News and Views

Getting it on with YouTube

A few key facts:

• YouTube is the second largest search engine worldwide
• 17 million people visit YouTube each month
• Internet users spend more time on YouTube than any other site
• 5% of ALL net time is spent watching YouTube

So, it’s important. YouTube is a big marketplace where brands become brand-celebrities overnight. A recent example of this is the old-spice advert which was launched on YouTube (before being launched on TV) to become an enormously successful viral campaign. The high success levels also gave Old Spice huge confidence when they came to launching the advert on TV.

Why not use YouTube as a testing ground for new adverts, products and branding before the official launch date? Getting feedback from your target audience couldn’t be easier and it’s cheaper than traditional market research.

If your message is a bit more complicated or is a sensitive subject, why not provide educational videos with product demonstrations and advice, enabling YouTube viewers to learn how to use or get more out of your products? For example, Coloplast have recently launched a series of YouTube clips for patients who might be looking for information about ostomy bags or other urological products.

Other options on YouTube involve rich media content placed as advertisements either using keywords or ad banners placed within specific videos...

Or, you could have a keyword banner and video featured on YouTube homepage, as dominos have done here...

Or, you can run an advertisement (in a similar way to TV ads) before the chosen video plays i.e. Barclays are currently sponsoring Grand Designs and the launch of the new Mini Clubman is previewing before Top Gear clips.

So many choices, so little time. What to do? Well, first of all you need an attention-grabbing rich media campaign which ties into your website or a microsite, you need to set some objectives i.e. increase sales, brand awareness, data capture etc, then you need to give us a ring to get hold of some brilliantly fresh creative ideas to get the traffic to do what you need!

We understand how to communicate, how to respond to briefs and get to the heart of key business issues, then, we know where to place the creative to get the best results for our clients.

e2i - Intelligent Digital Creative.

Playing Doctors and Nurses

As many of you know, we work in the Healthcare and Animal Healthcare sectors. So, we’re off to Smart Healthcare - if you’ve got a technology based product that you think could be applied to the healthcare sector (people not pets), then this is the show for you. We all know that the application of mobile technology is the new hot topic buzzing around the NHS, so when we were advising one of the larger mobile technology sectors about integrated penetration strategy earlier this year we focused on the competition and are pleased to say that early launch signs are more than promising!

Woof for England!

The hottest football tournament is upon us and we’ve helped Petpals Direct tie-in a promotion using their little cat and dog mascots! With DM, web-development, e-shot and online advertising using clickTAG technology and oh-so-cute graphics we’ve scored a winner! The name of the game was to conduct data-capture among existing customers and generate new business through a competition, see the example on our home page, a great result for Petpals!