Developed in-house by Collective, a New York agency, with assistance from the Concept Farm in New York and Gale Martin Advertising in Woodmere, N.Y., the campaign is aimed at chief marketing officers of Fortune 100 companies, and at executives of advertising agencies and media-buying companies.
All of the ads, which began running this month, are aimed at promoting Collective’s ability to deliver coordinated media buys across television, mobile, tablet and computer screens, formats and devices. Not coincidentally, the campaign’s theme is “Life is but a screen.”
Co-founded in 2005 by Joe Apprendi, a former executive at MediaMind and 24/7 Real Media, Collective helps clients identify markets and the appropriate media to reach them. It also helps them place digital ads, and, on occasion, will create these. It works with Chase, American Express and KFC, among others, as well as with media-buying agencies like ZenithOptimedia, part of the Publicis Groupe, and OMD, part of the Omnicom Media Group unit of the Omnicom Group.
The campaign follows a study released by Collective in March, based on Nielsen data, that found that “advertising reach and frequency opportunities are no longer defined by TV and traditional TV” time categories, like prime time, “but instead are spread across multiple devices and are defined by the consumer’s preferences, even relationships, with each device.”
If advertisers want to reach prospective customers during rush hour, they should remember that customers’ usage of mobile devices peaks during morning commutes, said Ed Dandridge, Collective’s chief marketing officer. He said that from late morning until early afternoon, the screens that are most viewed are on desktop PCs, and this is when online video-viewing is at its peak. In the early evening, during commuting hours, mobile usage spikes again, while from 8 to 11 p.m., TV and tablet screens are both in use, as social media engagement occurs during television viewing.
The study also found that 71 percent of the media-using audience in the United States — a group Collective estimates exceeds 200 million people — consume media on multiple screens. Collective estimates multiscreen users exceed the 81.4 million TV-only users by approximately 2.5 to 1. The study also found that “the largest group of multiscreen users employ three screens, combining TV, online (computer) and smartphone.”
“The clear shift in consumer media behavior to multiscreen is a significant opportunity for brand marketers. Our campaign highlights precisely why consumers now expect marketers to deliver the right ad to them in the right format, on the right device at the right moment,” Mr. Apprendi said.
To illustrate this concept, a 30-second TV spot depicts screens in use at home, in an office and outdoors. The voice-over — singing an updated version of the 1950s doo-wop song “Sh-boom” (also known as, “Life Could Be a Dream”) — says, “Life is but a screen that takes you from the streets to paradise up above, connects you anywhere to anyone that you love.” The spot is running on cable channels in New York like CNN, ESPN, MSNBC and NY1.
A 15-second version of the TV spot also is running in the elevators of Manhattan office buildings where top ad agencies and advertisers are based.
Out-of-home advertising — running on bus shelters, telephone kiosks and subway entrances in Manhattan, as well as on digital and nondigital billboards at train stations in suburbs surrounding the city — illustrates the use of multiple screens by advertisers in different industries, like beverage, financial services and technology companies, car manufacturers and movie studios. One ad says, “Hollywood spends $3 billion each year on thrilling plot lines. Keep them on the edge of their seats with stunning, dynamic creative.”
The tagline here is, “Right screen. Right creative. Right moment. Collective’s Wherevertising.”
Digital versions of the out-of-home ads are also running on Web sites like ClickZ, Adweek and Business Insider.
The third component of the campaign is aimed specifically at political campaign managers and media strategists in Washington. It inserts modern devices into famous works of art and literature to illustrate how critical moments in history “could have been influenced by multiscreen,” said Mr. Dandridge.
Thus, in a 1570 painting by Giovanni Battista Moroni — “Portrait of a Man Holding a Letter” also known as “The Lawyer” — the man holds a smartphone in his right hand and a tablet in his left. Paraphrasing a quote from Shakespeare’s “Henry VI, Part 2,” the copy says, “First thing we do, let’s kill all the silos,” and concludes, “Mobilize voters across all screens.”
The political ads are running in media like Politico, The Hill and Huffington Post.
Mr. Dandridge said Collective’s goal was to “treat advertising decision-makers as consumers and to reach them as consumers, because advertising is the underlying currency of the industry they work in. If we can reach them with our brand that way, it demonstrates what we can do for their brand to engage consumers.”
The ads will run through late August and resume again in the fourth quarter of this year.
Mr. Dandridge said Collective would spend “in the mid-seven figures” on the campaign.
*
If you like In Advertising, be sure to read the Advertising column that appears Monday through Friday in the Business Day section of The New York Times print edition and on nytimes.com. http://www.nytimes.com/
Article source: http://www.nytimes.com/2013/07/22/business/media/collective-a-marketing-agency-showcases-itself.html?partner=rss&emc=rss
Speak Your Mind
You must be logged in to post a comment.