Next Thursday will see the great and good of the UK Pay Per Click industry turn out in force at a swanky hotel in Marble Arch. We are delighted to be on the guest list, having secured two nominations in the UK Biddable Media Awards 2018.
Advertising via an auction model goes beyond search engine marketing these days. The range of entries reflects the diversity of options available for promoting content online. Although traditional paid search campaigns are still heavily represented, the percentage of paid social campaigns, native campaigns and video campaigns is steadily increasing. Creative marketers now have a range of platforms, audience targeting options and campaign possibilities limited only by imagination.
To The End is a finalist in two categories for our work promoting video campaigns for Influx Magazine, on behalf of our client, Adrian Flux. The campaign we entered centred on the film below, featuring Nissan Skylines, which was commissioned from our friends at Dave Vitty Media. Then we used YouTube TrueView, Facebook Ads, Twitter Ads and a wide mix of native advertising platforms to place the video and its accompanying articles in front of carefully curated audiences of motoring enthusiasts with a penchant for Japanese cars. The results impressed the judges enough for a shortlisting in the Best Use of Video and Best Financial Services category.
The campaign racked up hundreds of thousands of views, engagements and article views, amongst import car fans, a key market for Adrian Flux. Visitors to the website proved very engaged and a high percentage of viewers watched the video to the full length. Most satisfying of all, though, is a read through the YouTube comments section, normally a dangerous place for a filmmaker’s ego. The viewers unprompted contributions speak for themselves.
To be shortlisted for two awards is an honour and a vindication of To The End’s content promotion strategy. Using quality relevant content to promote a client in a way that their customers love secures a positive brand interaction. But crucially it allows us to build specific and highly relevant audiences for remarketing at a very low cost. I couldn’t be more proud of the team.
