Brands like eHealth, Arby's, Dairy Queen, Kay Jewelers, Snickers, Microsoft paid an estimated $70,000 for airtime on Yahoo's NFL live stream last month. For eHealth, who has limited marketing budget and cannot compete with bigger brands for prime time TV spots, 1.65 million people watched their ads, 25% of whom were in the coveted 25- to 34-year-old age demographic. This was well short of the 15.2 million total viewers that turned in at some point during the live streaming, or the double-digit millions of people on average that are turning in at any minute during a televised NFL game. However, for eHealth, this was an acceptable outcome, because the price was right. For some of the more established brands, paying for ads on Yahoo's live stream was also about exploring and testing new ways to reach consumers. Some advertisers indicated that they will likely continue to participate in future live streams, even though the effectiveness of such campaign is still to be determined.
In the case of eHealth who was estimated to have paid $70,000, the math works out to $42 for every thousand viewers. That's almost as much as the average broadcast TV ad, which was $43.06 last year.
This article highlights the main challenge that faces advertisers - how to diversify means to reach desired target audience in a cost-effective way. Many well-established brands with deep pockets were willing to "invest" dollars for unknown level of return in order to experiment with potential new method. Live streaming, and digital content in general, will probably grow at increasing rate well into the future, so this is likely viewed as promising investments by these companies. On a related now, it amazes me how effective advertising is for some segments of the consumer base! My four-year-old daughter loves to watch kids cartoons on YouTube, and she will constantly ask me to buy her toys that she saw featured in the ads that ran on these cartoons. I have been saying "no" a lot, but I am beginning to feel bad about it, and will probably buy her that sparkly pony for her birthday next month.
http://adage.com/article/digital/yahoo-s-advertisers-felt-nfl-livestream-numbers/301269/
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