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IAB Leadership Forum: Video as Branding

Posted on 3.15.2007
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Online video is becoming more mainstream and advertisers are still trying to decide how best to use the medium. The discussion over the monetization of digital video is ongoing - pre-roll, post-roll, contextual ads alongside videos? As Brooke Nanberg, executive creative director at Avenue A/Razorfish explained at the recent IAB forum, "Video has become a way that people decompress these days. They're not just going online for transactions, but for a break too. The creative needs to give something back."

So instead of running your same, tired ad that users see on television or hear on the radio, engaging users who look online for a "break" opens up new branding possibilities for savvy marketers. Take the example of Diageo's "Tea Partay" campaign for Smirnoff Raw Tea. Catherine Davis, senior vice president, marketing services for Diageo demonstrated the effectiveness of their strategy. Borrowing a page from the wildly popular "Lazy Sunday" Saturday Night Live skit, "Tea Partay" features an upscale, country-club crowd driving to a tea party and rapping about "straight outta cape cod, we're keepin it real" and "we're gonna turn it out with our parent's riches, we'll serve Smirnoff Raw Tea and finger sandwiches." The video is funny and does a good job of branding Smirnoff with their target audience.

What was the result? Davis says that "Tea Partay" became one of the top 50 most watched comedy videos in YouTube history. Not bad for a commercial. But you don't have to be a marketing genius, professional film maker or have a large budget to make an impact. How-to videos are some of the most-viewed on the Internet. Again, it's a chance to offer your target audience something of value while still branding your name or website.

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