“In terms of brand equity building in online advertising, video ads beat other formats,” says Jonathan Joson, regional platform strategy director of Red Fuse Communications during a recent lecture on social media in International Institute of Digital Marketing.
Apparently these days, Asian markets watch a lot of YouTube more than anything. In fact, Joson says some markets watch YouTube but don’t want TV at all.
Video has stickiness than search ads or any other form of online ads. Joson narrates the example of a popular coffee brand viral video starring a famous rock band and a viral video star in a parody of Japanese robot anime.
In just 15 days, the video reached 2 million views in YouTube, with as high as 400,000 views in a day.
Also during this period, the brand’s Facebook page earned 65,000 likes, 12,000 shares, and 5,000 comments. All-in-all, the coffee brand merited PHP39 million in media earned value and had a significant seven percent increase in sales.
The brand was able to tap the strength of its 4.5million Facebook fans but more than that, Joson acknowledged the strength of the video’s content.
“By tapping into popular culture and its talents’ popularity, the viral video was able to get hold of its viewers’ attention more than a 30-second or 60-second TV ad could do.”
Joson stressed that the success was not a fluke: it was the result of planned efforts that include ad support and promotion from other channels – because strategy is the key.
Learn how to execute an engaging social media marketing campaign in the Social Media Marketing Specialist Track of the CDM-IIDM Program.
Log on to imadigitalmarketer.com or call 0928 506 5382 for more details. advt
source: technology.inquirer.net
