NAILED IT: DMNews spends a few minutes with Jason Scheidt, director of marketing, EyeWonder
Q: Tell us about your video banner campaign with Special Ops Media and Universal Music for the Police world tour.
A: The Police campaign was an online advertising campaign utilizing rich media to sustain and increase momentum for The Police's world tour and promote their greatest hits CD. We took advantage of EyeWonder's new feature-length format to include up to 40 minutes of music videos and three full audio tracks in one ad unit.
Q: What channels did you use to execute the campaign, and how did these channels best attract your target audience?
A: We pursued multiple channels. We used contextual, geo and behavioral targeting for highly specific and visible outreach. We targeted Police fans using Web sites that promoted pop and rock news, media and downloads. We also targeted local sites that were stops on the tour. The ad was shown on local music and interactive news Web sites to reach local Police fans and spread awareness of the three-month tour.
Q: What worked about the campaign? Why?
A: It generated substantial impressions, and both the CD and concert sold extremely well. We also received excellent consumer feedback on the banner ad.
Q: What are some of the results?
A: The total interaction rates averaged as high as 24.6%. Unique interaction rates averaged as high as 8.4%. Interaction times averaged 19.1 seconds across all sites and as high as 31.5 seconds on one site.
Q: What will you take from this campaign to apply to future campaigns?
A: The big takeaway from this campaign was not to feel forced to limit video and audio content in today's rich media ads. Audiences want rich online experiences - even in their ads - and as long as you keep the navigation simple and intuitive, you can increase the opportunity for meaningful interaction, which we've found makes the campaigns more memorable and successful.