how to spend your online media budget as efficiently as possible?
The time brands simply push their TV commercials on online platforms should be over. Why? By playing according to the new rules of our digital world, brands can achieve at least 30% more impact (read: completed video views) on their media budget.
Last year Volkswagen launched the amazing TV commercial (TVC) “Afscheid” in collaboration with Dentsu. A man cries in his car, not because he bought a new Volkswagen, but because he has to say goodbye to his old one. A great concept and a beautiful production. Volkswagen asked us to make the commercial suitable for online while keeping the message as strong as it would be on TV.
original ’20 sec TVC
optimized OLV
making a new storyboard that keeps the emotion but plays by the online rules
We optimized the original TVC using the ABCD-model for effective online creatives from Google, creating an emerging story arc instead of a traditional story arc. Our studio produced a 20” and 34” edit from the original TV commercials and found effective results. The online-first Volkswagen commercial grabs attention and retains it – at a lower cost
the results are crystal clear: YouTube ads are the way to go
To conduct a reliable A/B-test, EssenceMediacom compared the old 20” TV commercial to the 20” online version we made on Meta. The results were impressive! The cost per thruplay decreased by 20%: €0,079 vs. €0,10. This means that it’s 20% cheaper to make people watch the 20” online version instead of the 20” TV version.
Volkswagen grabbed the right attention and retained it with their online-first commercial, all at a lower cost. So are you planning on making a commercial? You could generate at least 20% more impact with our digital-first approach. We’d love to help you out :-)
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