Google now offers click-to-play video ads. The ads show a still image which the user can click on to cause the video to play. . It’s important to design the initial stills so that they’re interesting enough to grab the user’s attention and inspire them to watch the videos.
Here’s what’s really amazing about the program: Google doesn’t charge the advertiser to show the first image, and then they don’t charge to play the video! They only charge once the user has clicked through to the advertiser’s website.
This is great for advertisers because they can get away with free branding. It’s worthwhile even if the user doesn’t click through to the corresponding website.
It’s like paying for an ad on network television only if people visit the company’s website after viewing the ad! With this great benefit in mind, it’s important to make that initial still image as compelling as possible.
At 10ton, we have become fans of a particular form of advertising that has a great deal of potential online: branded content. Branded content is an ad that draws your attention to the product, but provides an experience that’s more like entertainment. What makes branded content different?
- It may be in an ad, but it’s not a commercial. It something you want to watch, rather than an interruption that you try to avoid.
- It’s not in-your-face about the fact that it’s promoting a product, but it doesn’t try to hide it, either.
- It’s a destination of its own, but can link back to the sponsoring brand’s main site to tell more of the product’s story.
- People can pass it along to their friends. The current buzzword for this phenomenon, a term which we’re not too enamored with, is going viral. The best way to improve the odds of this happening is to make your ad as entertaining as possible.
What does branded content look like? It can be anything from a short video to a whole online TV network. Your Perfect Girl is branded content, promoting a dating site. Bud.tv is a whole network of branded content, consisting of online shows designed to appeal to beer drinkers. A new site, Get the Glass is a 3d milk themed video game for kids.
In my next post I will go further into why branded content works, and why the Internet is the perfect venue for this hybrid form of advertising.
Google recently launched a series of video ads, which I first saw on LinkedIn, a business social network that now features video advertising throughout the site.
This ad has a homemade look to it, as if a bunch of Google engineers made it up and shot it right in their cubicles. It features a bunch of evil puppets that attempt to deliver spam into another puppet’s Gmail account, meeting their untimely doom at the hands of a giant pair of scissors. It reminds me of a low-budget version of the Fandango paper-bag characters.
What’s innovative about this ad is that it’s part of a series, and links to other ads in the series are embedded right in the player. So if a viewer finds this ad entertaining, they can just click the “next video” link to watch another video in the series.
Another interesting aspect of this ad is the product it’s for. You’d never see a traditional TV commercial for a product like GMail. First, GMail absolutely free, and that makes buying expensive TV time uneconomical. Second, Gmail appeals to a fairly narrow audience when compared with mass-market consumer products like cola, diapers, and insurance.
This is the first Google commercial I can ever recall seeing. As online commercials become more prevalent, companies that traditionally haven’t made commercials will start to do so. This will happen because the Internet makes the cost of distribution dramatically lower. Online, the creative will make up a much greater share of the cost of producing a commercial compared to buying TV time.
The only problem with this ad was that when I wanted to watch more of them, I couldn’t find it again on LinkedIn! If you’re going to make something that’s entertaining, make sure to provide a way to get back to it!
Who likes talking about tampons, or back hair, or pregnancy tests?
Apparently, some people really do!
According to today’s New York Times the marketing approaches taken by makers of many formerly taboo products, such as condoms and female hygiene products, are changing. Products formerly relegated to innuendo are taking the front door – introducing racy, and often hilarious new ad strategies.
With it’s generally permissive flavor, viral online video is at the forefront of this movement – pushing both the boundaries and funny bones of all those watching.
Here’s a wildly successful internet-only spot for the Philips Norelco Bodygroom shaver directed at men under 40 who want to give a little trim to ‘all those other parts’.
And while it seems unclear whether the trend of hairless men will continue – it does seem to be working for advertisers.
Philips Norelco reported a triple in forecast sales of the Bodygroom shaver.