How Social Media Made the Extra Gum Commercial Go Viral, and Why TV Failed

extra-gum-sarah-juan

Two years ago, Extra Gum released a new commercial on television. It was a 30-second spot titled “Extra Gum: The Story of Sarah and Juan”. If you haven’t seen it by now, watch it below. It was and is amazing and beautiful.

That is the 30-second TV version. They did a great job with it. They used American Idol star Haley Reinhart for the song. They promoted it heavily. But it didn’t catch. Extra Gum’s sales were decreasing leading up to the commercial’s release. The decline continued throughout the fall. This happened for seven months. The company was scrambling to figure out the issue. So what did they decide to do? They released the full version of the commercial on social media. The full version is two minutes long. Watch it below, then read what happened next…

So they released the full commercial on social media, and it absolutely blew up. The YouTube video has been viewed almost 20 million times. On Facebook? A few hundred million!!!

 

According to Gary Vaynerchuk, their business has been up double digits every day for the last several months!

 

Why Did This Happen?

 

When Extra Gum released the full version of the commercial on social media, it allowed the company to tell the whole story. The 2-minute spot is a lot more compelling and emotional than the 30-second spot. Social media is inherently shareable. We all know this. You can’t do anything with a TV commercial. On social, you can share it with everyone, tag your friends, Snap it, and more. And you can take action and buy the product right away too, since you’ve already got your device in hand. In terms of the actual video, it’s no surprise to me that the 2 minute version did better than the 30 second version. It shows what happens when you try to cram 2 minutes of story into 30 seconds–it doesn’t resonate! They had the footage. They had extra scenes they had to cut out. Why couldn’t they release a longer version right off the bat?

 

I recently wrote how TV advertising dollars are shifting towards Snapchat Ads. This is a trend that’s not going to stop. It makes more sense to advertise on social media. It’s more trackable. It’s more effective. It’s more targeted. Better ROI. On and on and on.

 

Ready to get going with a campaign of your own? At Wallaroo, we specialize in social advertising management. Contact us today to learn more!

Why Advertising on Snapchat is Better Than Advertising on TV, And Why You Need It Now

Advertising on Snapchat is more effective, and a better long (and short) term strategy, than advertising on TV. I will convincingly make the case in this article.

tv-is-dead

TV Advertising – A Dying Breed

Television commercials have long been the holy grail for advertisers. Largest reach, highest engagement, cheapest cost per view, etc. But that has changed. The majority of TV viewers now record/DVR their shows for later use. Research by YouGov and Deloitte pegs the number at 86%. 86% of viewers always fast-forward through adverts! The exception? Live sporting events (and occasionally local newscasts).

Advertisers are clamoring to be a part of live sporting events in any way possible. That’s the best ROI for TV advertising now, and it’s only going to get more expensive as more brands realize this. The bids are increasing every year. For example, a 30-second spot during the Super Bowl in 2010? $3 million. A 30-second spot during Super Bowl 2015? $5 million. That’s a 66% cost increase in just five years, and that’s excluding the costs of video production.

Here’s the thing, though: When the commercials come on during live sporting events (or any other live TV programming for that matter), what do viewers do? Sit back and enjoy the steady stream of commercials? No. They pull out their phones. They check Snapchat. They browse Instagram. They wish their friend a happy birthday on Facebook and browse click-bait articles. They tweet reactions to the game. They check Snapchat and send filtered doggy faces to all their friends. That’s what people do. That’s where they spend their time. Their eyes are focused on the little screen in their hands instead of the big one where your advertisement plays. That small screen is where you need to be as a brand. Still need to be convinced? Here is some data… snap (1)

Data to Support Why Snapchat is Better Than TV

Here’s a few points on how Snapchat sets itself apart from its competitors as a social media platform, why it’s greater than TV for ads, and why it’s an advertiser’s dream:

  • Two-thirds of video snaps are watched with the audio on. That’s a HUGE difference from Facebook. It was recently reported that 85% of Facebook video ads are watched with the audio off.
  • Snapchat has a unique daily reach of 41% of 18-34 year olds in the U.S., compared with only 6% on TV (according to a Nielsen study in February).
  • Snapchat has over 100 million daily active users (while Bloomberg estimates that number to be 150 million).
  • Snapchatters watch over 10 billion videos per day, which is an increase of over 350% in the last year alone.
  • Snap Ads have an engagement rate 5X higher than the average click-through rate of other social platforms.
  • A National, Sponsored Geofilter on Snapchat reaches 40% to 60% of daily Snapchatters (Taco Bell’s recent Cinco de Mayo Snapchat filter had 224 million views in one day! Gatorade also had a sponsored lens that got 165 million views).

Advertising is a battle for eyeballs, and Snapchat has our attention. Average monthly minutes per user spent on the platform is second only to Facebook among social networks. On TV, or on any other social platform, users hate ads. On Snapchat, users play with the ads. Think about that for a second! Users not only tolerate ads on Snapchat, but they enjoy, engage, and play with them!

tv-dying

What Makes Snapchat Unique for an Advertiser?

Snapchat is a unique platform, and it can be tricky to navigate as an advertiser if you’re unfamiliar with how it works and what types of posts, filters, and lenses work best. Snapchat, by the nature of its disappearing content, creates a sense of urgency that encourages users to take action quickly. This is a crucial aspect of the platform. Some brands view this as a detriment. I view it as a benefit. The 10-second max duration allows the ad spot (or the marketing campaign) to be direct and cuts to the chase. As a result, it allows for more testing to find the best ad creation and targeting combinations.

An important note: there is little competition from other brands and advertisers right now (only ~1% of advertisers are using Snapchat). But that is changing quickly. According to recent research from eMarketer, 22% of media buyers plan to spend on Snapchat this year, compared to only 4% on Facebook and Twitter.

snapchat

How to Advertise on Snapchat

Learning how to effectively advertise on Snapchat needs to be its own post (I’ll tackle that next week). There are various options (in order of cost):

  • Snapchat Discover (the most expensive – starts at $50,000)
  • Sponsored Lenses
  • Sponsored Nationwide Geofilters
  • Snap Ads
  • Sponsored Local Geofilters (the least expensive – starts at $5)

I recently wrote a post about utilizing Snapchat geofilters to sponsor local events. As an agency, we have also launched That’s A Snap, which is a Snapchat filter ecommerce shop that enables you to purchase pre-made filters to use for various events.

Another way to advertise on Snapchat is by teaming up with influencers. There are thousands of influencers on Snapchat that you can hire to create and distribute content for your brand. Some of these influencers get millions of views on every snap they send! I would recommend calculating the cost per average engagement before hiring an influencer, as well as verifying that their following fits your demographic. We would recommend using Microfluencers, who oftentimes can get you a better ROI on your money.

The space here is heating up. Just last week the head of marketing at Wendy’s said “I have taken TV dollars and put them into Snapchat”. Stay tuned  :).

In January 2017, Snapchat announced that one of their proprietary “shows” on their platform, Sweet, gets 16 million monthly viewers. Keep an eye on this space and Snapchat’s continued focus on their content creation and distribution.

Update on March 16, 2017: Adidas announced it will no longer be advertising on TV, and that it’s going all digital now. It has begun!

Update on March 29, 2017: Digital advertising sales officially passed TV ad sales in the US for the first time, $70 billion to $67 billion.

Want to get inspired for your own strategy? Check out this post about creative Snapchat campaigns that various brands have run.

Lastly, do you need a Snapchat marketing agency? That’s us! Contact us today and let’s talk strategy and what campaigns we can run for you to help you achieve your goals!

Have any questions? Tweet me HERE or add me on Snapchat (username: brannybunny).

 

New Google Adwords Label is More Hidden Than Ever

The Line Between Paid & Organic Search Disappears…

Just a couple weeks ago Google made another change to their “Ad” label for paid results in the SERPs. The new label has a thin green border on a white background. To the naked eye, many people will miss this label. It’s almost transparent. These labels are pervasive across mobile and desktop, iOS and Android.

This is yet another expansion in Google’s never-ending quest to own the search engine results pages. In some results, you will not see an organic listing above the fold. Take a look at the image below from Search Engine Land. The image shows the same results across different devices. As you can see, no organic results.

How Long Has This Been Happening?

Well, I’m glad you asked  :). This evolution started in 2005. But take a look at the image below. The ads now look almost identical to organic results.

What Does This Mean For You?

Now more than ever, your paid and organic strategies need to be buttoned up. Ongoing Adwords testing (along with landing page design and CRO) is crucial. And, of course, you need to do SEO the right way.

Speaking of SEO, take a look at the image below from @chrisgreen87 on Twitter. The image shows how much the rankings fluctuate after page one. HINT: It’s a lot.

seo rankings fluctuation google

 

Pinterest Rolls Out New Ad Offering: Search Ads

Pinterest Introduces Search Ads for Keywords and Shopping Campaigns

Great news for social advertisers: Pinterest officially debuts search ads for keyword targeting and shopping campaigns. The advertising option is currently available to Pinterest ad partners and with any company that advertises through the Kenshoo marketing platform.

Pinterest has been looking to beef up its ad offerings for a while now, and this is a HUGE step in that direction. The social media platform has been building more products to capture every aspect of a consumer’s buying behavior. Pinterest has always done well pitching marketers on their ads, since their users often come to discover new products to buy anyway. But with this introduction of search ads, it has potential to become the go-to ad platform for ecommerce-related social ads.

Adding search ads gives Pinterest the ability to tap into another part of that buying behavior — searching with the intent of a purchase (whether the consumer realizes it or not). This also opens the door for search volume. If Pinterest releases search volume data to advertisers, it would be absolutely fantastic.

pinterest search ads

Related: Read about Pinterest’s new “Lens” feature.

Google obviously currently dominates the search landscape. But Pinterest sees around 2 billion searches a month from its 150 million active users. Search ads are ripe for disruption, and it’ll be very interesting to see how this evolves over time. When Pinterest is compared to Google Images, Pinterest outperforms it handily.

As our society continues to evolve from a technological standpoint, and our interaction with images/video/augmented reality continues to increase, Pinterest is becoming a greater threat to Google.

Interested in running a social ads campaign? Call us today!

 

Snapchat Files New Patent to Serve Ads Based on Objects in Your Snaps

Snapchat Aims to Increase Revenue with New Ad Format

snapchat-filtering-ads

In a recent patent filing by Snapchat, they outline their goals for a new type of ad format.

Here’s how the new ad format will work: Snapchat’s augmented/virtual reality technology will be able to recognize the objects in your snaps in real time. So if you’re looking at a coffee mug, Snapchat will be able to know that. They will also enable real-time bidding to advertisers and let them bid to provide you with sponsored filters immediately. So your picture of a coffee mug can now have a Starbucks or Dunkin Donuts filter on top of it. Take a look at this image for details:

snapchat-filter-ads

That image explains how this might work. This is sort of the visual equivalent to Google offering ads based on keyword searches.

In the patent application, Snapchat mentions how object recognition “provides a compelling way for users to personalize, supplement and enhance” their snaps.

Although this is just a patent application, it’s a logical progression in Snapchat’s advertising model. Just a few months ago, the company stated that it wants to at least 10x its revenue from last year to next year. This would go a long way to accomplishing that goal.

We will keep you updated as details emerge.

Want to learn more about Snapchat advertising costs? Click here. Interested in a campaign for your company? Contact us today!