What makes hit YouTube ad? 什麼原因造成熱門的YouTube廣告?

分享者/何恭仲 June 17, 2011 原文網址: Link

 

摘要:

如何能利用網路影片行銷品牌,增加曝光率是一種最有效的方法。作者以YouTube的影片分享網站為發想,要用何種方法能產生一個有效的影片在YouTube上,他從2010年YouTube排名前10名的廣告找到一些線索。

我剛參與一個研討會,其熱門議題是討論試圖讓品牌廣告盡可能地給更多的觀眾在YouTube上觀看。這場研討會讓我思考,何種方法能產生一個有效的YouTube廣告。

首要以及最顯著的成功方法是YouTube觀看的數量。這是一個最直接的方法,儘管我們不知道觀眾是誰,也就是不知道他們的身分以及他們住哪。但是有曝光率,這是我們認為最有效的方法。

為得到一些促使觀眾點閱的線索,我看了2010年YouTube前10名的廣告。結論是,前10名受歡迎的YouTube的廣告是屬於娛樂性質(如同Facebook一般),藉由以下方法:

幽默感:大多數前10名的廣告是好笑的,如同一般在YouTube上多數被觀看的影片,包括2010年最熱門點閱的,Old Spice香水(2千4百萬人觀看)。

戲劇性:較少被使用,但仍然是一種有效的方法,就是戲劇化。一個好的例子:Nike “寫下未來(Write the Future)”的廣告 (前十名中的第二名,兩千一百萬人點閱)。如果你們是在部落格,可以點即下面的影片觀看廣告。

 

第二種成功的方法,但似乎常常被忽略,是廣告中提及任何關於品牌的事。

結合YouTube的點閱率和品牌訊息,我們得出四個主要的YouTube廣告型態,依序是從我所認為沒什麼效用的到最有效的型態:

“攤牌”: 此種廣告很少被觀看因為它缺乏娛樂價值。每種廣告有種“通知”或更糟的是有“教育”的意涵,表面有利,實則是有害。

“贊助商活動”:有大量的觀看率,但是品牌訊息有所限制。品牌充其量是可見的和被記憶,但僅僅作為贊助商一個有趣的廣告,鮮少談到品牌。吉列 (Gillette),前十名廣告的第五名。吉列以羅傑費德勒(Roger Federer)一個絕妙的發球把戲作為特寫(戲劇性)。但是品牌比較看不見。

“品牌內涵”:大量的觀看率,而且品牌被嵌入在廣告中。多力多滋(Doritos)的廣告,是談論品牌內涵這類例子的好廣告。排行第八名,超過七百萬人觀看。它使用幽默的方式去敘述一個有關於小男孩試著去從她媽媽的男朋友中保護他的多力多滋和她媽媽的故事。

“品牌互動”:這種方式極為少見。這種廣告有大量的觀看率而且超越品牌訊息到創造品牌互動。Tippex修正帶的廣告是個例子,排名在第四名,超過一千三百萬人觀看。在這廣告中的角色可以伸出手到影片外去拿Tippex的修正帶,塗掉在影片標題上 “射擊(shoots)”二字 (“ A hunter shoots a bear”)並邀請你去寫下其它的字句。不論你填入的字句是為何,接著影片就會跟著做。像是頑皮學校的男孩填入一個粗魯的字句,結果會是相當有趣!

總結來說,如果你認為在YouTube上有大量的觀看率是一件好事(即使是你不知道是誰在觀看),成功的關鍵是透過幽默詼諧和/或戲劇性的效果去講述一個品牌故事來娛樂觀眾。甚至是找一種像Tippex的方法去讓觀眾與你的品牌作互動。

 

I’ve just come out of another workshop where the hot topic was trying to get the brand’s advertising viewed by as many people as possible on YouTube. It got me thinking about what really makes an effective YouTube advert.

The first and most obvious measure of success is the number of YouTube views. This is an incredibly blunt measure, as we don’t know who the audience is, in terms of who they are and where they live. But as exposure goes, its the best measure we have.

To get some clues on what drives views I looked the top 10 YouTube ads of 2010 here. The main conclusion from the top 10 is a reminder that YouTube is all about entertainment (as is Facebook by the way), by using:

– Humour: most of the top 10 ads were funny, as are the most viewed films on YouTube in general, inlcuding the top of the 2010 YouTube hit parade, Old Spice (24 million views).

– Drama: less used, but still effective, is drama and spectacle. A good example is the incredible Nike “Write the Future” ad (number 2, with 21 million views). You can click below to watch the ad if you are on the blog.

Nike Write The Future from Wieden + Kennedy London on Vimeo.

The second measure of success, which often seems to get overlooked, is what the hell the ad is saying about the brand, if anything.

Combine YouTube views and brand message and we get four main types of YouTube ad, from what I guess would be least effective to most effective:

“The flop”: simply fails to get viewed because it lacks entertainment value. The kiss of death is any ad where the word “inform” or, even worse, “education” was in the brief

“Sponsored entertainment”: lots of views, but limited brand message. At best the brand is visible and recalled, but simply as the sponsor of a funny ad that has little to say about the brand. The number 5 ad from Gillette is one of these. It features a very cool trick shot from Roger Federer (drama). But the brand is barely visible.

“Branded content”: lots of views, but the brand is embedded into the ad. The Doritos ad in number 8 position with 7 million views is a good example of this. It uses humour to tell a story about a little boy trying to protect his Doritos and his mum from her new boyfriend.

“Branded interaction”: this is more rare. Its where an ad has lots of views and goes beyond brand messaging to creating brand interaction. The Tippex ad at number 4 with 13 million views is an example. The character in the ad reaches out of the film to take the Tippex, whites out “shoots” from the film title (“A hunter shoots a bear”) and invites you to write another word in. Whatever you type is then acted out. Like a naughty school boy I typed in a rude word and the results were quite amusing!

In conclusion, assuming you think that having lots of YouTube views is a good thing (even though you don’t know who is viewing) the key to success is to tell a brand story that entertains people through humour and/or spectacle. Even better is to find a way like Tippex to get people to interact with your brand