Video Ad Campaign Hall of Fame: Daisy Ad

There are some video advertisements that our eyes see but our brains don’t register. There are some ads that we forget as soon as we see them. Other ads may have a catchy jingle that gets stuck in our heads for awhile, or even a slogan that we can recite years later. And then there are the ads that stick with us forever; that capture us, move us, and change us. The Daisy Ad is one of those ads.

 

Released in 1964, the Daisy Ad was the mother of the modern political attack ad. The advertisement was made for the presidential campaign of Lyndon B. Johnson, who had entered the oval office in 1963 when JFK was assassinated. In 1964, he was defending his presidency against Republican candidate Barry Goldwater.

Before the Daisy Ad, presidential candidates weren’t expected to exchange the vicious, emotionally-charged attack ads Americans are accustomed to these days. Take, for example, JFK’s 1960 presidential election ad:

 

It’s a cute tune: that’s for sure. But if presumptive 2016 presidential candidates Donald Trump or Hillary Clinton ran an ad like this, they’d likely face the wrath of endless internet trolls. (Don’t believe us? Ask Mitch McConnell.)

Political ads today have some teeth to them. More importantly, they have the ability to tug at viewers’ most powerful emotions, like anger and fear. For this, we have the Doyle Dane Bernbach ad agency to thank. They are the masterminds behind the Daisy Ad, and since they hit the scene, the ad world just hasn’t been the same.

According to the Smithsonian Magazine, the DDB agency had a policy of treating advertising like art, not science. The founder of the company would tell his employees “Playing it safe can be the most dangerous thing in the world, because you’re presenting people with an idea they’ve seen before, and you won’t have an impact.”

The DDB agency truly practiced what they preached. The Daisy ad had the impact of, well, an atomic bomb—not only on the political advertising landscape, but on the hearts of viewers. The ad made such a big impact, in fact, that the advertisers only had to pay to broadcast it one time; after that, the news networks picked it up and played it for free.

So, how can you make an ad that’s as powerful as the Daisy ad?

Prioritize pathos.

Appeal to the emotions and values of viewers, instead of simply their logic. Yes, your product or service may have many convenient and practical features. But there is also something about your business that will pull on the heartstrings of your viewers. Maybe it’s that you took over the company when your father or mother passed away. Maybe it’s that you give a percentage of your proceeds to charity. If you can remind viewers of your goodness—of your humanity—then your advertisement will have the impact of the Daisy Ad (sans atomic bomb).

Each Thursday, the Viddyad team will choose a new commercial to add to our Video Ad Campaign Hall of Fame. If you have any nominees (video advertisements that made you laugh, made you cry, stood the test of time, or made you go “WHOA”) let us know! Comment below or shoot us an email at social@viddyad.com.

viddyad_logo

Image source: http://nyti.ms/297mqdL

 

How To Make a Great Video Ad

When it comes to creating a video ad, there are countless options, but where should you even start? We decided to compile a short list to help you when making your video ad.

  1. Make a plan

First things first, you need a plan. You need to decide what exactly it is you want your video ad to achieve. Most likely, you want to drive sales or maybe you want people to know about an event you have coming up. Whatever it is you want your video to achieve, you need to consider your target audience. Once you decide what you want your video to do for your business and the market you want to target it will be easier to decide on the content to put in your video.

  1.  Write a script

Once you have your plan, consider writing a script for the video. Even is your video doesn’t have dialogue, a script will help you outline each scene you want to depict and will help you stay on track.  

  1. Engage

In order for your video to be in any way successful, you need to engage your audience. If you do not catch the audience attention within the first 3-5 seconds of your video they most likely won’t watch the rest of video. Some of the best ways to help engagement is to create a video that would invoke an emotive response. Making someone laugh is one of the best ways to get a viewer to watch your entire video for them to like it or even share it. But be careful, the emotion should come naturally, if you’re trying to hard, viewers will know and most likely skip your video.

  1. Watch your language

Don’t over complicate the language that you use in the video, either through voice over or onscreen text. Don’t make the mistake of assuming that everyone will understand the wording that you use. So don’t use industry jargon or buzzwords, keep it simple and to the point, that way it’s accessible for most people.  

  1. Brand it

Don’t forget to brand your video sufficiently. Make sure your logo appears at least once within the video, so that people will associate your brand and video when they see your logo again. Also don’t forget to include a call to action on your video, whether you want people to visit your website or attend an event, always make sure they know what it is you want them to do.

  1. Know the limits of video

Video is one one the best tools to use when trying to get your message to your audience, but even video has limitations to what can be achieved through the medium. A short video with some information will be better than a long video with multiple points of information. With too much information your audience will most likely become disengaged. Don’t try to do too much in one video, something simple will work better.

 

Make the perfect video ad for your business within minutes at www.viddyad.com. You can upload your own content or choose from our library of millions of clips and images. Help your business grow with the power of video.

 

viddyad_logo

Image source: http://mklnd.com/1Rz3LVo

Planning and Measuring Your Ad Campaign

Google provides a number of tools to help you research, plan, launch and measure your ad campaign. When planning any campaign, it’s vital to know your audience and where they are online (for more on this, here’s a handy post). You do not need to advertise on all platforms that Google provides – choose the one that will give you the most engagement and drive sales – read on to find how you can choose the best platform and ad format to increase your revenue.

Tip: All mobile activity is huge at the moment and will continue to grow massively over the next 12 months (currently 75% of mobile video ads happen in-app) so make mobile advertising a priority when planning a campaign.

Planning Tools

First and foremost, you need to have the following locked down before you kick your ad campaign off:

Target Audience: Specific interests, demographics and device usage, from this research you can make a better decision as to what platform you will use to place your ad.

Budget: With correct planning and execution, you’re less likely to go over budget. Use the Google AdWords Keyword Planner to get some budget estimates.

Planning tools for Google marketing

 

Databoard for Research Insights

Do your research! Google conducted many studies on all kinds of ad formats, they even let you make cool infograhpics with the data. Check our one out below, if you need to pitch the value of advertising to your supervisor, use this tool!

You need to find out how your target audience is interacting online and most importantly one what device. This tool can give you that insight.

Percent of interactions started on a computer

 

The Display Benchmark Tool

The Display Benchmark Tool is key for benchmarking your ad views and clicks, below we’ve selected video format and measured completion rate as an example benchmark.

You can also measure advertising trends based on formats using the ‘Trends’ tool. More importantly, you can filter the data by verticals, which will further contribute to your audience research.

Give it a try next time you’re planning a campaign, or want to switch up a current one.

Display Benchmarks tool

 

The Customer Journey to Online Purchase

This is a marketer’s dream, you can see where different channels impact customer journeys. Once you find your target audience and where their buying decisions can be better influenced, tailor your campaign to this criteria and watch the sales roll in.

Customer Journey to Purchase - Benchmarks Dasbhoard

The Full Value of Mobile Calculator 

Mobile marketing is massive and will only continue to grow, the mobile calculator tool gives you the opportunity to upload your AdWords data or manually input the data, to measure how many of your sales started on mobile devices.

Brand Impressions

What to see how you’re doing? Check out the brand impression tool – it will give you details on what visuals are making an impact, topics your brand has been mentioned with and actions details, e.g. Google+ comments and shares and YouTube activity.

Build a brand impression

Discover Mobile Planet

With this you can dive into mobile advertising data and make your own charts, like the one below. Great for some research presentation data and of course device research!

Mobile Planet

Remember: Videos are everywhere – including mobile – check out this useful infographic for more on mobile video advertising. 

Viddyad - videos are everywhere

Giving People More Control Over the Ads They See

In the last week, Facebook have announced that they want to give their users more control over what ads they see. Facebook currently show ads to users based on their page likes and interests, over they next few weeks they will extend this to show ads based on website and app usage. They explain quite well in the user case below:

Let’s say that you’re thinking about buying a new TV, and you start researching TVs on the web and in mobile apps. We may show you ads for deals on a TV to help you get the best price or other brands to consider. And because we think you’re interested in electronics, we may show you ads for other electronics in the future, like speakers or a game console to go with your new TV.

Giving users a choice

This is not a compulsory feature of Facebook advertising network, users can opt out of the increased interest targeting (apps/websites) by using industry-standard Digital Advertising Alliance opt out, and on your mobile devices using the controls that iOS and Android provide.

Introducing ad preferences

The new Ad preferences tool will give users insight into why they are seeing every Ad. This will come as a welcomed update to users who aren’t yet acquainted with Facebook’s interest based advertising. Essentially this will give users the chance to reorganize their interests so that they will only see ads that are relevant to them . The new tool will available to US based users in the coming weeks, then a wider roll out scheme will be put in place.

Check out the handy video below for a full overview of the new update

Viddyad - Create a video ad online in minutes

World Cup 2014 Marketing – What to Expect

It’s the biggest sporting event of the year both online and offline. Millions of football fans will be both watching the games and joining in the social conversation. Here’s what to expect over the next few weeks!

Twitter Overload

Twitter will be a center point for everything World Cup related- we’ll be sharing some match stats and predictions before every game from our Twitter account so watch this space.

Already there’s been a massive amount of tweeting done, check out the chart below. Nearly 5 million tweets relating to the World Cup have been posted in the last month. It will only increase in the next 7 days and sky rocket from then on!

World cup tweet stats

 

Increased video sharing everywhere!

FIFA sponsors and partners have already got massive attention with their videos launched earlier in the year. Video Sharing will sky rocket over the next 7 days and continue throughout the tournament, we’ve found some more videos that will no doubt be successful in the coming weeks.

Postoffice Amsterdam

World Cup 2014 from Postoffice Amsterdam on Vimeo.

Johnson & Johnson are the official healthcare sponsors of the World Cup, they’ve launched the below video, and although it barely mentions the World Cup itself, it may be successful yet.

More FIFA Videos

This will be FIFA’s year of video success, every week their official YouTube Channel adds another promotional video. Over the past 12 months FIFA have added videos on every team, venue and on Brazil itself, as well as highlights and goals from classic previous World Cups- Subscribe to their channel here. We’ve picked out our favorite videos below:

 

Google Maps coming to the rescue

Not only have all venues been added but indoor maps for venues are also available. Pretty cool for those lucky ones who will be attending.

Google Maps view of World Cup stadiums - Maracana

Not only have they updated street view, but you can now search results and schedules through “Google Now.”

Ambush Marketing

Without fail and at every major sporting event Paddy Power have capitalized on media attention. So we can expect something massive from them. They’ve kicked off their campaign with this video

Maybe Bavaria will repeat their World Cup 2010 stunt:

Bavaria World Cup Advertising

Fifa have put stricter rules in place for brands that are not partners or sponsors, but that has never stopped the hardcore ambush marketers before.

Viddyad - Create a video ad online in minutes