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What's Missing From Most Video Ad Campaigns

Posted by Robert Helstrom on Nov 10, 2015 1:00:00 PM

Lovin' us some wings and playoffsWhy do most video ad campaigns lack innovative strategy?

Maybe it's because many advertisers still think of video only in legacy TV terms and miss the opportunities to leverage the unique and powerful features of video advertising. 

Here's an example of one that didn't.

A top national restaurant/sports bar chain wanted to test digital video advertising to see how it could extend the reach of TV and other media during last spring's NBA and NHL playoffs.

“We were looking for a partner that could get extended awareness through digital video, and help drive visits to the client's locations during the basketball and hockey playoffs.” — Digital media planner at the chain’s ad agency

A typical media plan would focus nationally on fans of the two sports but that doesn't really take full advantage of video ad tech's granular geo and audience targeting, as well as its scalable campaign management. 

INNOVATIVE STRATEGY: TARGET FANS OF WINNING TEAMS

Sightly created a new strategy called Chasing Winning Fandom, in which our platform architected YouTube TrueView campaigns to target the fans of winning teams as the playoffs progressed. Our assumption was they would remain the most engaged—and be most likely to get together with other fans at the client's sports bar locations to eat, drink, watch games and cheer on their teams.

Not only did we drive some great results on a limited innovation budget, we also provided bonus insights and data analysis that led to an expanded follow-on campaign for this college football season.

Would you like to see how we did it? Just click here to download a copy of the Success Story—and tell us what your favorite food is to watch on-screen sports by:

 

 

Topics: Video Advertising, Personalized Video Ads, Hyper-Local Delivery, Micro-Targeted Delivery, YouTube Advertising, TrueView

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