This is a terrific idea. If I were a brand I would be rushing to make a Vine deal with NCM. Digital Place-based media is a barely tapped world for video and the ability to add true interactivity to theaters opens a lot of creative doors. This is something we’ll be learning more about with the DP-AA’s Barry Frey and Posterscope’s Ray Rotolo at the upcoming Videonomics Summit.
This post is packed with examples of brands making great use of video in the Olympics. Take two similar approaches…I am addicted to Liberty Mutual’s RISE campaign. They’ve invested in a series of short films which extend the best part of the Olympics: the athlete stories. P&G did something similar but with a great tweak; focusing on the athletes’ moms. If you don’t well up at these commercials there is something seriously wrong with you.
Speaking of different approaches to the Olympics; Samsung has taken a novel media approach, buying Olympics spots every where but during the Olympics (while also reducing overall spend compared to previous years). Talk about extending your messaging!
The original ad garnered 41 million views since it was released. Now I’m even rethinking Samsung’s aforementioned media spend.
Did you spot these? They were both awkward and fun. My lord that Samsung phone is HUGE.
The key takeaway for advertisers in this Freewheel produced study: long form content viewing is up 86% from a year ago and the completion rates for :15 & :30s are above 90%. You don’t have to read the full article.
Advertisers: the way to reach millennials is on smartphones and tablets. This YuMe produced infographic has some keeper stats including unaided brand recall and brand impact. Great visuals for your next presentation.
This is just the tip of the iceberg. Think automation and programmatic isn’t coming to TV? Hot off the presses: Comcast Nears $320 Million Deal to Acquire Video Ad Platform FreeWheel. Though there is tremendous pushback from TV sellers this universe is certainly morphing faster than even I would have imagined.