News / Science & Technology

Facebook Challenges TV for Brand Dollars

FILE - Facebook logo on a computer screen is seen through glasses.
FILE - Facebook logo on a computer screen is seen through glasses.
Reuters
Lacking the millions of dollars it costs to broadcast a Super Bowl ad, Britain's Newcastle Brown Ale gate-crashed the biggest advertising event in the United States by creating an archetypal big budget campaign that it never intended to run on television.
 
The Heineken-owned brand's beer commercials, which poked fun at the marketing tactics of rivals advertising in the American football championship game, ran on Facebook and Google's YouTube instead.
 
The stunt was a success, generating a similar level of online response as some brands that bought Super Bowl air time.
 
Brand director Quinn Kilbury said consumers had grown tired of big-budget advertising cliches, such as dramatic voice overs. “They love the fact Newcastle says it as it is,” he said.
 
One video shows Hollywood actress Anna Kendrick talking about how she had been dumped by Newcastle Brown Ale because they were too cheap to pay for the ad.
 
The average cost of a 30-second spot in the Super Bowl - which this year was the most-watched U.S. television program in history with more than 111 million viewers - was around $4 million. Newcastle said its campaign cost “a fraction” of a Super Bowl ad, without specifying a number.
 
The Kendrick video attracted 63,336 shares across Facebook, Twitter and blogs, of which 56,116 came from Facebook alone, according to marketing technology company Unruly.
 
That would put it 19th in the ranking of online responses to Super Bowl ads, in front of Dannon Oikos Greek Yogurt but a long way behind first-ranked Budweiser, which was shared more than 1.9 million times, Unruly said.
 
Newcastle's campaign is held up by Facebook as an example of how the social network can help advertisers by getting hard-to-reach young consumers to engage with, share and talk about the brand.
 
It is a message Facebook has taken to marketers at the Cannes Lions international advertising festival this week.
 
The social network will work with agencies and marketing departments to create campaigns that engaged users in different ways than television, said Mark D'Arcy, Facebook's Director of Global Creative Solutions.
 
“People have absolute freedom of movement across screens,” he said. “So the thought that we are living in the 1990s and we have the ability to command and control somebody's attention span on any platform is crazy,” he said.
 
Sales of Newcastle Brown Ale in the United States overtook its home British market around two years ago, the company said. The brand appeals to young U.S. city dwellers looking for an alternative to the big-name beers.
 
The spoof Super Bowl campaign was the latest in a series of online ads that “tell it like it is”.
 
Aiming high
 
Brand advertising, which builds awareness of a product or service's name, has largely been confined to television, said Ian Maude from Enders Analysis.
 
“Television is the still the king of brand advertising,” he said. “TV advertising is very robust. But younger audiences, aged 16-24 are shifting to digital devices, dominated by Facebook, YouTube and Instagram.”
 
He said Facebook was pitching itself as a brand medium alongside television.
 
“In terms of the scale of the audience, they don't compare themselves to other digital media, they compare themselves to TV,” he said. “They are gunning for brand advertising.”
 
Facebook is looking to brand advertising to grow its sales, eMarketer analyst Debra Aho Williamson said. The tech and media analyst group forecasts Facebook's advertising revenue will rise from $6.99 billion in 2013 to $10.75 billion this year, $14.01 billion in 2015 and $16.96 billion in 2016.
 
Kilbury said Newcastle's success was down to the creativity of the campaign, devised by its agency Droga5, which in turn was honed by Facebook's improved analytical tools.
 
“A year and a half ago it was difficult to get a readout in real time of how your posts were performing, but Facebook can legitimately tell us an hour after it posts, what's working here, who we are reaching, and who it is reaching the best,” he said.
 
For Newcastle, another advantage of using Facebook was the ability to test and tweak ads, nearly in real time.
 
Changing the placing of the product shot, the number of words in the ad, or the opening image on a video affected the number of clicks an ad received or the number of times it was shared, Kilbury said.
 
“It's not so much the creative as the way you package the creative,” he said.
 
But Facebook does not want to upset users. It is offering 15-second ads to play with the sound muted in newsfeeds in Britain, Brazil and five other countries.
 
D'Arcy said people were foremost looking for relevance when consuming content on Facebook, and advertisers needed to work with this to build a brand on digital media.
 
“We have an ingrained sense of entitlement in the marketing industry that we have a right (to advertise),” he said.
 
The targeted approach, and the requirement to make ads fit with content, can be a disadvantage for marketers, looking for the big splash to millions of people at the same time, something that event television still provides.
 
“Big brands always look for big, splashy eye catching images that create an emotional pull,” said eMarketers's Aho Williamson.
 
“On Facebook you can do so much targeting, it becomes a challenge for advertisers who are used to thinking in broad strokes.”

You May Like

US Imposes Sanctions on Alleged Honduran Drug Gang

Treasury department alleges Los Valles group is responsible for smuggling tens of thousands of kilograms of cocaine into US each month More

At 91, Marvel Creator Stan Lee Continues to Expand his Universe

Company's chief emeritus hopes to interest new generation of children in superheroes of all shapes and sizes by publishing content across multiple media platforms More

Photogallery New Drug Protects Against Virus in Ebola Family

Study by researchers at University of Texas Medical Branch, Tekmira Pharmaceuticals is first looking at drug's effectiveness after onset of symptoms More

This forum has been closed.
Comments
     
There are no comments in this forum. Be first and add one

Featured Videos

Your JavaScript is turned off or you have an old version of Adobe's Flash Player. Get the latest Flash player.
African Media Tries to Educate Public About Ebolai
X
George Putic
August 20, 2014 8:57 PM
While the Ebola epidemic continues to claim lives in West Africa, information technology specialists, together with radio and TV reporters, are battling misinformation and prejudice about the disease - using social media to educate the public about the deadly virus. VOA’s George Putic has more.
Video

Video African Media Tries to Educate Public About Ebola

While the Ebola epidemic continues to claim lives in West Africa, information technology specialists, together with radio and TV reporters, are battling misinformation and prejudice about the disease - using social media to educate the public about the deadly virus. VOA’s George Putic has more.
Video

Video Ferguson Calls For Justice as Anger, Violence Grips Community

Violence, anger and frustration continue to grip the small St. Louis suburb of Ferguson, Missouri. Protests broke out after a white police officer fatally shot an unarmed black teenager on August 9. The case has sparked outrage around the nation and prompted the White House to send U.S. Attorney Eric Holder to the small community of just over 20,000 people. VOA’s Mary Alice Salinas has more from Ferguson.
Video

Video Beheading Of US Journalist Breeds Outrage

U.S. and British authorities have launched an investigation into an Islamic State video showing the beheading of kidnapped American journalist James Foley by a militant with a British accent. The extremist group, which posted the video on the Internet Tuesday, said the murder was revenge for U.S. airstrikes on militant positions in Iraq - and has threatened to execute another American journalist it is holding. Henry Ridgwell has more from London.
Video

Video Family Robots - The Next Big Thing?

Robots that can help us with daily chores like cooking and cleaning are a long way off, but automatons that serve as family companions may be much closer. Researchers in the United States, France, Japan and other countries are racing to build robots that can entertain and perform some simpler tasks for us. VOA’s George Putic reports.
Video

Video In Ukraine, Fear and Distrust Remain Where Fighting has Stopped

As the Ukrainian military reclaims control of eastern cities from pro-Russian separatists, residents are getting a chance to rebuild their lives. VOA's Gabe Joselow reports from the town of Kramatorsk in Donetsk province, where a sense of fear is still in the air, and distrust of the government in Kyiv still runs deep.
Video

Video Five Patients Given Experimental Ebola Drug Said to Be Improving

The World Health Organization has approved the use of experimental treatments for Ebola patients in West Africa. The Ebola outbreak there is unprecedented, the disease deadly. The number of people who have died from Ebola has surpassed 1,200. VOA's Carol Pearson reports on the ethical considerations of allowing experimental drugs to be used.
Video

Video China Targets Overseas Assets of Corrupt Officials

As China presses forward with its anti-graft effort, authorities are targeting corrupt officials who have sent family members and assets overseas. The efforts have stirred up a debate at home on exactly how many officials take that route and how likely it is they will be caught. Rebecca Valli has this report.
Video

Video Leading The Fight Against Islamic State, Kurds Question Iraqi Future

Western countries including the United States have begun arming the Kurdish Peshmerga forces in northern Iraq to aid their battle against extremist Sunni militants from the Islamic State. But there are concerns that a heavily-armed Kurdistan Regional Government, or KRG, might seek to declare independence and cause the break-up of the Iraqi state. As Henry Ridgwell reports from London, the KRG says it will only seek greater autonomy from Baghdad.
Video

Video In Rural Kenya, Pressure Builds Against Female Circumcision

In some Kenyan communities, female genital mutilation remains a rite of passage. But activists are pushing back, with education for girls and with threats of punishment those who perform the circumcision. Mohammed Yusuf looks at the practice in the rural eastern community of Tharaka-Nithi.

AppleAndroid