For all those who love UGC (user generated content) there is good news for you and your friends...Microsoft is introducing another star as part of its new consumer ad campaign: you.
Microsoft: I'm a PC
In its newest iteration, Microsoft's 'I'm a PC' campaign has gone user-generated.
Microsoft's "I'm a PC" campaign -- part of Crispin Porter & Bogusky's $300 million marketing ploy to help the computer maker regain some positive buzz lost to competitor Apple -- has launched yet another iteration, this time, going user-generated.
Keeping it real
The latest spots are a compendium of consumer-generated content based on "I'm a PC," which began airing last month. The new ads, which began running yesterday, string together what Microsoft calls "real PC users" from around the world who uploaded a video to Windows.com. Additional spots will be created using user-generated content from the site, Microsoft said, meaning that anyone who visits Windows.com and uploads a video has the chance to star in a future ad.
Submitting a video entails recording five seconds of footage using a webcam; simply state "I'm a PC," followed by something (non-obscene, naturally) you love to do. Individuals are then asked to choose a PC name, which will be displayed with the video.
Imaginations run wild
The end result features folks making mundane, sarcastic or downright bizarre pronouncements, from "I'm a PC and I like the slimming effect of a purple striped shirt" to "I'm a PC and by that I don't mean politically correct."
One spot groups together a number of user-created videos themed around food: "I'm a PC and I cook dinner every night" and "I'm a PC and I eat pancakes."
According to a Microsoft spokeswoman, in the first few weeks following the launch of "I'm a PC," more than 17,000 photos and videos were uploaded by consumers hoping to become part of the campaign, and "I'm a PC" videos have been viewed on the site almost 1.5 million times.
Microsoft hasn't set a timeline for creating and airing the next round of user-generated ads but said it is "fully committed to putting more on the air." Additionally, some user videos will be shown on digital billboards in New York's Times Square.
So are the people uploading pictures and videos actually real PC users, or are they merely looking for 15 seconds of fame? For its part, Microsoft doesn't really care.
Mac users welcome
In the frequently asked questions section of the site, it says: "I have a Mac, can I participate?" Microsoft's answer: "Of course you can. A Mac can be a PC too, most notably when it runs Windows Vista."
That's a friendlier stance than Apple took in one of the latest ads last week in its long-running and popular "Mac vs. PC" campaign. In a spot dubbed "Bean Counter," again featuring Justin Long as Mac and John Hodgman as PC, Apple snubs Microsoft's new ad campaign -- criticizing the company for investing more money on ads instead of fixing glitches in its Vista operating systems.
Incidentally, according to Visible Measures, which aggregates data on online viral videos, the first seven days of the new Apple ads notched 70% of the reach the PC ads snared in their first seven days. But Apple had double the number of unique placements -- sites that posted the video -- than Microsoft had, perhaps indicating Apple ads have more viral potential.
[credit : http://adage.com/digital/article?article_id=132094]
Showing posts with label video. Show all posts
Showing posts with label video. Show all posts
Thursday, October 30, 2008
Thursday, May 15, 2008
Adplacement on YouTube - Videos growing in popularity
YouTube has begun offering advertisers the ability to pair their in-video ads with videos the site believes are on their way to becoming viral hits.
The YouTube product team has created an algorithm, which it says can identify videos that are increasting in terms of views. It makes that determination by looking at factors such as the early acceleration of views on a given clip, along with the number of times it is "favorited" (added to favourites) and the number of ratings it receives. The Google owned platform hopes the feature will appeal to entertainment marketers and to those pushing products with broad appeal.
"We believe buzz targeting is a strong marketing opportunity for any advertiser that wants to offer compelling content alongside the most popular videos taking off on the site," the spokesperson said. "It's an opportunity for them to wrap themselves in the experience that is YouTube itself."
However, the targeting option is available only on clips created by members of YouTube's ad partner program. Among those partners are content majors like Universal Music Group, NBA, and CBS & amateur creators such as Brookers and Daxflame & artists like Ashley Tisdale.
The first advertiser to use the program was Lionsgate Films - "The Forbidden Kingdom." For roughly the past month, the distributor has advertised the Jackie Chan/Jet Li martial arts vehicle on approximately 500 of YouTube's most popular music and entertainment videos, YouTube said. Buzz targeting joins other YouTube ad targeting factors such as geography, time of day & profile targeting (only gender and age). The feature is available now to advertisers in the United States only.
YouTube and other Google sites hosted more than 4.3 billion video views in March, accounting for 38 percent of all U.S. video traffic. During that month, U.S. Internet users increased their video intake by 13 percent gain compared with the previous month, and by 64 percent compared with March 2007.
YouTube has regularly introduced new ad-related features in recent months. Six weeks ago it debuted an analytics product designed to generate a wide range of data about who viewed their videos, where they viewed them, and when. Some real good information that can be applied in planning future video programs.
The YouTube product team has created an algorithm, which it says can identify videos that are increasting in terms of views. It makes that determination by looking at factors such as the early acceleration of views on a given clip, along with the number of times it is "favorited" (added to favourites) and the number of ratings it receives. The Google owned platform hopes the feature will appeal to entertainment marketers and to those pushing products with broad appeal.
"We believe buzz targeting is a strong marketing opportunity for any advertiser that wants to offer compelling content alongside the most popular videos taking off on the site," the spokesperson said. "It's an opportunity for them to wrap themselves in the experience that is YouTube itself."
However, the targeting option is available only on clips created by members of YouTube's ad partner program. Among those partners are content majors like Universal Music Group, NBA, and CBS & amateur creators such as Brookers and Daxflame & artists like Ashley Tisdale.
The first advertiser to use the program was Lionsgate Films - "The Forbidden Kingdom." For roughly the past month, the distributor has advertised the Jackie Chan/Jet Li martial arts vehicle on approximately 500 of YouTube's most popular music and entertainment videos, YouTube said. Buzz targeting joins other YouTube ad targeting factors such as geography, time of day & profile targeting (only gender and age). The feature is available now to advertisers in the United States only.
YouTube and other Google sites hosted more than 4.3 billion video views in March, accounting for 38 percent of all U.S. video traffic. During that month, U.S. Internet users increased their video intake by 13 percent gain compared with the previous month, and by 64 percent compared with March 2007.
YouTube has regularly introduced new ad-related features in recent months. Six weeks ago it debuted an analytics product designed to generate a wide range of data about who viewed their videos, where they viewed them, and when. Some real good information that can be applied in planning future video programs.
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