Advertise
to youth audience via online video
At a
recent IAB (online advertising) event, Nielsen, the market research
people, expressed surprise at the extent of change in viewing online video in
the last six months. 67% of those aged 16+ watch video on demand for 1 hour or
more daily (+5%) while 91% of those aged 16-24 do (+12%). This article tells us
that advertising on online video allows brands to connect with audiences that other
media, particularly TV, can’t reach.
Viewers see this advertising as a way to get free content. But, it says, TV still rules the roost as it’s
still the mass medium and with TV stations all having digital platforms, it’s
all about “following the content.”
Audi
targeting women
I’m
not sure how I feel about this campaign – “Audi for #womendrivers# - it’s very
well intended I’m sure, and it's well produced – but would it make
me more disposed to buying an Audi?
Tweets feature #womendrivers so people might expect to find stories
depicting women as bad drivers but when they click on the link, they’re directed to “stories about female
drivers of innovation and employment, in an attempt to subvert people’s
perceptions of women drivers.”
Audi say they are changing negative perceptions to positive ones and the
sponsored page on irishtimes.com features a number of articles including 44
female Nobel winners, women driving SMEs to succeed, women in sport, women in
technology and also some female champions in local Audi dealers. The fact that previous editorial articles written in
the Irish Times about different women appear on the right side of the page
helps blur the distinction between sponsored content and editorial content. Audi must be happy about that. People who
work in marketing, advertising and PR are well aware of the difference – but I
think the general public sometimes don’t notice.
The
campaign around the Marriage Equality referendum
Well
only a few days to go and it will be really interesting to see how Ireland votes
on Friday – will it be a runaway Yes vote – or are the No’s hiding in the tall
grass? Let’s hope the voters turn out,
for starters, so it is reflective of the country’s opinion. No surprise that it’s been dirty – I really
object to the way the No campaign are muddying the waters by bringing adoption
and surrogacy into it – even though Friday’s decision won’t affect either of
these issues. The Church’s involvement will sway a certain segment – but will
probably drive others to the Yes side. And while I’m voting Yes - I’m pretty fed up
at this stage of being ordered to do so – whether it’s by celebrities, friends
on Facebook (gay and straight) or by multinationals – I fail to see why the
latter got involved? Sure, it’s about
human rights – but they didn’t voice an opinion – as far as I’m aware – on the
abortion referendum – another issue that features both human rights and people’s
own sense of morality? Oh yes, there’s another issue we’re being asked to vote
on - reducing the age to 21 that someone can be a candidate for President of
Ireland – can’t comment on that campaign as there hasn’t been one!
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