Bidding on targeted keywords is not new, but this execution is certainly noteworthy. The ad seen here was based on a content bid for the term “eat and drink.” When a user rolls over the in-page phrase, a 15-second Bud Light video advertisement pops up and launches almost instantly. The audio and voice-over are not overpowering, and the video itself is unembellished; all of which suit the petite video forum and keep the ad from being too obtrusive. This works on a number of levels. The first is that it gets users’ attention. Video already accomplishes this in more traditional applications – because motion stands out against static text and backgrounds, incorporating video in this unexpected manner can make a big impression. in-page rollover ads are not widely used in general, so incorporating a pop-up video advertisement also sets this ad apart from the rest on the page. From a relevancy standpoint, this ad placement leaves a little to be desired because those reading the in-text phrase “eat and drink” might not be looking to do either at that given moment; however, I think that the sheer unexpected nature of this ad would drive a good amount of users to Bud Light’s landing page.
Seen some great DM? Send your Direct Choice to [email protected]
