Client: Videology (New York)
Agency: Eastwick (San Francisco and New York)
Campaign: Full Frontal Advertising
Duration: March 1 – June 1
Video advertising platform Videology allows clients to manage, measure, and optimize digital video and TV advertising.
The company and its AOR ran a campaign during this year’s industry events for broadcast TV advertisers and digital content advertisers–the Upfronts and NewFronts, respectively. The campaign presented the idea of "Full Frontal Advertising" to get customers and prospects to think holistically about broadcast and online advertising.
"You need a common measurement metric to plan holistically," explains Michele Skettino, VP of global marketing and communications at Videology. "Nielsen is the primary provider of TV ratings, and it also has a product for rating online video. In January we announced an integration of Nielsen data into our platform. So for the first time within a single platform, buyers could plan campaigns holistically.
"We wanted to let our customers and potential customers know this capability exists now and to shift thinking around planning and buying," Skettino continues. "You need to make a lot of noise to break through during the Upfronts and NewFronts, and the ‘Full Frontal Advertising’ concept perfectly depicts our thinking."
Videology and Nielsen hosted events in key cities for buyers, planners, and media. Social media engagement and other online execution also drove messaging.
"We wanted a very integrated campaign that ran through Upfront and NewFront season," says Suzanne Chan, senior director at Eastwick. "Events, bylined content, and media briefings that stressed thought leadership messaging were key."
"Breakfast Roadshow" events were held in New York, Chicago, Detroit, LA, and Dallas between April 9 and June 12. Clients, prospects, and media covering the advertising industry, technology, and business attended.
At each event, Videology and Nielsen executives presented information about products and "full-frontal" advertising strategies, including case studies illustrating improved results.
All roadshow attendees got Videology branded robes, which played on the "full-frontal" concept.
Videology executives presented at industry conferences Streaming Media East (March 13) and AdTech SF (March 26).
Throughout the campaign, the team posted media coverage and thought-leadership messaging on Twitter and Facebook using #upfronts, #newfronts and #fullfrontal.
A piece titled "Full-Frontal Advertising: Upfronts, NewFronts, Allfronts" bylined by Videology CEO Scott Ferber was placed on Re/Code.
Ferber’s story was promoted on social media channels and parts were posted to Videology’s blog.
The campaign resulted in sales meetings with 12 major agencies, which Skettino reports represent 41% of US media spend.
"Meetings with 12 major agencies representing almost half of all media spend in the US within a three-month period is a phenomenal result, and it exceeded our expectations," she adds. "Buyers also came to us. More than 50% of our follow-up meetings were initiated by media agencies. Outreach is generally initiated by our sales teams, so to have them come to us was quite unusual."
More than 350 people attended the roadshow events. Post-event surveys revealed 82% of attendees thought the events were "very good" or "excellent."
Between March 1 and June 15, the campaign helped drive a 17% increase in Twitter followers, 26,215 Twitter impressions, and nearly 8,900 Facebook impressions.
Twenty-one earned stories ran in outlets such as AdExchanger, AdWeek, Bloomberg, and The Wall Street Journal.
The team continues to drive holistic planning messaging through media relations and at industry events.