Tag: Marketing

Youtube bumper ads!

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https://commons.wikimedia.org/wiki/File:YouTube_social_white_square_(2017).svg

About YouTube:

Youtube has over has over a billion users and according to studies over 45% of people watch over an hour of Youtube videos a day. More than 500 million hours of videos are watched every day on Youtube. Due to this huge and ever-growing audience, Youtube came up with the idea of using bumper ads at the start of videos.

Bumper ads:

Bumper ads are six-second ads that try to tell a compelling story and grab the attention of the viewers. These bumper ads are supposed to make an impression. They need to incorporate an important message within these six seconds. They must feel the brand message and experience. When it comes to advertising using bumper ads brands must keep it simple so it can be easily taken in by the viewer. You must include the most precise elements into the bumper ads so it gets taken in by all viewers. An example of a great bumper ad is shown below:

 

Key aspects of bumper ads:

According to Smart insights, you must define your campaign with the bumper ads. The viewers must quickly understand what’s being advertised and what brand it is, that’s why defining your ad campaign is important as you don’t have time to mess with.

You must also structure your ads so your specific message is conveyed and that you capture the viewer’s attention. The message in the ad must consist of this type of structure:

  1. Attract- Use of humor and imagery
  2. Brand- What the brand means e.g. its service
  3. Connect- using an emotional connection
  4. Direct- What the user should do e.g. search/buy

These YouTube bumper ads are a powerful online tool that turns prospects into customers and it creates but online and offline conversations all through a six-second ad on YouTube.

Why bumper ads?

As people all around the world watch over a billion hours worth of YouTube content every single day, this gave businesses/brands new opportunities to advertise. It’s the perfect way to deliver brand messages quickly and effectively. Bumper ads produce a significantly higher lift on ad recall. Googles research found 70% of bumper ads drove a significant lift of brand awareness, these can be conveyed on both mobile devices and on a desktop. Bumper ads don’t waste your time as a viewer and they are perfect as they can be displayed in the go.

https://www.youtube.com/watch?time_continue=5&v=qeT9nw9dfi8

 

YouTube effectiveness:

When it comes to viewers on YouTube they are very active and engaging with ads and what they see on the screen in front of them. This is why relevance is key as once you get to your right audience these bumper ads will begin to work their purpose and create brand awareness, thus allows you to respond with the right message and have a successful bumper ad campaign.

From what I’ve studied, its all about ad awareness and ad recall. Pulling in and attracting consumers through a bumper can be difficult but through sight and sound, it can be achieved.

According to Think with Google, they really stress that these ads can be most effective when there are based on a single, simple purpose. Bumper ads are designed to reach viewers in moments when they’re receptive to a quick, focused message. This point alone highlights and sums up YouTube bumper ads. They also think that brands should have a little showcase for their products in these bumper ads, which allows for ad recall and adds to the brand story. Ensure that your product features prominently on the screen. An example of this can be seen below:

 

Conclusion:

Overall, you have to make the most of these six seconds when it comes to these YouTube bumper ads. From what I’ve learned the message conveyed in these videos must be simple and to the point. Consumers must remember and take away something from these ads whether its the image of the product, imagery or the brand logo. All must be conveyed in a way that benefits both the brand and consumer.

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Marketing to digital tribes

What are digital tribes?

Tribes are social groupings, which are characterized as fluid, occasional and in constant formation. This was all formed and discovered Maffesoli. These so-called “tribes” have strong similarities in subcultures such as emotion, style of life, new moral beliefs and consumption practices. Us, as consumers, chose to be in several communities or tribes.

Digital tribes have three functions:

  1. Sharing of functional knowledge
  2. Place of social bonding
  3. Creation of collective rules

Examples of tribes:

Tribes surround us on a daily life and they can be things such as Apple Mac Book users, this creates a user group and people apart of it are within a tribe. This helps distinguish themselves from others. These tribes share collective rules and behaviors. Another example of tribes would be Harley Davidson owners who all own and have a love for the lifestyle. Both of the above are examples of digital tribes and through these tribes, they will communicate with each other.

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http://demo.nopcommerce.com/apple-macbook-pro-13-inch

 

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https://motorbikewriter.com/harley-davidson-sues-logo/

 

Digital tribes peer to peer communication:

These digital tribes can communicate with each other in many different ways and one way that is very evident for us to see is through forums and online groups on the web or on Facebook. As seen below, these are examples of peer to peer communication within tribes which I have taken examples of Mac users communities pages.

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Most tribe communities and members will communicate through pages set up on companies sites such as Apples or Toyotas car page, through these groups tribe members will be able to ask questions and converse on topics relating to the brand products or service.

toyota

toyotaaaa

 

Tribes can also be utilized for product innovation and testing as these tribes are loyal to the brand and will know what’s best for the future in certain cases and listening to tribes gives them what they want as well.

According to the Brand base, all business must really get the buzz of these tribes and figure out how to connect with them and what are the factors that drive their online experiences and how they have changed marketing. Brands and companies need to start talking to these tribes which will help them understand what they want as tribes/consumers. These tribes can be used as a benefit for your company as well.

Difference between a market segment and tribe segment:

Marketing segmentation is a process where you split the market of potential customers into groups based on characteristics such as traits, needs, location, interests etc.

Whereas with tribe segmentation you have to interact with them and breach boundaries as they tend to stick to rules and not chose other products. You have to find out what they value most, which may indicate how you can help and sell to them. You can also seek out the boundaries of a tribe so you can understand them and thus be able to see what’s blocking their views in the market.

 

Digital tribes:

Companies like “Dove” are a prime example of brands that reach out to their tribes to get information and ideas of how to improve their products and service provided. They get onto both groups of women and men to talk about their products and what they are doing well and bad. As we can see from time to time, regular women are used in Doves ads to talk about their products and experiences with Dove. These women in these ads will be apart of Dove’s digital tribe. This is how a company can utilize tribes to their benefits. Video show below:

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