Update posted 8/8/2011: Figure 1 in this white paper was missing the demand-side platform LucidMedia. We have now added them.
1. More detailed reporting. In March we enhanced Call Metrics reporting to show the time, duration, and caller area code for each call. Based on advertiser feedback, we’re now making reporting available at the ad group and campaign level for manually-dialed calls (subject to minimum volume). And you’ll still be able to segment reports to compare how many calls were received from mobile clicks-to-call and how many were manually dialed after the ad was shown on a desktop, notebook, or tablet computer.
2. New pricing for certain calls. A $1 USD (or equivalent in CAD) charge applies to manually dialed calls completed to your Google forwarding numbers. These calls occur when a potential customer on a desktop, notebook or tablet computer sees your ad and dials the number shown.
Pricing for mobile clicks-to-call remains unchanged, whether you use Call Metrics or not. They continue to be charged as regular mobile search ad clicks.
3. Call Extensions replace Phone Extensions. To reduce possible ambiguity, we’ve renamed Phone Extensions to Call Extensions.
Two weeks ago many (lucky) folks headed to the beaches in Cannes for the Cannes Lions International festival. We hosted a Creative Sandbox that brought together over 3,000 creatives to hear from Eric Schmidt and Andy Berndt, interact with new Google products, and take yoga classes on the Mediterranean shore. YouTube and Google were also present to collect a few awards, including Gold Lions for our Life in a Day project, our Voice Search project, and our Chrome Speed Test videos.
One of our favorite parts of being at Cannes was our debut of a behind-the-scenes documentary on one of our favorite campaigns to date: TippEx’s Hunter Shoots a Bear. This spring, we met with TippEx’s creative agency, Buzzman, to pick their brains on the creative process for a campaign that has quite simply changed the face of correction fluid forever. While the agency’s challenge was simple (promote TippEx’s Mini Pocket Mouse online during the back-to-school period), they took a wildly innovative route to bring the product to market. Buzzman decided to use a YouTube brand channel to allow YouTube users to write and rewrite a video story. The campaign quickly became a worldwide viral phenomenon; within 100 days the TippEx campaign reached over 35.5 million views on YouTube with an average brand exposure of 5 minutes. The campaign has now amassed nearly 50 million views, has been seen in 217 countries around the world and shared upwards of 380,000 times on Facebook and Twitter. With a single campaign, TippEx became one of the top ten branded channels on YouTube. And for the brand, TippEx has seen purchase intent increase 100% with a sales lift of 30% in Europe.
Take a look below to see how the campaign was developed.
We “tipp” our hats to TippEx and to Buzzman for their great creative talent. For more great YouTube campaigns, check out YouTube Show & Tell.
Posted by Mark Sabec, who recently watched Buzzman’s new campaign for Bic Razors, the Bicflexperience.