Apparently 200 camcorders produced 2.5 mio single frames to enable this matrix style ad. Amazing footage. However, the 3 mio british pounds are quite steep – if that is really the correct production costs, which I somehow doubt.
(found at brainwash)
Doritos engages its target audience once again to produce TVCs for the superbowl. Their shoutout is „take down the ad pros“ / „take the top spot“.
Make it to one of the five finalists and winn $25,000. When voted as the favourite, your ad will get aired during the superbowl. An dif the ad gets to the top spot of the US Today Ad Meter, you win 1,000,000
You can think of any story you like, and should submit a video of not more than 30 secs. In the gallery, there are already 218 spots by now.
On the site, they even provide you with a library of Doritos material, such as product shots, music files and animated logo sequences usually used for the end of a spot by the ad pros. But the story items still need to be shot by the target audience.
While I always liked the idea of consumer generated content, it is stilla cheap means of cutting production costs – in this case to a possible max of $125kfor the finalists plus an undisclosed amount for whoever produced the site and manages the campaign. The 1 million will only be paid out if the spot makes it to number one of the US Today Ad Meter. I don’t know what the chances are in that, but I do know that advertisers can buy insurances for these kind of „risks“. So that the actual sum paid for the insurance premium that pays, in case the 1 million needs to be paid out, can by substantially lower.
YouTube still doesn’t seem to deliver sufficient revenue and the video ads on offer still haven’t been picked up by the ad community. In addition to the regular display ads, there are also overlay ads, which cover one third of the video. (Google says they will also be introducing pre- mid- and postroll ads, when they’re launching full length videos.)
However, the overlay ads have not yet been widely accepted, so Google has now undertaken a study:
Teaming up with the neuromarketing firm NeuroFocus and the branding consultancy MediaVest, Google conducted a study in which it measured people’s nervous-system responses – through brain-scanning skull sensors, eye tracking, pupil dilation, and galvanic skin response – as they watched YouTube ads.
There were only 40 participants, whose score for overlay ads was apparently above average:
Specifically, after fielding a study among 40 participants last May, InVideo ads scored above average on a scale of one to 10 for measures like “attention†(8.5), “emotional engagement†(7.3) and “effectiveness†(6.6). According to officials, a 6.6 score is considered strong. (Source)
Yet they worked best when in combination with banners:
The combination of overlays with companion banners also grabbed users‘ attention more than banner ads alone, scoring a 6.6 compared to a 6.3 for just banners. (Source)
I can see that getting in-video ads right will be a huge leverage for YouTube to achieve sufficient revenue. And it’s probably one of the best ways to quickly and substantially increase revenue options on the site.
Yet I would prefer more creative and user relevant options for displaying the messages of my clients…
Another interesting fact is the news about the advanced neuroscience approach Google has taken to evaluate their overlay ads. Only 40 participants, but probably much more data available than you would get from 100 traditional focus groups.
At the beginning of the video it says that the agency was asked to create online advertising for Doritos. Sounds like a typical briefing, but the agency instead came up with something completely contradictory: a tool that removes online advertising (and let’s you fill the space with something you like instead).
The idea behind this:
what if the internet was just like a bag of Doritos. Filled only with the stuff you like.
Great idea to achieve awareness on regular media sites without actually pushing ads in your face. Here is the case study video:
It’s been a long time since my economics studies, and the way this is explained is easily understandable.
(Found at presentation zen)
Wo ich sonst so bin...