Last year, for the first time ever, was the Mashies 2013, awards given to digital advertising. The categories included: Best Vine, Best Twitter, Best YouTube, Best App campaigns all judge by a panel who looked at the value of its creativity, virality and effectiveness. The big winner was of course the Coca Cola "Move to the Beat" for the London Olympics which did a great job of raising awareness and creating a 25 million people viewership. Looking at the different winners it seems that good digital advertising boils down to a couple of things:
- Engagement: 1) getting people to watch/download it 2)getting people to experience it
- Advocate: getting the person to want to actively send it to their friends
- Creativity: getting the person to be intrigued by it in the first place to want to even engage with the advertisement/watch it/experience it
- Remembrance: getting the person to remember and associate the emotion of the ad to the brand or the product
- Impact: getting the person to believe in the brand enough that it actually produces sales
Reach and penetration are the two key important goals for any digital advertisements. To get as many people as possible will heighten awareness. To get people to react enough so as to buy it will generate revenue. Although these are some of the key criteria to good digital, there is a je nous se qua that happens in good advertising that resonates with the consumer to react or buy that there really is no formula for. Slick, fast cool only goes so far. So to use technology to engender a deep human reaction is very tall order indeed.
Source: http://mashable.com/mashies-2013/
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