By Malcolm Weaver, Communications Management Intern
It is no surprise that consumers are changing how they consume information. So of course advertisers have been changing with them to reach their clients’ target audience. In recent years consumers have been using digital: online, mobile, streaming and apps. Why? Your advertising needs to always reach the decision-maker, and the decision maker is all over the digital space.
As technology develops, digital has become one of the most efficient forms of media to increase consumer awareness and spending. By using mobile advertising as an example; news, social media, videos and multiple apps are all accessible on your smart phone.
According to studies (www.smartinsights.com) on “time spent for adults digital media use per day,” 51% of total adults studied use Mobile and 42% of total adults studied use desktops/laptops. Smart phones contain the same qualities of a desktop – in a portable form. Enabling advertisers to reach out to “on the move” consumers as well as those who are actively consuming media from their computers.
As advertisers strategically place their messages across multiple media platforms, the overwhelming problem is getting consumers to actually engage with the message. For example, with pre-roll ads, your consumer is right where you want them to be, on YouTube. Your consumer is doing exactly what you want them to do, searching for entertaining videos to watch. But, when your perfectly placed advertisement pops up… your consumer no longer does what you want them to do. In most situations, after 5 seconds your consumer is given the option to skip your advertisement.
Problem: How do you fit 15 or 30 seconds worth of content into the first five seconds of the advertisement? Solution: Geico’s ‘Unskippable’ Campaign. Ad Age named Geico’s ‘Unskippable’ 2016 Campaign of the Year. A series of ads were created with the overall theme of “You can’t skip this ad, it’s already over.” Within the first five seconds of the advertisement you’ve heard from Geico that “15 minutes could save you 15% of more on car insurance.” Their main message has been delivered to consumers within the guaranteed five second window provided.
As a brand Geico found a way to successfully adapt by thinking outside of the box. Success is measured in the aspect of this campaign by not only measuring the overall quality of created content; but through Geico’s ability to adapt to the changes in the market, all while providing comedic relief to potential consumers.