ZenithOptimedia

Click here to download:

Old Spice Real Time Case Study (1).pdf (5.41 MB)

(download)

Click here to download:

Old Spice Real Time Case Study (1).pdf (5.41 MB)

Here is a nice little case study from YouTube on the Old Spice campaign that recently rocked the online marketing community, and evidently a few of the target market too.

The BIG numbers to note are:
- 180+ video responses
- 8.8M YT channel views
- 134K YT channel subscribers
- 655K facebook friends
- 86K twitter followers

Not bad for a brand that you would have thought might have given up decades ago

The Hub page can be accessed here and is supported by an Answers sponsorship and a Plus7 Sponsorship.

Additional supporting media can also be found over on BigPond Kids and across the Google Content network.

A nice neat little campaign full of good tips to keep your homes safe from germs this season.

Today I attended a briefing on the results of a co-funded IAB brand tracking study for Weight Watchers.  The essence of the research piece was to get across the power of online video in as far as delivering favourable brand metric shifts.

Some interesting stats picked up from the talk and comments made by the presenters relating to online video are that;
- Currently video accounts for only 4% of the overall digital advertising investment
- OS markets have seen huge growth of up to 195% yr on yr

In terms of video performance and brand metrics some learnings that were shared that could prove useful were;
- video is most effective at relatively lower frequencies (less than 3)
- works best when contextually targeted
- is more effective as a pre-roll
- is more effective with audio played
- in terms of brand metrics video
- Video of course was the most effective at delivering shifts in the key key brand metrics

The presenters also made the point that the optimal results were achieved for audiences exposed to a combination of video and standard flash (performance ads).  This of course makes good sense, coupling an emotional engaging message with a more rational (higher frequency) message will aid brand recall, and achieve message association.

It seems clear from this presentation and the numerous presentations I've seen on the past 12-18 months that the local publishing, indeed the global community are very much hoping that video is the tactic/channel that saves the CPM.  The strong message from todays session was not only that video is a great way to deliver brand but that it also represents the lowest hanging fruit in terms of migrating media spend across channel from TV.  

So, all good then.  Well not quite, there is yet a barrier to overcome here and that is that TVC's (read: online video ads) are still expensive to create, and if they have already aired on FTA or STA their life span may be already compromised. So, if one does not go to the lengths of creating made for web content then the video opportunity presented here might still well be missed anyway.

So a challenge for the industry remains - one of cheaper, entertaining or at least interesting video content.  The media is ready to go, we just need some content.