On average we, as consumers, are exposed to between 4,000 and 10,000 advertising messages each day
99% of them go un-noticed and only a fraction of a percent get enough of our attention to warrant some sort of interaction.
That’s a lot of ads and a lot of wastage, but that’s for another time. Let’s focus on what makes that few stick. Well, it’s simple really isn’t it. It’s those messages that are relevant and aid the audience rather than interrupt our day.
This approach to content marketing is something that’s at the heart of Evan Evans’ recent investment in video content with us at Transmission. We worked together to create a series of videos about their UK coach tours. Nothing new there. But these were designed to be played on the coach at the end of a tour. The video played would reflect the most popular tour taken by those that had been on the one that the passengers had just enjoyed. In a similar (albeit less high tech) way that internet retailers such as Amazon and Asos offer “customers also bought” suggestions, Evan Evans’ were able to reach an engaged audience with a highly relevant tailored message.
The reach of the campaign isn’t amazingly high and the cost per view isn’t astoundingly low - but that’s not the objective of the campaign. The point is to try and encourage people to book their next tour and that’s exactly what happened. Rather than getting bogged down by KPIs, we looked at the end goal, understood the audience and worked back from there to create compelling, relevant content to an engaged audience. And that’s what we want isn’t it? We don’t want to be part of the 99.99% of ads that are irrelevant and ignored, we want to be serving potential clients with ads that enhance their experience and increase their likelihood of purchasing again.
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