by Mark E. Jones
IBM recently launched their new desktop platform, Lotus 8, with the “Clear Your Desktop” digital campaign, which leveraged 3 videos, ‘Bodybuilder’, ‘Jet’ and ‘Motorcycle’. In order to answer the campaign objectives (promote the Lotus 8 launch, gain significant exposure for the videos and drive traffic to the Lotus microsite), Neo@Ogilvy employed various online tactics, including the use of Google’s vast Content Network, which not only supports traditional Text Ads and Banners, but also videos.
‘Click to Play’ is a tactic that allows users to watch videos across a broad selection of websites in Google’s Content Network and then click through to the microsite at the end if they wish. The advantage to clients of ‘Click to play’ is that they only pay for the click if the viewer clicks through to the website and not for the ‘Click to Play’, thus making it a very cost effective tactic to drive large numbers of video views. Google Network also allows advertisers to target their audience on relevant websites, based on a pre-selected list of keywords.
IBM were pleased with the results of ’Click to Play’ and its role in the overall Lotus 8 launch. Neo@Ogilvy UK will certainly look to use Google’s ’Click to Play’ platform again in the future.
bookmark this
