ADOTAS – Possibly the only time I’m subjected to television ads is when I watch pro football, and that’s arguably when the worst creative appears. This season in particular, Miller Lite’s “Man Up” campaign, in which a female bartender chides various men about their attire after they fail to see the potency of Miller Lite, makes me want to smash the television nearly every commercial break. Not only are the spots ripe with stereotypes and cliches, they send the odd message that women will emasculate you if you drink an unpopular type of beer.
(If you want to drink an alcoholic beverage deemed “manly” — which in this case I take to mean rich and strong — you wouldn’t choose a “lite” beer. You’d drink an appropriately hoppy IPA, sip a glass of extremely robust Cabernet Sauvignon or just sink shots of whiskey.)
When those Miller Lite ads come on is when I really wish Kampyle’s Ad Feedback technology existed for television. Alas, mainly direct response and lead-gen display campaigns take advantage of the recently launched service from the consumer feedback specialist.
Mousing over a small thumbs up sign in the corner of the ad unveils an “Ad Feedback” box, which when clicked opens a window for providing feedback to the advertiser:
According to Product Director of Ad Feedback Phillipe Lang, in the pilot program, 1 in every 25,000 impressions earns feedback (0.0004%), but of that group 15% leave their contact information, which goes right to the advertiser and can assist in starting a dialog with the consumer/lead.
Lang added that feedback rates were higher for rich media ads than static banners — anything that attracted the user’s attention was more likely to generate a response. However, he noted that rich media feedback tended to be divergent — people that really like or really hate the creative are likely to respond.
But display feedback can come in handy on many levels — Kampyle’s analytics dashboard enables advertisers to judge which campaigns and creatives generated the most attention (be it positive or negative) and why. Feedback also gives insight into ad placement — whether the ad seemed irrelevant or offensive regarding the surrounding content — and the reporting engine segments by demographics such as location.
Inserting Ad Feedback is simply a matter of adding the Java code, which is supported by major ad servers such as Right Media, MediaMind, Atlas and DoubleClick. While the product has found a base with DR work, Kampyle is looking into more branding campaigns.
I suggest starting with dumb beer ads — what’s the deal with the Coors Light TV ads where the guy walks into an eroticized apartment filled with candles and thanks his lingerie-clad girlfriend for surprising him with a 12-pack of beer? I get they’re going for a cheap laugh, but isn’t that suggesting Coors Light drinkers are oblivious buffoons? COORS NEEDS MY FEEDBACK NOW!