Ads Review - Jomboy, Matt D’Avella, and Why Brands Should Let YouTubers Stay Native
Jomboy and Matt D’Avella are two YouTubers who are pretty different. Jomboy makes short form content, breaking down sports plays. D’Avella makes long form productivity and motivational content. One thing they have in common? They’re both running paid sponsorships in a way that’s native to their channels.
Take a look at the selected clips and see the differences between their paid sponsorships. Then I’ll break down why they both work and why brands should be receptive to creators making ads that feel native to their channel. Matt D’Avella’s ad starts at 8:30, and Jomboy’s is right at the beginning.
Matt D’Avella
Matt D’Avella’s ad is clean, long, and informative. He starts with a solid description of why he even chose to work with Squarespace in the first place, then he dives into a features breakdown. Screen recordings of the interface show users how simple the platform can be, and well-written sales copy makes a great case for why people should try it. Phrases like “you don’t need to stress out about all the technical backend stuff” feel like they were written by someone with a marketing degree. This ad could pretty much be ripped as is and run as a pre-roll ad.
Jomboy
Jomboy’s ad, on the other hand, is short and sweet. He makes a quick plug for Draft Kings, a long time sponsor of his, and animates the logo moving across the screen. There’s no way any designer or creative director would approve this use of the logo if they had a say. It changes size, moves independently over other footage, and definitely isn’t in the brand book. But guess what? It’s native to Jomboy’s channel. His editors are always doing goofy little animations with logos and his face. And honestly, the way it slowly slides across the screen is oddly satisfying, and kind of reminds me of the old DVD screen saver.
Native Feel
Even though these two sponsorships are polar opposites, they both have a very native feel for the channels that they’re on. If D’Avella made an ad like Jomboy, it would have gotten lost in the 13-minute, information-packed video. If Jomboy made an ad like Matt D’Avella, people would have clicked away, since they were expecting short form content. Both of these ads really feel like they’re coming from the authentic voice of the creator, and that should be the goal of any creator collaboration.
Brands
Brands, hear this: A recommendation from a trusted source is the holy grail of marketing. You can’t achieve a more effective form of marketing than this. So when creators are on board for a paid sponsorship on their channels, let them recommend the product the way their audience is used to hearing from them. Let creators speak in their own voices. If you aren’t willing to let them do this, then you should reallocate your budgets to paid social ads.
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