Originally presented atBlogWorld New York 2012                     @Griner
About Luckie  • Digitally focused agency,              founded in 1953                                About 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(whi...
The average American watchesfive hours of video per day.98% of that videois seen on a television.         Source: Nielsen ...
But in the past two years, America has lost2 million TV households.           Source: Nielsen, via The New York Times, “Ni...
A “TV household,” per Nielsen, is one withat least one television and access to cable,satellite or antenna.Those 2 million...
Advertisingis in a transitional state.TV has the reach. Digital has the depth.Their merger is inevitable and under way.   ...
Today, social media isn’t saving TV adsfrom extinction.Social media is saving TV adsfrom themselves.                      ...
On the whole, TV ads remaingutless and self-obsessed.They take very few risks, including the risk ofstarting conversation....
“Awareness”is the metric advertisers usewhen they don’t want to beheld accountable for success.                           ...
Today’s real advertising effectiveness ismeasured in engagement.TV should be a launchpad,not the whole mission.           ...
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.                ...
In Christmas 2011, Nutella includedFacebook in its holiday media mix with TV.Result: Facebook accounted for15% of holiday ...
62% of advertiserssay online video ads should be a complementto TV ads. That’s up from 56% in 2011.Only 10% say online vid...
Another survey found that TV ad campaignshave a 50% reach.The number bumped up to 57% whenonline video ads were added to t...
But simply buying into the online spacedoesn’t create social buzz.Is it about tactics?                                    ...
Let’s talkhashtags.             @Griner
#TrumpRoastUsed more than 27,000 times duringComedy Central’s 2011 Roast of Donald Trump,helping make it make it the netwo...
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)....
TV content creators have learned thathashtags focus conversation.                                        @Griner
A well phrased and clearly communicatedhashtag makes it easy for viewersto talk about you.                                ...
But most brands struggle with hashtags.Why?Because ads and social media remain toodisconnected.                           ...
#McDStoriesTo raise awareness of its new supplier-centricads, McDonald’s paid to promote the hashtag.                     ...
The brand’s Twitter feed only used thehashtag twice.But consumers (mostly critics) used it 1,600times in the first two hou...
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.                                      ...
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
Audi’s ability to harness the buzz and convert itinto relationships drew instant praise.“Audi is a perfect model for what ...
Why not a URL?“For us, this was never a discussion.It was always the hashtag.The SuperBowl is conversation.”              ...
#SoLongVampiresThe 2012 hashtag mostly just served as a“social nudge” that would accelerate thespot’s reach and buzz.     ...
#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 purch...
In addition, the #WantAnR8 hashtag effort hasbeen called Twitter’s most successfulcampaign of all time.                   ...
Audi’s efforts have put it neck and neck withLexus in a race to be the No. 1 luxuryautomaker on Twitter.                  ...
Lexus       Audi  Mercedes    Porsche       BMW                                      FollowersLamborghiniAston Martin    C...
But the most truly social TV ad campaigndoesn’t have a hashtag.And hasn’t really needed one.                              ...
@Griner
The Most Interesting Man in the World is theperfect ad campaign for the social media era.The campaign for Dos Equis beer i...
@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, c...
Beer Brand            Facebook Likes       Bud Light(No. 1 beer in America)   2.6 million      Dos Equis            2 mill...
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.                    ...
Thank youfor your time.                 David Griner                 VP/Digital Content, Luckie & Co.                 Luck...
Can social media save the TV ad?
Can social media save the TV ad?
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Can social media save the TV ad?

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How big-budget advertisers are learning to embrace conversation.

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Can social media save the TV ad?

  1. 1. Originally presented atBlogWorld New York 2012 @Griner
  2. 2. 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
  3. 3. First off,do TV ads even need saving? @Griner
  4. 4. 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
  5. 5. 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
  6. 6. 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.
  7. 7. 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
  8. 8. Advertisingis in a transitional state.TV has the reach. Digital has the depth.Their merger is inevitable and under way. @Griner
  9. 9. Today, social media isn’t saving TV adsfrom extinction.Social media is saving TV adsfrom themselves. @Griner
  10. 10. On the whole, TV ads remaingutless and self-obsessed.They take very few risks, including the risk ofstarting conversation. @Griner
  11. 11. “Awareness”is the metric advertisers usewhen they don’t want to beheld accountable for success. @Griner
  12. 12. Today’s real advertising effectiveness ismeasured in engagement.TV should be a launchpad,not the whole mission. @Griner
  13. 13. Awareness Engagement Segmentation CRM @Griner
  14. 14. So how do you create asocially successful ad campaign? @Griner
  15. 15. Well, you can buy your way in. @Griner
  16. 16. Supplementing a TV buy with onlinehas consistently proven more successfulthan doing one without the other. @Griner
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. But simply buying into the online spacedoesn’t create social buzz.Is it about tactics? @Griner
  21. 21. Let’s talkhashtags. @Griner
  22. 22. #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.
  23. 23. Soon, hashtags were a staple ofTV programming. @Griner
  24. 24. 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”
  25. 25. TV content creators have learned thathashtags focus conversation. @Griner
  26. 26. A well phrased and clearly communicatedhashtag makes it easy for viewersto talk about you. @Griner
  27. 27. But most brands struggle with hashtags.Why?Because ads and social media remain toodisconnected. @Griner
  28. 28. #McDStoriesTo raise awareness of its new supplier-centricads, McDonald’s paid to promote the hashtag. @Griner
  29. 29. 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
  30. 30. The hashtag ended up generating negativepublicity instead of supporting the brand’snew (and quite good) TV ads.
  31. 31. So what was wrong with #McDStories?Too vague, too detached from the pointof the ads. @Griner
  32. 32. Wendy’s has also been struggling withhashtags. @Griner
  33. 33. #HeresTheBeef #UpgradeYourMeal #DefiningMoment #BetterLater
  34. 34. So who is doing it right? @Griner
  35. 35. Audi was early to the scene in 2011,running the Super Bowl’s first ad hashtag. @Griner
  36. 36. @Griner
  37. 37. 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
  38. 38. 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
  39. 39. #SoLongVampiresThe 2012 hashtag mostly just served as a“social nudge” that would accelerate thespot’s reach and buzz. @Griner
  40. 40. #SoLongVampires became the most-tweetedad hashtag of the Super Bowl @Griner
  41. 41. “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
  42. 42. In addition, the #WantAnR8 hashtag effort hasbeen called Twitter’s most successfulcampaign of all time. @Griner
  43. 43. Audi’s efforts have put it neck and neck withLexus in a race to be the No. 1 luxuryautomaker on Twitter. @Griner
  44. 44. Lexus Audi Mercedes Porsche BMW FollowersLamborghiniAston Martin Cadillac Acura 0 75,000 150,000 225,000 300,000 @Griner
  45. 45. But the most truly social TV ad campaigndoesn’t have a hashtag.And hasn’t really needed one. @Griner
  46. 46. @Griner
  47. 47. 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
  48. 48. @Griner
  49. 49. @Griner
  50. 50. @Griner
  51. 51. 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
  52. 52. 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
  53. 53. So how can more ads duplicate this success? @Griner
  54. 54. 1. Give audiences a conversation starter, not aflat product statement. @Griner
  55. 55. 2. Spend time analyzing what motivates yourspecific audience. @Griner
  56. 56. 3. Make hashtags and other calls to action asclear and direct as possible. @Griner
  57. 57. 4. Create a plan for harnessing short-termbuzz into long-term engagement.A reply isn’t a relationship. @Griner
  58. 58. Thank youfor your time. David Griner VP/Digital Content, Luckie & Co. Luckie.com @Griner on Twitter
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