Ad was largest expanding unit ever placed on YouTube's homepage.
Volvo on Wednesday became the first advertiser to host a live Twitter feed inside a display ad on YouTube, making novel use of a tool that's been available to the site's advertisers since 2006.
The ad, part of the campaign to introduce the Volvo XC60, carried the tweets of EuroRSCG executives attending a demonstration of the car's safety features outside the New York International Auto Show at Manhattan's Javits Center. The feed was brought to the ad unit via DoubleClick's rich media dynamic data feed capability, which is most often used to stream product or weather news within display ads.
"It's never been used for a Twitter feed before," said Rachel Nearnberg, a Google spokeswoman. "That was the agency's creative innovation."
The ad was also the largest expandable unit ever placed on YouTube's home page. Initially a 960x250 masthead unit, it expanded to more than twice that size, filling about half the page when rolled over by a user. It included video, photos, a 360 degree view of the car and a video game that highlighted the XC60's "City Safety" feature, which prevents collisions at speeds under 10 miles per hour.
Alyson Yaffe, Volvo account director at Havas Digital's Media Contacts, said Volvo wanted to do something special with its first YouTube front-page ad, as Google had not been offering them for long -- only since late last year -- and users weren't yet inured to them.
"They don't have one every day, so the cool thing about it from the media perspective is that users aren't accustomed to seeing an ad there, so it stands out more than it would on a Yahoo home page or MSN's home page," she said.
Sites like YouTube have been increasing the functionality and size of their display ads in recent months as online ad spending has slowed. Nearnberg stressed that while YouTube could offer the tools, it depended on the agencies "to bring their vision to the technology."
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!
Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
September 23, 2014