Alltel runs several advertising campaigns on a number of media; it had content running on television and wanted to take advantage of it by testing it online.
At the same time, The Martin Agency was looking to experiment with InVideo ads on the Google Display Network, which includes YouTube, because they had heard it was simple to implement. The agency has been using Google TV Ads for its traditional television purchases since February 2009 and was eager to try out InVideo, its online extension. InVideo ads appear before, during, or after online video content, much like the way ads run in television programming.
According to Liz Hamner of The Martin Agency,
In-stream online video ads provide an opportunity to be even more efficient and targeted with our client’s marketing budgets. We can even test different creatives and optimize based on viewer clickthrough, video completion rates, and other metrics.Alltel began testing Google InVideo ads in Q3 2009 and found that the auction model allowed efficient placements for these ads. It found that InVideo ads provided great results and allowed prime placement on content such as TV shows on YouTube, movies on crackle.com, clips on aetv.com, and games from Zynga at 50 percent of the cost-per-thousand-impressions (CPM) offered by other online video networks.
As a result of the campaign, Alltel generated a large volume of clicks at 50 percent of the cost of other online video providers. Additionally, Alltel drove a high clickthrough rate of nearly
2 percent, surpassing its initial goal of an industry average of 0.1 percent.
For more information on developing InVideo ad campaigns, visit the AdWords Help Center.
