CouponDunia and Google India have come together to make a case study on innovative advertising work done recently by the coupon website.
From June 29 to August 13, CouponDunia created 50 TrueView (pre-roll) ads, based on the insight that viewers get extremely irritated by ads that pop up before a video starts.
50 variations of the ad film were created, customising them to particular YouTube channels which CouponDunia’s audiences tend to visit. The communications directly talk to viewers regarding their irritation on being shown a TruveView ad.
The CouponDunia videos are unique to each channel they screen on. For example, if one is going to watch an episode of MTV Roadies, the characters in the ad will make mention of the show, before going on to promote the brand. In each of the 50 customised ads, the characters then inform the viewers that they have the option of skipping the rest of the pre-roll video, or they can click on the ‘Save’ icon on the screen and be directed to the CouponDunia homepage where they can avail a variety of offers and discounts.
Watch the ads here:
Talking about the concept, Sameer Parwani, CEO at CouponDunia said, “Since we are on the digital platform, we decided to narrow down our target audience and chose the exact set of people with whom we wanted to talk to. Also, an ad doesn’t necessarily have to be just an ad; it can also be a conversation. Other than the fact that the characters are talking directly to the viewers, the uniqueness of these ads is that, we are referencing what you are about to watch as well.”
He further added, “While choosing the content, we looked at the popular YouTube channels targeting youth and are more tilted towards males in the age bracket of 18-31 years. We did research around which YouTube channels are more popular among the TG and found that music, sports and technology related channels do well. People usually have the tendency to skip videos, but the response to the CouponDunia TrueView ads has been good, as a result of which there has been a 77 per cent increase in complete viewing of the ads.”
The campaign drew the attention of Google and they wanted to be a part of the case study video as well. Commenting on this, Nitin Bawankule, Director-Ecommerce, Retail, Online Classifieds, Technology, Education and Government at Google India said, “This is the first time (in India) that an advertiser has experimented with ads. We thought it was a great example and wanted to know if CouponDunia would be interested in helping other advertisers learn from their experience. At that point of time, they were also contemplating making a case study so we decided to join in. Normally, for any TrueView ad, the completion rate is really low, but in this case it has jumped, which shows that if content is made for the right audience it does work. We will be promoting the case study on our blogs and all our channels to speak about the kind of work which CouponDunia has done.”
The online video of the case study is expected to be out in early September.