forbes insigh
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7/29/2019 Forbes Insigh
1/18
in association with:
GoinGnative:how Marketers are reinventinG the
online video advertisinG experience
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7/29/2019 Forbes Insigh
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contents
Summar ...............................................................................................................2
Frwrd ...............................................................................................................3
Ging Nativ ....................................................................................................... 4
Th Changing Fac Distributin .............................................................5
Th Pwr Vid .........................................................................................7
Hinkn and 007 .............................................................................................8
Hnda Miin Mi J and Mnstrs Caing Hm ............................9
Dmand r Nativ Vid .............................................................................10
Using Irrvrnc t Cnnct: K-Swiss and Knn Pwrs .............. 11
Indi Mts Scia Mdia: Th Baut Insid......................................... 12
Th Advantag Aignmnt ......................................................................13
Matching th Right Cntnt t th Brand: JtBu .............................14
Cncusin: Th Futur th Markt ......................................................15
Mthdg ......................................................................................................16
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7/29/2019 Forbes Insigh
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Marktrs ar brad xpanding th tps nin vid cntnt th ar crating and arintrstd in sndicating thir cntnt in was that gt bnd industr-standard rmats.
Nativ advrtising has mrgd as th cnvrgnc btwn rigina brand vid cntnt
and dramatica nw apprachs t distributin that nsur an ad matchs th k and
a wbsit and ds nt intrrupt th viwing xprinc in th mannr a tvisin cm-
mrcia. Whi th trm nativ ads has nt u caught n with markting xcutivs, th
cr mnts nativ ad tps ar avrd b thm, which suggsts this markt wi grw
as awarnss incrass.
suMMary
2 | GoING NATIVe
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7/29/2019 Forbes Insigh
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Online advertising is in the midst o both a creative renais-sance and a severe attention decit.
Online video typies this digital paradox; there has been
an explosion o original brand content that has redened the
ways brands express themselves, as well as how they enter-
tain and connect with their audiences. However, at the same
time, interruptive distribution tactics are showing skip rates
climbing at alarming rates, and traditional display ads are
continuing to show paltry engagement metrics.
These signs indicate that we are at the beginning o
a new era o online advertising with brand content at its
core. In a world where consumers are now in u ll control
o their media, interruption and poor visual integration are
no longer viable branding tactics. Instead, it has become
imperative that branded content remains consistent with
the user experience and visual design o a publishers site.
In response to this undamental shi t in media, a new wave
o native advertising models that t with todays social,
connected web experience is emerging.
Native advertising is dened as ad strategies that allow
brands to promote their content into the endemic experience
o a site in an integrated, non-interruptive way. The core
attributes o native advertising are strong visual integration,
choice-based interaction and content-driven experiences.Although creating these native content experiences
requires a more thoughtul and customized execution
strategy (as compared with interruptive display ads), many
o the largest platorms have been rst on board to adopt
native advertising. This is a testament to the value o
this new medium. For example, the major platorms on
the webFacebook, YouTube, Twitter, Tumblr and
WordPresshave universally adopted native advertising
ormats, and premium editorial publishers are prepping or
an industry-wide native ad overhaul.
The uture o digital marketing is going to be native.
Advertising experiences like banners, boxes, buttons and
pop-ups are permanently giving way to ad experiences that
are native to a publishers site. At the same time the creativ-
ity is evolving alongside the native medium. Together they
are producing a new, direct way or brands to connect and
enterta in audiences across the web. With approximately $11
billion a year being spent on d isplay ads, there is no better
time or change than now.
By dan GreenBerG,
CEO and co-founder, Sharethrough
Foreword
CoPyRIGHT 2012 Forbes InsIghts |
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7/29/2019 Forbes Insigh
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Over the past decade, content marketing, specically inthe orm o online video, has become a undamental tool
or connecting with consumers. It ha s enabled companies
to reach and engage audiences where they are spending
increasing amounts o time.
Native video, a more recent phenomenon in this
eld that meshes in appearancei not substancewith
the overall eel o a publishers website, is achieving even
greater viewer engagement. Companies are deploying it as
they seek more eective ways to orge stronger ties to con-
sumers. Dened broadly, native ad units are visually well
integrated (ads match a websites look and eel), choice-
based and content-driven (providing a content experience
or audiences, rather than just a standard commercial). The
terms native video and the wider umbrella o native
advertising are still reerred to by dierent names, and
even interchangeably. This suggests that marketers have not
settled on precise denitions o this trend.
When it comes to native advertising, however, two
principles are clear:
1. The content itsel is the main event, no longer a side-
show that intereres with other programming. Through
humor, pathos or meaningul insights, the content aims
to create a more entertaining, engaging viewing expe-
rience. The end goal is that this improved experience
relects avorably on the brand and leads to stron-
ger long-term bonds with consumerswhich in turn
may lead to larger, more enduring nancial benets.
Online video ormats have enabled companies to push
beyond traditional advertising boundaries or length
and the nature o material they cover. Such fexibility
has enabled them to tell stories with the sort o u llness
that could not have been done through other ormats.
2. Content distr ibution has changed. There is no simple
ormula or paint-by-numbers approach to publishing
contentas with, say, a banner ad. Rather, there is new
fexibility or presentation. What are the r ight propor-
tions or the video? Where should a company place a
video on a companys web page and what visual ele-ments o the site should the ad mimic? Companies can
determine more analytically which ormat will create
the best viewing experience. At the same time, brands
can be more precise about which websites will ensure
the widest viewership among the r ight audience.
GoinG native
Look and feel: native versus standard
61%
Embedded within organic site versus in ad banners
Choice-based versus interruptive
60%
53%
Standalone versus before, during or after other content
52%
Enables video sharing versus doesnt enable video sharing
Publisher sites: premium content versus not premium content
48%
47%
IMPoRTANCe oF BRAND VIDeo SyNDICATIoN
FeATUReS
4 | GoING NATIVe
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Sixty-one percent o senior marketing executives value
the look and eel o native videos, which mimic site
design and interaction, over that o standard video, where
the video player stands out as a separate advertising ea-
ture. Interviewees rom major companies and ad agencies
echoed this opinion, pointing out that consumers are more
inclined to view content that does not point them directly
toward a transaction, but rather catches their interest in
an organic way. Indeed, 60% o executives also pointed
to the importance o organically
embedding a video into a sites
content, rather than delivering it
in traditional ad banners that do
not connect to the page in a rel-
evant or meaningul way. This
leads consumers to think more
avorably about the brand that is
providing the content.
The shit to native video dis-
tribution dovetails with creative
strategies that ocus on custom
digital assets. In the past, online
video strategies centered largely
on the distribution o commercials
originally made or television, ret-
roitted or distribution online.
The end result was something that
didnt t the medium.
Sharethrough CEO Dan Greenberg says that native
advertising addresses viewing preerences that are increas-
ingly based on the quality o the content and ease o access.
He believes that as brands, agencies and, most o all, the
publishers o websites become more aware o its attr ibutes,
usage will increase markedly. Indeed, click-through rates
on banner ads have been harder to come by, while skip
rates on pre-roll ads that precede online v ideos have beenon the rise.
When you see a banner ad in the New York Times,
you dont think twice about it, says Greenberg. But i
you saw a news eed video that had a quick play video that
expanded, that was native to the page, seeing it during day-
to-day usage is going to change peoples perception. The
more publishers we bring on board, the more advertisers
invest in native. It ends up being a sel-ullling prophecy
because it will work so well that theyll notice it and see its
value just by being Internet users.
Marty St. George, senior vice president, marketing
and commercial strategy, JetBlue, says that he oresees
increased usage o this more creative way o advertising.
Look at what a successul program looks like or display
advertising, says St. George, whose company has cre-
ated video game shows, as well
as a more recent campaign tied to
the current presidential election
(see sidebar, page 14). I I have
a display ad that has a 2% click-
through rate, thats a really good
display ad. Ill spin that in a di-
erent direction, which is i I had
a display ad that has 98% o peo-
ple that ignore it, thats sort o
sitting there inert. I dont think
thats success at all. When we
get digital video involved, we
get signicantly higher engage-
ment. Weve gone beyond the
thought o interactive digital into
creating our own digital content
wholesale.
Survey respondents and inter-
viewees noted that marketing strategies now increasingly
use long-orm and custom 15- to 30-second content made
specically or the web, instead o repurposed commercials.
I I see an ad that promises to be unny or interest-
ing, or promises to teach me something, on like BuzzFeed
or theAtlanti c, and I click it, and theyre just trying to sell
me on car insurance, Im going to turn around and never
click it again, says Greenberg. Thats an important aceto this market that is [prompting] brands to invest in con-
tent or the rst time ever. Thats where this whole thing
starts. It stems rom making content so good that people
will not only want to watch it, but even want to share it.
Most brands are thinking about production and engage-
ment as opposed to interruption.
the chanGinG Face
oF distriBution
Wv gn bnd
th thught intractiv
digita int crating
ur wn digita
cntnt whsa.
MArtY st. george
SVP, Marketing and
Commercial Strategy,
JetBlue
CoPyRIGHT 2012 Forbes InsIghts |
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7/29/2019 Forbes Insigh
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In other words, marketers
are placing a higher priority
on distributing their videos
in ways that do not interrupt
the user experience. This mayaccount or the low use o pre-
roll video distribution tactics,
in which advertisements are
delivered online in a ormat
similar to television commer-
cials. In addition, companies
are looking or ways to dier-
entiate their advertising rom
the avalanche o material that
exists online. But the progres-
sion rom television-like ads
to those designed specically
or an online experience is
also a response to new consumer viewing habits. Television
ads are increasingly ignored by consumers even when theyre
shown on television, as intended. Nearly three in ve con-
sumers surveyed by Forbes Insights recently said they use
their DVR to skip ads.
For me, this is the continuing evolution o advertis-
ers trying to connect to consumers, says Ron Amram,
senior media director or Heineken USA. Consumption
has changed, and advertisers wil l have to continue to ollow
[consumers]. Quality has become more important now.
All this suggests a potential or signicant and rapid
growth or native video. At the same time, however, a lack
o awareness or understanding o the medium and its bene-
ts among senior executives may be hampering this growth.
Indeed, hal o the senior marketing executives who said
that their organizat ions had no imminent plans to use native
video couldnt predict i this would change in the uture.
This may refect the newness o the medium or a lack o
understanding o its benets or consumer engagement.
Heightening awareness may boost usage.
Content marketing such as native video has more in
common with short lms, documentaries or the creative,
occasionally irreverent work on YouTube than with tradi-
tional commercials or the banner ads that are predominantin digital advertising. It is more nuanced, ocused less on
product messaging than on creating an experience that
viewers want to repeat and share via social media. It calls to
the consumer to be engaged, rather than marketed to as
a captive, passive audience.
Native video is meant to unction as dest ination enter-
tainment, as marketers become increasingly reluctant to
interrupt the consumer experience. Its appeal or market-
ers lies primarily in its emphasis on compelling storytelling
and providing an opportunity to go more in-depth into a
message. A native ads length may extend over several min-
utes or run in instal lments released over regular intervals. It
may sadden, amuse, shamelessly tug on heartstr ings or even
eature a star perormer in a signature role. Interestingly
enough, particularly successul examples o content mar-
keting also generate their own coverage.
For example, Intels six-part Beauty Insideseries this
summer sought to engage consumers with the possi-
ble romance o an unlikely couple. A series o Honda ads
oered surprise outcomes or dedicated owners o Honda
cars. An episode in a Heineken campaign, timed to the
opening o the latest James Bond movie, includes a cameo
by the present Bond, Daniel Craig.
Such videos are also typically easy to access v ia corpo-
rate websites as well as other sites that are likely to reach
target audiences. They do not require viewers to click on
banners or barrage them with a hard sell . The product men-
tion may be minimal or occur subtly in the context o the
story. In short, the goal may be a conversation or at least
holding a consumers interest in a ormat that eels less a rti-
cial and more natural.
Cnsumptin
has changd, and
advrtisrs wi hav
t cntinu t w
[cnsumrs]. Quait
has bcm mr
imprtant nw.
ron AMrAM
Senior Media Director,
Heineken USA
6 | GoING NATIVe
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7/29/2019 Forbes Insigh
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To say that online video has become a staple o the market-ers toolbox would be a signicant underst atement. More
than hal (54%) o senior marketing executives say that they
use online video, while 23% are planning to use it, nearly
70% o them within the next year.
Companies see online video as an eective way to
spur higher degrees o brand awareness, retention and
loyalty. Seven in 10 respondents (68%) to the Forbes/
Sharethrough survey said that a top objective was to
enhance brand awareness. Fity-ve percent o respon-
dents said branding was a goal o online video advertising,
while 43% pointed to bolstering customer retention and
loyalty as a leading objective.
These marketers view paid brand video as a particularly
eective way to achieve these goals. Three in our respon-
dents (75%) aim or a measurable brand lit (i.e., an increase
in awareness and purchasing intent) as a result o their paid
brand video syndication eorts. More than hal o execu-
tives (54%) seek a measurable gain in reach and requency.
And one-third pointed to more active measures o engage-
ment, including sharing and buzz. Getting consumers to
talk and share more about a brand, more oten and more
proactively, are the name o the video game.
Yet marketers a lso appearto view branded video as
a way to create a stronger,
more positive imprint in con-
sumers minds that may help
marketers achieve larger,
long-term goals. Its almost
an osmosis eect o native
ads, says Sharethroughs
Greenberg. I you see it a
ew times, it will eel as i its
everywhere, and it will hit
your brain and register with
you, as opposed to a banner
ad, where the impression is
just a throwaway.
Custom digital assets are the most popular type o
assets or digital video advertising. Senior marketing
executives interviewed said they valued the fexibility
aorded by custom content. Three in ve executives sur-
veyed use custom digital assets in their video advertising;
two in ve (41%) use long-orm digital assets (branded
content). In a sign that executives by and large recognize
the power oF video
ToP oBJeCTIVeS oF CURReNT oNlINe VIDeo USeRS
Awareness
68%
Branding
Customer retention and loyalty
Brand affinity/advocacy
Customer acquisition
55%
43%
30%
26%
ToP MeDIA oBJeCTIVeS CoNSIDeReD WHIle
MeASURING PAID BRAND VIDeo SyNDICATIoN
Brand lift (awareness, purchase intent, etc.)
75%
Reach and frequency
Sharing (i.e., earned media generation) loyalty
Building buzz
Direct response goal
54%
33%
33%
27%
Its amst an smsis
ct nativ ads. I u
s it a w tims, it wi
as i its vrwhr,
and it wi hit ur brain.
DAn greenberg
CEO and co-ounder,
Sharethrough
CoPyRIGHT 2012 Forbes InsIghts |
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7/29/2019 Forbes Insigh
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Amram sas that h is awas cgnizant th cmpans
rputatin as a prducr prmium br. It wud nt b
tru t th Hinkn brand t push its advrtising in wid
nw dirctins t ar ad rm its stabishd mssaging.
Hinkn is a gba br with a rich histr, sd in 170 cun-tris. W rr t ur targt audinc as a man th wrd
awas king t d nw things.
yt ik man thr cmpanis, Hinkn has had t nd was
t rach cnsumrs via scia mdia. That has mant tring
nw tps advrtising, incuding ng-rm vids.
Amng its rcnt initiativs has bn a muti-part sris. Th
mst rcnt instamnt intrscts with th cming ras
th nxt Jams Bnd m, Skyfall. It aturs a handsm v-
rman caught btwn th currnt Bnd, Dani Craig, and
sinistr-king viains. Th sgmnt nds with Bnd skdiv-
ing rm a snw-cvrd trst.
Th ad dirs rm thr Hinkn ads in bth ngth and
th tp cntnt, and it amassd nar 7 miin viws n
Hinkn yuTub channs. Marktrs ar awas tring t
push th nvp and push cnsumrs int nw pacs, sas
Amram. Im a itt bth [pushing th nvp and wing
th cnsumr]. It dpnds n th situatin. I u dnt ad at
sm tims, u dnt captur [cnsumrs] harts and minds.
heineken and 007
Fw th cnsumr? or us cntnt t push th cnsumr in nw dirctins? Its an ag-d
dimma in advrtising. Hinkn Snir Mdia Dirctr Rn Amram sas that his divisin
th 170-ar-d br manuacturr ds a itt bit ach.
the weakness o a television-to-digital video approach,
jus t 28% st il l repurpose television commercia ls online.
Thus, long-orm branded content has surpassed repur-
posed TV assets on the web, a testament to the maturation
o the online video marketplace.For example, Expedias Find Your Understanding
series amounts to a video blog o quirky, oten touching
human-interest stories related to travel. The videos do
not tout Expedias services to help people nd airares and
accommodations; in act, the company is mentioned only
briefy in each video. The videos could unction indepen-
dently o the companys websiteand do. Implicit is theunderstanding that travel transorms lives and that Expedia
can help you get where you want to go.
Similarly, as mentioned earlier, Honda uses its Honda
Loves You Back videos to underscore the sometimes
extraordinary bonds car owners have with their cars. In
one, the company eatures a Honda owner who has driven
his Accord sedan a mil lion miles. In another, a young musi-
cal group living on a tight budget receives an unexpected
prize or recording their music video in their Hondas. The
videos have generated millions o visits on video sharing
and social media sites, creating a dia logue that had more to
do with the stories than the attributes o the cars. Moreover,
the videos have created a larger emotional investment in the
brand than a traditional commercial probably could.
TyPeS oF VIDeo ASSeTS USeD FoR DIGITAl VIDeo
ADVeRTISING
Custom digital assets (15 or 30 seconds in length)
61%
Long-form digital assets (i.e., branded content)
30-second repurposed TV commercial
41%
28%
8 | GoING NATIVe
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7/29/2019 Forbes Insigh
10/18
Hnda wnrs ar amng th mst a in th car industr.Th apprciat th Japans autmakrs w-nginrd,
rasnab pricd cars and ar nt sh abut sharing thir ad-
miratin nin. Wk w gt a t ttrs rm ur custm-
rs saing, H, thank u s much r making a high riab
car, r pp wh hav bn in cisins, saing, th sat
ur prduct hpd sav ur ivs, minimiz injuris, things ik
that, sas Jhn Watts, snir managr digita markting r
Hnda USA. our custmrs ra apprciat what w d, and
w wantd t shw thm hw w apprciat thm.
Svra ars ag, th cs ratinship bcam th basis
Hnda USAs Facbk and scia mdia s tratg. Th cm-
pan buit an initia Hnda lvs yu Back campaign n th
cncpt ppuarizd mr than a dcad ag b th mvi
Six Dgrs of Sparation: evrn knws smn wh
dirct r indirct ads t smn amus. In Hndas
cas, Watts sas th cmpan cratd a Facbk appi-
catin in which ann cud nd smbd wh vs a
Hnda r knws smbd wh ds. This prmtin d t
thrs in which Hnda rwardd its custmrs: r parking
r Hnda wnrs at Anahim Ducks hck gams (at th
tams Hnda Cntr arna), massags and d givawas
at car washs. Hnda vidd th ractins th bncia-
ris and pstd thm.
Whn th Hnda Facbk pag rachd 1 miin wrs,
th cmpan cbratd b psting Hnda-ratd phts
rm its ans Facbk pags and uppd its rts t nd
uniqu stris Hnda actin. That d thm t a Main
Hnda wnr, J, wh had just rachd 1 miin mis n his
Accrd sdan dmtr.
Hnda and th ad agnc, ls Angs-basd RPA, bivd
th str Miin Mi J wud rsnat ud bth in-
sid and utsid th Hnda cmmunit. yt RPA Snir Vic
Prsidnt and Grup Accunt Dirctr Brtt Bndr sas that
traditina shrt-rm vid r tvisin cmmrcia rmats
wud nt nab Hnda t t th u str.
RPA writrs suggstd a pt in which Hnda wud thrw a
surpris parad r J in his hmtwn and award him with
a nw Accrd. Th mr than thr-minut pic, which cap-
turd Js astnishmnt as ats, stit-wakrs, chradrs
and a marching band r b, quick wnt vira and mad na-
tina nws. W surprisd him, sas Bndr. H thught that
h was cming t a prss cnrnc.
Bndr sas that th biggstbstac was maintaining th
surpris. Had J arnd
what was pannd br-
hand, his ractins might nt
hav bn s pignant and
ngaging. Hnda saw right
th bat th pssib m-
tina cnnctin that cud
b put tgthr btwn
cnsumrs and Hnda with a
vid this natur, Bndr
sas. Puing it was sm-
thing. W knw it was ging
t b a chang, kping th
surpris and kping th scrt.
embdnd b th succss Miin Mi J, Hnda and RPA
tk a simiar apprach this ar with a vr dirnt str,
abit n in which a pasant surpris was as th basis r
cnncting with viwrs. Actinat cad Bst Gig evr
b sm, th ur-minut nin vid cuss n a da in th
i th indi band Mnstrs Caing Hm. Th grup had
drawn Hndas ntic b rcrding a music vid in thir Hn-
das. Hnda surprisd th band b arranging an apparanc n
th natina tvisd Jimmy Kimml Show.
This scnd vid as wnt vira. It hit its ga r imprs-
sins within v das, w ahad schdu. Th vid had
rcivd mr than 1.3 miin viws n yuTub b octbr
2012. W wnt w abv what w had targtd ahad
tim, Bndr sas.
Watts, a 25-ar Hnda vtran, sas cmpanis hav had t
bcm mr xib abut th tps advrtising th us,
and th stp grwth digita has prsntd nw ptins.
But a mix is sti imprtant t maintain. evn as it dvps
ths ngr nin vids, Hnda cntinus t prducshrtr vids and thr tps advrtising. I think that a
ur- t v-minut rmat dsnt wrk w r vrthing.
But in this cas (Mnstrs Caing Hm), i ur buiding a
str and u want t ra ngag pp, a ur-minut r-
mat wrkd vr, vr w, Watts sas. obvius, thr ar
thr situatins whr w didnt hav v minuts cntnt
t kp pp ngagd, s its kind a cas-b-cas (basis).
But cntnt is dnit k.
honda Million Mile Joe and Monsters callinG hoMe
W knw it was
ging t b a chang,
kping th surpris
and kping th scrt.
brett benDer
Senior Vice President and
Group Account Director,
RPA
CoPyRIGHT 2012 Forbes InsIghts | 9
-
7/29/2019 Forbes Insigh
11/18
Yet number s can be deceiving ; they do not refect the
demand or this type o product. The level o demand is
clear in the high percentage o marketers indicating the
importance o a native look and eel to online video.
Indeed, marketers know they must meet consumers on their
tur; that is, they must provide content in a way that will
gain and maintain their attention without eeling intrusive,
inauthentic or one-way.
A majority o marketing executives value the attributes
o native video. To be sure, just one-third (32%) o senior
marketing executives say they have either bought or are
planning to buy native video advertising o brand videos.
But in qualitative interv iews or this paper, respondents
indicated a greater receptivity to the ormat.
ToP MeDIA DISTRIBUTIoN TACTICS FoR BRAND
VIDeoS
Owned media channels (corporate website, YouTube channel,Facebook brand channel)
51%
Video display banner ads
PR outreach
51%
34%
Native advertising
23%
Pre-roll or in stream advertising
Viral video syndication
19%
11%
HAVe yoU BoUGHT NATIVe VIDeo ADVeRTISING FoR DISTRIBUTIoN oF yoUR BRAND VIDeoS?
ys
N, but w ar panning t d s
N, and w hav n imminnt pans t d s
Dnt knw
12%20%
49%
18%
deMand For native video
ownd mdia channs and bannr ads ar th mst ppuar was distributing nin vid-s. Ha snir markting xcutivs rprt using ths tactics.
10 | GoING NATIVe
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7/29/2019 Forbes Insigh
12/18
Tak K-Swisss sris irrvrnt vids aturing th cti-
tius cab tvisin charactr Knn Pwrs. Th washd-up
basba par in th HBo cmd eastbound & Down, pad
b th cmic actr Dann McBrid, arnd a a wing
amng ungr mn r his ast-taking, vugar prsna. Th
charactr Pwrs sas what is n his mind, n mattr hw
pitica incrrct.
K-Swiss has arg bn knwn r its cmrtab, w-buit
tnnis snakrs. In 2010, it was king r a wa t add ash
t its imag and hk ungr mn, wh cmps a k d-
mgraphic in snakr sas. Th Cairnia-basd cmpan
cudnt spnd as much n an ad campaign as argr cmpti-
trs such as Adidas and Nik, s it ndd t think dirnt
t gnrat nw intrst at a pric it cud ard. W knw
w wantd t cnnct with th 16- t 21-ar d gu, sas
Matt Jarvis, a partnr and chi stratg fcr r th K-Swiss
ad agnc 72andSunn. S w thught it was ra imprtant
that i K-Swiss didnt hav a brand prsnait r quit with
that audinc, that w cnnctd with th audinc in a wa
that was mr pr-t-pr and was spaking thir anguag,
cnncting in a wa that was rvant t thm.
Snakr cmpanis tpica aign thmsvs with athts t
buid brand awarnss. But in its rsarch, 72andSunn und
that th tp cnsumr that K-Swiss was tring t rach
spnt mr tim n such cntnt-sharing sits as Brak.cm
and Funnrdi.cm than watching sprts. Fr K-Swiss t
kind tak a pag ut th traditina markting pabk, it
was amst guarantd t ai rm th utst bcaus it wud
just b spnding ss mn against a pan that vrn was
using, Jarvis sas.
Th agnc suggstd that an dg apprach aturing Mc-
Brid as Pwrs wud draw th srt cnsumrs it wud
nd t crat buzz and incras sas. In a sris vids,
sm ccking in at mr than ur minuts, Pwrs xts th
virtus K-Swiss snakrs whi taking vr as th cmpans
Ceo (h rnams th psitin in a vugar wa). In a sparat
instamnt, h hds a prduct prsntatin n stag in a wa
that mcks rmr App Ceo Stv Jbss w-knwn ap-
prach cmpt with Jbsian turtnck. Pranit is d ri-
guur in ach part th sris,
and Pwrs is nt sh abut
insuting athts wh mak
cam apparancs: kickbx-
rs, tba pars, wrstrs
and cbrit prsna trainr
Jiian Michas. Th cntnt is
nt r shrinking vits.
Th vids shckd sm but
drw ravs rm thrs, incud-
ing critics nin vid. Th
sris wn thr Gdn Pnci
awards r xcnc in ad-
vrtising. As r K-Swiss, th
cmpans prsidnt, David
Nichs, td oninVid.nt
in a Jun 2012 intrviw that h wud b th rst t g n
rcrd t sa that th cmpan didnt s as man shs
as w wud hav ikd. But Nichs addd that, W did gt
mr pp taking abut usw incrasd ur sarch rank-
ing, hits t ur wbsit and incrasd sas. W did this with
ctiv mdia bus. W wr ab t rach pp withut
having t pa r tvisin tim.
B changing th brand imag, this tp attntin can ad
t mr sustainab utur grwth. Fr a ng tim in th mar-
kting wrd, ntrtainmnt vau was cnsidrd b man
agncis and marktrs as a nic t hav, Jarvis sas. In this
ra, its ast r amin. I ur nt rvant and i ur nt
making it wrth smbds whi, u can spnd hundrds
miins dars and pp can cmpt ignr u.
But cnvrs, i u d smthing thats ra xciting andrvant, u can just absut ar xpand what ur mdia
spnd is in trms its impact in th marktpac. Crativit
is a grat ampir.
72andSunn Crativ Dirctr Matt Murph said in th sam on-
inVid.nt artic that rms hav t b wiing t tak chancs
but as knw what th right rmat r thm is. Dnt w
trnds, Murph said. Figur ut what th DNA ur brand
is and whats right and tru abut ur cmpan.
usinG irreverence to connect: k-swiss and kenny powers
Bcaus thr ar wr bundaris t hd in cntnt and divr, cntnt markting in thrm nativ vid can tak chancs that thr tps advrtising cannt. In sm cass,
nin vid ma r unprcdntd pprtunitis r cmpanis t rdn thir brands.
I u d smthing
thats xciting and
rvant, u can ar
xpand ur mdia
spnd in trms
its impact.
MAtt JArVIs
Partner and Chie
Strategy Ocer,
72andSunny
CoPyRIGHT 2012 Forbes InsIghts | 1
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Th tit is a rrnc t Int
parts, which ar nvr sn
but, in Ints stimatin, srv
as th brains and hart
man cmputrs. Hwvr,
mntin th Int and Tshi-
ba brands ccurs n bri
at th bginning and nd
ach sgmnt.
Th Bauty Insiduss an in-
dpndnt m dirctr, D.J.
Carus, whs prvius crdits
incud th atur m Distur-
bia. Th prjct is an nging
m whr th audinc can
participat, vn ptntia
paing th main r. Tphr
Grac, bst knwn r his r in th Spidr-Man ms, narrats
th sris as th mind and hart Ax, an antiqus rstrr
king r v. Th unxpctd trick is that Ax waks up
ach mrning as a dirnt prsn: a pudg sackr n da,
an dr man th nxt and s ndirnt gndrs, ags and
thnicitis. In ach instamnt, Ax is pad b a dirnt un-
knwn individuaach whm was cast via nin auditins.
Th ida is that, whi Ax ma chang n th utsid, h
rmains th sam undrnath. Viwrs wh ik a particuar
instamnt cud thn arn abut th nxt pisds r sign
up t auditin t pa Ax in utur instamnts. Mmbrs
th audinc cud as cmmnt n th pt r tak dirct
t Ax n th campaigns Facbk wa.
Th Bauty Insidgnratd mr than 66 miin viws b
octbr 2012, ang with apprximat 8,400 Twittr w-
rs and 95,000 Facbk ans.
T m th ngagmnt was a th pp wh wr intract-
ing n Facbk, th hundrds and hundrds and hundrds
cmmnts u saw, sas Gdman. each pst that Ax
wud mak, th cmmnts that wud g back and rth. T
m thats what Im king r. It shwd hw ngagd th
audinc was.
Th Bauty Insidwas Int/Tshibas scnd ra int scia
m. Th cmpanis rasd a prgram cad Insid expri-
nc in 2011. Th 11-da campaign wd a ung wmans
attmpts t scap rm th rm in which shd bn impris-
nd. Hr n cnnctin t th utsid wrd is a Tshiba
aptp thrugh which sh cntacts rinds and ami via scia
mdia. Th sris drw rugh 50 miin viws.
embdnd b th succss Insid exprinc, Gdman
wantd t crat a campaign that was as ng as u cud
pssib mak it and sti kp th audinc. Sh sas that
d-st rmats imitd b tim and th tp cntnt that
brands can shw wi n ngr grab viwrs. T ngag cn-
sums, th wi hav t cntinu t think mr crativ. W
think that wv und a nw rm ntrtainmnt, Gdman
sas. It a cms dwn t th cncpt and th tant thats
invvd in th cncpt.
indie Meets social Media: the Beauty inside
At th thr nd th cntnt spctrum rm Knn Pwrs is Ints rmantic sris ThBauty Insid. Th 40-minut m, which was rasd arir in 2012 in six instamnts, mar-
ris indpndnt mmaking, scia mdia and advrtising. Int C-Markting Managr Bii
Gdman cas th gnr scia m.
W think that wv
und a nw rm
ntrtainmnt, Gdmansas. It a cms dwn
t th cncpt and th
tant thats invvd in
th cncpt.
bILLIe goLDMAn
Co-Marketing Manager,
Intel
12 | GoING NATIVe
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7/29/2019 Forbes Insigh
14/18
Bcaus a viwing xprinc rganica
and unbtrusiv intrtwind with a sits
cntnt is th hamark cntnt markting
in gnra and nativ vid in particuar, its
undrstandab that markting xcutivs
want thir brands intrtwind with cntnt
th want th brand t b assciatd with.
Thus, aignmnt with prmium sit cntnt
is sn b markting xcutivs as amng
th mst vauab attributs nin vid,
at 60%. likwis, markting xcutivs as
pint t vid divr amng brand-sa
cntnt as adding signicant vau t thir
brand, at 65%.
the advantaGe oF
aliGnMentMoST VAlUABle ATTRIBUTeS oF oNlINe VIDeo
Delivery among brand-safe content
65%
Alignment with premium site content
Delivery as choice-based
60%
57%
Custom integration within site look and feel
51%
Ability to drive sharing
46%
CoPyRIGHT 2012 Forbes InsIghts | 1
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But JtBus Mart St. Grg
sas th initiativ didnt gnr-
at as much buzz as th cm-
pan had hpd; th cntnt
didnt ti cs nugh t
JtBus businss. St. Grg,
wh hd a ss snir markt-
ing psitin at th cmpan
thn, saw th mr succssu
apprach in anthr mvi-
ratd campaign b 7evn,
which rmad svra strs
int th Kwik-e-Mart cnv-
ninc str aturd in th
cartn sris. W had a nic
n-da str, but th cam-
paign didnt ra gt at what w d th wa th 7evn
campaign did, St. Grg sas. Cntnt has t gt at what
th brand is abut.
JtBu arnd rm th xprinc and cntinud t k r
invntiv was t markt its. Sinc its aunch in 2001, th
cmpans uniqu st and idntit hav nabd it t stand
ut in a crwdd marktpacand t cmpnsat r markt-
ing budgts that St. Grg stimats t b as much as six t
10 tims smar than ths cmptitrs.
Th airin was an ar prpnnt digita advrtising and
nw cuss mr than ha its markting budgt in this ara.
Sm its mr succssu, rcnt campaigns hav inkd pr-
mtins and das t currnt vnts in cvr, unxpctd was.
Whn I saw 7evn d that I said, yu knw what? Thsgus did it right. W did it wrng, St. Grg sas. ofcia
airin Springd is c, but it dsnt ra gt at th
cr what w d. Its nt ik th Simpsns ar ing arund
a th tim. What 7evn did, highighting Kwik-e-Mart, was
prct t highight thir brand. Th ssn w tk rm that
was: i wr ging t d ti-ins ik this, thv gt t ra
t int what w d.
In Jun 2012, JtBu cratd Gt Awa With It, a gam
shw-thmd campaign highighting th cmpans Gtawas
vacatin packags. Th shw ran in rugh 15-minut insta-
mnts iv-stramd vr v das. Cntstants answrd
trav-ratd qustins via Skp, whi viwrs cud arn
hw t bcm a cntstant n th JtBu wbsit, which
as inkd dirct t th shws. I u mad it thrugh 12
minuts that vid, u arnd an awu t abut JtBu
Gtawas and abut JtBu, sas St. Grg. Th gd
thing is that th shws ar actua hiarius. S u nt n
arnd ths things, but u actua had a gd tim, t.
Mst rcnt, th cmpan has bn running an ectin Pr-
tctin campaign in which it prmiss t giv r intrnatin-
a, rund-trip tickts t abut 1,000 custmrs wh vtd r
th sing prsidntia candidat. Th initiativ cnncts airin
trav with th as mst signicant currnt vnt, and cas at-
tntin t JtBus intrnatina businss, an ara its cusing
n and king t grw. JtBus agnc, Bstn-basd Mu-
n, und an bvius ink btwn th tw: th mck thrat
t av th cuntr i a candidat ss.
Th cam back with n ths cr insights hw air
trav and prsidntia ctins ti t ach thr, St. Grg
sas. That was prct r us. Histrica, w didnt an
intrnatina srvics as a cmpan; wr nw ing t 21
dirnt intrnatina dstinatins rm Nw yrk. Its n
th things that w cud gt acrss. Th scnd thing is [that]
it shws that brand prsnait that wr awas tring t gtacrss t ur custmrs. This t it prct bcaus it was n
ths things whr th minut u har it, ur ik, oh
m Gd, thats s briiant!
MatchinG the riGht content to the Brand: JetBlue
Fiv ars ag, JtBu dvpd a campaign tid t th pning Th Simpsonsmvi, prtraing its as th fcia airin Springd, th ctina hmtwn th
cartn ami.
Cntnt has t gt at
what th brand is abut. I
wr ging t d ti-ins,
thv gt t ra t
int what w d.
MArtY st. george
SVP, Marketing and
Commercial Strategy,
JetBlue
14 | GoING NATIVe
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Advertisers already appear to recognize the power and
potential reach o this type o approach to digital video;
23% o executives said that native video has become a top
media distribution tactic. As well, more than hal o adver-
tisers (61%) validated the importance o a native look and
eel or their ads rather than a standard ad placement. This
suggests that demand or native advertising in the near
uture will rise signicantly. Theres clearly ample room
or such growth.
Hal o survey respondents who dont yet use native
video said that they didnt know i they would consider
native advertising in the uture. As awareness o its ben-
ets increases and more brands nd success with native ad
options, the uncertainty will diminish.
The disconnect between those currently using native
ads and those who value its very advantages suggests that,
once awareness o native advertising increases, so too will
the number o brands that deploy it.
conclusion: the Future
oF the MarketAs marktrs undrstanding what ngags cnsumrs ninand what avs thm
cdvvs, sm marktrs ar pting r nin vid apprachs that ar ss a rt-
rtting tvisin ads and mr str-basd, rvant and asi accssib cntnt that
is a dstinatin, nt intrruptiv. Indd, advrtisrs ar car thinking abut nin vid
distributin vr dirnt rm tvisin. Mr than ha (57%) und that divring thir
vids as chic-basd, rathr than intrruptiv, was n th mst vauab attributs
nin vid.
CoPyRIGHT 2012 Forbes InsIghts | 15
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aBoutForBes insiGhts
Forbes Insights is the strategic
research practice o Forbes Media,
publisher o Forbes magazine
and Forbes.com. Taking advantage
o a proprietary database o
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Brenna Snidermansenior director
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director
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report author
Harold VelardedesiGner
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