaign on VibeVO, defining for creators a specific topic for short videos and a continuation for interested viewers.

  • Case study: Instantly — daily show turns into a stock of useful short videos

    Case study: Instantly — daily show turns into a stock of useful short videos

    Campaign Metrics

    Metric Value Explanation
    Views 622,870 accumulated campaign counter.
    Declared Fund $7,000 rewards budget.
    Approved Works 26 separate content counter.
    Authors 19 by published counter.
    CPM by Terms $2.50 rate per 1,000 counted views.
    CPV by Rate $0.00250 equivalent per 1 counted view.

    Cut-off 03.09.2026. CPV = CPM ÷ 1,000. These are rates with admission conditions and limits; the fund is not equal to expenses, and CPV does not show the full cost of the campaign. Views are a total counter, not unique reach. Approvals are counted separately. Views are not equal to unique reach or sales. Conclusions about marketing mechanics are an editorial analysis; the presence of a campaign around a brand does not necessarily mean its direct placement.

    AI and promotion news, a conversation with the founder, and then a breakdown of the work right on screen — this is how the source material for the Instantly campaign is structured. On weekdays, the brand releases a live show; in many episodes, a guest assembles a workflow or campaign in front of the audience. Authors of short videos have access to full episodes and individual segments. The audience is specifically defined: entrepreneurs, marketers, sales specialists, and agency leaders.

    Cutting long videos into short ones here can highlight both an idea from an interview and a complete practical step. Video clipping gets a regularly updated source, where different episodes address different professional interests. For a B2B brand, it is useful to maintain the independent value of the fragment: the viewer should understand the idea or action without watching the entire show. Then a short video introduces the company’s approach through specific useful material and provides a reason to refer to the full episode.

    Instantly — daily show turns into a stock of useful short videos — illustration 2

    Do you host expert broadcasts with interviews and practical analyses? Launch a video clipping campaign on VibeVO so that authors can find independent useful fragments in each episode.

  • Case study: Calvin Klein and The Hollies — Ad Footage Becomes a Music Edit

    Case study: Calvin Klein and The Hollies — Ad Footage Becomes a Music Edit

    Campaign Figures

    Metric Value Explanation
    Views 182 713 accumulated campaign counter.
    Claimed Fund $500 rewards budget.
    Approved Works 0 separate content counter.
    Creators 0 by published counter.
    CPM by Terms $0.30 rate per 1,000 counted views.
    CPV by Rate $0.00030 equivalent per 1 counted view.

    Cut-off 03.09.2026. CPV = CPM ÷ 1,000. These are rates with admission terms and limits; the fund is not equal to expenses, and CPV does not show the full campaign cost. Views are a total counter, not unique reach. Approvals are counted separately. This is a music campaign using Calvin Klein ad footage; direct placement by the fashion brand is not confirmed. Views are not equal to unique reach or sales. Conclusions about marketing mechanics are an editorial analysis; the presence of a campaign around a brand does not necessarily mean its direct placement.

    Familiar ad footage can get a new focus — a song. In The Hollies’ music campaign, creators were invited to use Calvin Klein ad materials with Long Cool Woman (In a Black Dress). The original audio had to be muted, and the song played at full volume. The minimum video duration was 20 seconds. This example concerns promoting a song through existing advertising materials; it does not confirm a direct order from Calvin Klein or new official brand collaboration.

    The highlight reel here reinterprets the perception of an image through music. The short version should combine the rhythm of the frames and the character of the track into a single impression. For music marketing, this focus is important: recognizable visual presentation attracts attention, and the song becomes what unites the scene. The creator needs to maintain its leading role so that the viewer becomes interested in the heard composition after watching. This is a clear example of how the chosen audio track changes the purpose of existing video material.

    Calvin Klein and The Hollies — Ad Footage Becomes a Music Edit — illustration 2

    Do you have video materials that suit the mood of your track? Launch a VibeVO music edit campaign using video clipping of existing footage for short stories around a song.

  • Case study: Fanatics — ready-made videos get a separate distribution task

    Case study: Fanatics — ready-made videos get a separate distribution task

    Campaign Figures

    Metric Value Explanation
    Views 13 761 accumulated campaign counter.
    Declared Fund $3 500 rewards budget.
    Approved Works 0 separate content counter.
    Creators 0 by published counter.
    CPM by terms $1,50 rate per 1,000 counted views.
    CPV by rate $0,00150 equivalent per 1 counted view.

    Cut-off 03.09.2026. CPV = CPM ÷ 1,000. These are rates with admission terms and limits; the fund is not equal to expenses, and CPV does not show the full cost of the campaign. Views are a total counter, not unique reach. Approvals are counted separately. Views are not equal to unique reach or sales. Conclusions about marketing mechanics — editorial analysis; the presence of a campaign around a brand does not necessarily mean its direct placement.

    Producing a video and introducing it to a new audience are two independent tasks. In the campaign around Fanatics, participants were offered to publish already prepared branded content. The starting point was a bank of ready-made materials, with which one could start working without their own filming. The open card describes exactly the distribution: it cannot be concluded from it what scenes were in the videos or whether the authors needed to additionally edit long source materials.

    For a marketer, the transition from production to further use of content is interesting here. The ready-made material maintains the general subject of conversation, and the campaign is dedicated to its new publications. Video clipping can precede such a stage if the brand first decides to turn a long video into cuts; in the case of Fanatics, this production step is not disclosed. The published metrics reflect the available statistical slice. The practical lesson lies in the organization itself: already created videos can have a separate distribution plan and introduction to a new audience.

    Fanatics — ready-made videos get a separate distribution task — illustration 2

    Do you already have ready-made videos that are worth showing to new viewers? Launch a campaign on VibeVO, starting with an approved bank of materials and a clear task for their distribution.

  • Case study: Cornetto — ice cream becomes part of your own Italian summer

    Case study: Cornetto — ice cream becomes part of your own Italian summer

    Campaign Figures

    Metric Value Explanation
    Views 17 148 accumulated campaign counter.
    Claimed Fund $1 029 rewards budget.
    Approved Works 0 separate content counter.
    Authors 0 by published counter.
    CPM by terms €3,50 rate per 1,000 counted views.
    CPV by rate €0,00350 equivalent per 1 counted view.

    Cut-off 03.09.2026. CPV = CPM ÷ 1,000. These are rates with admission terms and limits; the fund is not equal to expenses, and CPV does not show the full campaign cost. Views are a total counter, not unique reach. Approvals are counted separately. CPM and CPV are given in euros according to the campaign title, the fund in dollars. The rewards table shows CPM $4.00. Purchase reimbursement up to €2 is not included in CPV. Views are not equal to unique reach or sales. Conclusions about marketing mechanics are an editorial analysis; the presence of a campaign around a brand does not necessarily mean its direct placement.

    Linen, a romantic stroll, soft summer light, and an image inspired by ice cream: the Cornetto campaign invited creators to film their own “Italian summer.” This was the production of original user videos. The product was to be integrated into a personal day’s story and its mood. The preferred duration was 15–30 seconds; the brief also specified the Dutch language and an audience predominantly from the Netherlands. The purchase of ice cream could be partially compensated after the video was approved.

    The role of the product itself is interesting: it becomes a detail of a desired lifestyle that is easy to imagine in one’s own day. The creator is offered a clear mood and space for personal interpretation. For seasonal marketing, this is a useful link between a general theme and the different stories of participants. It is important that Cornetto remains distinguishable within the beautiful scene. Open data allows for an analysis of this creative mechanism, but not for establishing its impact on sales.

    Cornetto — мороженое становится частью собственного итальянского лета — illustration 2

    Launch your seasonal campaign on VibeVO and invite creators to show the product within a personal story. Subsequently, video clipping and highlight editing can give approved footage additional life.