How Noom Advertises on Meta

# Ad summary This ad for Noom aims to attract individuals seeking sustainable diet changes by offering a 5-minute quiz that provides personalized insights into their body's needs for weight loss. It emphasizes the absence of forbidden foods or crazy workouts, promoting a balanced approach with just 10 minutes a day. The ad encourages users to take the quiz to calculate the time it takes to reach their goals, promising support from The Noom Team every step of the way. # Brand positioning Noom is presented as a supportive and personalized weight loss program that emphasizes understanding individual body metabolism. The brand positions itself as a partner, collaborating with psychologists to offer tailored advice through a 5-minute quiz. Noom promotes a balanced approach to weight loss, steering clear of restrictive diets and intense workouts, instead advocating for small, sustainable changes and a commitment of just 10 minutes a day. The brand aims to occupy a space in the consumer's mind as an accessible, science-backed, and empathetic solution for achieving weight loss goals. # Product The advertised product is a 5-minute quiz designed to provide users with personalized insights into their body's specific needs for weight loss. It is intended for individuals seeking sustainable diet changes without resorting to extreme measures like forbidden foods or crazy workouts. The quiz aims to calculate how long it will take users to reach their weight loss goals, offering a tailored approach to dieting. The ad emphasizes that the program requires only 10 minutes a day, addressing the common purchase barrier of time commitment. The product is presented as a tool to help users understand their unique metabolism and make informed decisions about their diet. # Visual style The ad features a clean and minimalist visual style with a solid light pink background and dark purple text. The production quality appears to be simple and straightforward, resembling a text-based graphic. The typography is clean and legible, contributing to the ad's scannability. The overall style is designed to be easily digestible and informative, focusing on conveying the message clearly and directly. # Hooks Headline: Looking for small diet changes that lead to sustainable results? Read this. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of people who are looking for a diet change but don't want to do anything extreme. The ad states, 'Most people would never believe how much they have to learn about their own body's metabolism. And every person is unique.' # Value propositions - Personalized insights into your body's needs to lose weight through a 5-minute quiz. - Sustainable diet changes without forbidden foods or crazy workouts, requiring only 10 minutes a day. # Benefits - Sustainable results - Learn about your own body's metabolism - Calculate how long it takes to reach your goals # Features - 5-minute quiz - Personalized insights into your body's needs - No forbidden foods - No crazy workouts - Just 10 min a day # Call to action Take the quiz with the link below to calculate how long it takes to reach your goals! # Point of view - Brand: The entire ad is presented from the brand's perspective, as it promotes its quiz and weight loss program, highlighting its unique approach and benefits. # Storyline - The ad opens by asking, 'Looking for small diet changes that lead to sustainable results? Read this.' This is intended to grab the attention of people who are looking for a diet change. The brand is speaking directly to the customer. - The ad continues by stating, 'We never thought we'd be saying this, but here we are: Most people would never believe how much they have to learn about their own body's metabolism. And every person is unique.' This is intended to convey that the brand is different from other diet programs. The brand is speaking to the customer. - The ad continues by stating, 'That's why we partnered with psychologists to create a 5-minute quiz that will tell you EXACTLY what your body needs to lose weight. No forbidden foods, no crazy workouts, just 10 min a day.' This is intended to convey that the brand is science-backed and easy to use. The brand is speaking to the customer. - The ad continues by stating, 'Take the quiz with the link below to calculate how long it takes to reach your goals! With you every step, The Noom Team.' This is intended to encourage the customer to take the quiz. The brand is speaking to the customer.

# Ad summary This ad promotes Noom Weight, a weight loss program that focuses on making small diet changes for sustainable results. The ad highlights how Noom differs from traditional diets by not restricting food and providing personalized tools and coaching. It features testimonials from various individuals who have successfully lost weight using Noom, emphasizing that it only requires 10 minutes a day and helps users keep the weight off. # Brand positioning Noom Weight is presented as a modern, accessible, and sustainable weight loss solution that breaks away from the restrictive norms of traditional dieting. The brand positions itself as a supportive partner in the user's weight loss journey, offering personalized tools and coaching to help individuals make informed decisions and achieve long-term results. Noom aligns with a lifestyle that values balance and flexibility, emphasizing that no food is forbidden and that small, consistent changes can lead to significant outcomes. The brand aims to occupy a space in the consumer's mind as a realistic and effective alternative to crash diets and unsustainable weight loss methods, focusing on empowerment and long-term well-being. # Product Noom Weight is a weight loss program designed to help users make sustainable diet changes and achieve long-term weight loss. It differentiates itself from traditional diets by not restricting food and instead focusing on personalized tools and coaching. The program requires just 10 minutes a day and aims to help users make the right decisions. Noom provides personalized tools and coaching to support users in their weight loss journey. The program addresses the pain points of traditional diets, which are often seen as impossible to stick to, not realistic for one's life, leading to crashes, and resulting in long-term weight gain. Noom aims to help people lose weight for good by providing a sustainable and flexible approach to dieting. # Visual style The ad has a hybrid visual style, blending UGC-style testimonials with polished app demos. The editing style is quick cuts, especially during the initial montage of restrictive diets, creating a sense of urgency and contrast. The production quality varies, with the testimonials having a raw, authentic feel and the app demos being more polished and professional. The pacing is fast, with numerous cuts per minute, maintaining a consistent rhythm throughout the ad. The audio-visual sync is noticeable, with text overlays and product actions timed to the music beats and voiceover lines. # Hooks Spoken: 00:25–00:28 My name is Adham and with Noom I've lost 33 kilograms. Text overlay: 00:25–00:29 My name is Adham with Noom Weight I've lost 75 lbs Visual: 00:25–00:28 A man with a shaved head and glasses stands in front of a gray wall, wearing a blue shirt and gray pants. He is smiling and looking at the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the frustration with traditional diets, stating that they are "Impossible to stick to," "Not realistic for your life," "Lead to crashes," and result in "long-term weight gain." # Value propositions - Small diet changes lead to sustainable results - Personalized tools and coaching help you make the right decisions - Lose weight for good with just 10 minutes a day and no food restrictions # Benefits - Sustainable results - Lose weight for good - Keep the weight off # Features - Personalized tools and coaching - Just 10 minutes a day - No food is forbidden # Call to action Take the free quiz to see your custom plan. # Social proof - "My name is Adham and with Noom I've lost 33 kilograms." – Adham (Customer) - "I've lost 48.5 pounds with Noom." – Female 1 (Customer) - "Since I started Noom, I've lost 70 pounds." – Male 1 (Customer) - "I'm Heidi and I've lost over 70 pounds on Noom." – Heidi (Customer) - "I've lost 85 pounds using Noom." – Female 2 (Customer) - "I've lost 40 pounds with Noom Weight." – Female 3 (Customer) # Point of view - Customer 50% – The ad features numerous customer testimonials sharing their weight loss experiences with Noom. - Brand 50% – The brand voice is communicated through text overlays and visuals that highlight the features and benefits of the Noom program. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a top-down shot of two plates, one with apple slices and peanut butter, and the other with carrot sticks and guacamole. This visual introduces the concept of making small diet changes. - 00:02–00:09 00:02–00:09 The ad transitions to a series of quick shots showing examples of restrictive diets, such as dipping fried food in sauce, dipping fries in ketchup, cutting a watermelon, cracking an egg, eating pancakes and eggs, squeezing a lemon, and eating salmon with a poached egg. Each shot is accompanied by text overlays that criticize these diets for being impossible to stick to, not realistic, leading to crashes, and causing long-term weight gain. This section highlights the problems with traditional dieting methods. - 00:09–00:14 00:09–00:14 The ad shifts to a grid of video testimonials from various individuals, followed by a shot of a woman using a tablet. The text overlay states that Noom Weight helps people make the right decisions. This section introduces Noom as a solution to the problems presented earlier. - 00:14–00:18 00:14–00:18 The ad shows a woman eating from a bowl and another woman doing sit-ups by a pool, with a text overlay stating that Noom provides personalized tools and coaching. This reinforces the idea that Noom offers support and guidance. - 00:18–00:25 00:18–00:25 The ad features a woman in a black dress, followed by shots of people eating and taking selfies, with text overlays emphasizing that Noom helps people lose weight for good, requires just 10 minutes a day, and allows for no food to be forbidden. This section highlights the benefits and flexibility of the Noom program. - 00:25–00:41 00:25–00:41 The ad presents a series of testimonials from individuals who have lost significant amounts of weight using Noom, with text overlays stating their names and weight loss achievements. This section provides social proof and credibility for the program. - 00:41–00:47 00:41–00:47 The ad displays a screen recording of the Noom app, showing how users can set weight loss goals and track their progress, with a text overlay encouraging viewers to take the free quiz to see their custom plan. This section provides a call to action and demonstrates the app's functionality. - 00:47–00:52 00:47–00:52 The ad concludes with the Noom logo and tagline, reinforcing the brand's message of sustainable weight loss. This provides a final branding moment and call to action.

# Ad summary This ad features a testimonial from a Noom user who reached their goal weight using Noom's Aging and Metabolism Course Pack. The ad encourages viewers to take a quiz and highlights the potential for weight loss within 4 weeks with a healthy diet and exercise. # Brand positioning Noom is presented as a weight management and wellness program that offers specialized courses, such as the Aging and Metabolism Course Pack, to help users achieve their weight goals. The brand positions itself as a supportive tool, emphasizing the importance of a healthy diet and exercise in conjunction with its program. Noom aims to occupy a space in the consumer's mind as a science-backed, personalized approach to weight loss, moving away from generic diet plans and towards a more holistic lifestyle change. The brand's tone is encouraging and results-oriented, focusing on the potential for users to reach their desired weight through its resources. # Product The featured product is Noom's Aging and Metabolism Course Pack, a program designed to help users reach their goal weight. The ad highlights that typical Noom users can expect to lose .45 - .90 kg per week within 4 weeks. The program emphasizes the importance of maintaining a healthy diet and exercise changes. The product is for individuals looking to manage their weight and improve their metabolism, particularly as they age. The ad addresses the purchase barrier of skepticism by presenting a testimonial and a clear expectation of potential weight loss, while also including a disclaimer that individual results may vary and additional charges may apply. # Visual style The ad has a natural and bright visual style, with a blurred outdoor background and a focus on a real-life person jogging. The production quality appears to be high, with professional photography and clean typography. The image treatment includes background blurring to create depth of field and draw attention to the text and call to action. The overall aesthetic is clean and approachable, designed to convey a sense of health and well-being. # Hooks Headline: Noom's Aging and Metabolism Course Pack was my secret weapon to reaching my goal weight. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that the viewer is struggling to reach their goal weight, particularly as they age and their metabolism changes. The testimonial suggests that the viewer has tried other methods without success, and is now seeking a 'secret weapon' to achieve their desired results. # Value propositions - Noom's Aging and Metabolism Course Pack was my secret weapon to reaching my goal weight. - In 4 weeks the typical Noom user can expect to lose .45 - .90 kg per week. # Benefits - reaching my goal weight - lose .45 - .90 kg per week - maintaining a healthy diet and exercise changes # Features - Aging and Metabolism Course Pack # Call to action TAKE THE QUIZ # Social proof - "Noom's Aging and Metabolism Course Pack was my secret weapon to reaching my goal weight." # Point of view - Customer: The testimonial at the top of the ad, 'Noom's Aging and Metabolism Course Pack was my secret weapon to reaching my goal weight,' represents the customer's point of view, sharing their positive experience with the product. - Brand: The 'TAKE THE QUIZ' button and the disclaimer at the bottom of the ad represent the brand's point of view, encouraging engagement and providing necessary information about the program. # Storyline - The ad opens with a testimonial from a Noom user who claims that Noom's Aging and Metabolism Course Pack was their 'secret weapon' to reaching their goal weight. This is intended to immediately capture the viewer's attention and establish credibility by showcasing a positive user experience from the customer's POV. - The ad then prompts the viewer to 'TAKE THE QUIZ', which is intended to drive engagement and encourage potential customers to explore the Noom program further from the brand's POV. - The ad concludes by providing a specific claim about potential weight loss, stating that 'In 4 weeks the typical Noom user can expect to lose .45 - .90 kg per week.' This is intended to provide a tangible benefit and address potential skepticism, while also including disclaimers about individual results and additional charges from the brand's POV.

# Ad summary This ad targets women experiencing menopausal weight gain and offers a personalized weight loss plan. The ad presents a series of weight options, asking users to tap their goal weight. Upon selection, users are directed to calculate the time it will take to reach their goal weight with Noom's Aging & Metabolism course pack. # Brand positioning Noom is presented as a provider of weight management solutions, specifically targeting individuals experiencing age-related metabolic changes. The brand positions itself as a data-driven program, suggesting that it leverages scientific insights into aging and metabolism to help users achieve their weight loss goals. Noom aims to occupy a space in the consumer's mind as a reliable partner in navigating the challenges of weight management during aging by offering a personalized and sustainable approach that accounts for individual differences. # Product The product being advertised is Noom's Aging & Metabolism course pack, a weight management program designed for individuals experiencing age-related metabolic changes. The ad highlights the potential to lose .45-.90 kg per week in 4 weeks, with the condition of maintaining a healthy diet and exercise changes. The program helps users calculate how long it will take to reach their weight goal. The course pack aims to provide a structured approach to weight loss, addressing a common purchase barrier of uncertainty and lack of personalization. The ad positions the program as a tool to achieve weight loss through personalized insights, diet, and exercise adjustments. # Visual style The ad features a clean, simple, and minimalist design. The production quality is polished and professional, employing clear typography and simple graphics to convey information. The visual style is intended to be easily scannable and engaging, encouraging users to interact with the ad. The overall impression is modern and approachable, likely designed to capture attention in a fast-moving feed. # Hooks Headline: Experiencing menopausal weight gain? # Funnel stage Middle of funnel (Consideration) # Pain points The ad directly addresses menopausal weight gain, a common concern for women experiencing hormonal changes. The phrase, “Experiencing menopausal weight gain?” signals this frustration and positions the product as a potential solution. # Value propositions - Personalized weight management for age-related metabolic changes. - Potential weight loss of .45-.90 kg per week with the course pack. # Benefits - The typical Noom user can expect to lose .45-.90 kg per week. - Helps users calculate how long it will take to reach their weight goal. # Features - Noom's Aging & Metabolism course pack # Call to action Tap your goal weight # Point of view - Brand: All messages are communicated from the perspective of the brand, offering a solution to menopausal weight gain and highlighting the features and benefits of Noom's program. # Storyline - The ad begins by asking, “Experiencing menopausal weight gain?” to directly address the audience's specific concern and create a sense of immediate relevance from the brand’s perspective. - It invites the audience to “Tap your goal weight” by showing several weight options in kg, ranging from 55kg to 77kg. This is an interactive element presented from the brand to encourage engagement and personalization. - The ad encourages them to “Calculate how long it will take to reach your goal weight with Noom's Aging & Metabolism course pack”. This is from the brand’s perspective and highlights the potential value of Noom’s solution. - The ad ends with a disclaimer stating, “In 4 weeks the typical Noom user can expect to lose .45-.90 kg per week. Noom results involve maintaining a healthy diet and exercise changes. Individual results vary. Auto-recurring subscription fees may apply. T&Cs apply. Additional charge with a Noom plan.” This messaging is from the brand and manages expectations and ensures transparency.

# Ad summary This image ad encourages users to calculate how long it will take to reach their goal weight with Noom's Aging and Metabolism course pack. The user is asked to tap their goal weight, represented by white circles with different weights in kilograms layered on an image of food. # Brand positioning Noom is presented as a weight loss program that helps users reach their goal weight. The brand positions itself as a personalized and data-driven approach to weight loss, offering a course pack that addresses the individual's aging and metabolism to optimize weight loss. Noom is presented as a program that can help users understand the individual factors that affect their weight loss journey and use that information to achieve results. This approach pushes against generic weight loss solutions by emphasizing personalized insights and science-backed strategies. # Product The product being advertised is Noom's Aging and Metabolism course pack. This course pack is designed to help users calculate and achieve their goal weight by addressing factors related to aging and metabolism. The ad mentions that in 4 weeks, a typical Noom user can expect to lose .45 - .90 kg per week. The course aims to provide personalized insights to users, addressing purchase barriers related to the uncertainty and individual variation in weight loss outcomes. # Visual style The ad utilizes a clean and straightforward visual style, featuring a well-lit, close-up shot of a plate of food with interactive elements layered on top. The production quality appears to be high, with professional lighting and clear typography. The design strategically overlays weight options on a food image, blending a platform-native style quiz with an in-feed aesthetic. This balance enhances scannability and stop power, inviting users to engage without disrupting the typical feed experience. # Hooks Headline: Tap your goal weight # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the uncertainty and difficulty in predicting how long it will take to reach a specific weight loss goal. The copy, "Calculate how long it will take to reach your goal weight," directly addresses the frustration of not knowing how long the weight loss process will take. # Value propositions - The Aging and Metabolism course pack helps users calculate how long it will take to reach their goal weight. - Potential weight loss of .45 - .90 kg per week for typical users. # Benefits - Calculate how long it will take to reach your goal weight - In 4 weeks the typical Noom user can expect to lose .45 - .90 kg per week # Features - Aging and Metabolism course pack # Call to action None used. # Social proof - "In 4 weeks the typical Noom user can expect to lose .45 - .90 kg per week" — providing an average weight loss that users can expect using the app. # Point of view - Customer: The ad engages the customer by asking them to choose their goal weight. # Storyline - The ad starts by prompting the viewer to 'Tap your goal weight,' immediately engaging the user and inviting them to interact with the ad. This sets the stage for the interactive element of the ad and focuses on the user's personal weight loss goals, experienced from the customer's POV. - Next, the ad presents various weight options (50 kg, 55 kg, 60 kg, 65 kg, 70 kg, 75 kg, 80 kg, 85 kg, 90+ kg) overlaid on an image of food. This section provides a visual representation of potential weight goals and further encourages the user to select their target weight, placing them at the center of the narrative. This section is presented from the brand's POV to guide the user and inform them about their options. - The ad concludes by encouraging the viewer to 'Calculate how long it will take to reach your goal weight with Noom's Aging and Metabolism course pack,' providing a direct call to action and promoting the specific Noom product. This final beat aims to convert the user's engagement into a tangible next step by emphasizing the benefits of the course pack, presented from the brand's POV.

# Ad summary This ad for Noom targets women who are struggling with menopausal weight gain. The image features a sky with clouds and text overlay. It acknowledges the problem of menopausal weight gain and asks if the viewer is struggling with it. The brand name is shown at the top of the ad. # Brand positioning Noom is presented as a solution for weight management, specifically targeting women experiencing weight gain during menopause. The brand positions itself as understanding and addressing the challenges associated with this specific life stage. By focusing on menopause-related weight gain, Noom aims to occupy a space as a specialized and empathetic provider, differentiating itself from generic weight loss programs. It promotes a message of understanding and targeted support, suggesting a more personalized and effective approach to weight management. # Product Noom is a weight management program that aims to help individuals manage their weight, particularly those experiencing menopausal weight gain. The ad does not explicitly detail how Noom works, but it implies that the program offers a solution to the problem of weight gain during menopause. The program is for women experiencing menopause. The ad addresses the purchase barrier by directly acknowledging a specific and potentially frustrating life stage, suggesting the program is tailored to address the unique challenges of menopausal weight gain. # Visual style The ad utilizes a clean and simple visual style. The production quality is high, with a focus on clear typography against a bright, airy background. The image treatment appears natural, with soft lighting and minimal effects. The overall aesthetic is calming and approachable, likely designed to be easily scannable and grab attention in a social media feed. # Hooks Headline: Struggling with menopausal weight gain? # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of struggling with weight gain during menopause. The question "Struggling with menopausal weight gain?" directly acknowledges the frustration and difficulty many women face during this life stage. # Value propositions - None used # Benefits - None used # Features - None used # Call to action None used # Social proof - None used # Point of view - Brand: The entire image speaks from the brand's perspective, presenting Noom as a solution to the problem of menopausal weight gain. # Storyline - The ad opens by asking the viewer if they are struggling with menopausal weight gain. This is intended to grab the attention of people facing this specific issue and make them feel understood, from the perspective of the brand.

# Ad summary This interactive ad addresses the pain point of menopausal weight gain by offering a tailored weight loss plan that addresses changes in metabolism during the aging process. Viewers are invited to tap on their goal weight, which will calculate how long it will take to reach their goal weight with Noom's Aging & Metabolism course pack. The ad also addresses the concern of how long it will take to lose the weight with a concrete number of weeks and pounds lost per week. # Brand positioning Noom is presented as a science-based and personalized weight loss program. The brand targets consumers who are looking for long-term weight management solutions, rather than quick fixes, and who appreciate a data-driven approach to health. The brand emphasizes adapting to the body's metabolic changes during aging with a course pack. By focusing on behavioral change and personalized plans, Noom aims to stand out from generic diet plans and position itself as a supportive and effective tool for sustainable weight loss. # Product Noom's Aging & Metabolism course pack is designed to help individuals manage their weight as they age, particularly during and after menopause. The course pack focuses on adapting to changes in metabolism and other age-related physiological shifts. The ad highlights that typical Noom users can expect to lose .45-.90 kg per week in 4 weeks with a healthy diet and exercise changes. It acknowledges that individual results vary and discloses auto-recurring subscription fees, terms and conditions, and potential additional charges with a Noom plan. # Visual style The ad uses a clean and simple design with a focus on clear typography and a straightforward layout. The color scheme is muted and earthy, suggesting a natural and approachable feel. The overall style is informative and direct, aiming to convey key information quickly and effectively. # Hooks Headline: Experiencing menopausal weight gain? # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is menopausal weight gain, as stated directly in the question: "Experiencing menopausal weight gain?" # Value propositions - The Noom program has an Aging & Metabolism course pack, which directly addresses the unique needs of women experiencing weight gain during or after menopause. - Users can expect to lose .45-.90 kg per week. # Benefits - Reach your goal weight - Science-backed support # Features - Aging & Metabolism course pack - Lose .45-.90 kg per week # Call to action Tap your goal weight # Social proof - "In 4 weeks the typical Noom user can expect to lose .45-.90 kg per week." # Point of view - Brand: The entire ad is presented from the brand's perspective, as it describes the product and highlights its features and benefits. # Storyline - The ad opens by directly addressing a common concern: "Experiencing menopausal weight gain?" This is included to immediately grab the attention of the target audience by acknowledging a specific challenge they may be facing. The ad speaks from the brand's perspective. - The ad prompts the viewer to "Tap your goal weight" on the screen, where a series of tappable weight options from 55kg to 77kg are shown. This interactive element is included to engage the user and make them an active participant in the ad experience. The ad speaks from the brand's perspective. - Next, the ad shares the value proposition: "Calculate how long it will take to reach your goal weight with Noom's Aging & Metabolism course pack." This is included to highlight the personalized aspect of the program and its potential to provide a tailored solution. The ad speaks from the brand's perspective. - The ad provides additional details, stating, "In 4 weeks the typical Noom user can expect to lose .45-.90 kg per week." This is included to provide tangible information about the program's potential outcomes and addresses potential concerns about how long the program will take. The ad speaks from the brand's perspective.

# Ad summary This image ad presents the user with a quiz of sorts in which they are presented with a series of basketball hoops with goal weights listed above them. The user is prompted to select their goal weight in order to calculate how long it will take with Noom's Aging and Metabolism course pack. # Brand positioning Noom presents itself as a modern, supportive weight-loss program that leverages technology and personalized insights to help users achieve their health goals. It appears to stand apart by acknowledging the role of metabolism and aging in weight management, suggesting a science-backed and adaptive approach. The brand aims to empower users with tools and knowledge for sustainable lifestyle changes rather than promoting quick fixes. # Product The ad promotes Noom's 'Aging and Metabolism course pack,' a component of the broader Noom weight loss program. It is designed to help users understand how aging affects their metabolism and provides tools/insights to manage weight accordingly. The course is framed as a means to calculate the time needed to reach a goal weight, suggesting a personalized and data-driven approach. The ad mentions that, with a Noom plan, users can expect to lose .45 - .90 kg per week, framing the program as something that provides a realistic rate of loss. The offer is subject to additional charges, requires maintaining a healthy diet and exercise, and individual results may vary, presenting the program as one that requires effort from the user. # Visual style The ad employs a clean, minimalist visual style with a focus on scannability and direct messaging. The white background and simple graphics give it a modern, uncluttered feel. The basketball hoops are reminiscent of a game or interactive quiz, which is designed to be playful and engaging. The overall effect is simple, approachable, and functional, aligning with a data-driven and user-friendly aesthetic. # Hooks Headline: Tap your goal weight # Funnel stage Middle of funnel (Consideration) # Pain points The ad targets the pain point of people who have a specific weight loss goal and want to know how long it will take to achieve it, highlighted by the prompt "Tap your goal weight." # Value propositions - Calculate how long it will take to reach your goal weight ↓ with Noom's Aging and Metabolism course pack! ↓ # Benefits - Calculate how long it will take to reach your goal weight - Lose .45 - .90 kg per week # Features - Aging and Metabolism course pack - Users can expect to lose .45 - .90 kg per week # Call to action None used. # Social proof - In 4 weeks the typical Noom user can expect to lose .45 - .90 kg per week. # Point of view - Brand, in the headline, presenting the quiz concept and promoting the app's ability to calculate weight loss timelines with their course pack. - Customer, in the basketball hoop display, as the viewer is presented with different weight amounts and asked to consider their personal goals. # Storyline - The ad asks the user to 'Tap your goal weight', immediately getting them to consider their ideal weight and engage with the content. This is from the brand's perspective, intending to draw the viewer in with a personalized element. - A series of basketball hoops each display a weight goal above them (50 kg, 55 kg, 60 kg, 65 kg, 70 kg, 75 kg, 80 kg, 85 kg, 90+ kg) and prompts the user to select their own weight-loss goal. This is from the user's perspective as they're encouraged to see themselves achieving a certain goal. - The ad then offers to 'Calculate how long it will take to reach your goal weight ↓ with Noom's Aging and Metabolism course pack! ↓', presenting Noom's program as the solution to reaching the user's weight loss goal. This is from the brand's perspective, promoting its product as the means to achieve the user's desired outcome. - The fine print clarifies 'Additional charge with a Noom plan. In 4 weeks the typical Noom user can expect to lose .45 - .90 kg per week. Noom results involve maintaining a healthy diet and exercise changes. Individual results vary. Auto-recurring subscription fees may apply. T&C's apply.' This sets expectations for the program and makes sure the user is aware of all the terms. This is from the brand's perspective, managing user expectations and complying with transparency regulations.

# Ad summary This ad is for Noom's aging and metabolism course. It targets women struggling with menopausal weight gain and promises to help them change their eating habits, feel more confident, and reach their goal weight. # Brand positioning Noom is presented as a provider of weight loss programs that are designed to help customers lose weight on their own terms. The brand positions itself as a solution for women struggling with menopausal weight gain, acknowledging the challenges they face and offering a course pack designed to address their specific needs. Noom promotes itself as a supportive and effective way to achieve weight loss goals. # Product The advertised product is the Noom Aging & Metabolism course pack, designed for women struggling with menopausal weight gain. The course aims to help customers change their eating habits, feel confident in their skin, and reach their goal weight. It is presented as a solution for individuals who have tried various diets and workouts without success and are looking to lose weight on their own terms. The course promises tangible results by specific weeks, such as changing eating habits by week 5 and feeling confident in their skin by week 10. The ad addresses the purchase barrier of uncertainty by offering a way to calculate a personalized timeline. # Visual style The ad uses a platform-native style, mimicking a screenshot from the Notes app on an iPhone. It is a simple, text-heavy design with cartoon flower illustrations, which is casual and approachable. # Hooks Headline: To every woman struggling with menopausal weight gain # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the frustration of women struggling with menopausal weight gain, specifically those who have "tried every diet" and "done every workout" without success. The ad aims to address the feeling of helplessness and the need for a solution tailored to their specific needs. # Value propositions - Specific outcomes by specific weeks (e.g., Change your eating habits by week 5) - Personalized timeline calculation # Benefits - Change your eating habits - Feel confident in your skin - Reach your goal weight! # Features - Noom Aging & Metabolism course pack # Call to action Tap the screen to calculate your timeline # Social proof - Additional charge with a Noom plan. In 4 weeks the typical Noom user can expect to lose .45 - .90 kg per week. Noom results involve maintaining a healthy diet and exercise change. Individual results vary. Auto-ccurring subscription fees may apply. T&C's apply # Point of view - Brand: The entire ad presents the brand's perspective, showcasing its product and value proposition. The brand is introducing the product and creating anticipation. # Storyline - The ad opens by addressing women struggling with menopausal weight gain, acknowledging their past efforts with diets and workouts. This is intended to resonate with the target audience by showing empathy and understanding of their struggles. This is told from the brand's perspective. - The ad announces the upcoming launch of the Noom Aging & Metabolism course pack, positioning it as a solution tailored to their needs. This is designed to introduce the product and create anticipation. This is told from the brand's perspective. - The ad highlights specific outcomes and timelines, such as changing eating habits by week 5 and feeling confident in their skin by week 10. This is intended to provide reassurance and demonstrate the potential benefits of the course. This is told from the brand's perspective. - The ad prompts viewers to tap the screen to calculate their timeline, encouraging engagement and personalization. This aims to drive action and provide a clear next step for potential customers. This is told from the brand's perspective.

# Ad summary This ad uses a text-based format to highlight the benefits of Noom, emphasizing that it doesn't require crazy workouts or forbidding oneself from eating desired foods. It offers a 5-minute quiz to customize a weight loss plan, promising support every step of the way. # Brand positioning Noom is presented as a weight loss solution created by a team of psychologists, positioning it as a science-backed approach to weight management. The brand emphasizes making weight loss easier without resorting to extreme measures like crazy workouts or restrictive diets. This positions Noom as a sustainable and psychologically informed alternative to traditional weight loss methods, appealing to those who seek a balanced and realistic approach to achieving their weight goals. The brand aims to occupy the space of accessible and sustainable weight loss, promoting a lifestyle that doesn't require deprivation. # Product Noom is presented as a weight loss program designed to make weight loss easier through a psychologically informed approach. It differentiates itself by not requiring crazy workouts or forbidding oneself from eating desired foods. The ad highlights a 5-minute quiz that assesses what the user's body actually needs to lose weight, suggesting a personalized and efficient approach. The program promises a customized plan and ongoing support from The Noom Team. The ad addresses the common frustration of unsustainable diets and hidden metabolism suppressors, positioning Noom as a solution that promotes sustainable weight loss without extreme measures. # Visual style The ad has a minimalist visual style with a solid light pink background and black text. The design is clean and straightforward, focusing on delivering the message without visual distractions. The overall aesthetic is simple and easy to read, resembling a text-based landing page. # Hooks Headline: How long does it actually take to reach your goal weight? # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of unsustainable diets and hidden metabolism suppressors that prevent people from achieving sustainable weight loss. "Most people never account for hidden metabolism suppressors in their diet that prevent every pound they lose from being sustainable." # Value propositions - Weight loss made easier by a team of psychologists - Personalized weight loss plan tailored to your body's needs - Sustainable weight loss without extreme measures # Benefits - Make weight loss easier - You don't need crazy workouts - You don't need to forbid yourself from ever eating food that you want to eat - Lose weight with just 10-minutes a day # Features - 5-minute quiz - Customized plan - Support from The Noom Team # Call to action None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing Noom's approach to weight loss and its unique features. # Storyline - The ad starts by posing a question about the actual time it takes to reach one's goal weight, aiming to capture the audience's attention by addressing a common concern. This is told from the brand's perspective, setting the stage for the solution they offer. - The ad challenges the conventional notion that losing weight requires years of daily workouts, positioning Noom as an alternative to this perceived struggle. This is told from the brand's perspective, contrasting traditional methods with their approach. - The ad points out that most people don't account for hidden metabolism suppressors in their diet, which hinders sustainable weight loss. This is told from the brand's perspective, highlighting a common oversight and positioning Noom as a solution. - The ad introduces Noom as a weight loss solution created by psychologists, emphasizing that it doesn't require extreme measures like crazy workouts or restrictive diets. This is told from the brand's perspective, presenting Noom as a balanced and sustainable approach. - The ad promotes a 5-minute quiz that assesses what the user's body actually needs to lose weight, promising results with just 10 minutes a day. This is told from the brand's perspective, offering a personalized and efficient solution. - The ad promises a customized plan and ongoing support from The Noom Team, reinforcing the personalized and supportive nature of the program. This is told from the brand's perspective, assuring the audience of guidance and assistance.

# Ad summary This interactive ad uses a sticky note with goal weights as the prompt to get users to tap their weight and learn about Noom's aging and metabolism course pack. # Brand positioning Noom is presented as a health and wellness brand focused on weight management. The brand appears to be positioned as a modern, tech-enabled solution that helps customers calculate and reach their goal weight using resources such as the aging and metabolism course pack. Noom aims to differentiate itself by offering a personalized approach, as the ad suggests it can calculate how long it will take to reach the customer's goal weight, making it a functional and results-oriented option for those seeking a structured weight loss program. # Product The featured product is Noom's Aging and Metabolism course pack, a digital resource designed to help users manage their weight. The course pack is presented as a tool to "calculate how long it will take to reach your goal weight." The ad addresses a purchase barrier by noting that "in 4 weeks the typical Noom user can expect to lose .45 - .90 kg per week." Additional details include that an "Additional charge with a Noom plan" may apply and that "Auto-recurring subscription fees may apply." # Visual style The ad has a casual, UGC-style aesthetic with a hand-drawn sticky note against a bright sky. The visual elements give the impression of a quick and engaging social media post. # Hooks Headline: Tap your goal weight # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the desire to lose weight and the uncertainty around how long it will take to achieve the desired goal. The ad addresses this by offering a way to calculate the time it will take to reach the goal weight using Noom's course pack. # Value propositions - Aging and Metabolism course pack: Calculate how long it will take to reach your goal weight # Benefits - Calculate how long it will take to reach your goal weight - In 4 weeks the typical Noom user can expect to lose .45 - .90 kg per week. # Features - Aging and Metabolism course pack # Call to action None used. # Social proof - In 4 weeks the typical Noom user can expect to lose .45 - .90 kg per week. # Point of view - Customer: The sticky note displaying various weights prompts the customer to engage with the ad, imagining themselves selecting their goal weight. # Storyline - The ad begins with a view of an orange sticky note, hand-drawn with circles containing various weight numbers in kilograms. This visual is intended to be attention-grabbing, setting up the user's participation in a personalized experience from the customer's perspective. - Next, the ad displays text asking the viewer to "Tap your goal weight," directly addressing the customer and prompting an action that initiates the quiz element of the ad, encouraging immediate engagement. - The ad then provides a statement that offers the Noom product as a potential solution that can "Calculate how long it will take to reach your goal weight ↓ with Noom's Aging and Metabolism course pack!↓", presented from the brand's perspective as a tangible benefit of engaging with Noom. - Finally, the ad includes a series of disclaimers about Noom and the additional charges as well as the auto-recurring subscription fees that may apply. The brand is attempting to ensure transparency.

# Ad summary This ad targets women experiencing menopausal weight gain and offers a solution through Noom's Aging & Metabolism course pack. It uses an interactive format where users can tap their goal weight, and it highlights the potential for weight loss within four weeks using the Noom program. # Brand positioning Noom is presented as a supportive and scientific weight loss program, particularly catering to individuals experiencing age-related metabolic changes. The brand emphasizes personalized, data-driven approaches, specifically mentioning the 'Aging & Metabolism course pack,' suggesting that Noom acknowledges and addresses unique challenges associated with aging. It positions itself as a reliable tool for managing weight, integrating healthy habits, and understanding metabolic changes. The ad seeks to capture an audience seeking sustainable solutions rather than quick fixes, prioritizing education and long-term health. # Product The ad promotes Noom's Aging & Metabolism course pack, designed to help individuals manage weight gain, especially during menopause. The course pack aims to calculate how long it will take to reach a goal weight. The ad mentions that 'In 4 weeks the typical Noom user can expect to lose .45-.90 kg per week.' It highlights that Noom results involve maintaining a healthy diet and exercise changes. The ad also clarifies that individual results may vary and that auto-recurring subscription fees and additional charges with a Noom plan apply. It addresses the frustration of menopausal weight gain by offering a structured program that combines behavioral insights with personalized support. # Visual style The ad has a simple, clean, and approachable visual style. It uses a notebook aesthetic to mimic a user calculating their weight loss goals in a notebook. The overall appearance is non-intrusive and designed to feel informative rather than overly promotional. # Hooks Headline: Experiencing menopausal weight gain? # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration addressed is the issue of weight gain during menopause, which can be a challenging and discouraging experience for many women. # Value propositions - The Noom's Aging & Metabolism course pack allows you to calculate how long it will take to reach your goal weight. # Benefits - In 4 weeks the typical Noom user can expect to lose .45-.90 kg per week. # Features - Aging & Metabolism course pack # Call to action None used. # Social proof - In 4 weeks the typical Noom user can expect to lose .45-.90 kg per week. # Point of view - Brand: The ad uses direct questions and clear statements about the product's benefits, establishing a direct communication channel with the potential customer. # Storyline - The ad starts by identifying a specific problem: 'Experiencing menopausal weight gain?' This immediately targets a specific audience and their potential frustration. The brand asks the viewer a question that is meant to make the user feel heard. - Next, the ad presents an interactive element: 'Tap your goal weight.' This engages the user and personalizes the experience, allowing them to select a weight they aspire to achieve. By having the user 'tap' the weight it also implies this is a mobile ad. - The ad provides a tool to 'Calculate how long it will take to reach your goal weight with Noom's Aging & Metabolism course pack.' This reinforces that Noom has a solution to help people reach a healthy weight goal and the viewer can calculate their weight loss goal. - The ad provides additional information in small print, including that 'In 4 weeks the typical Noom user can expect to lose .45-.90 kg per week' and 'Noom results involve maintaining a healthy diet and exercise changes.' The ad also shares additional caveats about individual results.

# Ad summary This ad is designed to resonate with women experiencing weight gain during menopause, positioning Noom's Aging & Metabolism course pack as a solution. It uses a screenshot of an interactive interface from the Noom app to create an immediate connection with the target audience and address their specific weight concerns. # Brand positioning Noom is presented as a weight loss program for individuals that focuses on healthy diet and exercise changes to help users achieve their goals. It aims to occupy the consumer's mind as a supportive and scientific solution to weight loss, especially during life stages like menopause, where metabolic changes can affect weight. It positions itself as a modern, tech-enabled approach to health, seemingly pushing against traditional or fad-based weight loss methods. The brand positioning is functional, focusing on the scientific approach and personalized diet and exercise changes, and emotional, acknowledging the weight concerns tied to menopause. # Product The product being advertised is Noom's Aging & Metabolism course pack, designed to help individuals experiencing weight gain manage their weight effectively through menopause. The course helps users to understand their changing metabolism and develop healthy habits to manage weight. According to the ad, users can expect to lose 0.45-0.90 kg per week by using the course. The course includes personalized diet and exercise changes. A key purchase barrier that is addressed is the frustration and confusion around menopausal weight gain, which is explicitly acknowledged. # Visual style The ad employs a platform-native aesthetic, mimicking the interface of a notes app on a mobile device. The production quality appears to be a direct screenshot from an application. The visual motif centers around a grid layout, with circular buttons providing interactive elements. The image treatment is clean and minimal, with no obvious filters or color grading. The typography is simple and legible, resembling standard UI fonts. The style aims to blend in with a user's typical mobile experience, enhancing scannability and reducing ad fatigue by leveraging familiar UI elements. # Hooks Headline: Experiencing menopausal weight gain? # Funnel stage Top of funnel (Awareness) # Pain points The ad directly addresses the pain point of women experiencing weight gain due to menopause. The ad copy "Experiencing menopausal weight gain?" singles out this specific frustration. # Value propositions - Lose .45-.90 kg per week with Noom’s Aging & Metabolism course pack # Benefits - lose .45-.90 kg per week # Features - Aging & Metabolism course pack # Call to action None used. # Social proof - In 4 weeks the typical Noom user can expect to lose.45-.90 kg per week. # Point of view - Customer: Experiencing menopausal weight gain? — This is a question, which suggests the perspective of a potential user. # Storyline - The ad opens with a question: "Experiencing menopausal weight gain?" This serves as an immediate attention grabber, specifically designed to resonate with women who are experiencing the effects of menopause. It's included to draw in the target audience by identifying their problem. The audience experiences it from the perspective of a potential Noom user. - The user is then prompted to "Tap your goal weight". This directs the viewer to select their desired weight from a selection of weight options (55kg-77kg). The options are visually presented as tappable buttons that suggest a weight customization feature. The audience experiences it from the perspective of a potential Noom user as an interactive UI simulation. - The ad mentions, "Calculate how long it will take to reach your goal weight with Noom's Aging & Metabolism course pack", offering users a projection of their weight loss timeline. This is intended to show a structured approach to weight management and the benefits of the Noom course. The audience experiences it from the perspective of the Brand, Noom. - The ad concludes with disclaimers, stating that "In 4 weeks the typical Noom user can expect to lose.45-.90 kg per week." and "Noom results involve maintaining a healthy diet and exercise changes." The copy states, "Individual results vary. Auto-recurring subscription fees may apply. T&Cs apply. Additional charge with a Noom plan." This informs the viewer about the potential outcomes of using the product, emphasizing that results can vary. The audience experiences it from the perspective of the Brand, Noom, and is intended to provide full transparency.

# Ad summary This ad promotes Noom as a weight loss app that helps users make the right decisions to lose weight for good. It highlights that no food is forbidden, it only takes 10 minutes a day, and it helps keep the weight off. # Brand positioning Noom is presented as a weight loss app that focuses on changing one's mentality about food. It positions itself against traditional diets that are often impossible to stick to, unrealistic, or lead to crashes and weight gain. The brand emphasizes that it helps users make the right decisions, allowing them to lose weight for good without forbidding any foods. It promotes a lifestyle-based approach that requires just 10 minutes a day, aligning with values of convenience and sustainable weight management. # Product Noom is a weight loss app designed to help users make informed decisions about their diet and lifestyle. It is presented as a solution for individuals who have struggled with traditional diets that are either too restrictive or unsustainable. The app offers a course progress system with topics like "Mastering Motivation" and "Food Fundamentals II." It emphasizes that no food is forbidden and requires only 10 minutes a day. The app helps users lose weight for good and keep it off. It also provides a feature to estimate how long it will take to reach a goal weight based on user answers. # Visual style The ad has a UGC feel with a mix of polished and casual shots. The editing style includes quick cuts and smooth transitions. The production quality is a hybrid of UGC and commercial, supporting the intended tone of authenticity and relatability. The pacing is consistent, with cuts timed to the music and voiceover. # Hooks Spoken: 00:00–00:02 This changed my mentality about food forever. Text overlay: 00:00–00:02 THIS changed my mentality about food forever Visual: 00:00–00:02 A close-up shot of a stack of pancakes topped with butter, blueberries, raspberries, and strawberries on a white plate. Syrup is being poured over the pancakes. The background is blurred, showing trees and greenery. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of traditional diets that are impossible to stick to, unrealistic for one's lifestyle, or lead to crashes and weight gain. "Most diets never worked for me." # Value propositions - Change your mentality about food - Sustainable weight management - Personalized approach # Benefits - Lose weight for good - Keep the weight off - Make the right decisions # Features - Course progress system - No food is forbidden - Just 10 minutes a day - Weight loss calculator # Call to action Take the quiz # Social proof - "People said amazing things about Noom" – Voiceover - "So after learning it helped so many reach their goals, I decided to download the app" – Female 1 (Customer) # Point of view - Customer 80% – The ad is primarily told from the perspective of customers sharing their experiences and results with Noom. - Brand 20% – The brand's perspective is conveyed through text overlays and app demonstrations, highlighting key features and benefits. # Storyline - 00:00–00:02 The ad begins with a shot of pancakes being drizzled with syrup, accompanied by the text "THIS changed my mentality about food forever," setting the stage for a transformative experience. - 00:02–00:03 The narrative shifts to a person cutting a watermelon, with the text "Most diets NEVER worked for me," introducing the problem that the product aims to solve. - 00:03–00:05 The ad presents a split screen comparing calories burned through exercise versus calories in food, with text overlays stating, "100 calories/mile" and "100 calories." The text "Impossible to stick to" appears with a red X, indicating the difficulty of maintaining such strict diets. - 00:05–00:07 The split screen continues, showing a person lying down and a bowl of pasta, with text overlays stating, "~200 calories/hour" and "100 calories." The text "Not realistic for my life" appears with a red X, highlighting the impracticality of some diets. - 00:07–00:09 The split screen shows people doing push-ups and a bowl of strawberries, with the text "Lead to crashes and weight gain" appearing with a red X, emphasizing the negative consequences of certain diets. - 00:09–00:11 The ad transitions to a person scrolling through the Noom app, with the text "People said amazing things about Noom," introducing social proof. - 00:11–00:15 The ad shows various people who have used Noom, with text overlays stating, "So after learning it helped so many reach their goals, I decided to download the app," and weight loss results like "- 45 lbs," showcasing the app's effectiveness. - 00:15–00:19 The ad continues to show people using Noom and eating various foods, with text overlays stating, "Noom Weight helped me make the right decisions so I can lose weight for GOOD," reinforcing the app's benefits. - 00:19–00:23 The ad shows people eating and exercising, with text overlays stating, "No food is forbidden," "Just 10 min a day," and "Keep the weight off," highlighting the app's key features and benefits. - 00:23–00:29 The ad shows a hand interacting with a weight loss calculator, with the text "See how long it will take to reach your goal weight," demonstrating the app's personalized approach. - 00:29–00:34 The ad concludes with a hand selecting an age range on a quiz, with the text "Take the quiz," prompting viewers to engage with the app.

# Ad summary The image ad prompts users to tap on their goal weight, and it will then calculate how long it will take to reach that weight with Noom's Aging and Metabolism course pack. The ad also provides some additional information about what a typical Noom user can expect. # Brand positioning This ad presents Noom as a brand that uses data and personalized insights to help users achieve their weight loss goals. It's implied that Noom takes a more scientific approach to weight loss, as evidenced by the mention of its Aging and Metabolism course pack. The brand seeks to occupy a space in the consumer's mind as a data-driven, personalized weight loss solution that caters to individual goals and needs. # Product This ad showcases Noom's Aging and Metabolism course pack as part of its weight loss program. The product is designed for individuals looking to lose weight and potentially improve their overall health. It uses personalized data and insights to calculate how long it will take for a user to reach their goal weight based on their metabolism and aging factors. The USPs are that it's personalized, data-driven, and provides users with a specific timeframe to reach their goals. The ad addresses the purchase barrier of uncertainty and the length of time it will take to see results, as well as giving them personalized results. # Visual style The ad has a clean and inviting visual style, with a focus on fresh and healthy food. The use of a real-life food bowl gives it an organic feel, while the interactive elements overlaid on top make it feel modern and engaging. The color palette is warm and natural, creating a sense of trust and approachability. # Hooks Headline: Tap your goal weight # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the uncertainty and length of time it will take to achieve desired weight loss results. The ad promises to "Calculate how long it will take to reach your goal weight", directly addressing the customer's concern about the time investment required to see progress. # Value propositions - Provides a specific timeframe to reach your goals - Personalized weight loss using individual metabolism and aging factors # Benefits - Calculate how long it will take to reach your goal weight - Typical Noom user can expect to lose 0.45 to 0.90 kg per week # Features - Aging and Metabolism course pack - Personalized data and insights # Call to action None used. # Social proof - The ad states: "In 4 weeks the typical Noom user can expect to lose 0.45 to 0.90 kg per week." This provides social proof by highlighting the average weight loss achieved by Noom users. # Point of view - Customer: The ad first asks the customer to tap their goal weight, putting them in control of the interaction. # Storyline - The ad begins by prompting the viewer to select their desired weight from a range of options, creating an interactive experience. This aims to capture the viewer's attention and make them consider their own weight loss goals from the customer's perspective. - Once a weight is tapped, the ad promises to calculate how long it will take to reach that weight with Noom's Aging and Metabolism course pack. This positions Noom as the solution, showcasing the brand's offering and piquing the viewer's curiosity about how the program works from the brand's perspective. - The ad also includes information on the expected weight loss per week for a typical Noom user, along with disclaimers about individual results and auto-renewing subscriptions. This provides transparency and sets realistic expectations while ensuring compliance and managing potential concerns from the brand's perspective.

# Ad summary This ad for Noom uses a graph to show how much weight a user can lose in 15 weeks. It also states that it only takes 10 minutes a day. # Brand positioning Noom is presented as an easy and affordable weight loss program. The brand positions itself as a solution that helps users lose weight effectively and efficiently, requiring only 10 minutes a day. The brand aims to occupy a space in the consumer's mind as a practical and accessible option for weight management, contrasting with more time-consuming or expensive alternatives. The brand promotes a lifestyle of healthy habits and manageable routines, pushing against the norm of drastic or unsustainable weight loss methods. The brand positioning is functional, emphasizing simplicity and affordability. # Product Noom is a weight loss program designed to help users lose weight in an easy and affordable way. The program claims users can lose 15 lbs in 15 weeks by dedicating just 10 minutes a day. It is based on a 3.5-year study of actively engaged Noom users with a minimum starting BMI of 25. The ad also mentions that in 4 weeks, the typical Noom user can expect to lose 1-2 lbs per week, and that Noom results involve maintaining a healthy diet and exercise changes. The ad addresses the purchase barrier of time commitment by highlighting the minimal daily time investment required. # Visual style The ad has a clean and minimalist visual style. The production quality appears to be highly polished, with a focus on clear and simple graphics. The image treatment includes background removal and color grading to create a cohesive and visually appealing aesthetic. The typography is large and bold, making it easy to read and scannable. The visual style is designed to be informative and persuasive, conveying the key benefits of the product in a clear and concise manner. # Hooks Headline: The easy and affordable way to lose 15 lbs in 15 weeks # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of weight loss being difficult, time-consuming, and expensive. The ad copy states, "The easy and affordable way to lose 15 lbs in 15 weeks," which directly counters the common frustrations associated with weight loss. # Value propositions - Easy and affordable way to lose 15 lbs in 15 weeks - Drop Ibs in 10 mins a day # Benefits - Easy weight loss - Affordable weight loss - Time-efficient weight loss # Features - Lose 15 lbs in 15 weeks - Drop Ibs in 10 mins a day # Call to action None used. # Social proof - Based on 3.5 year study of actively engaged Noom users with minimum starting BMI of 25. In 4 weeks the typical Noom user can expect to lose 1-2 lbs per week. Noom results involve maintaining a healthy diet and exercise changes. Individual results may vary. # Point of view - Brand: The entire ad is presented from the brand's point of view, showcasing the benefits and effectiveness of the Noom weight loss program. # Storyline - The ad starts by stating that Noom is "The easy and affordable way to lose 15 lbs in 15 weeks," immediately conveying the program's value proposition from the brand's perspective. This is included to grab the viewer's attention by promising a simple and cost-effective weight loss solution. - A graph is shown with "WEIGHT" on the Y axis and "TIME" on the X axis. The graph shows two data points, one labeled "on your own" and the other labeled "with Noom." The "with Noom" data point is lower on the Y axis, indicating more weight loss. This is included to visually demonstrate the effectiveness of Noom compared to trying to lose weight independently, from the brand's perspective. - The ad concludes by stating "Drop lbs in 10 mins a day," reinforcing the ease and time efficiency of the program from the brand's perspective. This is included to further entice the viewer by highlighting the minimal time commitment required to achieve weight loss results.

# Ad summary This ad promotes Noom's 15-week weight loss program for women experiencing menopausal weight gain by addressing the science behind the program and offering a quiz to get started. # Brand positioning Noom positions itself as a science-backed weight loss program. The ad presents the brand as being different by focusing on strategies designed to help women lose weight and feel themselves again. By addressing menopausal weight gain, Noom targets a specific demographic and offers a solution tailored to their needs, differentiating itself from generic weight loss programs. # Product The ad promotes Noom's 15-week reset program for menopausal weight gain, designed to help women lose 15 lbs and feel themselves again using science-backed strategies. The program also includes an aging and metabolism course. By addressing menopausal weight gain, Noom is presenting the program as an effective solution that acknowledges the unique challenges women face during menopause. # Visual style The ad features a clean and colorful visual style. The gradient background gives a modern and inviting look. The image of the blueberry held in tweezers adds a touch of playfulness, while the clear typography and simple layout make the information easily scannable. # Hooks Headline: The 15-week reset for menopausal weight gain. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the challenge of menopausal weight gain. This is evident in the phrase "menopausal weight gain," directly acknowledging a specific struggle faced by women during menopause. # Value propositions - Science-backed strategies to help you lose 15 lbs and feel yourself again. - 15-week reset for menopausal weight gain. # Benefits - Feel yourself again - Lose 1-2 lbs per week # Features - Science-backed strategies - Lose 15 lbs - Aging and metabolism course # Call to action TAKE THE QUIZ # Social proof - To 4 weeks the typical Noom user can expect to lose 1-2 lbs per week. Noom results involve maintaining a healthy diet and exercise changes. Individual results may vary. Based on a 3.5 year study of actually engaged Noom users with minimum starting BMI of 25. # Point of view - Brand: The brand's POV is used throughout to promote the program, highlight its features, and encourage viewers to take a quiz and start their weight loss journey. - External source: An external observer's point of view is being used for the visual of the blueberry being held with tweezers, communicating health, precision and a touch of fun. # Storyline - The ad opens by introducing Noom and its offer of "The 15-week reset for menopausal weight gain." The intention here is to directly address a specific need and immediately capture the attention of the target audience. This is being communicated from the brand's perspective. - The ad continues by stating that the program uses "Science-backed strategies designed to help you lose 15 lbs and feel yourself again." The intention here is to establish credibility and promote a clear, quantifiable benefit to the viewer. This is being communicated from the brand's perspective. - The ad includes the image of a blueberry being held with tweezers. The intention here is to bring an element of fun and playfulness to the serious topic of weight loss, and to create a visual association between healthy eating and the brand. This is being communicated from an external observer's perspective. - The ad also calls out "Try our aging and metabolism course." The intention here is to promote a new feature, driving new users to engage with the new content and existing users to re-engage with the app. This is being communicated from the brand's perspective. - The ad ends with a "Take the quiz" CTA. The intention is to drive immediate action by getting the user to sign up for a Noom weight loss program. This is being communicated from the brand's perspective.

# Ad summary This image ad for Noom promotes a 15-week reset to address weight gain associated with menopause. It offers science-backed strategies to help users lose weight and feel like themselves again. The ad encourages users to take a quiz and learn more about the aging and metabolism course. # Brand positioning Noom is presented as a science-backed and supportive resource for individuals seeking to lose weight and regain a sense of well-being, particularly in the context of menopausal weight gain. It positions itself as a provider of strategies designed to help users achieve their goals. The brand appeals to those who value evidence-based approaches and are looking for a comprehensive solution to manage weight and improve their overall health. # Product The advertised product is a 15-week reset program designed to address menopausal weight gain. It provides science-backed strategies aimed at helping users lose 7 kgs and feel like themselves again. The program appears to focus on the metabolic changes associated with aging. The ad addresses the need for specialized weight management during menopause, offering a structured and potentially effective approach. # Visual style The ad features a clean and modern design with a playful element via the animated blueberry. The image combines an approachable aesthetic with a health-focused message. The use of a gradient background adds depth, while the tweezers and scientific messaging subtly convey a sense of precision and authority. The overall effect is professional yet friendly, making the content easily scannable. # Hooks Headline: The 15-week reset for menopausal weight gain. # Funnel stage Middle of funnel (Consideration) # Pain points Menopausal weight gain. The ad uses the words "menopausal weight gain" to capture the attention of people experiencing this frustration. # Value propositions - Science-backed strategies designed to help you lose 7 kgs and feel yourself again. # Benefits - lose 7 kgs - feel yourself again # Features - 15-week reset - Science-backed strategies # Call to action TAKE THE QUIZ # Social proof - None used. # Point of view - Brand, present throughout the image. The information provided and CTAs are presented from the company's perspective. # Storyline - The ad opens with a clear statement of the target problem: menopausal weight gain. This is presented from the brand's perspective, drawing the viewer in with a common pain point for a specific demographic. - Noom offers a 15-week reset as a solution to menopausal weight gain. The brand positions this as a science-backed method to lose weight and feel like yourself again. - The ad offers two ways to learn more: Taking the quiz or exploring the aging and metabolism course. Both CTAs give the audience an immediate action step to start engaging with the brand.

# Ad summary This ad highlights how the weight loss program, Noom, can help women experiencing menopause lose weight. # Brand positioning Noom is presented as a weight-loss program that aims to address the unique challenges faced by women experiencing menopause. It positions itself as a science-based solution to help women regain control of their metabolism and overall well-being during this transitional phase of life. By offering personalized support and guidance, Noom aims to occupy a space in the consumer's mind as a reliable and effective resource for managing weight and improving health during menopause. The brand focuses on functional benefits, such as weight loss and improved metabolic function, while also tapping into the emotional desire to feel like oneself again. # Product Noom is presented as a weight loss program designed specifically for women experiencing menopause. The ad highlights that with "science-based support" you could lose around 15 lbs in 15 weeks. The program seems to address the challenge of metabolic changes that occur during menopause, offering personalized support to help women regain control of their weight and feel like themselves again. It addresses the purchase barrier of uncertainty by emphasizing its science-based approach, instilling confidence in its effectiveness. It uses a quiz and a course to guide users. # Visual style The ad has a clean and modern visual aesthetic with a focus on simplicity and clarity. The use of bright colors, minimal graphics, and clear typography creates a sense of trustworthiness, making it easier for viewers to quickly grasp the key message. # Hooks Headline: Menopause changed your metabolism – here's how to feel like you again. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of menopause changing your metabolism, which can lead to weight gain and feeling unlike yourself. The headline states: "Menopause changed your metabolism – here's how to feel like you again." # Value propositions - lose around 15 lbs in 15 weeks with science-based support # Benefits - lose around 15 lbs in 15 weeks # Features - science-based support # Call to action TAKE THE QUIZ # Social proof - None used. # Point of view - Brand: The entire ad is from the brand’s perspective, highlighting the ways Noom can help women experiencing menopause. # Storyline - The ad brings up a common problem of menopause changing your metabolism and then tells users that Noom has a program to help them feel like themselves again from the brand's perspective. It is important to introduce the viewer's pain point to show them the brand understands their challenges. - The ad then shares that the user could lose 15 lbs in 15 weeks with the Noom program from the brand's perspective. The ad shows the positive results users could potentially experience. - The ad includes a course and a quiz from the brand's perspective. This gives the viewer ways to learn more and get started with the Noom program.

# Ad summary The ad promotes Noom's aging and metabolism course. It targets women experiencing menopause and weight gain and promises to boost metabolism and lose 7 kgs in 15 weeks. # Brand positioning Noom is presented as a supportive health and wellness resource for women, especially those experiencing menopause. The brand aims to occupy a space in the consumer's mind as a solution for weight management and metabolism enhancement. Noom emphasizes a holistic approach, positioning itself as an ally for women seeking to navigate the challenges of menopause, rather than simply offering a quick fix. The brand promotes a lifestyle of proactive health management, focusing on metabolism and age-related changes. # Product The product being advertised is Noom's aging and metabolism course, designed to help boost metabolism and facilitate weight loss, specifically targeting women experiencing menopause. The course aims to address the common concern of weight gain during this life stage, promising a reduction of 7 kgs in 15 weeks. It is promoted as a way to manage age-related metabolic changes. The ad addresses the purchase barrier by acknowledging a sensitive topic (menopause) and positioning Noom as a helpful resource. The ad also provides a button to 'Take the Quiz' to further engage potential customers. # Visual style The ad features a clean, playful visual style with a gradient background and a minimalist design. The use of a cartoon-like blueberry held by tweezers adds a quirky, approachable element. The overall aesthetic is modern and aims to be attention-grabbing yet simple and easy to scan. # Hooks Headline: Weight gain doesn't have to be part of menopause. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration of weight gain experienced during menopause, stating, "Weight gain doesn't have to be part of menopause." # Value propositions - The Noom program addresses a woman's weight gain struggles during menopause. # Benefits - Boost your metabolism - lose 7 kgs in 15 weeks. # Features - aging and metabolism course # Call to action TAKE THE QUIZ # Social proof - None used. # Point of view - Brand: The brand's perspective is used throughout the ad, communicating the product's benefits and encouraging users to take action. This is evident in the headline, benefit statements, and call to action buttons. - Customer: The ad is presented from the perspective of the customer struggling with weight gain during menopause. This is evident from the headline, which directly addresses that this does not have to be the case. # Storyline - The ad starts by addressing a key concern for women experiencing menopause: weight gain. The brand uses a headline to state that 'Weight gain doesn't have to be part of menopause.' This message aims to immediately grab the attention of the target audience and offer reassurance. - Next, the brand highlights the specific benefits of the Noom program by stating 'Boost your metabolism and lose 7 kgs in 15 weeks'. This provides a concrete and measurable outcome, appealing to the audience's desire for effective solutions. The message aims to build confidence in Noom's ability to deliver results. - The ad includes a visual element of a blueberry with a cartoon face being held by tweezers. This quirky visual aims to associate the program with health by using a natural food. The ad uses the blueberry as an animated, friendly symbol that is relatable to the customer's experience. - The ad includes a round callout that reads 'Try our aging and metabolism course'. This prompts the user to consider the program. - The ad includes a button with the text 'Take the quiz' that aims to drive engagement and encourage potential customers to start their journey with Noom. This message is intended to remove the barrier to engagement and invite exploration.