Dell's Embed-able, Subscribe-able, Share-able Video Is Working
I took a look at interaction rates and other early data on Dell’s embed-able, subscribe-able, share-able video ad (it launched about two weeks ago), and saw something obvious, but something our industry too often forgets. It’s inevitably a teeny tiny fraction of people exposed to your ad who will click on it — we are thrilled with 0.2% — yet that’s the group we spend most of our energy thinking about, optimizing for, zooming in on.
In this campaign Dell opened the aperture; it built a creative unit — a brand asset — intended to provide value to more than that tenth or two-tenths of one percent of an audience inclined to click on banner. The ad pushed content to Dell’s audience (and let audience members interact with the content right there), rather than attempting to pull that audience back to Dell’s site for some kind of pay-off.
I can’t give away trade secrets or actual performance data. But I will say that some average and tiny percentage of people clicked on the ad. Eighteen TIMES more people took advantage of the opportunity to interact with Dell’s brand and content right there in the ad itself. Imagine the lost opportunity had Dell built an ad that only worked for that tiny click-happy group.