![]() The ad should serve as a constant reminder to viewers about what the brand is with visual and auditory cues (ex. For this reason, the name or logo should be the first thing viewers see. With high-awareness brands, consumers tend to have a set opinion, and for these brands to breakthrough in competitive categories, they need to remind viewers what differentiates them from their competitors.Ĭonversely, emerging brands that are actively developing awareness in their market, such as new direct-to-consumer brands, need to focus on educating viewers about who they are. This also means that well-known brands will need to work harder if they want to build or change current customer perceptions. For example, visuals of families cooking with various spices drove strong recall for a seasoning company’s campaign. In fact, we found that a high percentage of the top performing campaigns on Hulu use product images throughout the ad campaign. For these established brands, using subtle branding cues or product images can work just as well as a logo. brands like GEICO, Coca-Cola, or Starbucks). Oftentimes, viewers are able to recognize a brand from a familiar mascot, tune or color scheme – without even showing the brand’s name or logo (ex. Here’s a look at the three key questions advertisers should ask themselves:Įstablished brands have the luxury of instant recognition. With this in mind, we wanted to share some creative best practices that businesses of all sizes can leverage when developing their ads for streaming TV. Inevitably, they tend to roll up their sleeves and DIY it with a more “scrappy” approach, from developing the campaign concept through producing the ad itself. We know that many small businesses don’t have the ability to hire a whole team of advertisers to build campaigns-it takes both money and time to do this. Though some of these findings are specific to big brands, like the Coca-Colas and GEICOs of the world, there is also much that can be learned and applied as a small business. Ads from all the campaigns were also evaluated based on variables related to branding, messaging, and specific creative elements. In our study with Kantar, they analyzed brand lift data and advertising creative from campaigns on Hulu over the past three years and those campaigns were then grouped together based on performance, vertical, brand awareness, and product consideration. now stream-and they stream a lot-watching twice as many hours of content each day via a streaming service as they do via live television. In September of 2019, Statista reported that 6 out of 10 adults in the U.S. Streaming TV has quickly become the home to a growing and actively engaged audience, and at Hulu, we refer to these viewers as “Generation Stream.” They’re a generation of viewers who pay a lot of attention to what they’re watching. Who is Generation Stream?īefore we jump into what we found, let’s set the stage and provide some insight into who these “Generation Stream” viewers are. Knowing that there is no one-size-fits-all creative strategy when building a standard video commercial, we recently partnered with Kantar to develop creative best practices for advertisers through getting a better understanding of what really makes a brand stand out amongst the coveted Generation Stream viewers. But that’s not the entire truth! As a small business, you are a brand-and when you think like a big brand, you can optimize your campaign for similar success. The word “brand” may evoke thoughts of large, household-name companies, with enormous advertising budgets. Win over Generation Stream viewers with effective, standout ads by asking yourself 3 key questions.Īs a small business, you may not consider yourself a brand. ![]()
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