What a confusing title? Maybe not so much.
Canadian classified ads website, Kijiji.ca, has taken to content marketing to increase brand awareness. Montreal rapper Wasiu’s new song is getting viral on YouTube. So is Meryem Sarci’s new track hitting 800K views as of this article. The catch – they are ads.
Marc-Andrew Hade (strategic marketing for Kjiji) said he doesn’t “…like to play ads on YouTube. People go [there] to entertain themselves with music videos or cat videos or whatever. – They don’t want to see advertising.”
[bctt tweet=”People don’t like to see ads on YouTube, they are there to entertain themselves. So how do you market?”]
Boy did he hit the nail on the head. The changing behaviour of how people are reacting to advertising is changing quickly. In fact many thought leaders have expressed warnings that the shift has already happened, and this year (2015) is starting to show how ineffective regular advertising techniques are. People like stories and his is more evident than ever.
Hade goes on to say, “I’m not trying to push an advertising message, I’m trying to present a message that looks organic and genuine and compliments the user experience.” We can’t count the amount of times we count down from 5 on any YouTube ad. 5 – 4 – 3 – 2 – 1 ‘Click to Skip’. Is traditional ad creative becoming a waste of money?
The creative team behind this campaign developed eight videos, aimed primarily for the 18-34 year old demographic. Amassing 1.7 million views so far, the ads are ‘bang on’.
Let’s get creative. How can your brand take advantage of content marketing? Contact me.
*original article on Marketing Mag