The Video Advertising Bureau is launching a video marketing campaign with a twist.
While the ad campaign is meant to promote TV advertising (the tagline is “Television. Be Known.”), it is specifically highlighting efforts by companies that are digital disruptors, encouraging other digital brands to consider shifting their video ad dollars to TV.
The campaign will, fittingly, run on more than 70 linear TV networks, as well as on video-on-demand services, mobile, websites, TV everywhere apps and on airport TV. The VAB says it will run for at least 11 weeks.
The ads feature executives from the online home furnishings and furniture giant Wayfair, and the apparel subscription service Gwynnie Bee discussing how TV advertising bolstered their brands.
The campaign was produced by Viacom Velocity, Viacom’s in-house branded content agency, and features 15 second, 30
second, and two minute documentary-style versions.
The ad campaign also ties into a new report from the VAB, titled “How TV Drives Outcomes For Direct-Disruptor Brands.” The report, not surprisingly, suggests that disruptive direct-to-consumer brands have found success adding traditional TV advertisements to their media buy mix.
“In the past two years, we’ve identified over 80 new TV advertisers who have turned to a heavy reliance on TV early in their company’s history,” says Sean Cunningham, VAB president and CEO. “First-party data collection, as well as performance measurement and analytics are primary competencies of these companies. These digital-native, data-driven brands spent over $2.5 billion on TV advertising in 2017 alone."