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The 10 Most Powerful Video Ads of 2013

Posted December 18, 2013 by fran @ 11:11 am

Before wrapping up 2013, let’s take some time to look back that at the year’s most powerful video ads:

Labels Against Women | #ShineStrong – Pantene

This video first aired in the Philippines, but it has reached worldwide acclaim thanks to its clear and effective depiction of the double standard against women. Sheryl Sandberg, Facebook’s COO and author of women-centric book Lean In, even commended the ad on her Facebook Page stating:

This is one of the most powerful videos I have ever seen illustrating how when women and men do the same things, they are seen in completely different ways. 

Holiday – TV Ad – Misunderstood – Apple

Need an ad to warm your cold heart this holiday season? Check out this new TV ad by Apple. Aired to the tune of the classic “Have Yourself a Merry Little Christmas”, this 90-second advert featuring a teen who’s seemingly obsessed with his iPhone will surely make you cry.

Telekinetic Coffee Shop Surprise – CarrieNYC

We’ve featured this particular ad in an earlier blog post, but it’s just so powerful (and no we’re not just talking about telekinetic powers) that we just had to include it in this roundup. With over 50 million views at the time of writing this, the Telekinetic Coffer Shop Surprise video undoubtedly put the Carrie film in the radar of moviegowers everywhere.

Google Zeitgeist | Here’s to 2013 – Google

While this isn’t such an “in your face” type of advertisement, Google’s annual Zeitgeist videos, which look back on each year’s notable events, can still be considered as ads because they subtly showcase the tech giant’s products. The 2013 version is no different. While it’s not as powerful or touching as the Zeitgeist videos of 2012 and 2013, it manages to stir up some emotion from viewers.

Show Your Joe – Kmart

This ad made our power list because it was able to generate such diverse reactions from viewers. In the video, Kmart showcases the Joe Boxer line by showing six men in boxer shorts jingling their booties to the tune of “Jingle All the Way.” Viewers were generally divided into two categories: one group was thoroughly entertained and said that they would most definitely check the Joe Boxer line at Kmart, while people from the other end of the spectrum were disgusted and vowed never to shop at Kmart again. Either way, the ad brought a lot of publicity for the brand. Great job ringing in the holidays, Kmart.

Volvo Trucks – The Epic Split feat. Van Damme – Volvo

In this video, Jean-Claude Van Damme demonstrated “the most epic of splits” by doing it between two Volvo trucks going in reverse. Meant to “demonstrate the precision and directional stability of Volvo Dynamic Steering” this ad made jaws everywhere drop to the ground. Oh, and did we mention that it was filmed in one take?

Hump Day – Geico

Watch this commercial a few times and you’re bound to have the words “HUUUMMPP DAAAAY” stuck in your head. Produced by the guys at Geico, the insurance company wanted people to know that folks who switch to Geico are happier than a camel on hump day.

What would you do with $25,000 – The Secret Life of Walter Mitty

Like the Google’s Zeitgeist videos, this isn’t an in-your-face ad. In fact, it’s not really an ad at all, although it kind of serves the purpose. Film director Casey Neistat was contacted by 20th Century Fox to create a marketing video promoting Ben Stiller’s new film, The Secret Life of Walter Mitty. According to the studio, they “wanted to run a campaign under the concept ‘live your dreams’. They wished “to motivate, inspire, and give people a catalyst to do something they’ve never done.” Instead of creating a promotional video though, Neistat decided to use the studio’s budget to help the victims of typhoon Haiyan. This video documents what he was able to accomplish. (And in a way, it also brings attention to the film, The Secret Life of Walter Mitty.)

Dove Real Beauty Sketches by Dove

Dove wanted to shed light on the fact that women are their own worst beauty critics, and they have a tendency to see and describe themselves as less attractive than they really are. To do this, the company conducted a social experiment involving an artist producing two sketches: one was based on the women’s own descriptions of themselves, while the other sketch was based off the depictions of other people.

Fireman Saves Kitten – GoPro

A list of great online videos wouldn’t be complete without cats. In another touching video, Fireman Cory Kalanick rescues an unconscious kitten from a burning house filled with smoke, and documents the entire thing using the HD HERO3® from GoPro.

 

What other powerful marketing videos can you name? Share your thoughts in the comments!

Filed under: Company Headlines

Diversifying Beyond Google, Yahoo!/Bing, and Facebook

Posted December 9, 2013 by fran @ 12:04 pm

Today’s post is a guest entry from Ian Lopuch, a top online marketing executive, educator, and blogger at PPC Ian.

 

In the world of digital marketing and customer acquisition, it’s all about leverage. As marketers, we tend to focus on the big three: Google, Yahoo!/Bing, and Facebook. It makes perfect sense: Marketers are held to strict goals, hours are limited, and we must focus where the rewards are large.

That being said, I’d like to challenge the status quo today. Let’s switch gears for a minute and look at the world from an investment professional’s viewpoint… The smart money manager would never buy just three stocks. It’s all about diversification. With a well-diversified portfolio, one mitigates risk and minimizes market fluctuations (also known as “volatility”). A great portfolio includes assets across types (stocks, bonds, real estate, cash, etc.), industries (basic materials, industrials, utilities, technology, consumer non-cyclical, etc.), and sizes (small cap, mid cap, and large cap).  All components of a great portfolio work in synergy as a well-oiled machine. The great portfolio allows one to sleep at night, regardless of market conditions.

So, you may be wondering, how do we create a well-diversified digital marketing portfolio/machine, one that allows us to sleep well at night with minimal day-to-day volatility? Even with the big three engines, you can diversify across keywords, match types, geos, networks (main vs. syndication), media types (search vs. display), device, and more. However, what if you want to take it further? My suggestion: Incorporate second tier search engines and top-rated ad networks (such as AdMedia) in your digital marketing strategy. Some benefits of this approach:

  1. Diversification: A poor day on one engine can be counteracted by a great day on another. The more traffic sources, the better the diversification.
  2. Leverage: Get great support from Google, Yahoo!/Bing, and Facebook? You may be surprised that high quality ad networks and second tier engines can offer comparable support and sometimes even better than tier one. Why? They know they have to work hard for your business.
  3. Low CPA: Tier one can be competitive. Spend a little extra time finding the niche opportunities within your vertical, and you can find ways to “average down” your overall CPA.

Convinced? I thought you’d be by now! I wanted to close out today’s post with a few tips for getting the most out of your quest for diversification via additional search engines and ad networks.

  1. References Matter: Some second tier engines and ad networks work, others may not. It’s important to leverage industry reputation and references.
  2. Mitigate Risk and Qualify Opportunities With Free Credits: Oftentimes, great engines and ad networks are willing to offer free credits. Those that are confident in their quality and effectiveness will oftentimes match your investment (up to a certain amount) or provide a free test altogether. Make sure to take advantage of these deals, they can greatly mitigate risk in your testing.
  3. Take Advantage of Leverage and Resources: As mentioned above, most second tier search engines and ad networks are prepared for the digital marketer with little free time. See what type of support is available, and take advantage of it. Remember, however, business is always a two-way street. If someone is going above-and-beyond on your behalf, make sure to find a way to return the favor! Some suggestions: Write a review, participate in a case study, increase your budget, share the opportunity with others.
  4. Polish Your Business Development Skills: The best-performing second tiers and ad networks are not always highly publicized within the digital marketing industry. Why? Finding one that works incredibly well can be like striking gold. Nobody wants to share their “secret sauce!” As such, sourcing new opportunities is oftentimes a fun business development exercise of hunting and testing. Attend conferences, network, read blogs, search around, get creative. You could strike gold!
  5. Invest In Smart IOs and Budgets: Don’t get locked into a huge budget, especially when you’re testing. It’s all about casting a wide net and testing many different opportunities, before you find the best ones. Start out small and scale over time. Invest carefully in structuring mutually-beneficial agreements that allow both parties maximum flexibility and protection.
  6. APIs Are a Plus: Those ad networks with APIs are easy to integrate into your existing platforms. Automation is key in the long-term health and scalability of any large digital marketing operation.

Thanks, AdMedia, for the great opportunity to guest post. I thoroughly enjoy reading your blog, and had a blast with this post. Thanks everyone for reading!

Filed under: Company Headlines

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