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

Turkey's Controversial Reform Bill Giving Investors Jitters

Homeland security reform bill will give police new powers in search, seizure, detention and arrests, while restricting the rights of suspects, their attorneys More

Audio Slideshow In Kenyan Prison, Good Grades Are Path to Freedom

Some inmates who get high marks could see their sentences commuted to non-custodial status More

Ali Regained Title in Historic Fight 40 Years Ago

'The Champ' knocked Foreman out to regain crown he had lost 7 years earlier when US government accused him of draft-dodging and boxing officials revoked his license 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.
Victorious Secularists Face Challenge to Form Government in Tunisiai
X
Henry Ridgwell
October 30, 2014 11:39 PM
Official results from Tunisia show the Islamist Ennahda party has failed to win the second free election since the so-called "Arab Spring" uprising in 2011. Ennahda, which handed power to a government of technocrats pending the elections, lost out to the secular party Nidaa Tounes. Henry Ridgwell reports from London that the relatively peaceful poll offers some hope in a volatile region.
Video

Video Victorious Secularists Face Challenge to Form Government in Tunisia

Official results from Tunisia show the Islamist Ennahda party has failed to win the second free election since the so-called "Arab Spring" uprising in 2011. Ennahda, which handed power to a government of technocrats pending the elections, lost out to the secular party Nidaa Tounes. Henry Ridgwell reports from London that the relatively peaceful poll offers some hope in a volatile region.
Video

Video Africa Tells its Story Through Fashion

In Africa, Fashion Week is a riot of colors, shapes, patterns and fabrics - against the backdrop of its ongoing struggle between nature and its fast-growing urban edge. How do these ideas translate into needle and thread? VOA’s Anita Powell visited this year’s Mercedes Benz Fashion Week Africa in Johannesburg to find out.
Video

Video Smugglers Offer Cheap Passage From Turkey to Syria

Smugglers in Turkey offer a relatively cheap passage across the border into Syria. Ankara has stepped up efforts to stem the flow of foreign fighters who want to join Islamic State militants fighting for control of the Syrian border city of Kobani. But porous borders and border guards who can be bribed make illegal border crossings quite easy. Zlatica Hoke has more.
Video

Video China Political Meeting Seeks to Improve Rule of Law

China’s communist leaders will host a top level political meeting this week, called the Fourth Plenum, and for the first time in the party’s history, rule of law will be a key item on the agenda. Analysts and Chinese media reports say the meetings could see the approval of long-awaited measures aimed at giving courts more independence and include steps to enhance an already aggressive and high-reaching anti-corruption drive. VOA’s Bill Ide has more from Beijing.
Video

Video After Decades of Pressure, Luxembourg Drops Bank Secrecy Rules

European Union finance ministers have reached a breakthrough agreement that will make it more difficult for tax cheats to hide their money. The new legislation, which had been blocked for years by countries with a reputation as tax havens, was approved last week after Luxembourg and Austria agreed to lift their vetoes. But as Mil Arcega reports, it doesn’t mean tax cheats have run out of places to keep their money hidden.
Video

Video Kobani Refugees Welcome, Turkey Criticizes, US Airdrop

Residents of Kobani in northern Syria have welcomed the airdrop of weapons, ammunition and medicine to Kurdish militia who are resisting the seizure of their city by Islamic State militants. The Turkish government, however, has criticized the operation. VOA’s Scott Bobb reports from southeastern Turkey, across the border from Kobani.

All About America

AppleAndroid