Seeing The Light: Musical TV Creative And Light Bulbs

Longtime digital video marketers moving to linear TV video have an unusual creative task — especially for companies with a more business-to-business emphasis. targets electricians, maintenance professionals, building owners and architects that buy in bulk.

A highly musical number was the way to go for the company.  At MediaPost TV & Video Insider Summit, Jeremy Foster, vp of marketing and product development of the company, said inspiration for the creative came from marketers such as Dollar Shave Club and Free Credit Report. 

“When we watch TV, it needs to be distracting,” says Foster. “We need to be entertaining.” Opening video for the spot features a guitar-playing big-box store employee. 

Foster says the company is using WideOrbit, the programmatic/addressable company, with the aim in “looking at low CPM areas that have a lot of content, such as early news TV programming.” The super-competitive nature of local TV station early news content was a good fit.

Overall, Foster says, “we don’t do much with third party data.” He says the company tends to look at Amazon and Wal-Mart orders.

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