Posted: October 13, 2010 by Alexander Nick in Uncategorized
Investment bankers tell you which stocks to buy. We will tell you which videos to watch.
Anyhow, let us start with this bold prediction: 230.000 views at the moment, millions to come.
Today, YouTube is more than just a streaming service for watching videos online. The video site has become a social platform where users were exchange opinions. Also, YouTube is the second largest search engine in the world (after Google and before Yahoo). As a result more and more brands are trying to find creative ways in connect with their target groups and engage with their audience.
French connection, a UK based fashion retailer with stores around the globe, has found an inspiring approach morphing YouTube, which traditional has been a branding medium, to a direct response medium with direct impact on its ROI. French Connection runs a YouTube channel named ‘YouTique’, basically an online shop within YouTube. Online shoppers can browse different videos in which Louise Roe, a stylist, presents items and accessories that can be bought via the external annotation feature (only available to selected YouTube advertisers). By clicking on an item in the video the viewer gets directly taken the selected item on French Connection’s online shop. The videos also make use of internal annotations (available to everyone) which direct the user to a series of stylist videos such as ‘How to shine on a night’ out or ‘How to sparkle at a wedding.’
Major luxury brands have traditionally been hesitant to sell their items online as they want to make sure that their customers are exposed to controlled shopping experience. The value of luxury goods to the consumer is more than just the item but also the service which the consumer gets within the store when purchasing. I believe that this type of shopping format can be taken as a starting point for luxury brands which want to create a comparable in store experience online.
Posted: October 1, 2010 by Alexander Nick in Mobile, Print advertising
Tags: AXA, print advertising
Recently, AXA, the French global insurance group, launched a quite innovative ad format in Belgium. The print ad displays a strange accident and invites the user to type in the URL in his Iphone and place it on the ad to find out what happened. Its a smart way to enhance traditional print advertising with a simple mobile solution.
This innovative approach to enhance traditional print advertising is quite interesting and should be replicated as it allows to communicate longer and complex messages in an more engaging way. Moreover, this format obviously should generate a longer lasting effect on recall.
On the other hand, AXA did some evident mistakes. Today, there are more Android phones than Iphones sold in Europe. Excluding the former ones is probably a bad idea. Second, a simple 2 dimensional bar-code of which the user takes a picture taking him to the landing page where the video is displayed is a way quicker solution. Apart from that: Way to go AXA! Who would have thought that insurance marketing can be that sexy?! We expect to see more like this with the ongoing dissemination of latest generation smart-phones.
Posted: September 8, 2010 by Alexander Nick in Uncategorized
Yesterday, you probably noticed that the google logo (also called “doodle”) was out of the ordinary. It consisted out of several dots, which literally exploded when the user hovered with his mouse over it. A reason or explanation was not given why google was doing that. A official hint though was given that something big is coming. As a result wild speculation started. For instance the German tech website chip.de expected the launch of a new social network, which of course was not true. A few minutes ago, the secret was finally revealed:
Google launches google instant. It is a new search enhancement that shows results as you type, allowing scanning a results page while you type.
Why is google doing that? Well, it saves time. The average user takes more than 9 seconds to enter a search term. On average google instant saves 2-5 seconds per search.
So why I am telling you this? This is a marketing blog, right? Well here comes the news which is actually interesting for you as a marketer:
Impressions for text ads on google are not what they used to be anymore.
Until now, google instant an impression was counted when the user hit enter, clicked on search or selected a prediction in the search field. Now, this is different. As soon as a user pauses for 3 seconds or longer while entering search queries an impression for an text ad will be counted. Also if a user clicks on a search results this counts instantly as an impression for all text ads on that search page.
Google expects performance metrics to fluctuate as a result of Instant and we encourage you to monitor post-launch metrics and adjust accordingly. Your quality score will not be impacted though.