Oatmeal is just about the sexiest breakfast the world has even known. Well, maybe not, but with a little help from creative marketing initiatives, who knows? OMD partnered with in-text platform Kontera to take oats to the next level, so to speak.
At yesterday's session of the iMedia Brand Summit, OMD and Kontera described the depth of the dilemma this way: "Our challenge was to reinvigorate the category and bring life to the joys of the oatmeal experience." Never has a more glorious marketing phrase been uttered, and yet the challenge of making oatmeal a bit more exciting remains.
In-text advertising offers a variety of options for advertisers that go beyond simple sponsored listings on destination or content sites. Kontera uses technology that matches ads to relevant content to create engagements that transcend plain Jane text ads.
Kontera and OMD placed text ad-connected creative for Quaker Oats on sites like Shape.Com and Joy of Baking.
By taking the target audience from a destination site to complimentary experience, Quaker was able to achieve several success metrics for the initiative.
With an expandable ad unit in keywords such as "vanilla yogurt," "eat healthier" and "breakfast idea", pre-click engagements ranged from 9.6 seconds to 11.9 seconds.
Click-through rates (once users initiated and saw units) on the keywords "nutrition," "breakfast" and "fruit" ranged from 7.5 percent to 15.9 percent. Engagement and connection in association with brand advertising in anything that would not fall into the category of "not direct response" advertising metrics requires creative thought and execution. If there's anything we can learn from making oatmeal sexy, it's that in-text advertising is worth another look.
