Scale & Strategy
This is Scale & Strategy, the newsletter that stays plugged-in to business newsfeeds (à la Neo in the Matrix) so you can stay up to date.
Here’s what we got for you today:
- Kalshi’s AI Ad Airs During NBA Finals
- How to Talk to Clients About Site Migrations (Before It’s Too Late)
- YouTube Updates: Posts in Shorts, 30-Second Non-Skippables, and In-App Ads
Kalshi’s AI Ad Airs During NBA Finals
Prediction market Kalshi just aired one of the first AI-generated commercials during Game 3 of the NBA Finals—a chaotic, 30-second spot built using Google’s Veo 3 video model and broadcast on ABC.
The breakdown:
- AI filmmaker PJ Accetturo produced the entire ad in just two days.
- He generated 15 clips from 300–400 Veo 3 runs.
- Gemini and ChatGPT helped with concepting, scripting, and crafting prompts for each shot.
- Veo 3’s new speaking features were used, though Accetturo noted issues with janky subtitles and inconsistent voice delivery.
He pegged the cost at 95% less than a traditional ad shoot and called the format a preview of what’s next: “High-dopamine Veo 3 videos will be the ad trend of 2025.”
Why it matters:
It’s a milestone moment for AI-generated advertising—on a massive stage. While the rough, chaotic style won’t suit every brand, the speed and cost advantages are hard to ignore. And with video models rapidly improving, that “AI aesthetic” may not be a drawback for long.
How to Talk to Clients About Site Migrations (Before It’s Too Late)
Site migrations are one of the trickiest parts of SEO—not just because they’re technical, but because they’re often poorly communicated.
Most clients won’t say, “We’re doing a site migration.”
They’ll say things like:
“We’re rebranding.”
“We’re launching a new platform.”
“We’re cleaning up the site.”
That’s why SEOs need to read between the lines—and ask the right questions early. Waiting for a formal update is often too late.
how to align with clients before major changes create SEO surprises.
First: What counts as a “site migration”?
- Changing domains
- Switching platforms or CMS
- Altering site structure, URL paths, or navigation
- Adding international sites
Even small-sounding changes (like “updating navigation”) can ripple into URL structures, internal links, and metadata.
To avoid misalignment, ask these key questions:
- Timeline: When’s the launch? Do we have time for audits and prep?
- Why: Is this a rebrand, tech upgrade, or legal necessity?
- People: Who’s in charge—marketing, dev, UX?
- Process: How are changes being tracked and documented?
- Access: Can you talk directly to the dev team?
Pro tip: The earlier you’re involved, the more you can help. But even if you’re looped in late, having this checklist ready will help you adapt fast and catch issues before they tank performance.
Bottom line: Stay alert, ask questions, and don’t wait for perfect communication—it rarely comes.
YouTube Updates: Posts in Shorts, 30-Second Non-Skippables, and In-App Ads
Your Shorts feed is getting some new company—and it might look familiar.
YouTube is now placing posts—like polls, images, and quizzes—directly into the Shorts feed. That means creators can now get more visibility without having to make more videos. It’s a subtle but potentially powerful way to boost engagement.
Meanwhile, on the ad front:
YouTube is testing 30-second non-skippable ads in standard campaigns—previously limited to premium inventory. If rolled out broadly, these could mean longer viewer attention… and likely, some backlash. (Unskippables are always polarizing.)
And in-app campaign tools:
YouTube’s also making it easier for creators to run and monitor ads directly within the app—no need to log into Google Ads. This could lower the barrier for small creators to promote content, especially Shorts and VOD.
Also coming soon: custom thumbnail support and post notifications for Shorts, signaling a more cohesive experience across content types.
Big picture?
Feels like YouTube is building a more unified, self-contained ecosystem for creators—less friction, more tools, and new formats for monetization and audience growth.
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