Description of an Advertising Strategy Analysis of Group Video Advertisement

Description of an Advertising Strategy: Analysis of Group Video Advertisement

Introduction

Companies, their products, and their services have all benefitted from the use of advertising to attract customers for a long time. Newspaper and television commercials have given way to a growing reliance on digital advertising, which has replaced them (Rosario & Cruz, 2019). It is the fundamental objective of any advertising professional to design a successful advertisement campaign. Their goal is to create advertising that appeals to the viewers’ senses in a creative and innovative way. Our project focused on travel. We made a video advertisement targeting young people for domestic tourism around the UK, presenting a DIY (do-it-yourself) vlog-style video of young people touring the UK in caravans, small electric cars, and car-pooling in family-size SUVs. The goal of the video was to market domestic travel around the UK to young people, targeting students and young adults whose idea of fun has been confined to sitting at home consuming digital content without any type of outdoor activities.

Elements of the Advertising Strategy and the Brand

Our brand is a startup tours and travel agency located in the UK. The company is only breaking out in a market that is dominated by well-established firms with huge budget spending and a relatively large share of the travel industry. However, our group took into account the fact that COVID-19 changed the way people travel, their reason for travel, and where they are likely to travel to. In essence, people now travel less and the domestic travel and tourism sector is an untapped market that will require innovation in order to get back to its feet. COVID-19 and the consequences of the pandemic leveled the playing field regarding business and enterprises. Now, even a small startup will have a fair chance of emerging successful with good marketing and advertising strategies.

In creating our video ad, we chose the DIY creative approach of an amateur video shooting in order to create a feeling of low cost, easy to digest, engaging, and will ensure that the target market would picture themselves doing the same. Our group chose to use an amateur digital video strategy for a number of reasons. Brands have traditionally promoted their content on broadcast and through cable television, but have increasingly turned to digital advertising in recent years (Hallgren & Nylund, 2018). We chose a digital video ad strategy in line with these findings that more consumers are responding positively to digital ads compared to other forms of advertising including print and television. Companies are boosting their video advertising expenses, but they are also using current means to transmit their messages rather than old ways of distribution (Lim et al., 2015). In this, our reasoning was that using amateur video orientation to present our content would be more appealing to our target audience compared to professionally shot content complete with professional editing and voice overs. Our video ad uses a simple content of various groups of road trip goers travelling to various destinations around the UK. The voice over is simple with individual words describing the joy of travelling in groups, alone, or with a lover or a friend. The message is provided by different people.

One of the reasons for our choice of using amateur digital video ad is that we intended to reach our target audience better through social media and to appeal to their tastes and present local tourism as a culture that should be adopted by all young people. Digital video advertisements provide marketers with unparalleled options for data collecting, brand exposure, increased targeting, and personalization (Zhang & Yuan, 2018). These are important features that conventional television advertisements just cannot match or match up against (Cher & Arumugam, 2019). Digital video advertisements, according to Hammersley et al. (2019), are the way of the future because they enable marketers to communicate with consumers in a manner that is more convenient to them. To this effect, our video ad was geared towards using the current goodwill on digital video content to reach our target market.

Brand Positioning

Marketing strategy that supports firms in differentiating themselves from competitors by referring to the area that a company occupies in the minds of its consumers and the way by which it differentiates itself from competitors is referred to as brand positioning (Dou et al., 2010). Customers are more likely to recognize and connect with a firm that has a strong brand positioning because they are more familiar with the brand. One of the most essential factors in determining a company’s success, as per the findings of Heinberg et al. (2020), is the strength and familiarity of the company’s brand. Our brand intends to create a feeling of simplicity, affordability, patriotism, togetherness, and healing. We want people all over the UK to associate the brand with a new and fresh start following a devastating pandemic. In our positioning, we use key words such as healing, country, together, arise, connect, and other words that will appeal to consumers through emotion and logic. Our video ad shows that no matter where one comes from, their religion, race, income status, profession, or personal status, the only way we can all contribute to national recovery is by embracing each other via travel. By accepting local tourism and growing it to a culture, we are appealing to the young people to forge a way for other industries to revive.

Benefits of Using Digital Video Advertising

Digital video advertising is a powerful tool and medium for teaching, explaining, generating emotion, telling captivating stories, and shifting viewpoints, among many other things. The pool of potential customers available on the internet is substantially larger than the pool from which our organization is likely to draw in our local neighborhood. By using digital marketing tactics, we can reach a big number of individuals in a cost-effective and provable way. While traditional types of advertising, such as billboards and newspapers, may become prohibitively expensive over time, digital marketing often requires a lesser initial investment (Kingsnorth, 2019). Aside from that, digital video allows firms to be more specific with their advertising, ensuring that their marketing expenditures are focused on those who are most important to them. Following up on tracking analytics will provide the company with information on who is interacting with the advertising and on which channels as a result of digital marketing; it is also likely that the company may find new clients that it had not previously considered.

Our primary target market for the video ad is made up of young people in the UK between the age of 19-35. Research shows that more than 90% of people in these categories have access to the internet and will most likely own a smartphone with access to social networking platforms like Instagram and Facebook, as well as YouTube (Bakan, Bakan, & Kan, 2019). Our video intends to use these platforms to reach millions of young people to encourage local tourism as described above. We feel that our medium and approach to advertising have an advantage over any other method because of the originality of our marketing campaign, the creativeness in the video ad, and the way we present our brand to the target market. Our chosen medium and platforms create an advantage because more customers are watching digital videos than ever before. Statistics have proven that 95% of B2B prospective consumers are watching online videos and that more than 4 billion YouTube videos are watched daily (Tranos et al., 2021).

Because of the widespread availability of the internet in the United Kingdom, as well as the possibility for our video advertisement to reach young people, we are especially optimistic about the campaign’s success. Market-leading studies suggest that putting a video advertisement in the product description may increase sales by as much as 35% (Neill et al., 2021). Furthermore, it’s worth noting that a vast majority of young people like sharing relevant material with their friends, especially videos, according to the research. Anyone who has seen a commercial video and thought it to be interesting or informative is likely to share it with their social media friends on the same day.

Media Plan

The report has already described how we have segmented our target market of young people into categories of age, gender, occupation, relationship status, income groups, and psychographic characteristics such as the need to contribute to national growth and healing. In our video ad, we have already chosen to use digital platforms, primarily through Facebook, Instagram, and YouTube. The reason for choosing these three channels is that they will allow us to specifically target who we intend to reach and to maximise our reach via repeated appearances. We will target young people on social media by way of age, interests, likes, and content shared. Our videos will pop up on feeds and home pages during the day and especially in the prime time when people are more likely to share or discuss the video. In our media plan, we employ the Attention-Interest-Desire-Action (AIDA) theory of advertising persuasion where every concept in the video is intentional to draw the audience in (Apilia & Nainggolan, 2021). To create attention, our video ad will personalize our message via an intensely targeted and specific message to young people. To generate interest, we use drone footage of the best sites and sceneries around the UK with slow motion videos of young people in those spaces laughing, singing, drinking, competing, and even in solitude and serenity. This will also create desire in addition to a breakdown of the cost of travelling once a month to one’s favorite destination via road.

International and Cross-Cultural Advertising

Our advertising and media strategy can be developed, customized and standardized to fit international advertising campaigns. Countries such as Iceland, Ireland, and Norway, among other European countries, have already succeeded in marketing their countries for international travel. By introducing a new mode of touring through self-driven and tour guided travel, the concept we have created will be easily transformed into an international concept allowing young people all over Europe to tour different spaces in groups and via road travel in order to soak in the beauty of the world. Although the creative approach of an international advertising campaign may be conventional, the execution may be tailored to the needs of the target audience. In order to maximize the effect of overseas advertising efforts while keeping costs down, advertising appeals should be tailored to the culture of the target audience (Pratesi et al., 2021). Cross-cultural advertising takes into consideration the cultural background of the target audience while creating ads. Cross-cultural understanding is essential for creating a successful localized advertising strategy that accurately represents the beliefs and practices of the target audience. It is tough to interact with people who come from diverse cultural backgrounds when you are doing cross-cultural advertising. Cross-cultural solutions may be used in a variety of situations, including cultural values, language, and communication style (Neill et al., 2021). When it comes to cross-cultural advertising, common sense and an awareness of how culture impacts different components of a campaign are essential, followed by the adaptation of those adjustments to better reach the desired audience, according to the experts. As a result, when dealing with people from different cultural backgrounds, selecting whether or not to standardize or change the cultural values content of an advertising is a tough decision. Our video takes these factors into consideration. It boasts of a very inherent human need to belong and connect with others. Because of these hedonistic needs, people want to always fit in. Our video intends to tap into this phenomenon.

Conclusion

Our video ad intends to create a new culture of travel. We want to push the boundaries of tourism, especially domestic tourism, to showcase how easy it is to tour around the UK. Our target market includes young people in all subcategories including single, married, in stable relationships, in groups, friends, young families, students, and lone travellers. Our media strategy is simple: digital video and social media. Our video is also very adaptable to cross-cultural and international advertising.

References

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Neill, R. D., Blair, C., Best, P., McGlinchey, E., & Armour, C. (2021). Media consumption and mental health during COVID-19 lockdown: a UK cross-sectional study across England, Wales, Scotland and Northern Ireland. Journal of Public Health, 1-9.

Pratesi, F., Hu, L., Rialti, R., Zollo, L., & Faraoni, M. (2021). Cultural dimensions in online purchase behavior: Evidence from a cross-cultural study. Italian journal of marketing, 2021(3), 227-247.

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Tranos, E., Kitsos, T., & Ortega-Argilés, R. (2021). Digital economy in the UK: regional productivity effects of early adoption. Regional Studies, 55(12), 1924-1938.

Zhang, X., & Yuan, S. M. (2018). An eye tracking analysis for video advertising: Relationship between advertisement elements and effectiveness. IEEE access, 6, 10699-10707.