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Amy PeetSenior Manager, Digital MediaChrysler Group
Chrysler Group swears by its holistic approach to online video, using agility to build upon a special long-form Super Bowl TV commercial. Amy Peet, senior manager of digital media for Chrysler Group, spoke with eMarketer’s Danielle Drolet about best practices in digital video advertising, including its testing of 7-second spots.
eMarketer: What are the key objectives for Chrysler when considering a digital video advertising campaign?
Amy Peet: The important thing is, as consumers’ behaviors continue to change, we’re trying to evolve our digital marketing mix along with that. Because video has become so prevalent, and there are many different ways that you can buy video now, we’ve come up with a framework for how we activate in the space. Much of it is around our objective and the audience we’re trying to find.
eMarketer: What are your go-to strategies for video ads?
Peet: One, to enhance our broadcast. When we’re dealing with a digital video buy-in, such as with Hulu, and some of the other video partners that we buy, like Videology, we know that there’s greater recall when our spot actually airs. When we know we’re going out to broadcast, we want to make sure that we’re getting the maximum impact. We find that audience online, expose them to the [advertising effort] and look to expose them again on broadcast.
Ram Truck’s “Farmer” campaign, for example, was such a unique and special piece of creative that had its own video distribution strategy behind it. It did start off on broadcast, and it got so much attention and momentum that we knew we could extend its life span online by finding the right audiences to market that message to.
eMarketer: How would video efforts be differentiated for Tier 1 and Tier 2?
Peet: That’s another strategy. Recently, I took our sales team through a plan, presenting what the Tier 1 distribution strategy is going to look like within some of our partnerships. But also to re-target with a secondary message within Tier 2.
What we find is when you do that beautiful brand building with video distribution, it helps to retarget them later with a secondary message, with different creative and having that end card that helps actually drive the success metric.
eMarketer: How do multiple devices play a role, if any?
Peet: It gets bananas from there. There are some partners that can do household-device targeting. You’re on broadcasting, on their tablet and in their Twitter feed. But mobile is throwing us all for a loop right now. That’s what we’re working on next as we’ve got our broadcast shored up.
We have specialty plans when we have a great piece of creative such as with the Ram “Farmer.” And recently with the FIAT 500L “Mirage” spot, featuring Sean “Diddy” Combs, we were able to target people within the Bravo-type networks, some of those FunnyorDie.com videos and Turner Broadcasting placements. The creative, the audience and how you’re trying to reach them all define that strategy.
eMarketer: How do you decide whether to develop new content or use repurposed TV creative?
Peet: It comes with the campaign. When we’re launching a product or we’re in sustain mode, the creative looks very different. If you look at the [Jeep] Cherokee work that we did, we started off with the built-free messaging, and it was big, beautiful, expensive and very emotional. Then you noticed that we started to move into a more of a product-feature benefit, still with that big, beautiful imagery. But it spoke directly to the capabilities of the vehicles.
I know that the advertising group is going to do that a couple of months in advance. I may not have the creative right away, but I know that they’re going to be doing that. When we’re building their media plans, we take a look at what the creative is going to be and who they’re trying to reach. Then we come up with a mix based on that.
For example, take Ram’s “Farmer,” created for the Super Bowl. It was a special piece of creative with so much excitement around it. I had to take a step back and ask, “How do I get this in front of a relevant audience?” and “Where do I go?” A lot of it had to do with who the Ram customer was and the types of sites they were on. This consumer tends to go on sites with a country music focus and with a hunting and fishing focus. There’s a lot of business-to-business tradesmen-type online properties that we traffic this creative to, too.
eMarketer: What have you found has been successful in terms of ad length for video ads?
Peet: For TV, we have 60-seconds, and that’s long for online advertising. My advertising partners on each of the Chrysler brands are amazing about getting me 30-seconds and 15-seconds to traffic online. If there’s a longer cut that we’re looking to get some momentum behind, such as with “Farmer,” we leave that intact. But when you’re in a launch mode and are trying to focus on the in-market shopper, each of the brand teams will give me a cut-down of a 30 into a 15-second.
We’re even seeing some success with 7-second [ads] in the marketplace. I haven’t attempted it yet but have seen it with some competitors. Those 7- and 10-seconds are most likely what we’re going to start to get to for mobile advertising.
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