The Singapore Tourism Board (STB) has become the first advertiser to place a Google Video advert in Asia, in an
effort to broaden the reach of its new branding campaign.
Via the Google Video ad model, users are able to watch the STB television spot on Google's network of content websites, using the same process by which contextual search ads are delivered. The advertiser only pays when the user clicks through to the STB website, regardless of how many times the TVC is viewed.
effort to broaden the reach of its new branding campaign.
Via the Google Video ad model, users are able to watch the STB television spot on Google's network of content websites, using the same process by which contextual search ads are delivered. The advertiser only pays when the user clicks through to the STB website, regardless of how many times the TVC is viewed.
According to STB brand management director Bill Ang, the decision to take the TVC online was based on the technology's reach and metrics. "By placing the Singapore Tourism Board TVC onto the Google content network, we are able to extend our reach through contextual targeting, delivering higher relevance cost-effectively. We can also measure actual user engagement, which is something that traditional channels are not capable of," said Ang. "By being the first advertiser to use Google Video ads, it reinforces our commitment to the use of innovative digital marketing in reaching out to the increasingly savvy traveller, and at the same time communicating the Uniquely Singapore proposition."
The placement is being handled by the digital division of Starcom, STB's retainer media agency. For the initial push, STB's first brand TVC is being used, which was launched earlier this year (Media, April 7), as part of the new 'Beyond Words' campaign, developed by Y&R. The rollout comes as STB launches the second stage of its new drive, with new TV work expected be be phased in online over the coming weeks.
"Once the users click through to the website, we can measure the length of stay, and the number of pages viewed," said Starcom IP director Mark Newton. "The key difference here between TV is that the users must initiate the playing of the TVC, which shows intent and engagement."
The search engine marketing component of the STB campaign is running in 10 regional markets, targeting users who search for information on a range of keywords, including 'Singapore attractions' and 'beach holidays'. The push is part of an overall brand campaign that also includes eight print ads, two TVCs and outdoor executions. The brand campaign is running globally, as the STB seeks to attract 17 million visitors by 2015, totaling tourist receipts of US$30 billion.
