embracing beta advertising (rough)
DESCRIPTION
Let's use online to help us get better work made!TRANSCRIPT
Everything is in Beta it seems. Every single darn thing out there
The world is fast accepting the trade-off between growing pains and early access
Yet advertising agencies seem to be slow embracing the idea
Aside from short-term social ideas, everything appears built with a long term - finished mindset
But what if we embraced online as a form of research?
What if we started to create Beta Advertising?
How Would it Work?
We change the process…
Currently, you either:
Ad created for TV
Ad appears on TV Ad loaded online
Ad researched (Sometimes)
Or:
Video created for online
Video placed online Video appears on TV (rare due to lower production values)
Video researched (Sometimes)
But what if…
Ad created for TV
Ad loaded online
If it works, place it on TVIf it fails, create a new
idea
If an ad doesn’t go down well, you haven’t wasted your full media budget on it
Or what if…
Ad created for TV
Ad loaded online
Ad created for TV
Ad loaded online
Most popular / shared appears on TV
Create two campaigns, and use online to decide which will engage the most
Sure it increases production costs, as you have to make two ads…
But you get two pieces of content
You might even get a discount for doing two projects together
But more importantly…
You have the chance to get difficult ideas into the world
Your safe option and creative option can go both out
Suddenly for a client, a risky but creative campaign becomes a £100k risk instead of £2m risk
Instead of letting 6 people in a room decide which ad is better…
Or letting 6 marketers in a room decide which ad is better…
Let the public decide naturally, without bias, which they prefer
So next time your client thinks about taking a safe, dull route…
…consider whether you could benefit from putting it into Beta!
Image sources:(If you are unhappy with my use of your image, email and I will remove it asap)
Homer Fail whale - Edwheeler.deviantart.comAlways in beta T-shirt is available at www.howies.comTortoise - http://www.flickr.com/photos/wwarby/Slow http://www.flickr.com/photos/photomonkey/Hug http://www.flickr.com/photos/devcentre/Beta http://www.flickr.com/photos/tandemracer/?... http://www.flickr.com/photos/-bast-/Obama http://www.flickr.com/photos/32933171@N04/Paper http://www.flickr.com/photos/steffen-larsen/Cash http://www.flickr.com/photos/bfishadow/Fight http://www.flickr.com/photos/polinasergeeva/Twins http://www.flickr.com/photos/miggslives/Discount http://www.flickr.com/photos/42954113@N00/Argh http://www.flickr.com/photos/ishane/Risk http://www.flickr.com/photos/benstephenson/Meeting http://www.flickr.com/photos/vokakvklim/Coke Pepsi http://www.flickr.com/photos/gongus/Yawn http://www.flickr.com/photos/bengarney/Beta Badge - http://www.flickr.com/photos/belencantero/