A while back, we shared studies on average CPMs paid by various categories of advertisers. Interestingly, travel advertisers paid the highest costs for online advertising, and new evidence suggests travel advertisers may still pay a premium – even to advertise on social platforms which profit from user-generated [read: not always professional/premium/brand-friendly] content.
MyCube compiled CPMs paid on Facebook, broken down by demographic, and CPMs paid on YouTube, broken down by video subject. On YouTube, Travel videos command the highest CPMs, and on Facebook, individuals who are single or married command the highest CPMs – those who are “in a relationship” may be too new to travel together, or looking to stay put to see that relationship blossom.
Who wins in this equation? Facebook and YouTube, who are aggressively looking to monetize users’ content. Who loses? Most likely, travel advertisers, who are paying enormous CPMs for the privilege of advertising adjacent to home videos of an Alaskan cruise, or a Facebook announcement that “It’s Friday, I’m bored” from a married male. Without strategy to capture user attention, paired with aggressive targeting, travel advertisers fall prey to platforms whose self-service systems are designed to spend their budget – as quickly as possible.
Criterion Global has engineered strategies to capitalize on User Generated Content for socially-driven campaigns in clever ways: for case studies of our experience, or to field questions on how to advertise on Facebook and YouTube without wasting your budget, contact us at hello@criterionglobal.com, or visit Criterion Global to learn more.
Connecting with the elusive college consumer calls for media creativity. College students and prospective college students consumer, and emotionally relate with mobile media and online video far more than the general online population – too bad most agencies categorize these media as “new” or “emerging” platforms, having not yet reached a critical mass to demand proper attention.
College brands’ marketing must evolve to reflect their student bodies’ appetite for viral content, mobile media, and new ideas to generate buzz and attract bright minds. Here are two fantastic examples of higher education brands thinking creatively, and embracing students’ love of viral content -with a sense of humor not often found among university administrators.
Here are two of our faves from this year: first, Brigham Young’s riff off of the Old Spice Campaign, which premiered as a Superbowl ad and took home a 2010 Cannes Lion Grand Prix.
Next, Yale’s stereotypically overambitious “Why I Chose Yale.” Says our summer intern from Princeton: “That’s exactly why I didn’t choose Yale.”
Ah well, it made a great viral campaign though, with 611,000+ views on YouTube.
For great ideas on reaching out to the college consumer – whether for fashion, retail, apparel, or college recruitment campaigns, Criterion Global can help you leverage these low-cost viral marketing strategies within your integrated media plan. To give us a shout, email hello@criterionglobal.com.
According to a study of how marketers are integrating traditional and digital media for advertising purposes, marketers consider their greatest challenge to be the lack of metrics to help them properly allocate the mix of traditional media, like television and print, and digital media, like the Internet and mobile devices.
Arguably, its not an issue of a lack of metrics, but dissatisfaction with how to apply these metrics, and cull meaningful information on business trends from behaviours measured. This is often an area of concern for higher education marketing professionals, tasked with determining the origin, and therefore the opportunity cost, of each application received and student enrolled.
Still, 59% percent of the marketers responding to the survey said they were satisfied with their company’s progress with integrating digital and traditional media. The study, which involved 294 marketers, was conducted by the American Association of Advertising Agencies and the Association of National Advertisers, which worked with Bellwether Leadership Research and Development.
Who wins in this equation? Facebook and YouTube, who are aggressively looking to monetize users’ content. Who loses? Most likely, travel advertisers, who are paying enormous CPMs for the privilege of advertising adjacent to home videos of an Alaskan cruise, or a Facebook announcement that “It’s Friday, I’m bored” from a married male. Without strategy to capture user attention, paired with aggressive targeting, travel advertisers fall prey to platforms whose self-service systems are designed to spend their budget – as quickly as possible.
