Quartlery review of digital campaigns which have sparked my interest over the last few months, also touching on Online Display Media types and a few examples of what to consider when creating campaigns for mobile.

1. CAMPAIGNS, MEDIA & THOUGHTS
Spring 2015

2. CAMPAIGNS
Platform Hacks

3. PLATFORM HACKING
The following campaigns utilise existing
and popular platforms such as YouTube,
Instagram, Gmail to communicate their
messaging to great effect.

4. GEICO Insurance - The Unskippable Pre-Roll Ad
Format: Online Video (Pre-Roll)
Platform Hacked: YouTube
Why it works: Utilises the short
Pre-Roll time effectively in an
engaging way, increased exposure
for the insurance brand both at
home and abroad.
Insight: People skip pre-roll ads
Stats: 4.5 Million+ Views

5. Microsoft: The Campaign Google couldn't eadRay
Format: Integrated
Agency: Wunderman UK
Platform hacked: YouTube, Gmail,
Google Play Store.
Why it works: Takes our interest in
privacy and sells Microsoft Outlook
in an interesting and engaging way.

6. Business In The Community "Second Chance {Skip}” - Leo Burnett
Platform hacked: YouTube,
Guardian media preroll.
Format: Interactive video player
mimicking YouTube embed
Why it works: Uses the Skip action
we all understand in an interesting
and different way to communicate
a thought provoking message.

7. Reebok Instagram campaign - 'Hunt For The Pump'
Format: Social Treasure Hunt
Platform: hacked Instagram / website
Why it works: Remix of the classic spot
the ball / treasure hunt mechanic,
across channels.
Live Until May 11th 2015

8. MEDIA

9. High Volume = Low Engagement = Less Cost
Standard Display

10. Format: Animated Gifs & Static JPG
• Universal Ad Package (5)
• MPU (350x250)
• Leaderboard (728x90)
• Banner (468x60)
• Super Sky Scraper (160x600)
• Sky Scraper (120x600)
Platform/s:
• Google Display Network
• AdTech
• Other, including publisher own.
Stats: Click Through Rates (CTR) 0.3- 0.6% per 1000 impressions
Source: http://www.richmediagallery.com/tools/benchmarks

11. Retargeting…

12. Low Volume = High Engagement = More Investment
Premium Display

13. Format: Flash & HTML5
Universal Ad Package (5)
• MPU (300x250)
• Leader (720x90)
• Banner (468x60)
• Super Sky Scraper (160x600)
• Sky Scraper (120x600)
Other formats
• Mobile (Various)
• Experimental (Various)
• Road Block (Various)
• Overlay (Width of view port)
Platform/s:
• Google Creative Studio
• Self Served
• Flash Talking
• Self Hosted
Stats:
On average premium display
results in a higher rate of click
through, engagement and
brand recognition.

14. Gallery:
https://www.thinkwithgoogle.com/tools/mobile-ads-
showcase-app.html
Examples:
Google Lightbox Ad with Multiple Videos Example
http://www.richmediagallery.com/detailPage?id=8203
AXE Black - Header (Flash / HTML5)
http://www.richmediagallery.com/detailPage?id=8591
Brazil Nuts - Paddy Power
http://www.richmediagallery.com/detailPage?id=7969
BMWi Born Electric - Overlay
http://www.richmediagallery.com/detailPage?id=7420

15. THOUGHTS
Creating campaigns for mobile retail

16. Consider the following 3 points when creating retail
experiences with mobile in mind.

17. Keep it simple. Nobody on a mobile device is looking
for a six-click-deep, down-the-rabbit-hole experience.

18. Keep it fun. An always-on, with-you device, can offer up
a different, complementary experience.

19. Keep it going. Success can take time, how can the idea
grow, one and done experiences on mobile can be
expensive, confusing and ultimately cost brand trust.

20. Can you think of any work
you’ve seen recently that…
is simple, fun and keeps on going?

21. Format: Various
Platform/s:
• Application (Google Cardboard)
• Search (Paid & Organic)
• YouTube Videos (Branded)
Insight: Allowed a user to test drive a car
without the car, ties into other brand material
Stats:
• 19M Social Media Impressions.
• 238M Media Impressions
Simple: Volvo Reality
http://www.volvocars.com/us/about/our-stories/google-cardboard

22. Fun & complementary: Google Maps - Escape Plan
https://www.thinkwithgoogle.com/intl/en-gb/creative-gallery/google-maps-urban-escape-plan/

23. Format: Various including augmented reality (AR)
Platform/s:
• Application (iOS / Android)
• Location Advertising (Paid & Organic)
Insight: Keep children (& adults) entertained whilst shopping
both online & within the retail space.
Longevity: Idea is being developed to work along side
Googles Project Tango, which will transform store aisles into
interactive playgrounds.
https://www.google.com/atap/project-tango/index.html
http://pressroom.target.com/news/target-and-google-bring-mobile-
fun-to-your-target-run-this-holiday-season-with-bullseyes-playground
http://www.stinkdigital.com/work/BullseyesPlayground/
Longevity: Target (USA) -Bullseye’s Playground

24. THANKS
@canofpopcom