How Ground News Advertises on Meta

# Ad summary This ad for Ground News uses a comic style to show two people disagreeing over headlines regarding Trump, with each side taking a different position. The ad promotes the Ground News service as a way to see every side of every story. # Brand positioning Ground News aims to provide a balanced perspective on news stories by presenting views from across the political spectrum. By curating news from different sources, Ground News attempts to break through echo chambers and filter bubbles, offering users a comprehensive understanding of various viewpoints. The brand positions itself as a solution to political polarization and biased reporting, offering a platform for informed and nuanced discussions. # Product Ground News is presented as a service that provides access to every side of a news story. The ad highlights how different news sources can frame the same event in drastically different ways. It addresses the problem of echo chambers and biased reporting, suggesting that Ground News allows users to gain a more comprehensive and balanced understanding of current events. It encourages people to avoid partisan perspectives. # Visual style The ad uses a comic book style with thick outlines and bright colors. The production quality appears to be highly polished to mimic a vintage cartoon. The typography is integrated into the design, with bold and clear fonts used for headlines and captions. The visual style is disruptive, contrasting with typical news ads by adopting a more engaging and approachable aesthetic, potentially increasing stop power in the feed. # Hooks Headline: SAME STORY. TWO COMPLETELY DIFFERENT HEADLINES. # Benefits - [object Object] - [object Object] # Call to action HERE'S HOW YOU STAY INFORMED. # Point of view - [object Object] # Storyline - The ad starts with a headline stating, “SAME STORY. TWO COMPLETELY DIFFERENT HEADLINES.” The purpose of this is to introduce the core issue of biased news reporting, setting the stage for Ground News as the solution. The brand is telling the viewer that mainstream media often presents conflicting narratives. - The ad presents two phones, each displaying a different headline related to Trump: one from a "LEFT"-leaning source and another from a "RIGHT"-leaning source. The intent is to visually demonstrate how news outlets can spin the same story to fit their agenda. The brand is telling the viewer that differing perspectives can be partisan. - Two people are shown arguing at a table over the headlines, with one asking, “HOW CAN YOU SUPPORT THIS?!” and the other replying, “IT’S ABOUT TIME!” This part illustrates the real-world conflict caused by biased reporting. The customer POV shows the emotional toll that media bias can have. - The ad ends with the call to action: “HERE’S HOW YOU STAY INFORMED. SEE EVERY SIDE OF EVERY STORY WITH GROUND NEWS.” This is to position Ground News as the solution to the problems highlighted earlier in the ad. The brand is encouraging the viewer to use their platform for balanced news.

# Ad summary This image ad for the Ground News app depicts a common problem that many people face when having political discussions with family. The ad attempts to solve this problem by showing how the Ground News app can assist people by seeing every side of a story. # Brand positioning The ad promotes the Ground News app as an objective source of news that can provide insights into different viewpoints on any news story, which can lead to more productive conversations. The ad clearly positions the brand in opposition to partisan news sources that tell people what to think. By extension, the ad implies that the app helps users think for themselves and engage in more open minded discourse. # Product The ad promotes the Ground News app, which presents every side of every story, allowing users to see how the left and right are reporting on news stories. The app provides users with a balanced perspective that can help them form their own opinions and have more productive conversations with others, even those who have opposing viewpoints. # Visual style The ad features a comic book style with bold outlines, flat colors, and cartoon-like characters. The visual motif is designed to mimic a page from a comic book, complete with panel borders, speech bubbles, and exaggerated character expressions. This style aims to grab attention in a busy feed by offering a nostalgic, familiar aesthetic that contrasts with typical ad formats. # Hooks Headline: BEFORE THE NEXT FAMILY DINNER GOES OFF THE RAILS... # Benefits - [object Object] # Features - [object Object] # Call to action DOWNLOAD THIS APP # Point of view - [object Object] # Storyline - The ad opens with the setup of a familiar problem: the next family dinner will go off the rails. This is setting the stage for the ad to show the viewer a product that will address this issue, presumably before it happens. The brand is telling the story here. - The center of the ad shows two people with opposing views on Trump, each reading news stories from their phones. This visualizes the core problem of how opposing viewpoints can create tension and disagreement, especially when political views are involved. The viewer is meant to empathize with both sides. This part of the story is being told from the perspective of an omniscient narrator who understands the nature of the family conflict. - The bottom of the ad presents the solution: downloading the Ground News app, which allows people to see every side of every story. This completes the problem/solution setup and encourages the viewer to take action. The brand is telling the story here.

# Ad summary This ad depicts a husband and wife arguing about the news. The ad indicates that after they downloaded Ground News, they stopped arguing. The ad promotes Ground News as the app that allows you to see every side of every story. # Brand positioning Ground News aims to be seen as the premier source of unbiased news coverage. They position themselves as an antidote to the current polarized media landscape by providing access to every side of every story. This positions them against news platforms that typically reinforce echo chambers, and they aim to appeal to consumers who want a more balanced and nuanced understanding of current events. # Product The product is the Ground News app, a news aggregator that presents multiple perspectives on current events. The app is designed for people who are tired of the constant arguments and division caused by biased news coverage. The app aims to show every side of every story, allowing the user to be more informed. The app's use occasion is when a husband and wife were arguing about the news, but after using the app, they stopped arguing. # Visual style The ad has a comic book aesthetic, mimicking the look of a vintage print with thick outlines, flat colors, and exaggerated expressions. The style is attention-grabbing, reminiscent of classic comic strips. The comic style contrasts with the serious topic of news and politics, creating an unexpected juxtaposition. The typography is bold and clear, like traditional comic book lettering. The visual style likely enhances scannability by using bold visual cues and familiar storytelling conventions. # Hooks Headline: 250,000+ READERS STOPPED ARGUING ABOUT NEWS... # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action SEE EVERY SIDE OF EVERY STORY WITH GROUND NEWS. # Point of view - [object Object] - [object Object] # Storyline - The ad opens with the statement that 250,000+ readers stopped arguing about news after downloading the Ground News app. This is intended to convey that Ground News offers a solution to political arguments, told from the brand's POV. - In the center of the image, two smartphones are shown, labeled 'LEFT' and 'RIGHT,' each displaying a news headline featuring Donald Trump. The 'LEFT' phone reads 'TRUMP SPARKS OUTRAGE WITH NEW ORDER,' while the 'RIGHT' phone says 'TRUMP DELIVERS ON PROMISE TO VOTERS.' This is from the brand's perspective, setting up the context of news polarization and representing the divided nature of media. - Below the phones, a man and woman are sitting at a table, engaged in an argument. The man points aggressively, asking, 'HOW CAN YOU SUPPORT THIS?!' while the woman responds, 'IT'S ABOUT TIME!' This part of the storyline portrays the couple's conflict, highlighting the problem that Ground News aims to solve from the perspective of the couple. - The bottom of the image shows the tagline 'SEE EVERY SIDE OF EVERY STORY WITH GROUND NEWS.' This is from the brand's perspective, promoting the product's key benefit and reinforcing the idea that Ground News offers a comprehensive view.

# Ad summary This image ad uses a comic book visual style to highlight the problem of political polarization and present Ground News as a solution to ensure people are reading the same story before arguing. # Brand positioning The brand Ground News is presented as a neutral, balanced source of news. It positions itself as a solution to the problem of political polarization by providing 'every side of every story'. The brand appeals to people who are frustrated with political arguments and who want to make sure they are reading the same story. It promotes a value of understanding and informed discussion rather than taking sides. # Product The product advertised is Ground News, a news platform that allows users to 'See every side of every story'. The ad implies that it helps people stay informed and have productive conversations by ensuring everyone is 'reading the same story'. It aims to address the frustration of political polarization and uninformed arguments. # Visual style The ad has a comic book style with thick outlines, bright colors, and exaggerated expressions. The production quality looks hand-drawn, but digitally colored. It's designed to be eye-catching and engaging, resembling a comic strip panel. The typography is bold and blocky, typical of comic book lettering. The visual style is meant to mimic a platform-native style, reminiscent of comic strips or illustrations seen on social media. # Hooks Headline: BEFORE YOU ARGUE ABOUT THE NEWS... # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by highlighting a common problem: political arguments. It's conveyed from the perspective of someone frustrated with people arguing about the news before everyone is on the same page. - The ad illustrates the polarization of news by showing two people arguing at a table in a kitchen. On one side of the argument, a person holds a phone showing a news article with the headline, 'Trump sparks outrage with new order,' and the phone is labeled 'left'. On the other side, the other person holds a phone showing a news article with the headline, 'Trump delivers on promise to voters,' and the phone is labeled 'right'. Lightning bolts highlight the conflict and division. - The ad presents Ground News as the solution to the problem of polarized news by stating, 'See every side of every story with Ground News.' It's from the brand's perspective, suggesting that its platform offers a balanced view of the news. - The ad closes by imploring the viewer to ensure they're 'reading the same story' before arguing, re-iterating the need for informed and balanced news consumption. This is positioned from the perspective of someone urging for a more informed and understanding approach to political discussions.

# Ad summary Two women discuss events in Iran, highlighting that they are getting different information depending on the news outlets they read. The women promote a news app that is designed to show the bias of news outlets. # Brand positioning Ground News is presented as a balanced news aggregator that rates the bias of news outlets to help users see 'the whole picture'. The brand appears to take a functional approach to news consumption by aiming to help users understand which side each outlet leaves out entirely. Ground News aims to set itself apart by empowering users to see the bias rating of every outlet. # Product Ground News is a mobile app that aggregates news articles from various sources and provides a bias rating for each outlet. The app aims to help users see what each side leaves out entirely, providing a more comprehensive understanding of the news. It is for anyone who wants to get the whole picture of the news and avoid only getting half of the story from biased news outlets. # Visual style The ad has a clean, simple aesthetic with a focus on the two women and the Ground News app. The visuals are clear and well-lit, with a focus on the content and the people in the video. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:15 Two women discuss information about Iran. - 00:15–00:22 One of the women reveals that she uses the Ground News app. - 00:22–00:26 The two women realize that the one who doesn't use the app has been getting half of the story.

# Ad summary This ad features two women discussing current events in Iran and shows the difference in what each of them are being told. The ad promotes Ground News to get unbiased news. # Brand positioning Ground News is presented as a tool that allows people to view news from different sources to see the bias rating of each outlet and what each side leaves out entirely. This allows viewers to get the full story rather than getting half of the information due to biased news outlets. The brand is positioning itself as a way to prevent the manipulation of the truth through biased news sources. # Product Ground News is presented as a news platform that shows the bias rating of every outlet. The platform allows users to see what each side leaves out of each story. With Ground News, users can see the full picture rather than being told half the story. This app allows you to see the whole story from different points of view. # Visual style The ad has a UGC aesthetic with polished commercial production quality. The editing style utilizes quick cuts, and the pacing is consistent throughout the ad. The ad appears to be shot in natural lighting. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 Two women are standing against a white wall. The first woman asks the other, "Did you see what's happening with Iran?" - 00:01–00:03 The second woman says, "It's basically falling apart." - 00:03–00:04 The first woman, looking surprised, asks, "Really?" - 00:04–00:06 The first woman responds to the second by saying, "I saw the opposite. US Intelligence said it's stable." - 00:06–00:07 The second woman asks, "What?" - 00:07–00:10 The second woman says, "There's been 12 days of strike. It's under serious pressure." - 00:10–00:13 The first woman says, "That's probably coming from right leaning outlets." - 00:13–00:14 The second woman asks, "How do you know?" - 00:14–00:16 The second woman says, "I just read whatever's on my feed." - 00:16–00:21 A phone screen shows articles and podcasts with articles on Iran and a news source called Ground News. A black text overlay appears that reads, "I use Ground News shows the bias rating of every outlet." - 00:20–00:22 The phone continues to scroll to more news articles. A black text overlay appears that reads, "you can also see what each side leaves out entirely" - 00:22–00:24 Back to the two women talking, the second woman says, "So I've just been getting half of the story?" - 00:24–00:26 The first woman responds, "We just proved it."

# Ad summary This ad promotes the Ground News app. In this ad, a woman talks about how she showed Ground News to her mom when they had completely different versions of the same story. Ground News is an app that pulls up from over 50,000 outlets and shows you the bias rating of each one. She stated that Ground News shows you the full picture of news and lets you decide. # Brand positioning Ground News is presented as a platform that aggregates news from over 50,000 outlets and provides users with a bias rating for each source. It aims to occupy a space in the consumer's mind as a tool for unbiased news consumption, promoting values of informed decision-making and critical thinking. By offering a coverage breakdown and highlighting different perspectives on the same story, Ground News pushes against the norm of relying on single news sources and challenges competitor behaviors that may reinforce echo chambers. The brand positioning is primarily functional, focusing on providing users with tools and information to make their own judgments rather than advocating for a particular viewpoint. # Product Ground News is an app that aggregates news articles from over 50,000 outlets and shows users the bias rating of each source. This allows users to see coverage breakdowns and understand how different stories are covered by different news outlets, categorized by their political leaning (left, center, right). The app presents the full picture of the news, enabling users to make informed decisions and form their own opinions. A USP is providing a comprehensive view of news coverage from multiple sources, helping users to overcome the issue of biased reporting. The ad suggests that the product is worthwhile for anyone looking to be better informed and have a broader understanding of current events. # Visual style The ad has a hybrid aesthetic, combining polished commercial elements with a UGC feel. The editing style includes quick cuts between the woman speaking and screen recordings of the Ground News app. The pacing is moderate, with cuts timed to emphasize key points in the voiceover. The visual motifs include consistent framing of the woman in a medium close-up and clear, well-lit shots of the app interface. The production quality is relatively high, but the overall tone is casual and relatable, aligning with the intended audience. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Try Ground News # Point of view - [object Object] # Storyline - 00:00–00:05 A woman explains that she showed Ground News to her mom when they had completely different versions of the same story. - 00:06–00:11 The ad then shows that Ground News pulls up from over 50,000 outlets and shows you the bias rating of each one. - 00:11–00:18 The woman continues to explain that the coverage breakdown that Ground News has is what got her mom. She continues to talk about how you can literally see which stories the left is covering that the right isn't, and the other way around. - 00:18–00:21 She then explains that Ground News isn't telling you what's true, but showing you the full picture and letting you decide. - 00:21–00:25 She explains that she thought she was pretty informed before she found Ground News, but she wasn't even close.

# Ad summary This ad uses a meme format to highlight the negativity and anxiety often associated with reading the news, then introduces Ground News as a 'calmer' alternative. # Brand positioning Ground News is positioned as a solution to the overwhelming and often negative experience of staying informed. The brand seeks to occupy a space in the consumer's mind as a calmer, more balanced source of news, pushing against the category norm of sensationalism and negativity. By focusing on a more neutral and less anxiety-inducing approach, Ground News aligns with values of mental well-being and informed perspective, making it a brand that caters to those seeking a functional and emotionally balanced approach to news consumption. # Product Ground News is a news platform that offers a 'calmer way to stay informed.' It is designed for individuals who are overwhelmed or stressed by the current news landscape and seek a more balanced and less sensationalized source of information. The platform addresses the problem of news-induced anxiety by presenting itself as a functional alternative that prioritizes delivering information without the emotional toll often associated with consuming traditional news. The ad communicates that Ground News is worth trying or buying for those seeking a more peaceful and informed perspective. # Visual style The ad utilizes a lo-fi, meme-driven aesthetic with quick cuts and jarring transitions between visuals. The production quality leans towards a more casual and relatable feel, which aligns with the intended tone of humor and shared frustration. The pacing is rapid, with cuts synchronized to the beat of the music, emphasizing the chaotic nature of the news cycle. # Benefits - [object Object] # Call to action DOWNLOAD NOW # Point of view - [object Object] # Storyline - 00:00–00:02 The ad opens with a text overlay establishing the premise. - 00:02–00:07 This moment connects the idea of opening a news app in 2026 to an increasingly negative and absurd set of visuals and memes, indicating the overwhelming nature of modern news. - 00:08–00:15 The ad concludes by presenting Ground News as a solution to the negative portrayal of modern news viewing by sharing their brand and CTA.

# Ad summary This ad promotes the Ground News app, which aims to combat media bias by aggregating news from over 50,000 sources and providing tools for users to analyze political bias, factual accuracy, and ownership of news outlets. The video highlights the problem of one-sided news coverage through a rapid montage of conflicting news headlines and clips, then introduces Ground News as the solution. Various creators demonstrate the app's features and share their personal experiences, emphasizing how it empowers users to get the whole story, identify their own biases, and form informed opinions, without being told what to think. It encourages viewers to try Ground News for free. # Brand positioning Ground News is positioned as a critical tool for navigating the complex and often biased landscape of modern news. It aims to occupy a space in the consumer's mind as the definitive source for unbiased, transparent, and comprehensive news coverage. The brand aligns with values of critical thinking, objectivity, personal empowerment, and journalistic integrity, promoting a lifestyle of informed citizenship. It pushes against the pervasive market norms of media polarization and opaque reporting by directly exposing bias, factual accuracy, and ownership structures. The brand's positioning is primarily functional, offering concrete tools for analysis, but also deeply emotional, empowering users to challenge existing narratives and trust their own judgment. # Product The product is the Ground News mobile and desktop application, an aggregated news platform designed to provide users with comprehensive and unbiased news coverage. It works by pulling news from over 50,000 sources globally and presenting them with clear indicators of political bias (left, center, right), factual accuracy, and ownership. Key features include: a 'Full Coverage' view that shows how different outlets cover the same story, a 'Blindspot' feature that identifies stories underreported by a specific political leaning, and detailed breakdowns of each source's bias, factuality, and ownership. The app also helps users identify their own reading bias. The product is for anyone seeking to overcome media polarization, avoid echo chambers, and gain a more complete understanding of current events. It addresses the purchase barriers of distrust in media and the difficulty of discerning truth in a politically charged news environment by offering tools for transparency and self-analysis. The ad emphasizes that the app allows users to 'get the whole story,' 'see exactly where the bias is,' and 'decide for myself what's really happening.' # Visual style The ad employs a hybrid visual style, blending fast-paced, sometimes chaotic news footage with clean, polished user-generated content (UGC) and app demonstrations. The initial segment features quick cuts, rapid transitions, and split screens of traditional news channels and articles, conveying a sense of information overload and media polarization. This sets an urgent, critical tone. It then transitions to a more accessible, authentic UGC aesthetic with direct-to-camera testimonials from multiple creators, interspersed with detailed, close-up screen recordings of the app's user interface. The app UI itself is sleek, dark-mode focused, and visually rich with data visualizations (graphs, pie charts, color-coded bias indicators). Camera framing for testimonials is typically chest-up or medium shots, often in selfie-style or handheld for a casual feel, while app demonstrations are precise, top-down close-ups. Editing rhythm is initially very fast (approx. 2-3 cuts per second) to create a sense of overwhelming information, then slows down significantly during app demonstrations and spoken testimonials for clarity and comprehension. Visual motifs include the consistent use of blue button overlays for key messages and white bold text for emphasis. Audio-visual sync is strong, with text overlays, app interactions, and visual changes precisely timed to the voiceover and spoken dialogue, enhancing the explanatory and persuasive impact. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action TRY GROUND NEWS FREE. (01:00-01:02) "It's totally free to use, but you might just want to support their mission as well." (02:06-02:10) # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:03 A rapid montage of news clips and headlines, primarily about 'midterm elections' and related political events, from various traditional news outlets like MSNBC, ABC News, Fox News, and CNN. The voiceover emphasizes 'midterm victory' and 'midterm elections.' This opening sequence establishes the current, politically charged news environment and hints at the underlying problem of media saturation. - 00:03–00:06 A male news anchor on screen, discussing midterm elections, is accompanied by a text overlay stating, 'MEDIA WANTS YOU TO BELIEVE THIS.' This segment explicitly introduces skepticism about mainstream media narratives, suggesting a controlled or biased agenda. - 00:06–00:09 Further news headlines and a female anchor are shown as the voiceover directly states, 'But they're only showing you their version.' This continues the critique of traditional media, accusing them of selective reporting and creating incomplete pictures for the audience. - 00:09–00:15 A split screen visually compares conflicting headlines from CNN and Fox News on identical or similar political events (e.g., Virginia voters, Ron DeSantis), with text overlays like 'MEANWHILE,' 'DOZENS OF OUTLETS ARE TELLING A TOTALLY DIFFERENT STORY.' This visually demonstrates the problem of media bias, showing that the same events are reported with entirely different spins by different sources. - 00:15–00:17 A male news anchor is shown discussing political polling data on a large screen, while a prominent white text overlay declares, 'YOU'RE MISSING IT.' This reinforces the earlier message that consuming news from only one perspective leads to an incomplete understanding of complex issues. - 00:17–00:20 A sequence of mobile phone screens displays different CNN articles about Trump and midterms, with text overlays proclaiming 'SAME ELECTION, SAME RESULTS, COMPLETELY DIFFERENT SPIN.' This further illustrates the phenomenon of different outlets applying unique slants to the same factual information, hindering a balanced view. - 00:20–00:23 More mobile phone screens show articles from KFF and NPR concerning elections and healthcare, accompanied by the text overlay 'AND SOME STORIES THAT MATTER TO MILLIONS OF AMERICANS.' This implies that some significant stories or perspectives might be overlooked or downplayed by politically biased media, contributing to an incomplete news diet. - 00:23–00:26 A news panel discussion and a clip of a politician are shown, as the voiceover asserts, 'The left-leaning press just pretends they don't exist,' with a large white text overlay 'THEY DON'T EXIST.' This highlights a perceived issue of media outlets ignoring or suppressing news that does not align with their political agenda, particularly concerning figures from opposing political views. - 00:26–00:28 An iPhone screen shows generic app icons, then a hand taps the 'GROUND NEWS' icon, revealing the text overlay 'GROUND NEWS FIXES THIS.' This moment introduces the product as the direct solution to all the problems of media bias and incomplete information previously established. - 00:28–00:31 A rapid demonstration of the Ground News app on a phone begins, showing the 'Top Stories' feed with bias indicators (L, C, R) for an article about a North Korea missile. Text overlays 'IT PULLS FROM OVER 50,000 SOURCES' appear, showcasing the app's comprehensive aggregation capability and breadth of coverage. - 00:31–00:34 The app demonstration continues, focusing on a 'Full Coverage' view for a news story about 'Consumer Prices.' Text overlays 'WHO'S COVERING EACH STORY AND HOW THEY'RE SPINNING IT.' highlight the app's ability to show various perspectives and how they are framed, allowing users to compare and contrast. - 00:34–00:39 The app shows a story about 'Republicans Accused of Using Anti-Islam Rhetoric,' then transitions to a 'Breakdown' screen displaying 'More Details' with 'Left 16,' 'Right 0,' 'Center 1.' Text overlays '16 LEFT LEANING OUTLETS RAN WITH IT, NONE ON THE RIGHT.' clearly illustrate the app's power to reveal extreme bias in news coverage. - 00:39–00:43 A close-up of female hands scrolling through the Ground News app on an iPhone reveals a bias distribution graph (e.g., L 58%, C 3%, R 32%). Text overlays state, 'WITHOUT GROUND NEWS, YOU'D NEVER KNOW HOW LOPSIDED THAT COVERAGE IS.' This emphasizes the app's unique value proposition in uncovering hidden and disproportionate coverage. - 00:43–00:47 The app demonstrates the 'Breakdown' screen, showing a pie chart for 'Ownership' ('46% Media Conglomerate') and then switching to 'Factuality' ('47% Very High Factuality'). Text overlays 'IT EVEN SHOWS YOU WHO OWNS EACH OUTLET AND RATES THEM ON FACTUAL ACCURACY.' This highlights advanced transparency features beyond just political bias. - 00:47–00:49 The app's 'High Factuality' label is highlighted, reinforced by the text overlays 'NO GUESSING. NO BLIND TRUST.' This segment builds trust by emphasizing the app's data-driven approach to evaluating news sources. - 00:49–00:54 The app's 'Blindspot' feature is shown, displaying articles categorized as 'For the Right' or 'For the Left,' with the text overlay 'PLUS, IT SHOWS YOUR OWN READING BIAS SO YOU CAN DECIDE IF YOU WANT TO BROADEN WHAT YOU SEE.' This promotes self-awareness and encourages users to actively diversify their news consumption. - 00:54–00:56 A female user relaxes on a couch with her phone, followed by another female user looking at a computer monitor. Text overlays 'NO LECTURES, JUST TRANSPARENCY.' position the app as an objective tool that provides information without imposing opinions. - 00:56–01:00 The Ground News app icon is tapped on a phone, leading to a screen displaying a news source distribution map (L 35%, C 24%, R 41%) for an election story. The text overlay 'THE MIDTERMS AFFECT YOUR LIFE. MAKE SURE YOU'RE GETTING THE WHOLE STORY.' urges viewers to engage with news critically due to its personal impact and promotes the app as essential for comprehensive understanding. - 01:00–01:02 A split screen shows a user holding the Ground News app and Donald Trump speaking, with the call to action 'TRY GROUND NEWS FREE.' This concludes the brand-led demonstration and transitions to user testimonials, offering a clear next step. - 01:02–01:04 Male 1 (bearded creator) speaks directly to the camera, asking a rhetorical question about the problem: 'If you're only reading sources that lean one direction or the other...' This frames the problem from a personal, relatable user perspective. - 01:04–01:06 An extreme close-up of a person's eyes reflecting data charts appears, visually representing the limited perspective gained from biased news sources. This visually reinforces Male 1's statement about incomplete information. - 01:06–01:10 Male 2 (older male creator) speaks to the camera, continuing the problem statement: 'you're only getting half the picture. You're not researching. You're just confirming what you already believe.' He explains the negative consequence of single-sided news consumption. - 01:10–01:15 Female 3 (creator) demonstrates the app on an iPad, stating, 'That's why I use Ground News. It shows me how every outlet covers the news, but from every side.' This is a direct testimonial and an initial explanation of the app's core benefit from a user's perspective. - 01:15–01:19 Close-up of Female 3's hands scrolling through the Ground News app on an iPhone, highlighting different news sources classified as 'from the left, from the right, and from the center.' This visually supports her previous statement about comprehensive coverage. - 01:19–01:25 Male 2 speaks to the camera again, explaining, 'You see which outlets are covering something and which are ignoring it. That's a little something called perspective.' This further elaborates on the app's ability to reveal media selectivity and provide a broader viewpoint. - 01:25–01:31 A split screen shows a user's hand holding an iPhone displaying a news article with a bias breakdown (e.g., 'China Plans Nuclear Carrier'), while Male 1 explains to Male 4 (older man) how he literally shows him 'the different headlines and the bias ratings.' This demonstrates a real-world application of the app for discussing news and bias with others. - 01:31–01:36 Female 3 is shown working on a desktop computer, using the Ground News website. She states, 'It's faster than hopping between sites, and it helps me catch my own bias in real time.' This highlights efficiency and the self-awareness aspect of the app. - 01:36–01:38 Male 1 speaks to the camera, adding, 'And that's always an interesting experience.' This hints at the often surprising and insightful discoveries users make about media bias and their own perspectives. - 01:38–01:41 Female 5 (creator) speaks directly to the camera, with a split screen comparing two different news articles side-by-side. She states, 'I can see exactly where the bias is. Compare content side by side...' This is another direct testimonial, emphasizing the clarity and comparative power of the app. - 01:41–01:46 Close-up of Female 5's hands demonstrating the 'Blindspot' feature on an iPhone, as she concludes her thought: '...and decide for myself what's really happening.' This reinforces user autonomy and critical decision-making. - 01:46–01:51 Male 1 explains the impact of using the app on Male 4: 'This isn't about changing his mind, but he is more skeptical of his news sources.' This illustrates a tangible positive outcome: increased critical thinking and less blind trust. - 01:51–01:53 Male 1 speaks to the camera, concluding, 'which is a step in the right direction.' This frames the app as a tool for personal and societal progress in news consumption. - 01:53–01:57 Female 5 speaks to the camera, summarizing the app's core value: 'Looking at the news from all angles, that's how you can truly stay informed.' This provides a clear, empowering statement of the ultimate benefit. - 01:57–02:04 Female 5 demonstrates the Ground News app on an iPad, showing bias, factuality, and ownership breakdowns. She states, 'Ground News doesn't tell me what to think. It just gives me the tools to think for myself.' This powerfully emphasizes user empowerment and the app's non-prescriptive approach. - 02:04–02:06 Female 5 speaks to the camera, expressing her belief that 'And that's what journalism should have been all along.' This positions the app as restoring an ideal form of journalism, appealing to those who feel current journalism has fallen short. - 02:06–02:10 Male 1 speaks to the camera, concluding with a call for action and support: 'It's totally free to use, but you might just want to support their mission as well.' This encourages engagement and reiterates the free access to the app. - 02:10–02:15 The Ground News logo is displayed on a white background, serving as the brand's final visual identifier.

# Ad summary This ad for Ground News uses a comic book art style to illustrate the problem of political polarization, where people on the 'left' and 'right' consume different headlines and cannot understand how the other side can believe what they do. The ad suggests that Ground News provides 'every side of every story,' which will help people understand each other better. # Brand positioning Ground News is a news aggregator that aims to combat the filter bubbles and echo chambers of modern media. It positions itself as a solution to political polarization by offering multiple perspectives on the same story. The brand promotes values of informed debate, critical thinking, and intellectual humility. Ground News stands apart from other news sources that may cater to specific ideological viewpoints or sensationalize headlines. # Product Ground News is a news platform that allows users to "See every side of every story." The platform's unique selling proposition is to provide diverse perspectives on current events, aiming to break down filter bubbles and reduce polarization. The platform is intended for people who want to understand issues from multiple viewpoints and engage in more informed discussions. The ad implicitly addresses the purchase barrier that news sources may be biased or untrustworthy by offering a solution to overcome it. # Visual style The ad uses a comic book aesthetic, with thick outlines and bold colors. The production quality appears polished and clean, mimicking the style of a professionally drawn comic strip. The layout is simple and direct, focusing on the two characters and their contrasting viewpoints. The typography is bold and clear, reminiscent of comic book word balloons. The image treatment includes cell shading and halftones, further enhancing the comic book look. # Hooks Headline: YOU'RE NOT DISAGREEING... # Benefits - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens with the statement "YOU'RE NOT DISAGREEING..." This statement from the brand aims to grab the viewer's attention by pointing out a common frustration in modern political discourse: the feeling that people are arguing past each other. - The image shows two people in a kitchen setting, each holding a phone displaying a different news headline about Trump. The headlines highlight a clear political divide, with the left-leaning headline reading "TRUMP SPARKS OUTRAGE WITH NEW ORDER" and the right-leaning headline reading "TRUMP DELIVERS ON PROMISE TO VOTERS." This comparison, presented from the brand's perspective, illustrates the problem of polarized news consumption. - The two characters express frustration with each other. One says, "HOW CAN YOU SUPPORT THIS?!" while the other replies, "IT'S ABOUT TIME!" Through the characters, the customer experiences a common sentiment that people struggle to understand opposing viewpoints. - The brand states "...YOU'RE READING DIFFERENT HEADLINES." This message further clarifies the root cause of the disagreement. The brand is using the third-person perspective to diagnose the problem, laying the groundwork for its proposed solution. - The ad concludes with a call to action: "SEE EVERY SIDE OF EVERY STORY WITH GROUND NEWS." This closing message from the brand offers its platform as the solution to the problem of polarized news consumption, promising a more balanced and comprehensive understanding of current events.

# Ad summary This ad for Ground News uses a comic style to present the frustration that arises from the perceived political bias of different news outlets, then offers Ground News as a solution to the problem. # Brand positioning Ground News is presented as a solution to the frustration and division caused by perceived bias in news outlets. The brand aims to occupy a space in the consumer's mind as a source of unbiased news, where users can see every side of every story. The brand pushes against the norm of partisan news outlets by offering a balanced view. # Product Ground News is a news platform designed to provide unbiased news coverage. The ad shows two people with opposing viewpoints arguing over news stories presented on their phones. One phone displays a story about Trump sparking outrage from the left-leaning perspective, while the other shows a story about Trump delivering on his promise to voters from the right-leaning perspective. The USPs of Ground News are the ability to "see every side of every story", offering a balanced view, and eliminating bias. The ad addresses the purchase barrier of frustration with partisan news. # Visual style The ad uses a comic book style with thick outlines and flat colors. The production quality appears to be digitally illustrated. The visual motif is a compare-and-contrast layout, with two opposing viewpoints presented side by side. The typography is large and bold, mimicking the style of comic book text. The overall style is disruptive and designed to stand out in a feed. # Hooks Headline: SEE HOW EVERY OUTLET IS COVERING EACH STORY # Benefits - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] - [object Object] # Storyline - The ad begins by setting the stage: "SEE HOW EVERY OUTLET IS COVERING EACH STORY". This presents the problem that different news sources present stories in different ways, told from the perspective of the brand introducing the core issue. - Two phones are shown, one displaying a left-leaning headline (“TRUMP SPARKS OUTRAGE WITH NEW ORDER”) and the other displaying a right-leaning headline (“TRUMP DELIVERS ON PROMISE TO VOTERS”), this emphasizes the idea that news outlets will often take different sides, depending on the viewer's POV. - Two people are shown in the midst of an argument, with one saying, “HOW CAN YOU SUPPORT THIS?!” and the other responding “IT’S ABOUT TIME!”. This highlights the frustration that comes from the division and polarization that different perspectives create. - The ad concludes with the solution to the problem the audience is facing: "NO MORE BIAS! SEE EVERY SIDE OF EVERY STORY WITH GROUND NEWS.", presented from the perspective of the brand showing that their product can provide an unbiased source of news.

# Ad summary The ad showcases the Ground News app, a tool designed to provide users with a comprehensive view of news coverage across various sources, highlighting the bias ratings of each. The ad begins with a dramatization of a debate between two women with differing views on a news topic, which then cuts to the content creator discussing how Ground News helps her understand different perspectives. She explains that the app gathers news from over 50,000 outlets and shows the bias rating of each one. She highlights the app's coverage breakdown feature, which allows users to see the stories covered by different sides. The creator emphasizes that Ground News isn't about telling you what's true, but about providing the full picture and allowing users to decide for themselves. # Brand positioning Ground News positions itself as a non-partisan news aggregator that aims to provide users with a balanced perspective on current events. The brand attempts to occupy the space of objective journalism in a highly polarized media landscape. By providing bias ratings for various news sources, Ground News pushes against the category norm of presenting news without acknowledging potential biases. The brand aims to promote informed decision-making and critical thinking, aligning with values of transparency and objectivity. The brand's positioning is both functional, offering a tool for analyzing news bias, and emotional, empowering users to form their own opinions based on a comprehensive view of the news. # Product Ground News is an app that aggregates news articles from over 50,000 outlets and provides bias ratings for each source. It is designed for individuals who want to understand different perspectives and make informed decisions about current events. The app pulls up news from numerous outlets and shows the bias rating of each one. A unique selling point is the coverage breakdown feature, which allows users to see which stories are being covered by the left and the right, and vice versa. By showing the full picture, Ground News empowers users to decide for themselves, addressing the purchase barrier of limited perspectives. # Visual style The ad has a hybrid aesthetic, blending a dramatized skit with a UGC feel from the creator's selfie-style presentation. The initial skit is shot in black and white with static shots, while the rest of the ad has more of a polished commercial look, although still retaining a personal touch. The editing is quick-paced, with a consistent flow maintained through smooth transitions. The visuals sync with the voiceover lines, emphasizing key points of the product. Overall, the ad aims to feel accessible and trustworthy, leveraging the creator's persona to build credibility. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Try Ground News # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:09 00:00–00:09 - 00:09–00:16 00:09–00:16 - 00:16–00:23 00:16–00:23 - 00:23–00:31 00:23–00:31 - 00:31–00:36 00:31–00:36

# Ad summary This ad discusses how the negative news cycle can cause anxiety, and presents the Ground News app as a way to get the news without the noise. # Brand positioning Ground News aims to be the antidote to the negative, anxiety-inducing news cycle. It positions itself as a source for news without the noise, implying a focus on facts and objectivity over sensationalism. This brand wants to occupy the space of a calm, reliable, and balanced source of information in a world of increasingly polarized and overwhelming news, appealing to individuals who value mental wellbeing and informed perspectives. # Product Ground News is presented as a news source designed to deliver information without the 'noise' of sensationalism or biased reporting. The app promises to provide a balanced perspective on current events, implicitly addressing the barrier of news-related anxiety by offering a calmer, more factual approach. It emphasizes the importance of staying informed without sacrificing mental well-being, suggesting users can stay connected to important information without being overwhelmed by negativity. # Visual style The ad has a clean and minimalist aesthetic, using a limited color palette of black, white, gray, purple, and blue. The editing style consists of static shots with smooth transitions between text overlays. The production quality appears polished, lending a sense of credibility to the brand. The pacing is slow and deliberate, allowing the viewer to fully absorb each message. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] - [object Object] - [object Object] # Storyline - 00:00–00:02 The ad opens with a black screen and the text 'Take a breath', inviting the viewer to pause and center themselves. This sets a tone of calm and awareness from the outset. - 00:03–00:06 The screen displays 'You've been avoiding the news for 3 months', directly addressing a common behavior that may arise from feelings of overwhelm. This is told from the perspective of the brand, observing a potential customer behavior. - 00:07–00:10 The ad follows up with 'That's not peace', challenging the viewer's approach. This builds on the previous statement, suggesting avoidance is not a sustainable solution. - 00:11–00:14 The ad drives the point home with the overlay 'that's just a different kind of anxiety', reinforcing the idea that avoiding news might create a different set of problems. The visual and language creates a sense of self-awareness and invites the viewer to reflect on their own relationship with news consumption. - 00:15–00:20 The ad then transitions to the Ground News logo and the tagline 'The news, without the noise', positioning the product as a solution to the problem presented earlier. This is told from the perspective of the brand.

# Ad summary This ad promotes Ground News, an app that aggregates news from multiple sources across the political spectrum. The ad aims to highlight how the app helps users overcome biases and gain a more comprehensive understanding of current events by providing access to diverse perspectives. It features testimonials from various individuals who praise the app for its ability to broaden their worldview and challenge their own biases. # Brand positioning Ground News is positioned as a tool for balanced news consumption, offering unbiased reporting by presenting stories from various political perspectives (left, center, and right). It aims to occupy the space of being a reliable source that challenges the status quo of biased news outlets. The brand aligns with values of objectivity, intellectual curiosity, and critical thinking. It pushes against the norm of echo chambers created by algorithms and curated news feeds, presenting itself as a functional alternative for informed news consumption. The brand strives to empower users by promoting a lifestyle of well-rounded awareness and personal bias awareness. # Product Ground News is an app that aggregates news articles from various news sources, showing how each source frames its stories. The app is designed for individuals seeking to understand different perspectives on current events, aiming to help users catch their own biases in real time. It provides access to reporting from left, center, and right-leaning outlets on the same story. The app's USP is its ability to help users see the full picture by presenting multiple perspectives, promoting a more balanced and informed worldview. It addresses the purchase barrier of echo chambers and curated feeds by providing unfiltered access to diverse sources. It’s free to use, and encourages users to support their mission. # Visual style The ad has a hybrid aesthetic, combining polished commercial elements with user-generated content (UGC) feel, using quick cuts to maintain a fast pace. The editing style includes a mix of static shots and quick cuts, enhancing the energetic feel of the ad. The production quality varies between polished commercial segments and UGC-style testimonials, which supports the tone of authentic reviews and user experiences. The pacing is relatively fast, with cuts timed to match the rhythm of the voiceover. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Take control with Ground News # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:06 The video opens with a man directly addressing the camera, stating that you're not getting the whole story and asking if you know you can read two articles about the same event and come away with completely different understandings of what actually happened. - 00:07–00:14 Continuing from the previous point, he explains that news outlets don't just report the facts; they choose which details to emphasize and how to write the headlines, framing the news. - 00:15–00:20 He highlights that framing shapes how you understand and feel about the news and then introduces Ground News as an app that shows you all the news. - 00:20–00:27 Expanding on the app's features, he emphasizes that Ground News shows how each individual news source is framing their stories, including different headlines and spins. - 00:27–00:34 The man directly speaks to the audience, saying it is their right to read whatever they want, but not to pretend you aren't being framed in the process. The perspective is meant to be informative, cautioning people on being biased by media. - 00:34–00:41 The man says he has been using the app for a few months, and it has changed how he consumes the news, helping him catch his own bias in real time. Tone is enthusiastic. - 00:41–00:47 He states the app is free to use but suggests supporting their mission as well, promoting the product in a casual, friendly tone. - 00:47–00:52 A woman speaks, saying she had no idea that her news feed was keeping her in the dark, until she found Ground News. A personal tone is used, like a review. - 00:52–01:01 A man explains that Ground News doesn't push a single narrative but gives you side-by-side access to reporting from left, center, and right-leaning outlets on the same story. This conveys the importance of diverse perspectives. - 01:01–01:03 Continuing on the prior point, he adds that seeking multiple perspectives helps us see the full picture. - 01:03–01:11 A woman speaks, saying with political bias, ownership, and reliability of every source available, it helps her understand the news better, presenting a benefit of the app in a friendly tone. - 01:11–01:15 A man speaks, saying don't let the media define you or your worldview, take control with Ground News. Tone is serious and cautionary.

# Ad summary This ad for Ground News aims to instill distrust in the user for the news they consume. It uses various video clips to showcase why news can be misleading and then introduces Ground News as a tool to identify bias in the news. # Brand positioning Ground News aims to be a trustworthy news source by providing users with tools to help them identify media bias. The brand is positioned as a fact-checker that allows users to have a complete and unbiased view of the news they consume. The brand promotes awareness of media bias and empowers users to take control of their news consumption habits. Ground News pushes against the norm of blindly trusting news sources and encourages viewers to be more critical of the information they receive. # Product Ground News is an app that shows users who is behind the news they read, what stories each side is hiding, and what their real reading bias actually looks like. The app aggregates news stories about a topic and presents them in a way that shows which news sources are covering the story and where they fall on the political spectrum. It's for anyone who wants to be more informed about the news they consume and avoid media bias. Ground News challenges viewers to follow the money at Ground News. # Visual style The ad is a blend of news clips and a UGC-style demo. The editing is quick and jumpy, with cuts timed to the music. The production quality varies, with some clips being high-quality news footage and others being lower-quality user-generated content. The fast pacing and mix of content support the tone, which is serious and designed to capture the attention of viewers. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Try Ground News Today # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:01 00:00–00:01 The video opens with a hand holding a phone with a video playing on the screen. The video shows a busy street with text overlayed that reads, "IRAN WAR DAY 20: VIDEOS FROM THE GROUND." The message conveys that news is easily spread on social media, but the source may not be credible and is meant to grab the viewer's attention. The story is being told from the perspective of the video creator as they share it to social media. - 00:01–00:02 00:01–00:02 The video cuts to Donald Trump speaking at a podium. Text overlayed at the bottom of the screen reads, "NEWS: Trump says he knew war with Iran would increase oil prices." The speaker says, "I knew oil prices would go up if I did this." This message conveys that news can be self-serving and is meant to create distrust in the viewer. The story is being told from the perspective of the news media as they cover Donald Trump's speech. - 00:02–00:03 00:02–00:03 The video cuts to Donald Trump speaking at a podium again. The speaker says, "We have the best military." This continues to imply that Donald Trump is self-serving and unreliable. The story is being told from the perspective of the news media as they cover Donald Trump's speech. - 00:03–00:06 00:03–00:06 The video cuts to a large explosion in Saudi Arabia. Text overlayed at the bottom of the screen reads, "SAUDI ARABIA." The message is meant to convey that not all news is shared and is designed to create distrust. The story is being told from the perspective of a citizen capturing the moment and sharing it online. - 00:06–00:07 00:06–00:07 The video cuts to Donald Trump speaking at a desk. The speaker says, "They said that couldn't happen for four years." This continues to imply that Donald Trump is self-serving and unreliable. The story is being told from the perspective of the news media as they cover Donald Trump's speech. - 00:07–00:09 00:07–00:09 The video cuts to Donald Trump speaking at a podium with soldiers behind him. The speaker says, "It wouldn't happen in my term." This continues to imply that Donald Trump is self-serving and unreliable. The story is being told from the perspective of the news media as they cover Donald Trump's speech. - 00:09–00:12 00:09–00:12 The video cuts to Donald Trump speaking in a room with a woman in blue. The speaker says, "Why didn't you tell me about Pearl Harbor?" This continues to imply that Donald Trump is self-serving and unreliable. The story is being told from the perspective of the news media as they cover Donald Trump's speech. - 00:12–00:13 00:12–00:13 The video cuts to a plane taking off from a ship. Text overlayed at the bottom of the screen reads, "You're being directed." This message is meant to convey that users are being misled. The story is being told from the perspective of the app, telling the user what they are experiencing. - 00:13–00:15 00:13–00:15 The video cuts to Donald Trump speaking at a desk. The speaker says, "Your reality is being constructed." This message continues to imply that users are being misled. The story is being told from the perspective of the app, telling the user what they are experiencing. - 00:15–00:18 00:15–00:18 The video cuts to a large fire. The speaker asks, "And the scariest part?" and then says, "Most people will scroll right past this and never question." This is a direct address and continues to imply that users are being misled. The story is being told from the perspective of the app, telling the user what they are experiencing. - 00:18–00:21 00:18–00:21 The video cuts to Benjamin Netanyahu speaking at a podium. The speaker says, "Where their information comes from." This message continues to imply that users are being misled. The story is being told from the perspective of the news media as they cover Benjamin Netanyahu's speech. - 00:21–00:23 00:21–00:23 The video cuts to a man speaking. The speaker says, "What is your view about this?" This message continues to imply that users are being misled. The story is being told from the perspective of the news media as they cover his speech. - 00:22–00:24 00:22–00:24 The video cuts to rockets being fired into the sky. The speaker says, "That's exactly what they're counting on." This is a direct address and continues to imply that users are being misled. The story is being told from the perspective of the app, telling the user what they are experiencing. - 00:24–00:32 00:24–00:32 The video cuts to a woman looking at her phone. The speaker says, "Ground News shows who's behind what you read, what stories each side is hiding, and what your real reading bias actually looks like. Follow the money at Ground News."

# Ad summary This ad promotes Ground News, an app that shows the bias and angle of different news sources on a particular topic, allowing users to get the full story and make their own decisions about the news. # Brand positioning Ground News is presented as a solution to the problem of biased news coverage. The brand positions itself as a neutral platform that aggregates news from various sources across the political spectrum, allowing users to see how different outlets frame the same story. The brand emphasizes factuality and offers a comprehensive view of every story, pushing against the norm of relying on a single source or algorithm-driven news feeds. The positioning is both functional, providing access to diverse perspectives, and emotional, empowering users to make informed decisions and avoid being manipulated by biased reporting. # Product Ground News is an app designed to provide users with a comprehensive view of news coverage by aggregating articles from various sources across the political spectrum. The app allows users to see exactly how each news outlet is framing the same story, offering a breakdown of bias, locality, and factuality. It presents news stories with sources from both the left and right, enabling users to compare different angles and perspectives. The app aims to address the problem of biased reporting and the risk of relying on a single news source. By showing the full coverage and various viewpoints, Ground News aims to empower users to make informed decisions and avoid being manipulated by biased information. # Visual style The ad has a casual, direct-to-camera feel. The editing is fast-paced with quick cuts to demonstrate the app. The visuals include shots of the app interface, various news sources, and people using the app in different settings to create the appearance of a UGC style, which may attract younger viewers. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Click the link and download Ground News # Point of view - [object Object] # Storyline - 00:00–00:10 The narrator introduces the problem of conflicting information from news sources. - 00:00–00:10 The narrator highlights a real-world example where news reports contradict each other to emphasize the confusion. - 00:10–00:15 The narrator introduces Ground News as the solution to the problem of contradictory news coverage. - 00:15–00:28 The narrator demonstrates how Ground News works by showing the app's interface. - 00:23–00:28 The narrator shows how the app shows how each outlet is framing the story to emphasize the apps function and value. - 00:28–00:38 The narrator explains the benefit of the app is seeing multiple perspectives on the same story. - 00:38–00:41 The narrator issues a CTA to download Ground News, solving their problem.

# Ad summary This ad for Ground News uses a creator who noticed articles on the same topic framed differently across multiple news sources. He downloaded Ground News to see a full perspective. # Brand positioning Ground News is presented as a platform that shows multiple perspectives on the same story. It aims to occupy the space of unbiased news aggregator in the consumer's mind. The app seems to align with a sense of intellectual curiosity. It pushes back against the filter-bubble of algorithmic news feeds, which only allow people to see one perspective, and instead promotes comprehensive reporting. # Product Ground News is an app that delivers multiple perspectives on the same story from sources across the political spectrum. The app shows how each outlet is framing a story, and users can see how it's being reported from both left and right sources. It is for people who are interested in seeing news without a heavy bias or filter and want to get the full picture. # Visual style The ad is hybrid between polished commercial and UGC. It cuts quickly between the creator, news sources, and the product. The edits are timed to the voiceover. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Click the link and download Ground News. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The ad starts with a clip of Donald Trump speaking at a rally. This is intended to grab attention. - 00:02–00:07 00:02–00:07 A news anchor discusses Iran's leadership. This shows current events and presents one perspective. - 00:07–00:09 00:07–00:09 An image of a man looking at his phone. This is meant to show the audience's perspective and makes the audience question what news they are seeing. - 00:09–00:13 00:09–00:13 Quick cuts of news articles and headlines regarding the Iran war. The brand states that this isn't an accident and that every outlet frames the story for their audience. - 00:14–00:15 00:14–00:15 The user scrolls through a news feed on his phone, which the voiceover claims only shows you one frame. This emphasizes the feeling of missing out. - 00:15–00:18 00:15–00:18 The narrator claims that Ground News shows every version of the same story side by side. This helps show the benefit of the product. - 00:18–00:24 00:18–00:24 The creator states that he saw the ad and downloaded the app right away. This emphasizes the product and builds trust. - 00:24–00:43 00:24–00:43 The creator shows the Ground News app and points out all of its features, emphasizing the story's sources. - 00:43–00:51 00:43–00:51 Multiple TVs show different news sources, highlighting their varying perspectives and how you can't trust just one source. - 00:51–00:54 00:51–00:54 The creator gives a call to action to download Ground News, emphasizing the benefit.

# Ad summary This ad utilizes two screenshots of headlines about the same war to highlight biased reporting based on the source. The ad uses this to promote a product where users can see different sides of any story. # Brand positioning This ad is for a news app or platform. The brand is presented as a solution to media bias by showing the user different sides of the same story. The brand aims to occupy the space in the consumer's mind as an objective source of information. # Product The product is a news aggregation service shown in the form of a mobile app. The user can see multiple viewpoints for a given news story. The brand aims to show the whole picture, rather than the biased viewpoints that a user would normally see. # Visual style The ad appears to be a simple, static image using a dark background with white text and screen captures of a mobile app interface. The ad has a clean and minimalist design, resembling a mobile UI. # Hooks Headline: Same war. Two completely different headlines. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action See why # Point of view - [object Object] - [object Object] # Storyline - The ad displays the text "Same war. Two completely different headlines" to introduce the idea of contrasting perspectives on the same event. This comes from the brand's POV. - The ad shows two different screenshots of a news app interface, each showing a different headline and news summary for a single event related to the "Iran War." This further exemplifies the differing perspectives. - The ad shows the line "Your feed probably showed you just one" to suggest that algorithmically driven news feeds are showing the user a biased point of view. This is from the brand's POV. - The ad displays the text "See why" along with an arrow, prompting users to click the ad to learn more. This is from the brand's POV.

# Ad summary This ad uses a split-screen format to present contrasting statements from two different sources regarding the same topic, implying that the viewer should "see both sides" by using the promoted app, Ground News. # Brand positioning Ground News is presented as a news aggregator that provides access to a wide variety of perspectives on current events. The ad language suggests that other news sources may be biased or incomplete, while Ground News offers a more balanced view by allowing users to "see both sides" of a story. The brand positions itself as a tool for critical thinking and informed decision-making, promoting a sense of objectivity and comprehensiveness. # Product Ground News is presented as a platform that enables users to view different sides of a story. The product is for people who want to see the full picture when it comes to news and current events. The ad addresses the purchase barrier of relying on potentially biased news sources by giving users the power to see the complete picture of the war. The ad highlights the ability to see both sides of a story. # Visual style The ad uses a clean, minimalist visual style. The split-screen layout is simple and direct, with a focus on presenting contrasting information. The overall aesthetic is professional and informative, using muted colors and clear typography to convey a sense of objectivity. # Hooks Headline: Same war. Two completely different stories. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action Try Ground News # Point of view - [object Object] # Storyline - The ad opens with a split screen showing two different news sources presenting contrasting information. The intention is to highlight a problem of conflicting information that makes it hard to understand the news, as experienced by the customer. - The ad cuts to text that reads "Same war. Two completely different stories. See both sides." The intention is to clearly state the customer's problem and introduce the core concept that the brand can solve it. - Finally, the ad ends with the brand name and a call to action. The intention is to encourage the customer to solve their problem and start using the brand's news aggregation services.

# Ad summary This ad shows a man interviewing a woman on the street about whether she watches the news, and introduces the brand, Ground News, as a solution to incomplete news. # Brand positioning Ground News positions itself as a solution to biased and incomplete news by showing stories from every perspective and articles from the left, center, and right, all transparently. The brand wants to occupy the space of unbiased news, and provides an alternative to current media outlets that are perceived to be influenced by their own spin and bias on things. Their blindspot feature shows the stories that social media is probably hiding. # Product Ground News is a service that shows users stories from every perspective, including articles from the left, center, and right, all transparently. It features a 'blindspot' function that shows users the stories that social media is probably hiding. It aims to be a source for unbiased and complete news, in contrast to the incomplete and biased news provided by other sources. # Visual style The ad has a casual, UGC-style aesthetic with a sunny, bright color grade that feels authentic and unfiltered. The shots are generally static, and the cuts align with spoken beats. The overall production quality is relatively high, contributing to a tone that is friendly, approachable, and straightforward. The pacing is moderate, with about 2-3 cuts per minute, maintaining a steady rhythm that keeps the content engaging without feeling rushed. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Subscribe to Ground News today and see everything you need to. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The ad begins with text overlay "POV: People say what they think about the news" as a man approaches a woman on the sidewalk to ask her a question. - 00:02–00:07 00:02–00:07 The man asks the woman if she has been watching the news lately, and she responds that she doesn't because she knows they are all lying. This highlights a problem with mainstream media. - 00:08–00:12 00:08–00:12 The man asks the woman what makes her think that, and she says that they always leave out info and put their own spin on things. This emphasizes a problem with mainstream media. - 00:13–00:17 00:13–00:17 The man says that the problem is that we're not just getting biased news, we're getting incomplete news. This is a problem-solution narrative. - 00:18–00:21 00:18–00:21 The man introduces Ground News, claiming that it shows you stories from every perspective. This introduces the product as a solution to the problem of incomplete news. - 00:21–00:25 00:21–00:25 The man continues describing the features of Ground News, explaining that it shows articles from the left, the center, and the right, all transparently. This is a feature demonstration that further emphasizes the product's benefit. - 00:26–00:31 00:26–00:31 The man says that Ground News's 'Blindspot' feature even shows you the stories that social media is probably hiding from you. This continues the feature demonstration and benefit. - 00:32–00:37 00:32–00:37 The woman thanks the man and says she will check it out. He encourages her to subscribe to Ground News today and see everything she needs to. This provides closure to the interview.