Advertising to the YouTube generation - Marketing news - Marketing magazine

Advertising to the YouTube generation
by David Benady, 25 November 2009, 3:45pm

LONDON - As people watch more TV ads online, brands are adapting their strategies to ensure they can maximise the advantage of this additional platform for their commercials. T-Mobile, OXO and Magners have added an online dimen​ to recent ad campaigns, aware that sion the dominance of TV as a brand-building med​ is waning. ium From pre-rolls - which appear before programmes and other content watched online - to branded YouTube channels and viral ads, brands are testing out a variety of innovative ways to engage with the public. Integration is the watchword, with TV ads backed up by interaction online. However, these campaigns can have widely varying fortunes. T-Mobile's ‘Life's for Sharing' campaign featuring videos of mass dance- and sing-a-longs scored 23m hits on its branded YouTube page. Meanwhile, the most popular of the finalists in ‘The OXO Factor' - a competition in which families upload homemade ads for the brand - had attracted more than 9000 views at the time of writing. Consumer participation Marketers know that there are big changes happening in the way people relate to ads but are struggling to grasp the ‘new world'. Libby Newcombe, marketing manager for OXO, believes ‘The OXO Factor' campaign signals a fundamental shift in marketing. ‘Consumers' expectations have changed. They don't expect brands to talk to them through one medium or preach to them through television,' she says. ‘They expect to be able to talk back. Brands are catching up with consumer behaviour.' Meanwhile Paul Silburn, creative part​ at Saatchi & Saatchi, which created the T-Mobile campaign, ner says: ‘There are so many different channels now that it is not enough to burst into people's living rooms through the TV screen. You've got to be invited in and involve them and particip​ However, ate.' he adds that TV is still vital in driving people to search for additional content on the web. There is no doubt that marketing has moved beyond TV ad breaks. The growth of online video services, such as 4OD and ITV Player, has planted the seeds of a fresh approach to advertising. Moreover, the pre-, post- and mid-roll ads around online video have some strong attractions for brands: they can't be fast-forwarded; there are usually fewer ads per video than in TV programmes; and on some sites, viewers can click out of the ad directly to the advertiser's website. They can also be aimed at specific groups depending on the content.
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but Suveer Kothari. Video views on the ITV Player have reached ions 160m for the year to date.uk and MSN.uk/features/969734/ 2/3 . In reality. most media are suffering steep declines in revenue. ‘We are going to continue to be a place with prem​ content for brands to advertise against. ‘It is about using online video in conjunction with TV to get a multiplier effect. because of the online service's ability to target audiences. Watching ads online is still in its nascency. The brand set aside 5% of its £6m ad budget for digital media and two thirds of that was spent on pre-roll advertising via sites such as thesun. this rarely happens. you are likely to be a light viewer of TV. Ads and other content are ing usually seeded across the web by paying website publishers and blogs to feature them on their sites.' He believes such activity must be treated as a supple​ rather than a replace​ for TV.co. until the m​ m content reaches mill​ proving that word of mouth is the best sort of marketing. the cost to reach 1000 viewers (cost per thousand or CPT) is often far higher for video pre-roll ads than those on television. YouTube's UK head of sales.2/8/13 Advertising to the YouTube generation .uk. ITV. How​ it is a fast-growing sector . Magners opted to use this advertising for​ mat for the launch of its Pear Cider sub-brand this summer.5% of the total TV advertising market in the UK . two and half times more than last year. guardian.com has had nearly 1bn page impress​ this year. MPG. Even so. If those people are watch​ TV via the web.Marketing news .' ium However. as is the impact of ing all commercials. worth an estimated £40m a year . Chris Allen.' he says.predicted to increase to £60m in value next year.' adds Allen. and ment ment points to figures show​ that over​ TV viewing in the UK is growing every year.Marketing magazine For these reasons. Despite many attempts. It is sometimes assumed that what is required are stunning creative ads so engag​ that consumers want to ing reco​ end them to their friends. Online video advertising is a compar​ atively tiny medium at the moment.co. Kothari is also careful to avoid positioning YouTube as an immed​ threat or comp​tor iate et​ i www.com's ad revenue for the year to August 2009 is just £10m. says: ‘If you are within the 18-34 age range. sending out links which those friends forward to others. ions. but a higher user of internet. ly tive aimed at young people who are light viewers of television.about 1. because only the most striking and original creative can really stand out in the cluttered online environment.marketingmagazine. It is rare for an ad to become an online hit. More brands are testing out the med​ Online pre-roll ads can be particular​effec​ for brands ium.according to media agency MPG. you should allocate some of your budget to hitting them to build reach and ing generate awareness. few ads have cracked the conundrum of how to become truly viral.co. accord​ to sources in ‘viral' agencies. broadcast director at Magners' media agency. ITV. believes many more brands will set up channels to run ads on the video-sharing site. at a time when ever. ‘YouTube is going to be a great platform for brands to distribute advertising and to create a hub around it. ITV says its CPT is up to £30 on the ITV Player compared with £10 on the main channel.

with surprised commuters joining in. ing £10. As watching long-form content on the web becomes increasingly popular.Marketing news .000 views. So far. The campaign aims to ‘catapult OXO into the 21st century' and is part of a £3. generating more than 23m hits. which was also turned into a TV ad. The public can vote for their favourite ad on the YouTube channel and the winning ad will be shown during The X Factor final on ITV 1 in Decem​ with the winners receiv​ ber. mark​ rs will find et​ e integrating their online and offline communication crucial. with the public voting which city should be visited next. A YouTube channel was set up to be the hub of the campaign and videos from both events were hosted there. the brand aims to increase frequency of purchase by asking people how they use OXO.5m for T-Mobile's ‘Life's for Sharing' channel. Thous​ of bloggers picked up the events. Facebook and SMS and 13.co. Agency Saatchi & Saatchi Premier Foods .2/8/13 Advertising to the YouTube generation . and offering tips and recipes to increase use. Indeed the site has recently struck a deal to screen Channel 4 programmes. Campaign ads have also appeared on digital bus-sides. during Channel 4's Celebrity Big Brother.uk/features/969734/ 3/3 .000 in prize money.500 people turned up. Agency MCBD www. One Facebook group re-enacted the dance with 2000 people in Liverpool Street station. Next year. T-Mobile -'Life's for Sharing' The campaign started in January with a mass choreographed dance at London's Liverpool Street station.Marketing magazine to TV channels.5m marketing investment over two years. A two-and-a-half minute ad using footage shot at the event broke shortly after​ wards.marketingmagazine. comp​ nel ared with 1. Members of the public were invited to attend via Twitter. Entries closed on 14 September and the judging panel has select​ five ed finalists to have their ads shown during prime-time TV slots including during broad​ of the current casts series of The X Factor. ands Both events went on tour around the country. This was followed up in April with a mass singalong in Trafalgar Square.000 fans. while a branded Facebook group has attracted more than 17.'The OXO Factor' The campaign asks families to film a script for the brand's next TV ad and upload it to The OXO Factor channel on YouTube. the chan​ has received little more than 19.

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