Beter Bed’s commercial grabs attention and retains it – for a lower cost
Let’s talk about Beter Bed. They launched their new commercial ‘De Overval’ in May 2023, a great creative concept, created and produced by Joe Public. We helped translate this ad to online, with a focus on YouTube, where Beter Bed’s audience spends most of their time.
The results are crystal clear: 30-sec YouTube ads are the way to go
Looking at the interest rate chart, results are seen on YouTube right after the skip button. It shows that between five and seven seconds the 30” online-version triggers better: 89% vs 84%. From this point, the difference gradually becomes a bit larger. After ten seconds the gap is already 10%, and after 15 seconds even 12%. This shows that the online version (30”) not only grabs attention, but also retains it. The difference in CPCV (cost per completed view) is 38%. We however look at two different versions with two different lengths. If we assume both versions to be 20”, it would mean that the online 30” version performed 28% better, resulting in a 28% lower CPCV. This difference shows the effectiveness of creating an online version of your format.
Team5pm’s online-first program
Do you also want to achieve great results? You can. As a CMO or marketing manager, you will be involved in all stages during the creation of a great commercial. We would love to take you along with us in this process. Together, we make the transition from TV to online and we make sure that you get the most out of your commercial. Let me explain the stages of your new commercial step by step.
➤ Audience insights
Even before starting with a creative idea, we provide you with audience insights. With this tooling mix, including Topic Tree, we gather data about your audiences on the biggest video platforms. We then translate this to concrete and human behaviour. This is how we map out your specific target group. We take a step back, and your creative agency steps in. Their brilliant minds will come up with a creative concept – also called the ‘big idea’.
➤ Fit for platform
Next, we provide advice on how to adapt your big idea for different online platforms where you plan to upload your commercial. What works on YouTube, may not work on TikTok for example. We create a storyboard fit for platform. Your production agency then creates the commercial.
➤ Review deliverables
Once the content is created, we put it next to the concepts and storyboards and see what is the best version according to objective research and pre-testing. Have the right deliverables been produced, or do we need to make changes? Yes, check? Then we can forward it to the media agency.