Read the following extract and then answer the question below 4Music engages audiences and increases value to its advertisers Background 4Music engages audiences and increases value to its advertisers Launched in August 2008, 4Music is the most watched music channel in the UK. It is free to air, and part of the Box TV music channel portfolio. 4Music wanted to extend its reach, particularly among the 16-34 old market, promoting its Christmas programmes and driving high quality traffic to 4music.com. Strategy 4Music chose Blowfish Digital, www.blowfishdigital.com to create and implement a digital campaign that combined, social media, PPC and video. Implementation Blowfish Digital used display advertising on Facebook. This drove users to watch video trailers of 4Music’s Christmas programmes on the 4Music fan page and 4Music.com, combining the use of: ‘social content’, refined targeting of 4Music’s fans, fans’ friends and people who had shown interest in featured/associated artists & shows. The campaign pushes were scheduled around show broadcast times; combining ad copy and creative. The campaigns were geared to drive ‘likes’ for the 4Music brand on Facebook. Frequent optimisations were made to campaigns to ensure the budget was being spent cost effectively using the variables listed above as levers. A Google PPC campaign was implemented in conjunction with this to drive further traffic through paid search. A specific push on the Christmas programming was in place, as this was a key show for 4Music’s Christmas broadcast strategy. Campaigns were optimised towards driving ‘quality’ users, which was determined by how long each user spent on the site. A specific push on the Christmas programming was in place, as this was a key show for 4Music’s Christmas broadcast strategy. Campaigns were optimised towards driving ‘quality’ users, which was determined by how long each user spent on the site. Video Blowfish Digital implemented a rich media campaign, using a video expandable unit showcasing five of 4Music’s “Hero Shows” to engage and promote these programmes to 4Music’s target market. A bespoke unit was built around 4Music’s objectives, incorporating five different trailers for ‘Hero Shows’ with a heavy Facebook presence within the unit to maximise the opportunity for users to ‘share’ the content around Facebook. The advert ran on a walled garden of carefully selected sites to ensure it was seen in the right places and the desired users (16-34 Yr. olds) were engaging with the videos. (a) Discuss the requirements for effective segmentation which 4Music should consider when segmenting. (b) Explain five different advertising campaign objectives, which 4Music could use.
Read the following extract and then answer the question below
4Music engages audiences and increases value to its advertisers
Background
4Music engages audiences and increases value to its advertisers
Launched in August 2008, 4Music is the most watched music channel in the UK. It is free to air,
and part of the Box TV music channel portfolio.
4Music wanted to extend its reach, particularly among the 16-34 old market, promoting its
Christmas programmes and driving high quality traffic to 4music.com.
Strategy
4Music chose Blowfish Digital, www.blowfishdigital.com to create and implement a digital
campaign that combined, social media, PPC and video.
Implementation
Blowfish Digital used display advertising on Facebook. This drove users to watch video trailers of
4Music’s Christmas programmes on the 4Music fan page and 4Music.com, combining the use of:
‘social content’, refined targeting of 4Music’s fans, fans’ friends and people who had shown
interest in featured/associated artists & shows.
The campaign pushes were scheduled around show broadcast times; combining ad copy and
creative. The campaigns were geared to drive ‘likes’ for the 4Music brand on Facebook. Frequent
optimisations were made to campaigns to ensure the budget was being spent cost effectively using
the variables listed above as levers.
A Google PPC campaign was implemented in conjunction with this to drive further traffic through
paid search. A specific push on the Christmas programming was in place, as this was a key show for 4Music’s
Christmas broadcast strategy. Campaigns were optimised towards driving ‘quality’ users, which
was determined by how long each user spent on the site.
A specific push on the Christmas programming was in place, as this was a key show for 4Music’s
Christmas broadcast strategy. Campaigns were optimised towards driving ‘quality’ users, which
was determined by how long each user spent on the site.
Video
Blowfish Digital implemented a rich media campaign, using a video expandable unit showcasing
five of 4Music’s “Hero Shows” to engage and promote these programmes to 4Music’s target
market. A bespoke unit was built around 4Music’s objectives, incorporating five different trailers
for ‘Hero Shows’ with a heavy Facebook presence within the unit to maximise the opportunity for
users to ‘share’ the content around Facebook. The advert ran on a walled garden of carefully
selected sites to ensure it was seen in the right places and the desired users (16-34 Yr. olds) were
engaging with the videos.
(a) Discuss the requirements for effective segmentation which 4Music should consider when
segmenting.
(b) Explain five different advertising campaign objectives, which 4Music could use.
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