How Ramp Advertises on Meta

# Ad summary The ad features a man portraying a 'Marin PE guy' who satirizes the lifestyle and values of wealthy individuals in Marin County, California. He discusses his family's affluent lifestyle, including multiple homes, luxury cars, and participation in stereotypical Marin County activities. The ad promotes Ramp, suggesting it can help manage the expenses and spending habits associated with such a lifestyle. # Brand positioning Ramp is presented as a modern and effective solution for expense management, particularly aimed at businesses dealing with complex spending scenarios. The brand is positioned as a tool to bring order and visibility to company finances, preventing wasteful spending and potential fraud. It pushes against the chaos and lack of control often associated with startup finance, promising a systemized approach that allows businesses to scale efficiently. Ramp is positioned with a functional and practical appeal, targeting companies that value oversight and data-driven financial management. # Product Ramp is an expense management system designed to provide real-time visibility and control over company spending. It is presented as a tool for businesses that seek to streamline their financial processes, prevent fraud, and gain better insight into where their money is going. Ramp offers spend controls, allowing businesses to manage expenses efficiently, and uses AI to flag potential fraud, ensuring financial security. Ramp is for businesses and startups looking to scale and manage their finances more effectively, eliminating the need for complex SaaS tools and providing a clear, easy-to-understand financial overview. # Visual style The ad has a casual, UGC feel, with a static camera and minimal editing. The outdoor setting suggests a natural environment, and the overall tone is comedic, poking fun at stereotypes associated with affluent lifestyles in Marin County. The pacing is conversational, following the rhythm of the speaker's humorous monologue. # Hooks Spoken: 00:00–00:02 Yeah, we're in Marin now. Never leaving the Bay. Text overlay: 00:00–00:02 MARIN PE GUY Visual: 00:00–00:02 A man stands outdoors, wearing a polo shirt and a baseball cap that reads 'DUE TO MY BOLS' with an illustration of a bull. The background is a sunny, green field with trees and mountains in the distance. The text 'MARIN PE GUY' is superimposed at the top. # Funnel stage Top of funnel (Awareness) # Pain points Startups often struggle with out-of-control spending and lack of financial visibility, leading to inefficiency and potential fraud, as implied by the reference to engineers expensing $400 on mushroom lattes and marketing running unexplainable SaaS tools. # Value propositions - Turning startup nonsense into something that fun can actually operate: Implies Ramp makes financial operations fun and easy to manage. # Benefits - Expense management - Spend controls - Real-time visibility - AI that flags fraud - Turning founder chaos into scaleable infrastructure - Turning startup nonsense into something that fun can actually operate # Features - Expense management with spend controls - Real-time visibility - AI that flags fraud # Call to action None used. # Point of view - Customer 100% – The entire ad is delivered from the perspective of a fictional character, a 'Marin PE guy,' to humorously connect with the audience. # Storyline - 00:00–00:17 00:00–00:17 The man introduces himself in Marin, mentioning the need for a three-car garage for his Rivian and Range Rover and his wife's interests such as lymphatic drainage and cedar enzyme baths in Mill Valley. - 00:17–00:22 00:17–00:22 He mentions his pilates and jokes that he's not proud of it, but he mentions that it's strengthening his core. - 00:22–00:32 00:22–00:32 He speaks about his cycling and that he also maintains a condo in Pack Heights, mainly for hosting founders or when his wife wants to attend a sound bath. - 00:32–00:40 00:32–00:40 He mentions his proximity to Hawaii, noting that he is looking to buy something on Maui soon. - 00:40–00:51 00:40–00:51 Speaking to the audience, he states that he was early at Snowflake and Data Bricks and eventually transitioned to private equity (PE). - 00:51–01:05 00:51–01:05 He mentions that he is turning founder chaos into scalable infrastructure and introduces Ramp for expense management with real-time visibility and AI fraud flagging. - 01:05–01:14 01:05–01:14 He continues describing Ramp by noting that engineers aren't expensing $400 on adaptogenic mushroom lattes and that the marketing isn't running six SaaS tools that nobody can explain. - 01:14–01:18 01:14–01:18 He wraps up by stating that Ramp is turning startup nonsense into something that can actually operate. - 01:18–01:23 01:18–01:23 He asks the audience where they are based, and replies saying 'Bayview' with a curious tone.

# Ad summary This ad by Ramp promotes their Bill Pay feature, highlighting how it reduces the amount of clicks it takes to pay a bill. It also highlights other benefits, like OCR, coding, approvals, and ERP sync. # Brand positioning Ramp is presented as an innovative solution to the common problems faced by finance teams. The brand aims to occupy the space of efficiency and accuracy in financial operations, contrasting with traditional, more cumbersome methods. Ramp aligns with values of automation, real-time processing, and user-friendly technology, positioning itself against competitors that rely on manual processes, error-prone OCR, and slow batch syncing. The brand positioning is functional, emphasizing performance and simplicity to appeal to finance teams seeking to streamline their workflows. # Product Ramp's Bill Pay feature is designed to streamline and automate the bill payment process for finance teams. It reduces the number of clicks required to pay a bill to just 3, compared to the 21+ clicks typically required with traditional methods. It utilizes every line-item with 99% accuracy compared to error-prone header-only OCR, and features AI-automated coding and approvals instead of manual and rules-based processes. It offers real-time ERP sync, a significant improvement over the 24-hour batch sync. The ad conveys that Ramp's Bill Pay is a modern solution that saves time, reduces errors, and increases efficiency in financial operations. # Visual style The ad has a clean and minimalist aesthetic, with a focus on clarity and information. The editing style consists of static shots with simple transitions, and the production quality is polished and professional. The color scheme is high contrast, with a stark division between gray and neon yellow. The pacing is consistent with no changes, and the text is timed to emphasize key points. # Hooks Spoken: 00:00-00:09 [Upbeat music] Why finance teams switch: clicks to bill, OCR, coding, approvals, ERP sync. Bill 21+, header only error prone, manual, rules-based, 24-hour batch. Bill Pay by Ramp: 3, every line item, 99% accuracy, AI automated, real time. Text overlay: 00:00-00:09 Why finance teams switch / 00:00-00:09 clicks to bill / 00:00-00:09 OCR / 00:00-00:09 coding / 00:00-00:09 Approvals / 00:00-00:09 ERP sync / 00:01-00:09 BILL / 00:01-00:09 21+ / 00:01-00:09 Header-only, error prone / 00:01-00:09 Manual / 00:01-00:09 Rules-based / 00:01-00:09 24-hour batch / 00:02-00:09 Bill Pay / 00:02-00:09 by ramp / 00:02-00:09 3 / 00:02-00:09 Every line-item 99% accuracy / 00:02-00:09 AI-automated / 00:02-00:09 Real-time Visual: 00:00–00:01 The screen is divided vertically, with the left side in light gray and the right side in bright neon yellow. On the left are the words “Why finance teams switch,” stacked above bullet points that say: “clicks to bill,” “OCR,” “coding,” “Approvals,” and “ERP sync.” / 00:01–00:02 The word “BILL” appears on the top right, as well as the words “21+” next to clicks to bill, “Header-only, error prone” next to OCR, “Manual” next to coding, “Rules-based” next to Approvals, and “24-hour batch” next to ERP sync. / 00:02–00:09 The words “Bill Pay by ramp” appear at the top right. Under the bullet points on the right, the words “3” appear next to clicks to bill, “Every line-item 99% accuracy” next to OCR, “AI-automated” next to coding and Approvals, and “Real-time” next to ERP sync. # Funnel stage Middle of funnel (Consideration) # Pain points The ad focuses on the inefficiencies and inaccuracies of traditional bill payment processes. '21+ clicks to bill' and 'Header-only, error prone' OCR are mentioned as pain points. # Value propositions - The ad communicates value by showcasing a clear contrast between the traditional method and Ramp's modern solution, highlighting the efficiency and accuracy gains. # Benefits - 99% accuracy - Removes error prone OCR - Takes only 3 clicks to bill # Features - Ramp Bill Pay reduces the amount of clicks it takes to pay a bill. - AI-automated coding and approvals - Real-time ERP sync # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented as an official comparison between Ramp and a competitor, which is communicated through the use of a neutral tone and clear, direct language. # Storyline - 00:00–00:00 The ad starts with the question 'Why finance teams switch' in order to draw in the viewer. The intent is to immediately make it clear who the ad is targeting, and what it is about. - 00:00–00:01 Next, the ad introduces different reasons to switch, such as "clicks to bill" in order to highlight the different features of Ramp's Bill Pay. The intent is to establish the different parts that make up the service in order to later compare them to traditional methods. - 00:01–00:09 Next, Ramp compares their service to BILL, highlighting that the traditional amount of clicks is 21+, whereas Ramp's is only 3. The intent is to showcase that Ramp is better than the industry standard. This is done for each of the previously mentioned elements of Bill Pay.

# Ad summary The digital advertisement promotes Ramp's 'Bill Pay' feature, which uses AI to accurately code invoice line items, streamlining financial processes for businesses. # Brand positioning Ramp is presented as a modern, tech-forward brand focused on simplifying financial operations for businesses. The brand positions itself in the market as a solution that provides accuracy and efficiency through AI-powered technology. Ramp focuses on functional benefits, such as automation and precision in financial coding, which help businesses save time and resources, setting it apart by pushing against the traditional manual methods of financial management. # Product The product is Ramp's Bill Pay, an AI-powered feature designed to automate and accurately code line items on invoices. This system automatically analyzes and codes each item with 99% accuracy, as shown by the text overlay. The product is intended for businesses that handle multiple invoices. The AI is designed to eliminate the need for manual coding, which reduces errors and saves time. A key USP is the AI technology that codes every line item, ensuring accuracy and efficiency in financial processes. The ad addresses the barrier of manual, time-consuming coding. # Visual style The ad has a polished, professional aesthetic with clean graphics and a light color palette. The editing style is smooth with static shots and simple animations to highlight the product features. The production quality is high-end, supporting the tone of a sophisticated and reliable financial solution. The pacing is consistent, focusing on clarity and ease of understanding. # Hooks Text overlay: 00:00–00:05 Loft Labs / 00:00–00:05 Invoice #14884 / 00:00–00:05 Date 02/25/26 / 00:00–00:05 $68,250 / 00:00–00:05 AI that codes every line item with 99% accuracy Visual: 00:00–00:01: A white digital invoice with the company name 'Loft Labs', Invoice #14884, Date 02/25/26, and a total of $68,250 is centered on a light blue background. The Ramp logo is visible in the top right corner. Text at the bottom reads 'AI that codes every line item with 99% accuracy' with the Bill Pay by Ramp logo next to it. The camera is static. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration being addressed is the manual, time-consuming process of coding invoice line items, which is prone to errors. The ad aims to solve that frustration by stating that it is using 'AI that codes every line item with 99% accuracy'. # Value propositions - 99% accuracy in AI coding for every line item offers increased precision and reliability in financial management - Automation reduces manual labor and potential for human error, saving time and resources # Benefits - Automated line item coding - High accuracy in financial coding # Features - AI that codes every line item with 99% accuracy # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing the features and benefits of the Bill Pay product. # Storyline - 00:00–00:01 The ad showcases an invoice. The invoice shows the company named Loft Labs with Invoice #14884, Date 02/25/26, and a total of $68,250. The ad conveys that the product, Bill Pay by Ramp, works with invoices. - 00:01–00:05 Tags with line items pop up and automatically code the invoice, labeling 'Software License', '$68,250', 'Operations', and 'New York, NY'. This conveys the AI coding capabilities of Bill Pay by Ramp. The perspective is from the brand to show the AI.

# Ad summary This image ad is promoting Ramp accounting software. As an incentive to try their accounting partner demo, Ramp is offering an spa credit. # Brand positioning Ramp presents itself as a modern solution tailored for accounting partners. The brand aims to simplify complex financial tasks, promising ease and efficiency for accounting professionals. Positioning itself as a forward-thinking ally, Ramp stands out by offering incentives like a spa credit, appealing to the professional's need for relaxation after tax season. This brand is positioning itself as a partner that understands the challenges of tax season and looks to help relieve some of that stress. By offering a spa credit, the brand is trying to build an emotional connection with their potential customers. # Product Ramp is a financial automation platform, which in this ad, is offered to accounting partners through a demo. The ad suggests that after taking Ramp's accounting partner demo, you'll receive an spa credit. This promotes the software as a tool to streamline financial tasks, making it desirable for accounting partners seeking efficiency and relaxation post-tax season. The advertisement clearly conveys that Ramp values its customers' well-being, implying that it understands the challenges and stresses associated with tax season. # Visual style The ad has a clean and modern visual style, combining lifestyle imagery with clear, concise text. The design employs a simple layout with a strong color contrast between the background and the text, which helps to draw the viewer's eye. The image of the woman on the beach suggests relaxation and escape, which is juxtaposed with the mention of tax season, creating a sense of relief. The ad uses a lifestyle shot of a woman at the beach to convey a sense of relaxation, which is in contrast to the stress of tax season. The typography is clean and legible, ensuring that the message is easily scannable in the feed. # Hooks Headline: Take an accounting partner demo and we'll send you an spa credit. # Funnel stage Middle of funnel (Consideration) # Pain points Tax season: "You'll need this after tax season." # Value propositions - Get a spa credit after taking an accounting partner demo. # Benefits - spa credit # Features - accounting partner demo # Call to action Become a Ramp partner # Social proof - None used. # Point of view - Brand: Throughout the ad, the perspective is from the brand, inviting viewers to try their accounting partner demo and promoting its benefits. # Storyline - The ad starts by offering an accounting partner demo of Ramp with the incentive of a spa credit. This part of the story is told by Ramp, offering an immediate benefit for taking the demo. - The ad mentions that you'll need the spa credit after tax season, implying that the accounting partner demo is worth taking as tax season is difficult. This is told from the brand's perspective. - The ad offers the user the ability to become a Ramp partner. The ad is told from the brand's perspective, with the intention of gaining more users.

# Ad summary This ad uses a first-person testimonial delivered in a quirky style to highlight Ramp's ability to save businesses money by automatically capturing and categorizing receipts and spend. The speaker claims Ramp has boosted his business's EBITDA by cutting out the nonsense, allowing him to close on a compound in Palm Springs. # Brand positioning Ramp is presented as a technologically advanced finance management solution that helps businesses automate expense tracking and control spend, leading to real efficiency and increased profitability. The brand aims to occupy the space of a modern, essential financial tool for businesses looking to optimize their financial operations without manual receipt handling. The ad promotes a functional brand positioning, emphasizing the performance and efficiency gains that Ramp provides, which leads to the customer living a more luxurious lifestyle. # Product Ramp is a financial management platform designed for businesses to automatically capture receipts, categorize spend, and provide insights into where companies are losing money. Every time a business swipes their card, Ramp automatically captures the receipt, categorizes the spend, and shows where the company may be hemorrhaging money. Ramp claims to offer “real efficiency” compared to “silicon valley efficient”. The advertisement addresses the pain point of manually tracking and managing receipts by highlighting how Ramp eliminates the need to chase paper and provides a streamlined, automated system for managing business expenses. # Visual style The ad has a UGC feel with a single, stationary camera angle and unpolished lighting. The background is blurred to keep the focus on the speaker, who uses expressive gestures and comedic facial expressions. This creates a casual and approachable tone, and the production quality is simple and straightforward, which adds to the UGC feel. # Hooks Spoken: 00:00–00:02 Did you just put a receipt in your wallet for later? Text overlay: 00:00–00:02 Shopping for new business attire Visual: 00:00–00:02 The camera is stationary with eye-level framing on a man with tan skin and short dark hair and a neatly trimmed beard. He is wearing a pink sweater, a checkered shirt, and a white baseball cap with a logo, and has various comedic expressions on his face as he talks. The background is a blurred image of a luxury clothing store, with suits and shelves visible. # Funnel stage Consideration # Pain points The pain point is the inconvenience and inefficiency of manually handling business receipts. This is signaled through the question, "Did you just put a receipt in your wallet for later?", which implies the outdated practice of physical receipt management. # Value propositions - Ramp shows me exactly where my companies are quietly hemorrhaging money. - Every card swipe, Ramp auto captures the receipt, categorizes the spend # Benefits - Not Silicon Valley efficient; it's real efficiency - Ramp just boosts EBITDA by cutting the nonsense # Features - Auto captures the receipt - Categorizes the spend # Call to action None used. # Social proof - Ramp actually shaved about 5% of GNA off one of my horse doctor port co's last year. - Male 1 (Customer) # Point of view - Customer 100% – The entire ad is delivered by a single speaker sharing his experience with the brand, suggesting a firsthand perspective and implied product use. # Storyline - 00:00–00:02 00:00–00:02 The speaker asks directly if the viewer puts receipts in their wallet for later, setting up the problem Ramp solves. - 00:02–00:07 00:02–00:07 The speaker expresses that he hasn't physically interacted with a receipt since 2020 and introduces Ramp as the solution, framing receipt handling as a problem. - 00:07–00:12 00:07–00:12 The speaker describes how Ramp shows up with the proper information. He emphasizes the receipts show up "in a system, not anywhere near my body." The moment builds on the previous point by stressing the automation of Ramp and no paper receipts. - 00:12–00:16 00:12–00:16 The speaker states that he is "rolling up businesses at an alarming rate," implying his busy life and setting the stage for why he needs such efficiency. - 00:16–00:25 00:16–00:25 The speaker lists businesses that he is rolling up and asks if the viewer thinks he has time to "chase paper", reinforcing that he is too busy to deal with receipts manually. He answers his question with "I don't". - 00:26–00:34 00:26–00:34 The speaker explains how "every card swipe" with Ramp "auto captures the receipt, categorizes the spend, and shows me exactly where my companies are quietly hemorrhaging money", diving into Ramp's feature and benefits. - 00:34–00:37 00:34–00:37 The speaker emphasizes Ramp's "real efficiency", contrasting it with less effective solutions, positioning the product as high-performance. - 00:38–00:44 00:38–00:44 The speaker states Ramp shaved "5% of GNA" off of his "horse doctor port co's" last year, providing social proof with data and implied efficiency. This builds on the claim of real efficiency from the prior moment. - 00:44–00:52 00:44–00:52 The speaker explains his success allowed him to buy a "sprawling compound in Palm Springs", visualizing the outcome of using Ramp's product. - 00:52–00:55 00:52–00:55 The speaker says "cash flows to pools. That's economics." He links finance management to luxury living. - 00:56–01:01 00:56–01:01 The speaker describes how "these businesses are already printing. Ramp just boosts EBITDA" while cutting "nonsense", positioning Ramp as a boost to existing profitable businesses. - 01:01–01:05 01:01–01:05 The speaker jokingly shares that he likes EBITDA so much that he named his daughter after it, emphasizing his passion for financial efficiency in a humorous way. - 01:05–01:10 01:05–01:10 The speaker concludes by saying that people stuffing receipts in their pockets are “prehistoric”, reinforcing the antiquated nature of not using Ramp and restating the core problem.

# Ad summary This ad promotes Ramp's accounting partner program by offering free AirPods Pro when users take a demo. # Brand positioning Ramp is presented as a modern financial services platform focused on accounting partner solutions. The brand aims to be seen as an innovator by offering appealing incentives (like AirPods Pro) to engage with its partner program. Positioning is functional, highlighting simplicity and value for accounting partners rather than focusing on emotional appeal. The incentive of AirPods Pro suggests Ramp is willing to invest in new partners to grow its network. # Product The ad promotes the Ramp partner program for accounting firms. By taking a demo of Ramp's services, accounting partners can receive a free set of AirPods Pro. The AirPods Pro serve as an incentive to attract new accounting partners to explore Ramp's platform, addressing a potential barrier of reluctance to invest time in learning a new system. The ad targets accounting firms interested in partnering with Ramp, positioning Ramp as a valuable tool that can benefit their practice. # Visual style The ad has a clean and modern visual style. It utilizes a high-contrast color scheme with a yellow-green background and a black block for the product display. The product is well-lit and appears high-quality. The layout is simple and direct, making it easily scannable. # Hooks Headline: Take an accounting partner demo. Get AirPods Pros. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Take an accounting partner demo. Get AirPods Pros. (Value provided in exchange for product engagement) # Benefits - Get AirPods Pros. # Features - Accounting Partner Demo # Call to action Become a Ramp partner # Social proof - None used. # Point of view - Brand: The entire ad communicates from Ramp's perspective, highlighting the benefits of joining their accounting partner program. # Storyline - The ad starts with the invitation to take an accounting partner demo, which is coming directly from the brand, Ramp. This is included to introduce the offer to the audience. - Ramp then advertises the incentive for taking the demo, which is to receive free AirPods Pro. This section is coming directly from the brand, Ramp. It is included to create a strong pull for the accounting partners to take the demo. - The offer is completed with a button asking to become a Ramp partner, coming directly from the brand, Ramp. This section is included to drive action.

# Ad summary This ad promotes Ramp Treasury, an investment account with competitive yield and no restrictions. # Brand positioning Ramp is presented as a modern financial solution for businesses, offering high returns and zero fees. The brand aims to occupy a space in the consumer's mind as an innovative and efficient financial partner. It promotes values of simplicity and high performance, pushing against traditional banking norms by offering competitive yields without restrictions. The brand positioning is functional, focusing on performance and simplicity. # Product Ramp Treasury is presented as an investment account designed for businesses, offering competitive yield and no restrictions. It is highlighted as a business account with high returns and zero fees. The ad emphasizes that it is an investment account with competitive yield and no restrictions, making it an attractive option for businesses looking to maximize their returns without the typical limitations. # Visual style The ad has a clean and straightforward aesthetic, using a black background with white and yellow text. The editing style is static, with simple text transitions. The production quality is polished, giving it a professional commercial feel. The pacing is slow and deliberate, allowing viewers to easily read and absorb the information. The cuts are timed to the voiceover lines, creating a synchronized audio-visual experience. # Hooks Spoken: 00:00–00:06: [Unclear phrase] Text overlay: Meet / Ramp Treasury / The business account with high returns and zero fees. / The investment account with competitive yield and no restrictions. Visual: 00:00–00:06: The screen is black with white text that reads "Meet" at the top, followed by "Ramp Treasury" in a larger font. Below, the text changes from "The business account with high returns and zero fees" to "The investment account with competitive yield and no restrictions." The text is well-lit and centered on the screen. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of high fees and restrictive terms typically associated with business investment accounts. "Zero fees" and "no restrictions" directly counter these common frustrations. # Value propositions - High returns and zero fees: This combination offers a clear value by promising increased profitability without additional costs. - Competitive yield and no restrictions: This provides value by ensuring businesses can maximize their investment potential without limitations. # Benefits - High returns - Zero fees - Competitive yield - No restrictions # Features - High returns - Zero fees - Competitive yield - No restrictions # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the official voice of the brand, delivering product claims and demos. # Storyline - 00:00–00:02 00:00–00:02: The ad opens with the text "Meet Ramp Treasury," introducing the product. This serves as an invitation to learn about the offering from the brand's perspective, setting a formal and informative tone. - 00:02–00:06 00:02–00:06: The text changes to "The investment account with competitive yield and no restrictions," detailing the product's key features. This is a direct statement from the brand, highlighting the benefits of using Ramp Treasury and aiming to persuade the audience with functional advantages. The tone is straightforward and factual.

# Ad summary This ad for Ramp positions them as the top finance platform for accounting firms. It features a call to action to become a Ramp partner, and features several logos of companies that use Ramp's services as social proof. # Brand positioning Ramp is presented as a leading financial platform catering specifically to accounting firms. The company's positioning as "The #1 finance platform" aims to establish it as a leader in its category, offering a sense of authority and expertise. The inclusion of logos from firms like Acuity, Baker Tilly, Armanino, and Kruze implies that Ramp is a trusted and valued service provider within the accounting industry, suggesting a high level of reliability and quality. # Product Ramp is advertised as a finance platform designed for accounting firms. The ad invites viewers to “Become a Ramp partner,” suggesting a partnership model where accounting firms can collaborate with Ramp to enhance their financial operations. While specific features are not detailed, the ad implies that Ramp provides comprehensive financial solutions tailored to the needs of accounting firms. # Visual style The ad has a clean, minimalist visual style with a bright yellow background and black text and logos. The design is simple and professional, focusing on clear messaging and brand recognition. The use of well-known company logos adds credibility and social proof. # Hooks Headline: The #1 finance platform for accounting firms # Funnel stage Middle of funnel # Pain points None used. # Call to action Become a Ramp partner # Social proof - ACUITY - bakertilly - armanino - KRUZE # Point of view - Brand: the headline, CTA, and logos all contribute to Ramp presenting itself as the premier finance platform for accounting firms. - Customer: The accounting firm logos provide a customer perspective, demonstrating that other companies in the same field trust and use Ramp's services. # Storyline - The ad opens with a claim that Ramp is the #1 finance platform for accounting firms to set the tone that the brand is an industry leader. This is told from the brand's perspective to immediately establish credibility. - The ad includes a CTA, “Become a Ramp partner,” to encourage viewers to take the next step and learn more about the offering. This is communicated from the brand's perspective and furthers the narrative by directly engaging the audience. - The ad displays logos of reputable accounting firms that utilize Ramp, such as Acuity, Baker Tilly, Armanino, and Kruze, to build trust and provide social proof. This is displayed from the perspective of customers, signaling that well-regarded firms trust Ramp.

# Ad summary The ad showcases Ramp, a spend management platform for accounting firms. It emphasizes how the platform helps compare spending across different platforms. The ad features a Ramp card, a mobile phone displaying the Ramp app interface, and a tablet showing reporting dashboards. # Brand positioning Ramp is positioned as a modern spend management platform built for accounting firms, it helps them manage and compare their company spending, offering tools to keep track of all expenses. The ad appeals to accounting firms that want to streamline their financial processes and gain better insights into their spending habits. # Product Ramp is presented as a spend management platform that helps accounting firms track and compare expenses. The ad features the Ramp card, a physical card used for transactions, and the Ramp app, which offers tools to manage spending. The reporting dashboards on the tablet show visual representations of financial data. The Ramp platform is for accounting firms seeking efficient and transparent ways to manage their expenses. This platform facilitates spend comparisons and detailed reporting, enabling informed financial decisions and improved budget management. # Visual style The ad employs a clean and modern visual style, using a bright yellow background to draw attention. The focus is on displaying the Ramp card, mobile app, and reporting dashboards in a minimalist way. The overall aesthetic is professional and tech-forward, designed to appeal to accounting firms. # Hooks Headline: Change happens. See how spend platforms compare. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the difficulty in managing and comparing expenses across different platforms, which can be a significant challenge for accounting firms. # Value propositions - Spend management platform built for accounting firms # Benefits - Compare spend platforms # Features - Ramp card - Ramp app - Reporting dashboards # Call to action Become a Ramp partner # Social proof - None used. # Point of view - Brand: Throughout the entire ad, the message is consistently delivered from the brand's perspective, showcasing the product's features and benefits, and inviting potential partners to join. # Storyline - The ad begins by highlighting that Ramp is "Built for Accounting Firms," immediately targeting a specific audience. This is told from the brand's perspective, establishing relevance and specialization. - The ad then states, "Change happens. See how spend platforms compare," suggesting a problem of managing expenses across different platforms. The brand's perspective aims to position Ramp as the solution. - Finally, the ad encourages the viewer to "Become a Ramp partner," creating a clear call to action, encouraging viewers to explore a deeper professional relationship. This is told from the brand's perspective and signifies the end of the story.

# Ad summary This ad introduces Ramp Treasury, a business account with high returns and total liquidity. The ad shows the Ramp app interface and highlights earnings. # Brand positioning Ramp is presented as a modern, tech-forward financial solution for businesses. The brand aims to occupy the space of innovative financial management, offering high returns and liquidity. The brand aligns with values of efficiency and growth, pushing against traditional banking norms by providing a seamless, high-yield business account. The brand positioning is both functional (high returns, liquidity) and emotional (peace of mind, growth potential). # Product Ramp Treasury is a business account designed to provide high returns and total liquidity. It allows businesses to manage their finances efficiently, offering features such as same-day ACH and auto top-up. The product is for businesses looking to maximize their earnings while maintaining easy access to their funds. The ad highlights the potential for substantial earnings, as shown in the app interface, and emphasizes the ease of managing finances through the Ramp platform. The product addresses the purchase barrier of low returns on traditional business accounts by offering a high-yield alternative. # Visual style The ad has a polished, modern aesthetic with clean graphics and a bright color palette. The editing style features quick cuts and smooth transitions, maintaining a fast pace. The production quality is high, giving it a professional commercial feel. The visual motifs include the consistent use of the Ramp brand colors and simple, clear text overlays. The pacing is consistent, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: Introducing Ramp Treasury. Text overlay: Ramp Treasury / Same-day ACH / Auto top-up Visual: 00:00–00:02: A black lowercase "r" appears on a bright yellow background. The text "Ramp Treasury" appears below the "r", and icons representing "Same-day ACH" and "Auto top-up" appear on either side. The camera is stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implicitly addresses the pain point of low returns on traditional business accounts. The phrase "high returns" directly counters this frustration. # Value propositions - High returns: Maximizes earnings on business accounts. - Total liquidity: Ensures easy access to funds. - Same-day ACH: Provides fast and efficient transactions. - Auto top-up: Simplifies account management. # Benefits - High returns - Total liquidity # Features - Same-day ACH - Auto top-up # Call to action Put your money to work at ramp.com/treasury # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing product features and benefits. # Storyline - 00:00–00:02 00:00–00:02: The ad opens with the Ramp logo and introduces Ramp Treasury. This serves as an attention-grabbing introduction to the product. The perspective is from the brand, aiming to create awareness. The tone is informative and modern. - 00:02–00:04 00:02–00:04: The ad highlights that Ramp Treasury is a business account. This clarifies the type of product being offered. The perspective is from the brand, providing a functional description. The tone is straightforward and clear. - 00:04–00:05 00:04–00:05: The ad emphasizes high returns. This is a key benefit, designed to attract businesses looking to grow their capital. The perspective is from the brand, focusing on a financial advantage. The tone is persuasive and optimistic. - 00:05–00:08 00:05–00:08: The ad highlights total liquidity. This addresses a potential concern about accessing funds. The perspective is from the brand, reassuring potential users. The tone is confident and reassuring. - 00:08–00:14 00:08–00:14: The ad shows the Ramp app interface, displaying features and earnings. This provides visual proof of the product's functionality and potential benefits. The perspective is from the brand, showcasing the user experience. The tone is practical and informative. - 00:14–00:16 00:14–00:16: The ad ends with a call to action to visit the Ramp website. This directs viewers to take the next step. The perspective is from the brand, prompting engagement. The tone is direct and actionable.

# Ad summary This ad for Ramp, a corporate card and expense management platform, features two men from Technology Brother Network (TBN) discussing the benefits of using Ramp. They highlight how Ramp automates expense processes, saving businesses time and money. The ad includes visuals of the Ramp card, the mobile app interface, and logos of companies that use Ramp, such as Shopify and Boys & Girls Club of America. The ad concludes with a call to action to visit ramp.com/TBPN for white-glove onboarding. # Brand positioning Ramp is presented as a modern, efficient solution for corporate expense management. The brand aims to occupy the space of a tech-forward financial tool that simplifies and automates expense tracking, receipt management, and approvals. Ramp aligns with values of efficiency, time-saving, and financial control, promoting a lifestyle where businesses can focus on growth rather than administrative tasks. The brand pushes against the norms of traditional, manual expense management processes, positioning itself as a superior, automated alternative. The brand positioning is both functional (automating expense processes) and emotional (eliminating finance headaches). # Product Ramp is a corporate card and expense management platform designed to automate the entire expense process for businesses. It works by providing a corporate card that integrates with a mobile app to automatically match receipts, categorize expenses, and manage approvals. Ramp is for businesses of all sizes that want to save time and eliminate finance headaches. Key features include automated receipt matching, categorization, and approvals. The USP is that it acts like hiring a full-time employee for expense management, but it's free. The ad addresses the purchase barrier of time-consuming manual expense management by offering a solution that automates these tasks. The ad highlights that over 25,000 businesses trust Ramp, including Shopify, CBRE, and the Boys & Girls Club of America. # Visual style The ad has a polished, professional aesthetic with clean graphics and clear visuals. The editing style is quick cuts, keeping the pace fast and engaging. The production quality is high, with well-lit shots and smooth transitions. The visual motifs include a progress bar at the bottom of the screen and animated text overlays that highlight key points. The pacing is consistent throughout the ad, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: Male 1: If you're building a company, you need to be using Ramp. Text overlay: IF YOU'RE BUILDING / YOU NEED TO BE / USING RAMP Visual: 00:00–00:04 Close-up shot of Male 1 speaking directly to the camera. He is holding a black card in his hand. The background is blurred, but appears to be an office setting. The lighting is professional, with soft shadows. Text overlays appear at the bottom of the screen. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the time-consuming and tedious nature of manual expense management. "No one wants to be wasting time manually logging receipts, chasing approvals, and spending days on month end close." # Value propositions - Ramp automates your entire expense process - Ramp handles everything - Like hiring a full time employee just for expense management except it's free # Benefits - Saving time - Eliminating finance headaches # Features - Automated receipt matching - Categorization - Approvals # Call to action Just go to ramp.com/TBPN # Social proof - "Hiring a full time employee just for expense management except it's free." – CFO - Over 25,000 businesses trust Ramp including Shopify, CBRE, and the Boys & Girls Club of America. # Point of view - Expert 100% – The ad is told entirely from the perspective of two experts from Technology Brother Network, who are endorsing and explaining the benefits of Ramp. # Storyline - 00:00–00:02 00:00–00:02 The ad begins with Male 1 stating that if you're building a company, you need to be using Ramp. This is intended to immediately grab the attention of business owners and decision-makers. The perspective is from Male 1, who is presented as an expert. The tone is direct and assertive. - 00:02–00:09 00:02–00:09 Male 1 continues by highlighting the pain points of manual expense management, such as manually logging receipts, chasing approvals, and spending days on month-end close. This is intended to resonate with viewers who have experienced these frustrations. The perspective remains from Male 1, with a tone of shared understanding. The visuals show a person overwhelmed by receipts, reinforcing the message. - 00:09–00:13 00:09–00:13 Male 2 chimes in, stating that this is low-leverage work and you shouldn't be wasting time on it. Male 1 then introduces Ramp as the solution. This transition is intended to provide a clear problem-solution narrative. The perspective shifts to Male 2 briefly, then back to Male 1, maintaining an expert tone. - 00:13–00:23 00:13–00:23 Male 1 describes Ramp as a corporate card that automates the entire expense process. He explains that Ramp handles everything, including receipt matching, categorization, and approvals. This is intended to showcase the product's key features and benefits. The perspective is from Male 1, with a tone of informative enthusiasm. The visuals show the Ramp card and the mobile app interface. - 00:23–00:30 00:23–00:30 Male 2 shares a quote from a CFO who said that using Ramp is like hiring a full-time employee for expense management, except it's free. This is intended to provide social proof and highlight the value proposition. The perspective shifts to Male 2, with a tone of credibility. The quote adds weight to the claims made earlier. - 00:30–00:36 00:30–00:36 Male 1 states that over 25,000 businesses trust Ramp, including Shopify, CBRE, and the Boys & Girls Club of America. This is intended to further build trust and credibility. The perspective returns to Male 1, with a tone of authority. The logos of these well-known companies are shown. - 00:36–00:40 00:36–00:40 Male 2 adds that Ramp was just named number one in spend management by G2. This is intended to provide further validation and reinforce Ramp's position in the market. The perspective shifts to Male 2, with a tone of confidence. - 00:40–00:50 00:40–00:50 Male 1 concludes by stating that Ramp is offering white-glove onboarding for the next 30 days and encourages viewers to visit ramp.com/TBPN. This is intended to create urgency and drive conversions. The perspective returns to Male 1, with a tone of persuasive enthusiasm. - 00:50–00:53 00:50–00:53 The ad ends with a screen displaying the Ramp logo and website address. This is intended to reinforce the brand and provide a clear call to action.

# Ad summary This ad showcases Ramp Bill Pay, as the first autonomous AP solution, offering benefits such as streamlining invoice processing, auto coding, and fraud identification, enabling businesses to close their books faster. The ad uses a podcast clip featuring founders Jordi Hays and John Coogan, paired with product demos and office scenes, to emphasize efficiency and modernity. # Brand positioning Ramp Bill Pay is presented as an innovative financial solution designed to simplify and automate the accounts payable process for modern businesses. The brand positions itself as a disruptor to traditional, manual invoice entry and approval workflows. By offering features like autonomous AP solutions, auto-coding, fraud identification, and seamless ERP syncing, Ramp Bill Pay aims to empower finance teams with efficiency and accuracy. Its functional positioning emphasizes time savings and reduced errors, while its modern interface and integration with other financial tools suggest a forward-thinking, technology-driven approach. The brand aligns with values of efficiency, automation, and technological advancement, appealing to businesses seeking to optimize their financial operations. # Product Ramp Bill Pay is advertised as the first autonomous AP solution, streamlining and automating the entire lifecycle of invoice processing for businesses. It automates the busy work, it ingests invoices, offers auto coding on the line item level, identifies fraud, routes approvals, and manages vendor payments. It facilitates syncing with ERP systems. Its key USP is the ability to process invoices with 86% less clicks than legacy software, which functions as adding a full time AP specialist to the team. Ramp Bill Pay promises businesses the ability to close their books in days, offering a modern, efficient alternative to manual systems and legacy software. # Visual style The ad combines a polished commercial aesthetic with elements of a podcast interview. The editing includes quick cuts between speakers and product demos, timed to music. Visual motifs include bright yellow graphics and modern office settings. The ad has a hybrid production quality, using professional shots and screen recordings. # Hooks Spoken: 00:00–00:03 Jordi Hays: If you're running a finance team, you need to be using Ramp Bill Pay. Text overlay: 00:00–00:03 IF YOU'RE RUNNING A FINANCE TEAM, / 00:00–00:04 Jordi Hays (In yellow bar) / 00:00–00:04 Co-Founder, TBPN Podcast (In yellow bar) / 00:01–00:03 YOU NEED TO BE USING RAMP BILL PAY Visual: 00:00–00:04 Close-up shot of Jordi Hays, a fair-skinned male with wavy brown hair in his late 30s, wearing a dark green blazer over a striped shirt, speaking into a microphone. He is positioned centrally against a green backdrop. The camera is stationary, capturing his upper body. Below him, a bright yellow bar displays his name and title: "Jordi Hays, Co-Founder, TBPN Podcast." At the bottom of the screen, a stock ticker scrolls, displaying various company names and financial data in white text on a dark background. A Ramp logo is in the upper right corner. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration highlighted in the ad is the inefficiency and labor-intensiveness of manual invoice processing and approval workflows. The ad visually shows a man stressed at his desk. The quote "The era of manual invoice entry and chasing approvals is over" explicitly addresses the tedious and time-consuming nature of traditional AP systems. # Value propositions - Autonomous AP solution to avoid manual work - Automation as a virtual employee - Close books faster # Benefits - Processes invoices with 86% less clicks than legacy software - Adds a full-time AP specialist to your team - Closes books in days # Features - Autonomous AP solution - Auto coding - Fraud identification - Approval routing - Vendor payments - Syncing with your ERP # Call to action Schedule a demo at billpay.com/tbpn # Social proof - "That's why tens of thousands of businesses like Shopify, Perplexity, and Crumble use Ramp to close their books in days" – Jordi Hays (Co-Founder, TBPN Podcast) # Point of view - Expert 100% – The ad predominantly features experts (Jordi Hays and John Coogan) who provide insights and testimonials about the product. # Storyline - 00:00–00:03 00:00–00:03 Jordi Hays introduces Ramp Bill Pay as a tool that finance teams need to use. The message is to hook viewers with a direct product recommendation. - 00:03–00:07 00:03–00:07 John Coogan states that manual invoice entry and chasing approvals is over. It emphasizes the obsolescence of old processes and sets the stage for a modern solution. - 00:07–00:10 00:07–00:10 Jordi Hays identifies Ramp as the first autonomous AP solution. This is a claim by the brand presenting the product's innovation and uniqueness. - 00:10–00:17 00:10–00:17 Hays expands on Ramp's capabilities, highlighting that it handles the entire lifecycle of invoice processing, from ingestion to ERP syncing. This expands on the core value offering. - 00:17–00:20 00:17–00:20 Coogan describes auto coding on the line item level. The brand expands on the product's core USP. - 00:20–00:25 00:20–00:25 Coogan lists features of Ramp Bill Pay: fraud identification, approval routing, and vendor payments while Hays concludes the busy work is automated. This aims to reinforce that the product works for the customer, and solves a problem. - 00:25–00:31 00:25–00:31 Hays states invoices are processed with 86% less clicks, continuing by stating, it is like adding a full-time AP specialist to your team. This is a claim by the brand presenting the product's benefits with statistics. - 00:31–00:36 00:31–00:36 Coogan summarizes Ramp Bill Pay as a full-time AP specialist that never sleeps and never makes a mistake. The ad intends to show the product as a replacement for human labor. - 00:36–00:42 00:36–00:42 Hays states tens of thousands of businesses like Shopify, Perplexity, and Crumble use Ramp to close their books in days. It aims to solidify trust by showing social proof. - 00:43–00:46 00:43–00:46 Coogan states if you're still clicking through legacy software, you're already behind. It leverages a FOMO strategy, pushing the viewer to adopt the modern solution to keep up. - 00:46–00:51 00:46–00:51 Coogan closes with a CTA to schedule a demo at billpay.com/tbpn. The closing is intended to push viewers to take immediate action.

# Ad summary This ad promotes a practical guide to using AI for accountants, encouraging users to download the report for further information. # Brand positioning Ramp is presented as a modern and forward-thinking company that is trying to help accounting firms to adopt AI to improve their businesses. The brand is positioning itself as a source of knowledge for accounting firms to learn how to start using AI today. # Product The product being advertised is a guide titled "How accounting firms can start using AI today." It is being offered as a report that can be downloaded by users who are interested in learning how to implement artificial intelligence in their accounting practices. The guide aims to provide practical advice and insights tailored for accountants. # Visual style The ad features a clean and modern design with a focus on simplicity and clarity. The color palette is primarily grayscale with a gradient blue color used for the book cover. The image is well-lit and professional, creating a sense of trust and authority. # Hooks Headline: The practical guide to using AI for accountants # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the accountants' need to learn how to use AI in accounting, which can be inferred from the title, “The practical guide to using AI for accountants”. # Value propositions - Practical guide to using AI # Benefits - Practical guide # Features - AI Implementation # Call to action Download the report # Social proof - None used. # Point of view - Brand: The brand's perspective is communicated through the headline, offering a practical guide and encouraging accountants to download the report. # Storyline - The ad starts by presenting a problem: accountants need to learn how to leverage AI. This aims to capture the viewer’s attention by identifying a relevant challenge they might be facing, told from the brand's perspective. - The ad offers a solution in the form of a practical guide. This is intended to provide the viewer with a clear path forward, positioning the brand as a helpful resource, told from the brand's perspective. - The ad includes a call to action to download the report, nudging the viewer to take the next step. This is intended to drive engagement and lead generation, told from the brand's perspective.

# Ad summary This ad shows the advantages of using Bill Pay by Ramp for business expense management. The ad uses a series of computer screens and animations to demonstrate how it streamlines processes. # Brand positioning Bill Pay by Ramp is presented as a modern solution for business finance management, offering a more efficient and streamlined approach compared to outdated, manual processes. The brand aims to occupy the space of simplifying complex financial tasks, saving businesses time and money. The tone of the brand is functional and professional, emphasizing efficiency and integration with other financial tools. It pushes against the norms of traditional, cumbersome accounting practices by offering a tech-forward, automated solution. # Product Bill Pay by Ramp is a business finance management tool designed to streamline invoice processing, approvals, and ERP syncing. It offers a way to automate and simplify complex financial tasks for businesses of all sizes. Features include the ability to upload invoices, automate approval workflows, and sync data with various ERP systems such as NetSuite, Sage, Quickbooks, Xero, and Ramp. The product is for businesses looking to save time and reduce manual work in their finance departments. The ad suggests that Bill Pay by Ramp is worth trying because it modernizes and automates previously tedious and time-consuming processes. # Visual style The ad has a clean, modern aesthetic, using bright colors and minimalist graphics. It contrasts old technology with new, modern interfaces. The editing rhythm is paced, cutting between static shots of old technology and animated screens demonstrating the product's features. The overall effect is polished and professional, aiming to convey efficiency and ease of use. # Hooks Text overlay: 00:00–00:02 Invoice processing / 00:00–00:02 with Bill Visual: 00:00–00:02: A static shot of an old computer monitor on a white background. The screen is filled with what appear to be invoices and spreadsheets. The monitor is covered in sticky notes, with the words "Invoice processing with Bill" in red text above the monitor. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the pain point of manual invoice processing as time-consuming and cumbersome. It is represented by the visuals of an old computer monitor covered in sticky notes and progress bars. "Invoice processing with Bill" # Value propositions - Modern solution for business finance management - Efficient and streamlined approach compared to outdated, manual processes - Simplifying complex financial tasks, saving businesses time and money - Tech-forward, automated solution - Automate and simplify complex financial tasks for businesses of all sizes # Benefits - Streamlined invoice processing - Simplified financial tasks - Automated approval workflows - Data syncing with ERP systems # Features - Invoice processing - Automated approvals - ERP sync # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented entirely from the brand's perspective, showcasing the product's features and benefits. # Storyline - 00:00–00:02 The ad starts with the words "Invoice processing with Bill" placed over an image of a computer with sticky notes. The computer screen is filled with what appears to be an invoice and other documents. This highlights the current manual way of doing invoice processing. - 00:02–00:05 The screen of the computer is swiped away revealing "Invoice processing with Bill Pay". The screen then shifts to a modern interface and shows how PDF invoices can be dragged and dropped into the Bill Pay system. - 00:05–00:08 Next we see the contents of the invoice with the system showing how it scans all the information on the invoice. The ad demonstrates how the system can read all of the line items on the invoice. - 00:08–00:11 Now the ad focuses on "Approvals with Bill", again using outdated technology in the form of a flip phone to illustrate how these things used to be done. - 00:11–00:15 Again the screen is swiped away to display a modern approval system where the invoice can be routed through different people for approval. The employee submits the invoice. Since the category is software it is routed to IT for approval. Then it goes to the owner and the CFO for final approval and payment. - 00:15–00:17 Now the ad focuses on "ERP sync with Bill" using a vintage laptop with multiple ERP syncing progress bars on the screen. Again highlighting the old way of doing things. - 00:17–00:23 The laptop screen is swiped to the left revealing how the new system easily integrates with other systems. This is illustrated by displaying logos of different software. - 00:23–00:29 The ad ends with the Bill Pay logo and website URL.

# Ad summary This ad promotes Ramp, a corporate card and expense management platform, by highlighting its ability to automate financial processes, speed up closing, and reward spending with cashback. The ad uses text overlays and visuals of the Ramp card to convey its value proposition to businesses looking to streamline their financial operations. # Brand positioning Ramp is presented as a modern, efficient solution for corporate finance management, positioning itself as a tool that automates tedious tasks, accelerates financial processes, and provides rewards for business spending. The brand aims to occupy the space of a technologically advanced financial partner, aligning with values of efficiency, automation, and financial empowerment. Ramp pushes against the traditional norms of manual expense tracking and slow financial closing processes, offering a functional and performance-oriented solution for businesses seeking to optimize their financial operations. # Product Ramp is a corporate card and expense management platform designed to automate financial processes, speed up closing, and reward spending. It offers features such as 8x faster close times, an average of 5x savings, and up to 1.5x cashback on spending. The product is intended for businesses looking to streamline their financial operations and reduce the burden of manual expense tracking. Ramp addresses the pain points of nagging financial tasks by automating them, making it easier for businesses to manage their finances efficiently. The Ramp card is visually presented as a sleek, black card with a modern design, reinforcing the brand's image as a technologically advanced financial solution. # Visual style The ad has a polished, professional aesthetic with a focus on clean design and clear messaging. The editing style is static, with no cuts or transitions. The production quality is high-end, supporting the brand's image as a technologically advanced financial solution. The pacing is slow and deliberate, allowing viewers to absorb the information presented. # Hooks Text overlay: 00:00–00:09 Stop babysitting your budget Visual: 00:00–00:09: The shot features two Ramp cards against a dark gray background. The cards are black with a subtle, concentric circle pattern and the Ramp logo in white. The camera is static, providing a clear view of the cards and the text overlays. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of manually managing budgets, which is described as "babysitting your budget." This implies that the process is tedious, time-consuming, and requires constant attention. # Value propositions - Automated financial processes - Faster closing times - Cashback rewards on spending # Benefits - Ramp automates the nagging - Speeds up the closing - Rewards the spending # Features - 8x Faster Close - 5x Avg Savings - Up to 1.5x Cashback # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, highlighting its features and benefits. # Storyline - 00:00–00:01 The ad opens with a bold statement addressing the viewer's frustration with budget management. - 00:01–00:04 The ad highlights Ramp's key features: automating tasks, speeding up closing, and rewarding spending. - 00:04–00:08 The ad emphasizes the benefits of using Ramp, including faster closing times, average savings, and cashback rewards. - 00:08–00:09 The ad concludes by reiterating Ramp's value proposition and encouraging viewers to take action.

# Ad summary This ad compares a traffic jam with Bill alternatives with a man with a jet pack for Bill Pay. # Brand positioning Bill Pay by Ramp is presented as a modern solution designed for accounting firms. The company aims to occupy a space in the consumer's mind as the better, faster, more efficient option compared to 'Bill alternatives.' The brand pushes against the norm of slow, cumbersome financial processes. The brand positioning is functional. # Product Bill Pay by Ramp is a bill payment system designed for accounting firms. The ad highlights it as an alternative to other 'Bill alternatives'. It is presented as a faster, more efficient solution for accounting firms, contrasting it with the slow pace of traditional methods. The ad uses a visual metaphor of a man with a jetpack to convey the speed and efficiency of Bill Pay by Ramp. # Visual style The ad employs a split-screen technique to visually compare two contrasting scenarios. On one side, a traffic jam represents the slow and frustrating experience of using Bill alternatives. On the other side, a man with a jetpack symbolizes the speed and efficiency of using Bill Pay by Ramp. The traffic jam scene is dimly lit, which juxtaposes the bright yellow background of the man with the jetpack. The composition is clean and simple, with clear typography. The split screen draws the user's eye and easily communicates that the product is easy and fast to use. # Hooks Headline: Try Bill Pay # Funnel stage Middle of funnel (Consideration) # Pain points The ad suggests that clients are asking about Bill alternatives, indicating frustration with current bill payment processes. # Value propositions - Built for Accounting Firms # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad focuses on promoting the brand's product and highlighting its benefits. # Storyline - The ad opens by asking if the viewer's clients are asking about Bill alternatives. This highlights a problem for accounting firms by conveying the message that their clients are looking for a better solution, from the brand's point of view. - The ad contrasts the problem with a solution and tells the viewer to try Bill Pay. This showcases the brand's offering as the better alternative, from the brand's point of view. - The ad identifies who the product is for: Accounting Firms. This highlights the intended audience for the product, from the brand's point of view.

# Ad summary This ad promotes Ramp's Accounting Partner Program. The ad features a headline that says "See why thousands of accounting firms work with clients on Ramp." The ad is primarily visual, showcasing the Ramp platform on a phone and tablet. The Ramp platform is a business credit card and expense management system that helps businesses control their spending. The ad also includes a call to action to "Become a Ramp partner." # Brand positioning Ramp is presented as a modern financial platform designed for businesses, specifically for accounting firms and their clients. The brand aims to occupy a space of efficiency and control within the expense management and corporate card sector, offering solutions that simplify financial operations. Ramp positions itself as a partner to accounting firms, promoting the value of collaboration and streamlined financial oversight. It conveys a professional and tech-forward approach, implying that it aligns with businesses seeking to optimize their financial processes. The brand pushes against traditional, cumbersome expense tracking methods by presenting a digital-first, user-friendly alternative. # Product The ad features Ramp as a business management tool consisting of a physical business credit card and an online platform that accounting firms can use with their clients. The Ramp card itself is a sleek, black card with a minimalist design. It's meant to be used for business expenses. The platform, accessible on both a phone and tablet, provides real-time reporting and insights into company spending. It shows total company spending and spending broken down by category, such as flight, lodging, and dining, so business users can keep track of where their money is going. It works by providing tools to manage virtual cards, track expenses, and generate reports, making it easier to monitor and control financial outflows. The platform helps accounting firms control spending and provide clients with business insights. # Visual style The ad features a clean and modern design, using a bright color palette and minimalist graphics. The production quality is high, with professionally shot product images and crisp typography. The visual motif revolves around showcasing the Ramp platform on various devices, emphasizing its accessibility and user-friendliness. There are no filters applied, and the image treatment focuses on clean lighting to highlight the product's features. The typography is large and bold, ensuring readability and easy scannability, fitting well within the in-feed environment. # Hooks Headline: See why thousands of accounting firms work with clients on Ramp # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - The Ramp platform is used by thousands of accounting firms # Benefits - Thousands of accounting firms work with clients on Ramp # Features - Real-time reporting - Virtual cards - Spend tracking by category - Partnership Program # Call to action Become a Ramp partner # Social proof - See why thousands of accounting firms work with clients on Ramp # Point of view - Brand: The entire ad speaks from the brand's perspective by showcasing its product, its features, and its benefits. The ad also has a clear CTA for the audience to become a Ramp partner. - Customer: The perspective of the customer is shown through the digital mockups and the analytics dashboard, showing how the product delivers data to the user. # Storyline - The ad starts by stating that Ramp has thousands of accounting firms using their platform. The ad aims to capture attention by highlighting Ramp's popularity, reassuring the audience that this product is already trusted by many. The brand is communicating the popularity of Ramp to build a sense of trustworthiness. - The ad then shows an image of the Ramp platform on a phone and tablet. This showcases the product's features. The brand is showing the audience how the Ramp platform works and how it can be used to manage business finances. - The ad ends with a call to action to "Become a Ramp partner." This tells the audience what the next step is in their journey, leading them to take action. The brand is pushing viewers to convert into customers.

# Ad summary The ad promotes Ramp's accounting partner program through a testimonial from a CPA and partner, highlighting the platform's role in simplifying clients' lives. It showcases the product's interface on various devices, emphasizing features like reporting and virtual cards, with a call to action to become a Ramp partner. # Brand positioning Ramp is presented as a solution to financial management complexities. The brand is positioned as a key component in streamlining financial processes, specifically targeting accounting partners who seek to enhance their clients' experiences. With a functional approach, Ramp emphasizes its practicality in making clients' lives easier through efficient financial tools and services. Ramp aims to occupy the space in the consumer's mind as a modern, easy-to-use financial management platform. # Product The featured product is Ramp, a financial platform designed to streamline financial processes and make clients’ lives easier. The ad showcases Ramp's key features through the interfaces displayed on a tablet and smartphone, including reporting tools for total company spending and virtual cards for managing expenses. The platform is intended for accounting partners who aim to enhance their services by offering a simplified financial management experience to their clients. The USPs include ease of use, comprehensive reporting, and virtual card functionality. The ad addresses purchase barriers by highlighting how Ramp integrates into existing accounting workflows, making it a worthwhile investment for professionals seeking to improve client satisfaction and efficiency. # Visual style The ad uses a clean and modern visual style with a solid yellowish-green background that highlights the dark electronic devices. The layout is structured and straightforward, resembling a digital product demonstration with a testimonial element. The image quality is highly polished, suggesting a studio-shot production. The typography is simple and legible, complementing the professional tone of the ad. # Hooks Headline: "Ramp is a key component of how we make our clients' lives easier." # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that accounting partners face the challenge of managing complex financial processes for their clients. # Value propositions - Ramp is a key component of how we make our clients' lives easier. - Simplified financial processes through comprehensive reporting and virtual card functionality. # Benefits - makes our clients' lives easier # Features - Reporting - Virtual Cards # Call to action Become a Ramp partner # Social proof - "Ramp is a key component of how we make our clients' lives easier." - Dan Spada, CPA & Partner at Exact Partners # Point of view - Brand: The brand's POV appears in the ad through the header "Accounting Partner Program" and the CTA button "Become a Ramp partner," which are designed to attract and engage accounting professionals. - Customer: The customer's POV is represented by the testimonial quote from Dan Spada, CPA & Partner at Exact Partners, who shares his positive experience with Ramp. - Brand: The brand's POV is represented by the demonstration of its key features through the device interfaces showing reporting tools and virtual card management. # Storyline - The ad begins with the "Accounting Partner Program" to signal the intended audience of the ad, positioning Ramp as a solution for accounting professionals seeking to improve their service offerings. The ad is told from the brand's POV. - A quote from Dan Spada, CPA & Partner at Exact Partners, is presented as social proof, stating that "Ramp is a key component of how we make our clients' lives easier." The positive testimonial emphasizes Ramp's value in streamlining financial processes for accounting professionals. This beat is told from the customer's POV. - A black button with the words "Become a Ramp partner" serves as a clear call to action, prompting accounting professionals to engage with Ramp's partner program and explore the platform's benefits. This beat is told from the brand's POV. - The ad showcases Ramp's platform on a tablet and smartphone. The tablet displays the "Reporting" feature, with a graph illustrating "Total company spending," highlighting Ramp's analytical capabilities. The smartphone displays an interface with "Virtual Cards" and various expense categories, demonstrating Ramp's expense management features. A Ramp card is shown, emphasizing the tangible component of the platform. This beat shows how Ramp works from the brand's POV. - The ad concludes with legal disclaimers regarding the terms and conditions and the banks issuing the cards, ensuring transparency and compliance. The footer of the ad contains legal information, further reinforcing the legitimacy of Ramp. This beat is told from the brand's POV.

# Ad summary This ad for Ramp Accounting Agent shows how the software can automatically code transactions, flag exceptions, and sync with your ERP in real-time to help close books 3x faster. # Brand positioning Ramp is presented as a modern, efficient solution for accounting automation, emphasizing speed and accuracy in financial management. The brand aims to occupy the space of a technologically advanced financial tool, simplifying complex processes for businesses. It promotes values of efficiency, automation, and seamless integration. Ramp appears to push against the traditional, manual accounting methods, positioning itself as a forward-thinking alternative. The brand positioning is both functional (performance and simplicity) and implicitly emotional (relief from tedious accounting tasks). # Product Ramp Accounting Agent is an AI-powered software designed to automate and streamline accounting processes. It automatically codes transactions, flags exceptions, and syncs with Enterprise Resource Planning (ERP) systems in real time. The product is for businesses that want to close their books faster and more efficiently. The ad addresses purchase barriers by demonstrating how Ramp simplifies complex accounting tasks, making it easier to manage finances. It aims to be a solution worth trying for businesses looking to reduce manual effort and improve accuracy in their accounting processes. # Visual style The ad has a polished, commercial aesthetic with clean graphics and a bright color palette. Editing is smooth with static shots. Production quality is high-end, supporting a professional and trustworthy tone. The pacing is moderate and consistent, with no major shifts across the ad. Visual elements and text overlays are synced to emphasize key product features. # Hooks Text overlay: 00:00–00:07 Ramp Accounting Agent / 00:00–00:07 Close your books 3x faster / 00:00–00:07 Ramp's AI accounting auto-codes transactions, flags exceptions, and syncs with your ERP in real time. Visual: 00:00–00:07 The background is solid yellow. The foreground displays text that reads "Ramp Accounting Agent," "Close your books 3x faster," and "Ramp's AI accounting auto-codes transactions, flags exceptions, and syncs with your ERP in real time." In the center of the screen is a digital representation of a receipt from "Con Edison" for $37,000, which is automatically tagged with options like "Con Edison", "Utilities", and "NY Office". A button appears that says "Syncing to Netsuite". The camera is static and framing is eye-level. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the time-consuming and complex nature of manual accounting processes, which can delay the closing of books. The ad explicitly states the need to "Close your books 3x faster." # Value propositions - Close your books 3x faster with AI accounting that auto-codes transactions, flags exceptions, and syncs with your ERP in real time. # Benefits - Close your books 3x faster # Features - AI accounting - Auto-codes transactions - Flags exceptions - Syncs with your ERP in real time # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told entirely from the brand's perspective, showcasing the product's features and benefits. # Storyline - 00:00–00:03 00:00–00:03 The ad opens with text stating, "Close your books 3x faster." This conveys the message that Ramp can significantly reduce the time it takes to complete accounting tasks. The perspective is from the brand, making a direct claim about the product's capability, with a tone of confidence. - 00:00–00:03 00:00–00:03 The ad copy continues, "Ramp's AI accounting auto-codes transactions, flags exceptions, and syncs with your ERP in real time." This further elaborates on how Ramp achieves the faster book closing. The perspective is from the brand, describing the features of the product with a factual and informative tone. - 00:00–00:07 00:00–00:07 A digital representation of a receipt flashes on screen, and is automatically coded and tagged by the accounting system. This reinforces the AI functionality with a demonstration.

# Ad summary This ad promotes Ramp Bill Pay, an autonomous AP platform designed for finance leaders who want speed, accuracy, and control. It features experts from TBNP Podcast discussing how Ramp Bill Pay delivers on these promises by using AI agents to automate invoice processing, ensure accuracy, and enforce approval processes, ultimately allowing teams to close their books faster. # Brand positioning Ramp is positioned as a modern, innovative solution in the finance technology space, focusing on automation and efficiency. The brand is presented through expert testimonials and product demos, which are functional and practical. It aligns with the values of speed, accuracy, and control, aiming to occupy a space in the consumer's mind as a reliable and advanced solution for bill payment. Ramp challenges the norm of traditional, slower AP tools by promising faster processing times and more accurate invoice handling, appealing to finance leaders seeking to improve their operational efficiency. # Product Ramp Bill Pay is an autonomous AP platform powered by AI agents designed to automate and streamline the bill payment process for finance leaders. The product focuses on delivering speed, accuracy, and control in accounts payable. It captures invoice details with 99% accuracy and processes bills 2.4 times faster than legacy tools. The system automates the creation of bill records, codes every line, and validates invoices against 60 fraud signals automatically. It also enforces approvals with separation of duties and audit-ready controls. Ramp Bill Pay addresses the purchase barrier of slow and inaccurate bill processing by providing a faster, more reliable, and secure solution, demonstrating its value through functional benefits and expert endorsements. # Visual style The ad features a polished, professional aesthetic with clear, well-lit shots. The editing style combines static shots of speakers with screen recordings to demonstrate the product’s functionality. The production quality is high-end, reflecting a commercial feel. The visuals are clean and corporate. The ad maintains a consistent pacing throughout, with cuts timed to key points in the voiceover. The visual motifs include recurring shots of the experts in a studio setting, interspersed with screen recordings of the software interface. # Hooks Spoken: Male 1: Finance leaders want three things from AP: speed, accuracy, and control. Text overlay: 00:00–00:04 / 00:00–00:04 / 00:00–00:04 / 00:00–00:04 WANT THREE THINGS FROM AP / 00:00–00:04 SPEED, ACCURACY / 00:00–00:04 AND CONTROL Visual: 00:00–00:04 A close-up shot of a light-skinned man with brown hair and a striped shirt under a dark green suit jacket. He is centered in the frame, speaking into a microphone. Behind him is a muted green wall. At the top of the frame are the logos of TBNP and Ramp. At the bottom of the frame, there's a green lower third identifying the speaker as Jordi Hays, Co-Founder of the TBNP Podcast. Ticker data is displayed at the very bottom of the screen. He gestures with his hands as he speaks. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the slow, inaccurate, and insecure nature of traditional AP processes, as implied by the speaker, who mentions that most AP tools fail to deliver on promises of speed, accuracy, and control. “Most AP tools promise that, very few actually deliver it” - Male 2 # Value propositions - Autonomous AP powered by AI: Combines automation with intelligent systems to improve efficiency and reduce manual effort. - 99% accuracy and fraud detection: Assures users of minimal errors and robust protection against fraud. - 2.4x faster processing: Offers significant time savings compared to traditional methods. - Oversight via enforced approvals: Provides control and compliance without sacrificing speed. # Benefits - Speed - Accuracy (99% accuracy in invoice details) - Control - 2.4x faster bill processing compared to legacy tools - Oversight - Teams close their books two days earlier # Features - Autonomous AP platform - AI-powered agents - Automated bill record creation - Line item coding - Invoice validation against 60 fraud signals - Enforced approvals with separation of duties - Audit-ready controls # Call to action Schedule a demo of Ramp Bill Pay to see autonomous AP in action. Go to billpay.com/TBPN # Social proof - “That's how teams like Olipop close their books two days earlier with Ramp Bill Pay.” – Male 2 (Finance Expert) # Point of view - Expert 100% – The entire video is told from the perspective of finance experts who speak directly to the camera to endorse the product and explain its benefits. # Storyline - 00:00–00:04 A man in a suit speaks to the camera. - 00:00–00:04 He states that finance leaders want three things from AP: speed, accuracy, and control, setting the stage for how the product addresses these needs. - 00:00–00:04 The message is intended to immediately resonate with the target audience. - 00:00–00:04 It is told from the perspective of a finance expert. - 00:04–00:09 Another man in a suit speaks to the camera. - 00:04–00:09 He notes that most AP tools promise speed, accuracy, and control, but few deliver, creating a problem statement. - 00:04–00:09 He states Ramp Bill Pay does deliver on these promises, transitioning to a solution-oriented approach. - 00:04–00:09 The perspective is that of an industry expert contrasting typical promises against actual performance. - 00:09–00:14 A screen recording of the Ramp Bill Pay interface is shown with text overlays. - 00:09–00:14 The text states the platform is built as an autonomous AP platform powered by AI agents, explaining how Ramp delivers on its promises. - 00:09–00:14 This shows a functional demonstration of the product. - 00:09–00:14 The perspective shifts to the product’s capabilities and its technical foundations. - 00:14–00:22 The man in the suit speaks to the camera again. - 00:14–00:22 He details how Ramp's agents create bill records, code every line, and validate invoices against 60 fraud signals automatically, emphasizing the platform's features and capabilities. - 00:14–00:22 This builds on the previous segment by describing in more detail how the system works. - 00:14–00:22 The perspective is a functional overview delivered by a knowledgeable expert. - 00:22–00:28 Another man in a suit speaks to the camera. - 00:22–00:28 He explains that invoice details are captured with 99% accuracy, and bills are processed 2.4 times faster than legacy tools, highlighting the benefits of the platform. - 00:22–00:28 This continues the functional overview, adding specific performance metrics to reinforce the benefits. - 00:22–00:28 The perspective is from an expert offering quantifiable advantages. - 00:28–00:33 A screen recording of the Ramp Bill Pay interface is shown with text overlays. - 00:28–00:33 The text states that approvals are enforced with separation of duties and audit-ready controls, underscoring the security and compliance features of the platform. - 00:28–00:33 This further illustrates the platform's features. - 00:28–00:33 This section is presented from a product capability viewpoint. - 00:33–00:35 The man in a suit speaks to the camera again. - 00:33–00:35 He assures viewers that speed doesn’t come at the expense of oversight, addressing a potential concern about automated systems. - 00:33–00:35 This mitigates any potential hesitation around automation by emphasizing control and security. - 00:33–00:35 The perspective is from an expert addressing a common apprehension. - 00:35–00:39 Another man in a suit speaks to the camera. - 00:35–00:39 He mentions that teams like Olipop close their books two days earlier with Ramp Bill Pay, offering a tangible benefit and example of the product's success. - 00:35–00:39 This uses social proof by showing how the product helps real companies. - 00:35–00:39 The perspective is from an expert referencing a well-known brand’s positive outcome. - 00:39–00:45 The man in a suit speaks to the camera again. - 00:39–00:45 He prompts viewers to schedule a demo of Ramp Bill Pay to see autonomous AP in action and provides a URL for the viewer to go to for the demo. - 00:39–00:45 This provides a clear call to action, directing the viewer towards conversion. - 00:39–00:45 The perspective shifts to direct engagement, encouraging action from the viewer.