Features

Multi-Screen Ad Unit by YuMe Powers Applebee’s Unified Video Campaign

Written on
Aug 1, 2014 
Author
Richard L. Tso  |


YuMe
, a digital video brand advertising technology company has just launched Ngage, an interactive ad unit that easily embeds interactive content around video ads. One of their premier customers Applebee’s used the Ngage ad unit to promote its “Flavors of Southwest” campaign with some pretty promising results – the campaign had 65,899 impressions with a video completion rate of 79 percent, had over 48,000 engagements and yielded a 5 percent increase in sales, according to the company.

Every time I interview executives and creatives about the future of the ad industry, they almost always talk about the integration of video with mobile. Multimedia content has fueled a quest for visual elements in story-telling and brand alignment, just take a scroll through your Facebook newsfeed and you’ll notice that words have quickly been replaced by videos and pictures, all vying for your gaze and online attention.

“Applebee’s sought out to reach adults 18-49, with an emphasis on keeping their loyal customers, as well as, attract new customers seeking out new and exciting dinner options,” said Jayant Kadambi, co-founder and CEO of YuMe. “In addition, they needed to overcome consumer perception that eating, unique and bold flavors will break the bank. Therefore, the messaging needed to create a fusion between a good, affordable deal and quality food.”

According to the YuMe press release, the Ngage series is comprised of an extensive set of multi-screen video ad units for connected TV, tablet, smartphone, and PC. Ngage aims to provide a holistic message across all these different screens through an all-in-one interactive video ad unit that combines video, branding slate and multiple interactivity buttons all within the frame of a video player.

The main objectives of Applebee’s digital campaign were to drive dinner traffic utilizing the bold, unique Southwest Flavors, Chicken & Shrimp Tequila Tango, and Citrus Lime Sirloin, through value messaging that highlights their affordable dinner options and new flavor-forward product news. Ad agency BPN was aiming to create a high impact, custom digital video experience to strengthen Applebee’s brand association as a restaurant that offers a wide variety without being expensive.

YuMe’s multi-screen technology utilized the same Ngage ad unit across three screens delivered a seamless, cohesive message across screens designed to reach Applebee’s target consumer on multiple devices. Consumers activated a 30-second video pre-roll to learn more about the new menu items while the branding slate displayed the new menu items. The ad units were also customized with social media channels, Facebook, Twitter, YouTube, enabling consumers to further engage with Applebee’s, learn more about the 2 for $20 Southwest menu options and ultimately, drive dinner traffic.

Kadambi added, “As marketers, we have to stop thinking about just interruption, and start thinking about brand context that is in constant touch with its audience. This first multi-screen interactive video ad unit allows for deeper engagement across devices, and reinforces how advertisers are adapting the distribution of their brand advertising, as a result of the rapidly changing ways we consume content.“





Richard L. Tso is a reporter for Adotas and an avid writer covering the intersection of technology and advertising, fashion and music. With over 12 years of experience in the Advertising, Marketing and Public Relations industries, Richard has held executive positions at global agencies and technology companies and is founder of the interactive communications firm Pseudosound Consulting LLC. A classical cellist and painter, he believes that sometimes sound carries more weight than words. He is a graduate of Stanford University.

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