• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Can social media save the TV ad?
 

Can social media save the TV ad?

on

  • 21,840 views

How big-budget advertisers are learning to embrace conversation.

How big-budget advertisers are learning to embrace conversation.

Statistics

Views

Total Views
21,840
Views on SlideShare
3,242
Embed Views
18,598

Actions

Likes
7
Downloads
63
Comments
2

24 Embeds 18,598

http://thecuriousbrain.com 9979
http://yummie.hu 8149
http://michaelbatistich.com 177
http://amaninthemind.com 71
http://magazine.brandwebbing.com 67
http://bryngelson.tumblr.com 46
http://storytellersshoppingbasket.wordpress.com 28
http://katairobi.net 24
http://yummie.blog.hu 10
http://thecuriousbrain.tumblr.com 10
http://michaelbatistich.tumblr.com 9
http://tumblr.hootsuite.com 5
http://markataing.com 4
http://www.hanrss.com 4
http://advertiiizingo.collected.info 4
http://www.newsblur.com 3
http://www.twylah.com 1
http://translate.googleusercontent.com 1
http://www.netvibes.com 1
http://wordpress.com 1
http://pinterest.com 1
http://betastudent.collected.info 1
http://safe.tumblr.com 1
http://www.linkedin.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

12 of 2 previous next

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Can social media save the TV ad? Can social media save the TV ad? Presentation Transcript

    • Originally presented atBlogWorld New York 2012 @Griner
    • About Luckie • Digitally focused agency, founded in 1953 About AdFreak • Clients include AT&T, • Adweek’s daily blog of advertising,Regions Bank & Little Debbie media, marketing and design • Offices in Birmingham, • Founded in 2004 San Antonio and Atlanta • 1 million+ unique viewers monthly @LuckieAndCo @AdFreak
    • First off,do TV ads even need saving? @Griner
    • 166.8 million peoplewatched the Super Bowl this year.Only 66 million peoplehave watched the most popular ad on YouTube(which would be the trailer for Angry Birds). @Griner
    • The average American watchesfive hours of video per day.98% of that videois seen on a television. Source: Nielsen via The New York Times, “Nielsen reports a decline in television viewing,” May 2012 @Griner
    • But in the past two years, America has lost2 million TV households. Source: Nielsen, via The New York Times, “Nielsen reports a decline in television viewing,” May 2012 Photo credit: Oblivious Dude on Flickr.
    • A “TV household,” per Nielsen, is one withat least one television and access to cable,satellite or antenna.Those 2 million “lost homes” probably stillhave TVs — just not traditional access tonetworks. @Griner
    • Advertisingis in a transitional state.TV has the reach. Digital has the depth.Their merger is inevitable and under way. @Griner
    • Today, social media isn’t saving TV adsfrom extinction.Social media is saving TV adsfrom themselves. @Griner
    • On the whole, TV ads remaingutless and self-obsessed.They take very few risks, including the risk ofstarting conversation. @Griner
    • “Awareness”is the metric advertisers usewhen they don’t want to beheld accountable for success. @Griner
    • Today’s real advertising effectiveness ismeasured in engagement.TV should be a launchpad,not the whole mission. @Griner
    • Awareness Engagement Segmentation CRM @Griner
    • So how do you create asocially successful ad campaign? @Griner
    • Well, you can buy your way in. @Griner
    • Supplementing a TV buy with onlinehas consistently proven more successfulthan doing one without the other. @Griner
    • In Christmas 2011, Nutella includedFacebook in its holiday media mix with TV.Result: Facebook accounted for15% of holiday promo salesand reached 30% of all Germans. @Griner Source: ClickZ.com, “Nutella says Facebook ads outperformed TV”, May 2012
    • 62% of advertiserssay online video ads should be a complementto TV ads. That’s up from 56% in 2011.Only 10% say online video ads should replaceTV ads. Sources: Adap.tv and Digiday, via: eMarketer.com, “Marketers Attempt to Align Online Video and TV Campaigns.” May 2012 @Griner
    • Another survey found that TV ad campaignshave a 50% reach.The number bumped up to 57% whenonline video ads were added to the mix. Sources: Nielsen and YuMe, via: eMarketer.com, “Marketers Attempt to Align Online Video and TV Campaigns.” May 2012 @Griner
    • But simply buying into the online spacedoesn’t create social buzz.Is it about tactics? @Griner
    • Let’s talkhashtags. @Griner
    • #TrumpRoastUsed more than 27,000 times duringComedy Central’s 2011 Roast of Donald Trump,helping make it make it the network’smost-watched Tuesday in history.
    • Soon, hashtags were a staple ofTV programming. @Griner
    • The Voice leveraged Twitter to generate200,000 tweetsper episode(That’s five times the social engagement ofAmerican Idol). Source: Bluefin, via Mass Relevance, “NBC’s The Voice Drives Real-Time Engagement”
    • TV content creators have learned thathashtags focus conversation. @Griner
    • A well phrased and clearly communicatedhashtag makes it easy for viewersto talk about you. @Griner
    • But most brands struggle with hashtags.Why?Because ads and social media remain toodisconnected. @Griner
    • #McDStoriesTo raise awareness of its new supplier-centricads, McDonald’s paid to promote the hashtag. @Griner
    • The brand’s Twitter feed only used thehashtag twice.But consumers (mostly critics) used it 1,600times in the first two hours, after which thepromotion was pulled. @Griner
    • The hashtag ended up generating negativepublicity instead of supporting the brand’snew (and quite good) TV ads.
    • So what was wrong with #McDStories?Too vague, too detached from the pointof the ads. @Griner
    • Wendy’s has also been struggling withhashtags. @Griner
    • #HeresTheBeef #UpgradeYourMeal #DefiningMoment #BetterLater
    • So who is doing it right? @Griner
    • Audi was early to the scene in 2011,running the Super Bowl’s first ad hashtag. @Griner
    • @Griner
    • Audi’s ability to harness the buzz and convert itinto relationships drew instant praise.“Audi is a perfect model for what it means tobe a prestige brand on Twitter.” –L2 Think Tank @Griner
    • Why not a URL?“For us, this was never a discussion.It was always the hashtag.The SuperBowl is conversation.” — Andy White, Senior Social Media Manager, Audi @Griner
    • #SoLongVampiresThe 2012 hashtag mostly just served as a“social nudge” that would accelerate thespot’s reach and buzz. @Griner
    • #SoLongVampires became the most-tweetedad hashtag of the Super Bowl @Griner
    • “This may be a viewers first-ever touchpointwith Audi. We treat that first touchpoint as justone step on a very long purchase funnel thatmay result in a car purchase — or it may resultin a new aspirational fan, one that will take ourfuture messaging and run with it to their ownsocial graphs. Both of these goals are our socialholy grails.” — Andy White @Griner
    • In addition, the #WantAnR8 hashtag effort hasbeen called Twitter’s most successfulcampaign of all time. @Griner
    • Audi’s efforts have put it neck and neck withLexus in a race to be the No. 1 luxuryautomaker on Twitter. @Griner
    • Lexus Audi Mercedes Porsche BMW FollowersLamborghiniAston Martin Cadillac Acura 0 75,000 150,000 225,000 300,000 @Griner
    • But the most truly social TV ad campaigndoesn’t have a hashtag.And hasn’t really needed one. @Griner
    • @Griner
    • The Most Interesting Man in the World is theperfect ad campaign for the social media era.The campaign for Dos Equis beer is pithy,funny and easy to embrace. @Griner
    • @Griner
    • @Griner
    • @Griner
    • Results:• Doubled U.S. sales of Dos Equis in 5 years• Grew to the No. 6 imported beer in the U.S.• 15.4% growth in 2011, compared to industryaverage of 2.7% Source: Ad Age, “On the Set with The Most Interesting Man In the World,” March 2012 @Griner
    • Beer Brand Facebook Likes Bud Light(No. 1 beer in America) 2.6 million Dos Equis 2 million Corona(No. 1 imported beer) 1.1 million Source: Facebook, June 2012 @Griner
    • So how can more ads duplicate this success? @Griner
    • 1. Give audiences a conversation starter, not aflat product statement. @Griner
    • 2. Spend time analyzing what motivates yourspecific audience. @Griner
    • 3. Make hashtags and other calls to action asclear and direct as possible. @Griner
    • 4. Create a plan for harnessing short-termbuzz into long-term engagement.A reply isn’t a relationship. @Griner
    • Thank youfor your time. David Griner VP/Digital Content, Luckie & Co. Luckie.com @Griner on Twitter