As an advertising professional, I pride myself in ideas that push the envelope – ideas that make people feel a little bit uncomfortable, evoke emotion and ultimately motivate consumers to behave in a certain way. That being said, I’m not sure if I’ve come to terms with industry leaders using social media as a crutch for creative execution.
On more than one occasion in recent history, I have heard marketing VPs resort to the phrase, “This is great … but not for TV. We can put it on our YouTube channel, though.”
At the American Advertising Federation (AAF) District 5 and 6 conference this fall, Andrew D. Sarkisian, Manager for North American Safety Planning and Strategy at Ford Motor Company showcased Ford’s Doug social media campaign. Across the board there is a clear understanding that Doug was solely built for digital advertising. Whether by design or otherwise, even a Mashable article on the campaign states, “The Doug campaign’s humor is edgy in a way that a traditional TV campaign couldn’t be.”
Why? Or better yet, why not?
When asked why YouTube and social media channels are a better fit for tongue-in-cheek advertising, such as the Doug campaign, many advertising and marketing professionals answer similarly: it’s where our target audience spends most of their time (meaning, young adults in the 18-24 age demographic). Others say it’s expected with social media; there is a different creative standard for online advertising.
While I tend to agree with the latter statement, it’s important to examine the data and purchasing power of social media audiences.
Research proves that creativity doesn't need to be limited to online advertising.
In a 2009 study of buying power and markets conducted by SalesandMarketing.com, the 0-17, 18-24 and 50+ age demographics held more than 65 percent of the total buying power in the West North Central region of the world. The same age demographics held more than 70 percent of the total buying power in the East North Central region of the world.
Flash forward to 2011. Research conducted by ingitesocialmedia.com shows these same demographic brackets collectively accounted for less than 33 percent of all YouTube viewers around the world.
When you boil it down, TV viewership reached all-time highs in 2009 and continues to grow; as does social media use. The same people who spend an average of 66 hours per week on their computer outside of work are the same people who spent an average of 38 hours in front of their TV. So why are companies only marketing creatively on one platform?
People who watch TV still like to laugh, feel inspired and enjoy clever strategy. It’s the reason the Super Bowl garners so much attention for advertising. Furthermore, those who hold buying power are consuming product information through traditional and non-traditional mediums alike. To achieve a truly integrated messaging strategy, creativity must be implemented across all platforms, not in digital advertising alone.
Others argue regulations to traditional media keep creative strategy off the airwaves and on the Internet. However, campaigns like Doug pose no real threat to television audiences and would likely pass FCC standards with ease. As online viewership continues to grow similar standards will be implemented and the playing field will be leveled once again.
Creative costs money, lots of it. Creative strategy and execution is clever, smart and above all, effective. So let’s put the money where our mouth … and our audience is.
Many businesses understand the importance of investing in a marketing strategy. Companies will spends thousands, even millions, on tactical campaigns to generate new customers, sell products, increase brand awareness and (hopefully) boost their bottom line.
