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Asian brands find 6-second videos lift ad recall

News, 10 April 2017
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SINGAPORE: A number of brands operating in Asia, including Japanese internet provider Nuro and US streaming service Netflix, have seen impressive lifts in ad recall after running six-second ads on YouTube.

James Rothwell, Director of Marketing at Netflix APAC, told Campaign Asia that his company recently used Google's Vogon tool for a campaign promoting The Crown, its award-winning biopic of the life of Queen Elizabeth II.

Vogon is a tool that allows brands to embed text, audio or images within their videos to generate unlimited variations of one video, helping them to customise content to target specific audiences.

According to Rothwell, the Netflix "bumper" ad campaign has so far generated a 29% lift in ad recall among APAC consumers and has helped to raise brand awareness to its highest level since the company launched in the region in early 2016.

"The short-form video is certainly the ultimate creative challenge for a marketer who is creating with today's consumer in mind," he said. "The six-second elevator pitch is a good example of a forcing function that helps us deliver a compelling brand value proposition to consumers; and this is something that we are constantly fine-tuning."

Campaign Asia also reported that internet service provider Nuro ran a recent, fun-fuelled, campaign using the six-second video format, which delivered a 273% hike in ad recall and a 334% life in brand search terms.

In addition, nearly three-quarters of the 5.7m people who saw the ads were reached via their mobile devices.

Meanwhile, Indonesian online marketplace Tokopedia launched a short-form video campaign to encourage customers to visit its site.

Reported to have been quick to produce and mobile-friendly, the campaign delivered more than 22m impressions, drove up ad recall by 47% and lifted brand awareness by 10%.

Data sourced from Campaign Asia; additional content by WARC staff

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