Videology recently put out a whitepaper talking about how they helped four clients utilize online video in order to hit a variety of targets in their marketing campaigns. The interesting focal point of it was that it was aimed at adding another channel to their marketing, in this case, online video to augment their TV spend. The results are pretty interesting and I have summed them all up in brief for a quick workday read.
Each of the four clients had some ideas of where and how they were succeeding but appear to have needed some help in fine-tuning or kickstarting their use of online video to hit some of their target audiences that might not be traditional TV watchers. Videology commissioned Forrester Consulting to examine the effects that the convergence of TV and online video advertising is having on advertising. They found that 70% of Advertisers and Agencies believe video campaigns will be planned holistically within 3 years.
More like TV or More Like Online Video?
An interesting question they put in their survey looked to the future of TV and online video advertising and how people thought it would change over time. Among those working in digital video and linear TV, 49% thought that linear TV buying will become more like digital media buying, and the other half, 46% thought that digital video will become more like linear TV. So really, the industry is completely split on the future of it all. What will most likely happen is that we will get a middle-ground which takes the best of TV and online video as the holistic video campaign rises. That would make the most sense as it would allow for total optimization of ad spend, placement and content. It should also then maximize ROI on these campaigns as instead of using each medium individually they are getting a cohesion bonus where one reinforces the message from the other in the minds of the target audiences.
Boost Brand Results with Both
I've compiled all the info into the case studies into simple, quick scenario profiles and then put in the results.
Case #1 Personal Care Brand as Challenger Outspent on TV
- Goal: Extend reach
- Obstacle: Could not outspend major competition on TV
- Tactics: Use digital to hit target audience that had little to no TV exposure to brand. (Who were exposed to competitor's ads)
- Results: Around 66% of 'impressions' hit those with little to no TV ad exposure. 90% of 'impressions' reached consumers exposed to competitive ads.
(I use 'impressions' because they used the word in the white paper without definition)
Case #2 Luxury Car Brand Increase Reach in Demographic & Designated Market Area
- Goal: Increase reach in 25-54 demographic in specific markets. High TV budget was missing some sections of demographic.
- Obstacle: Local TV was not supplying the expected reach.
- Tactics: Pinpoint desired demographic in DMA and target with ads based on TV ad exposure.
- Results: Online video reached 17% of in-demo adults, 50% of those reached had not seen TV ad previously (total 8% of 25-54 demographic)
Case #3 Beauty Brand Drive Sales with Cross-Channel Frequency
- Goal: Drive offline sales via online video with limited budget to increase ad exposure frequency
- Obstacle: TV spend was consuming a massive portion of the budget.
- Tactics: Target those with TV ad exposure with follow up digital video ad to increase awareness
- Results: Tactics were scalable and successful. 10% lift in units sold, 7% lift in household penetration (per 100 hits).
Case #4 Major Tech Brand Increase Reach with Digital Video Augmenting TV Exposure
- Goal: Increase reach and penetration without dumping more into TV and increasing frequency.
- Obstacle: TV plateaued in reach and frequency without ample penetration.
- Tactics: Use cross-channel to reach target desired demographic consumers numbers.
- Results: TV peaked early, digital video continued penetration and end numbers were 6% increase in reach for TV campaign and 88% increase in reach for online video.
That's a Wrap
In a nutshell, adding digital video to the campaigns showed some dramatic increases in reach, perhaps denoting the tech savvy of modern day consumers. Online video also does not plateau quickly like TV ads seemed to do in that last case where that happened after just two weeks.
Online video also looks like a low-cost solution when your competition has nigh bottomless pockets in terms of TV ad spend. Why compete there when you can conquer online and place your ads directly against theirs or content where your consumers are online.
So, if you are looking to increase sales, reach, or brand awareness, these four examples give you a good bit of info on how to use online video advertising to do just that. The full report can be downloaded here.