Josh Martin Marketing


Showing posts with label case study. Show all posts
Showing posts with label case study. Show all posts

Friday, May 29, 2015

Pre Roll Ads Are More Effective - Video Blog

A new study conducted by AOL shows that video pre roll ads are more effective on short form videos than on longer video content. The study, which was released as an infographic, shows that viewers are 42% more likely to make a purchase from a brand whose ad they viewed before watching short form video content. Brand recall and affinity also go up for video pre roll ads in front of short form content when compared to long form content. An article published at VentureBeat explains that, “The findings contradict the traditional logic that the standard 30-second TV commercial is the most effective in swaying an audience.”

The study also shows that “viewers are adopting traditional avoidance behaviors during ads within long-form videos.” Instead of viewing the ads on long form content, they’re using their phones, opening other websites or even walking away – in short, the same behaviors they’d use when watching television without DVR.
Here are a few more interesting points from the study:
  • Ads in short-form videos are more effective than ads in long-form content. More specifically, short-form video produced a 25 percent higher brand recall and a 42 percent higher purchase intent for the featured product or service.
  • Viewers are adopting traditional avoidance behaviors during ads within long-form videos. Respondents found the ads to be too frequent and interruptive; as a result, they chose to avoid them altogether (by walking away, going to other sites, multitasking with their phone). This is the same “annoyance” behavior that is demonstrated when viewing television without the use of a DVR.
  • Consumers want more targeted and humorous ads in both formats. In fact, 67 percent of respondents would be willing to be answer a question to make their ads more personalized and enjoyable.
  • Consumers understand the exchange of free content for advertising, but they want to make sure their time tradeoff of watching ads also benefits them. They found coupons, contests and links as the most positive forms of engagement.

Click here to view a great infographic or download the PDF

Tuesday, December 23, 2014

Social Media Contest - Tips And Tricks

Social media contests can be very successful for your business if your goal is to increase your fan base, increase engagement or increase your email subscribers. Since email conversions are much higher than social media conversions, smart marketers like to create contests that capture people’s email addresses. This way, they can follow up with them later on and inform them about news and specials.
I had the opportunity to work with Out And About Marketing and help them execute their #SochiDailyGiveaway contest. Winning a pair of skis or snowboards during the Olympics sounds like a great hook for passionate skiers and boarders – exactly the audience Squaw Valley wants to attract.
It’s no secret snow has not been great in Lake Tahoe this year. Despite the lack of snow, interest and participation in the contest has been through the roof. After all, this ski resort did everything right with the social media contest. The incentive, the prize, the urgency, the timing and the viral sharing were all put into place with the contest. The social media vendor used for the contest was Heyo, a very affordable yet solid solution and one that I consistently recommend to my partners.
Squaw valley social media contest
The results of the contest so far have been outstanding:
In summary, here are 7 tips to make a social media contest successful:

- 6,975 new likes
- 30% email conversion rate

1. Make it relevant to your audience
2. Timing is everything
3. Keep it simple for people to enter
4. Make sure it’s mobile optimized
5. Come up with incentives guaranteed to get people to act
6. Capture their email addresses
7. Make it shareable to increase reach

Market Note: Social media is playing a major role in accelerating the decision cycle of consumers who patronize ski resorts. As a result, one of the country's largest such companies -- Vail Resorts -- has abandoned its long-time advertising strategies and practices. In their place, the billion-dollar-a-year corporation, which operates five major resorts and twenty hotels, has built a new in-house marketing operation that uses social media and other digital venues to constantly engage skiing enthusiasts in real time. CEO Rob Katz explains the dramatic changes.

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