Combining Online Video with TV Advertising Doubles Brand Recall

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A recent YouTube/Ipsos Study divided 2400 participants into three groups, and compared interaction between television and YouTube advertisements that played before the selected video. One group was shown TV ads, one group was shown ads on YouTube and the third group was shown a combination of the two. The group viewing both types of advertisements displayed two times the brand recall for 15 second ads, and 1.5 times the brand recall for the 30 second ads.

There are many factors that may contribute to increased brand recall when viewing ads in multiple mediums and one of these factors is called an “eraser event.” These events have to do with the way our minds compartmentalize information, and clear things out of consciousness. Researcher Gabriel Radvansky suggests that people often forget what they were going to do when walking from one room to another. Entering the new room acts as an eraser event and many people forget about decisions they made in the first room.

Viewing a YouTube ad after seeing the same campaign on television likely causes details to resurface that may have initially been forgotten, or stored away deep in our minds. Seeing the ads in two different formats likely minimizes the effects of eraser events, and thus causes the increase in brand recall.

Implicit and explicit memory, combined with pattern recognition also must be taken into consideration when examining brand recall. Seeing related ads in a different format will likely trigger pattern recognition, giving the viewer a sense of pleasure when he or she recognizes the connection between the two ads. This may be enough to move the advertisement from the viewer’s implicit memory (information deep in our minds) to explicit memory, which can be accessed at will.

YouTube can be a great medium for expanding upon television advertising campaigns. Due to the much lower price point, online video advertising may be a great chance to explain the finer details of a product or service, that were not touched on during a television spot. Online video advertising also offers an opportunity for testing ad concepts, before committing a large portion of your budget to a poor performing television advertisement.

Regardless of how you use them, online video ads offer a great way to improve brand recall for your campaigns. Combining the flexibility of video ads, with the tracking ability of online marketing offers endless opportunity for optimizing your advertising efforts.

Video Advertising Views Up 128% in 2011

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Fahrenheit Marketing in Design

Online video views have exploded in popularity over the past few years, likely due to a variety of factors including increased internet speeds, and better mobile and tablet video technology. According to the Q3 Video Monetization Report by Free Wheel, this year alone online video views are up 97%. The number of video ad views is up to 7.2 billion, a 128% increase during the same time period.

Nearly twice as many videos were watched in the first three quarters of 2011, compared to the previous year. The average length of the videos has also increased, which has likely contributed to the increasing ad views. Longer videos such as television shows already tend to have more advertisements, and ad saturation continues to rise as companies move larger portions of their advertising budgets to the internet.

On average, videos are maintaining similar completion rates, even with the introduction of more advertising. The majority of short and medium length videos are viewed between 2:00-4:00pm, near the end of the work day. Longer videos seem to be most popular between 9:00-11:00pm.

At this point, it seems that video advertising will likely become a huge part of many online marketing campaigns. It will be interesting to see how much advertising can be placed in online videos, before we begin to see a drop off in completion rates. Many people complain about the presence of the ads, but so far the ads have done very little to deter users from reaching the end of the video content.

Fahrenheit Marketing is an Austin web design firm.

Google Receives 44% of Global Ad Spend

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Fahrenheit Marketing in Design

According to data released by communications firm ZenithOptimedia, Google now owns 44% of the global advertising market. This is up nearly 10% over the past five years, solidifying Google’s dominance in online advertising. Google has continued to gain market share at an impressive rate, largely due to acquisitions such as YouTube.

Facebook is also gaining market share of global ad spend, though not at the expense of Google. It seems that Facebook is instead taking the revenue from Microsoft and AOL, and will likely pass Microsoft in global ad revenue by the end of the year.

Despite recent economic instability, ZenithOptimedia predicts continued growth in global ad spend through 2014. They credit much of the growth to the quadrennial effect – events occurring every four years. These events include the summer Olympics, Presidential elections, European Football Championship, and a handful of other major events. Japan’s continued recovery from the 2011 earthquake and tsunami will also continue to improve the advertising spend. ZenithOptimedia believes that these two events will contribute an additional $7 billion into global ad spend.

It is expected that 48% of all growth in global ad spend will come from ten developing markets. Of these ten, Brazil, Russia, India, and China are expected to account for 33% of the growth. ZenithOptimedia also expects Internet advertising to become a greater piece of total global ad spend increasing to 21.2%.

Advertising to Moms on Facebook

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Fahrenheit Marketing in Design

According to eMarketer, there are approximately 23 million US moms who have children under the age of 18, and are active Facebook users–approximately two-thirds of all moms in the US! While this market appears to be an appetizing target for many advertisers and marketers, research shows that moms can be a tricky group to reach. Furthermore, new data suggests that moms are uncomfortable with the idea of being one of the most targeted audiences for marketers.

These moms are growing tired of being bombarded with direct marketing on Facebook. In a recent survey, 93 percent of mothers said that they look for digital offers, however more than 25 percent agreed with the sentence, “Enough already. I feel like I’m being sold something every time I get on the Internet”. This “mom” audience has to be handled with great care in order to not anger, or alienate them. Within the last year, 64 percent of these moms have purchased through direct marketing, and 25 percent do so on a monthly basis. More than 50 percent of these mothers were more intrigued with these online offers after having children. The reason? 92 percent of these mothers said that having a family can be quite costly.

Trying to reach moms on Facebook? Here’s the secret!

Mothers are BUSY, so they don’t like to waste their time. They are on the lookout for deals and want to talk to friends, not brands. 72% of moms like a brand on Facebook, while 83% opt in to email lists. When approached correctly, moms can be a fairly receptive group on Facebook. Here are a few things an average mother would like for her run-in with your brand:

• Find the perfect product that solves a problem, one that makes their life easier.
• A great deal or special price is a crucial component of a direct offer.
• Many mothers are under the impression that if they like a brand they will get better offers. If you don’t satisfy this, they will pull out.
• It is extremely important for them to be able to purchase immediately

Mothers do accept that the loss of privacy is an inevitable part of their relationships with online marketers, but almost 35 percent appreciate deals that are specifically tailored to their purchasing habits.

Three Major Learning Points from Groupon’s Failure

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Fahrenheit Marketing in Design

Groupon’s advertising failure should be a teachable moment for businesses because they highlight some important issues within advertising and culture.

There is a disconnect between startup and corporate culture

Startups and major corporations have two very different approaches to business and Groupon’s advertising highlighted the disconnect between the two cultures. Startups want to be creative and don’t want to be boxed in by the rules and regulations of the dominant paradigm. Major corporations play within a specific framework and have processes, procedures and guidelines that require strict adherence. The problem is that within that framework, you can create great advertising and Groupon at some point signed off on the ads believing that since they weren’t “playing by the rules,” their ads would create a memorable and lasting impression. The problem is that the memorable and lasting impression was decidedly negative.

Shock Value Never Works

I’m not sure of the dynamic between Groupon and CP+B (who created the ads) but at some point someone should have said “Wait a second, let’s take a step back and see whether this actually helps promote our brand or whether these ads provide nothing more than shock value.” Shock value is never an effective sales point and in this age of social media, the idea that any publicity is good publicity is not the way you should look at your brand. One could argue that shock value gets people talking but they aren’t talking about your product, service or message. They are discussing, searching and gauging reactions.

Don’t assume everyone will “get” your advertising

These kinds of ads are highly guarded secrets and I completely understand that. However if Groupon had a focus group of just 10 people, that small sample size would have been able to give them enough information to determine they had a serious problem. Businesses in general should never assume that customers will understand their message especially when you use sophisticated humor or puns or imagery. Focus on the message first then play with it. Don’t create something then have to go back and try to add the message after the fact.