Can a new TV show about a female superhero aspire to create positive messages for girls and women as well as (or better than) a certain viral video from a feminine products brand?
In just the last few weeks, Procter & Gamble's viral sensation "Like A Girl" won the GoodWorks Effie, which is designed to recognize marketers for effectively using their platforms for "purpose-driven' campaigns. That is to say, campaigns that accomplish some social good, beyond (just) promoting the brands behind them.
As most everyone in the world of marketing and advertising knows by now, the video, for P&G's Always brand, explores the meaning of the phrase "like a girl" - and how to redefine it. It's powerful stuff, and since its debut last summer, it has generated nearly 60 million views—and has been likened to some of the best work coming from Unilever's long-running "Campaign for Real Beauty."
Right around the same time, we also saw the release of a six-minute trailer for CBS-TV's new show "Supergirl" from Berlanti Productions—the team behind "The Flash," "Arrow," and the upcoming "Legends of Tomorrow" on CW.
Based on the character in DC comics, the series follows Kara Zor-El, the preteen cousin of baby Kal-El, as she... Read more
P&G is responding to Wall Street's insatiable desire for growth by reinventing some of its most famous brands. You can now get your car washed at a Mr. Clean Car Wash in a select test market near you. Or you can get that ketchup stain out of your shirt with Tide... Tide Dry Cleaners.
Is this a good idea?
Major brands like Procter & Gamble (Head & Shoulders), Nabisco (Ritz), ABC and Warner Brothers (for the release of Woodstock on DVD) are doubling video interaction rates with Tremor's V-Choice video ad platform. Back in June, AdWeek reported the platform showed "heavy engagement potential," and now there are some campaigns and numbers backing it up.
What's so special about V-Choice? The platform gives advertisers a simple way to create user-driven video advertising experiences. With V-Choice ads, users can pick their own commercial, dig deeper for more video (without leaving the player) or guide the video narrative.
So what? It's an alternative to standard pre-roll (re-purposed made-for-TV footage), which "has grossly under-delivered on the promise of online interactivity and engagement," said iMedia Summit content director Daisy Whitney, who delivered a presentation on interactive video at this week's Breakthrough Summit.
Compared to standard pre-roll, ads built on the V-Choice platform are returning 115 percent higher clickthroughs, 5 percent higher completion rates and 140 percent higher "total engagement" (that's ckicks plus video selections).