dzu in the box
As a Campaign Director, Dzu manages the day-to-day activities for a variety of issues and is always on the lookout for innovative (AKA out of the box) solutions to the endless hurdles, issues and challenges to running a successful communication program for government and non-profit sponsors.
Posts by Dzu
Korean International Public Service Advertising Festival
A few weeks ago, the Korea Broadcast Advertising Corporation (KOBACO) hosted an International Public Service Advertising Festival celebrating its 30 years of addressing social issues in South Korea.
The Ad Council, Japan AC and Taiwan AC were all invited to participate in the festival and to share best practices and learnings – particularly around this year’s theme of global warming.
The festival was a success and much was learned on all sides. Particularly of interest was the fact that historically the Asian ACs and KOBACO only produce the PSA (TV or print) and distribute it to the media. The PSAs are not part of a comprehensive longer lasting campaign and don’t include any fulfillment or generally tracking data around attitude or behavior changes. As part of the discussions, KOBACO expressed a desire to grow its PSA reach with additional PSA media elements and learnings through impact data.
A few other interesting points that came up during the conference:
- Japan AC noted that during the period following the devastating earthquake this last year, Japanese advertisers pulled their ads off the air. They did not want to be seen as trying to advertise during a time of crisis. This left a great opening for the Japan AC PSAs to run and they saw a dramatic increase in support.
- Taiwan AC is heavily focusing its efforts around global warming issues (especially the beef/cattle industry – due to its methane production) – and obviously as an island territory it is extremely concerned with the raising oceans levels.
The trip was a true learning experience, and I was honored to be asked to participate. Thanks, KOBACO!
Filed under: Communications
Tags: International Public Service Advertising Festival, Japan AC, KOBACO, Taiwan AC
Is anyone watching your YouTube video?
If you’ve done anything with video in the last 5 years, you’ve probably uploaded it to YouTube. At a recent Google Seminar co-sponsored by the Ad Council, the panelist YouTube explained what one should do to get a video discovered. One of the other things he and another panelist spoke about were the YouTube Insights.
If you’ve never looked at the data available on YouTube beyond “view” for your posted videos, you’re in for a real treat.
YouTube offers clear directions on how to use its insights. But for quick reference here you go:
- Sign into YouTube.
- Click on your profile name and choose “My Videos”
- If you have many videos and want to see data on your channel overall, click “Insights” in the top navigation. If you want to see insights for a specific video, click that video then click “Insight stats” at the top of the page.
- You can review a lot of data but today I want to specifically call out “Hot Spots” to you. So click on Hot Spot.
Assuming your video has had enough views to allow YouTube to evaluate it, you will see a green line in a chart that parallels the video playing. It should look something like this:
The explanation from YouTube reads:
“The ups-and-downs of viewership at each moment in your video, compared to videos of similar length. The higher the graph, the hotter your video: fewer viewers are leaving your video and they may also be rewinding to watch that point in the video again. Audience attention is an overall measure of your video’s ability to retain its audience.”
What I think is so exciting about Hot Spots is that it can give you very valuable insight into what might be keeping your audience’s attention or losing them. So the next time you are getting ready to make a video you can consider these learnings.
And for work that is already produced and you see a drop off before the call-to-action (CTA) is revealed, use the annotation tool to call out your website or desired action right from the beginning. Sometimes people argue that ruins the reveal or drama/creative hook of the spot but it’s YouTube, they either searched for it or the title/description have already given them a hint to what it’s about. And if they don’t make it to CTA what’s the point of the video? So I say put in annotations and embed links to make it easier for the viewed to take that next step and do what you want them to do.
I see it differently
In the recent AdLibbing post “The Movement Movement” the author asks the question, “Can you call something a movement if no one has moved on it yet?” I say yes.
Ms. Lehner’s position is that a campaign isn’t a movement just because you call it one. She defines a movement as “tons of people and heaps of social change coupled with watershed moments and whole shifts in being (see: African – American Civil Rights Movement).”
I see it differently. Using the Merriam-Webster definition of “a series of organized activities working toward an objective; an organized effort to promote or attain an end” I think any campaign with a clear goal/objective has the potential to be a movement (even if some end up failing). A movement doesn’t have to be as lofty as civil rights or breast cancer awareness. As StrawberryFrog, the (self-proclaimed) world’s first Cultural Movement agency, showed us – even hummus can have a movement behind it.
If a product, issue or organization can create a deep connection with an individual and then translate that experience into a broader group identity (a la Apple or VW) I don’t think we should shy away from calling them movements.
In closing her article, Ms. Lehner writes, “I wonder – when they first started out, was the movement language in there? If not, is that the way to do it – wait for the groundswell to happen first and then move to the movement talk?” It’s a good question and one worth reposting.
Filed under: Campaigns, Communications
Tags: movement
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