The Contextual Override

🔥The real reason native creative is dominating, Google and Microsoft launch new AI tools, and more!

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In this newsletter, you’ll find:

🔥The real reason native creative is dominating

✨ Google and Microsoft Roll Out New AI Creative Tools

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Together with Sncly

The social listening era you know is over.

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🔥The real reason native creative is dominating

The Contextual Override Effect: The Real Reason Native Creative Is Dominating (And How to Exploit the Gap Before Everyone Catches On)

Let’s stop pretending this is about “raw content performs well.”

That’s a surface symptom. The real shift is far more interesting:

Platforms are now scoring ads based on context integrity, how well your ad mimics the viewing environment at the exact moment it appears.

Not how native it looks in general. Not how “TikTok-y” it feels overall. Not whether it’s UGC or studio.

What matters is whether your ad feels like the specific piece of content the user was consuming right before you appeared.

This is the part almost no one has caught onto yet. TikTok and Meta aren’t just analyzing your video. They’re analyzing the surrounding videos and scoring your ad based on contextual match.

This is the true Contextual Override Effect, and it’s way deeper than “make ads look like content.”

It’s:

➡️ “Make ads feel like the micro-trend the user is currently in.”

The opportunity almost no one is using

Here’s what sophisticated accounts are doing quietly:

1️⃣ “Context Sniping” Building ads based on category-adjacent micro-moments

Instead of matching the platform… You match the preceding scroll behavior. If someone just watched:

• a 7-second cooking ASMR

• a soft-spoken travel POV

• a chaotic meme edit

• a creator confession selfie

• a “things I wish I knew earlier” clip

Your ad should follow that format exactly, not your category norms. You’re not making native content. You’re making context-continuation content. Nobody is doing this systematically yet.

2️⃣ The “Scroll State” Framework (new)

Every platform has 4 scroll states:

1. Passive Absorption (soft visuals, calming edits)

2. Problem-Solving Mode (“how to,” educational, listicles)

3. Social Eavesdropping (confessional, conversational, POV)

4. Chaos Stimulation (cuts, memes, explosive energy)

Your ad’s success is tied to how well it aligns with the scroll state the user is in at that moment, not your brand identity.

This is why the same ad performs wildly differently depending on when it’s served. Brands aren’t optimizing for scroll state. But the platforms are.

3️⃣ Dynamic Creative Buckets Based on Scroll State

This is the real performance unlock: You don’t create 50 random ads. You create:

• 5 ads for Passive Absorption

• 5 ads for Problem-Solving

• 5 ads for Eavesdropping

• 5 ads for Chaos Stimulation

Then let the platform self-sort based on current scroll behavior. This consistently produces:

✔️ Lower CPM
✔️ Higher hold rate
✔️ More stable performance
✔️ Less creative fatigue
✔️ Better Advantage+ delivery

Because you’re not fighting the algorithm. You’re feeding its scoring system.

“Looking native” is table stakes.

The real edge is matching user behavior within the last 3–5 seconds before your ad appears. That’s the piece the industry hasn’t caught up to yet. You aren’t designing ads for a platform.

You’re designing ads for the micro-moment right before your insertion. This is what gives you the unfair advantage, not “raw UGC.”

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✨ Google and Microsoft Roll Out New AI Creative Tools

Google expanded Demand Gen with new AI image and video tools, while Microsoft launched Copilot-powered image animation to convert static creatives into video. Both updates aim to simplify asset production across ad formats. The rollout reflects rising platform pressure for scalable video-ready creative.

The Breakdown:

1. Google AI Image Tools - Google added Animated Images and Adaptable Designs, which turn static assets into motion variations and branded text layouts while also auto-adjusting aspect ratios so advertisers can scale images across surfaces without manual editing.

2. Google AI Video Repurposing - Demand Gen now auto-rotates or resizes videos into vertical square or horizontal versions after quality checks and can generate short remixes using key frames, letting a single long asset produce multiple video formats.

3. Microsoft Image Animation - Microsoft’s new Copilot feature converts static images into animated short-form videos, extending the lifespan of strong image creatives and unlocking access to broader video inventory across its publisher network.

4. Microsoft Global Pilot Access - The feature is in worldwide pilot outside mainland China and is available through Ads Studio’s video templates, giving advertisers a simple workflow to enter video without traditional production steps.

Both platforms are reducing the creative lift required to meet video demand by turning existing assets into multi-format outputs. As video continues to dominate inventory, these tools help advertisers keep pace without expanding production budgets. It signals a shift toward AI-first creative pipelines across major ad networks.

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Together with Lindy

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