Netflix Does Classics – in Ads, as Well as Movies
To quote author Stephen King: “Sooner or later, everything old is new again.”
That phrase proved to be true when it was reported that Netflix, the new-age streaming media giant, bid $300 million to buy a relatively old-fashion form of advertising – a billboard company.
Yes. The well-known brand that changed DVD viewing by incorporating streaming video and is now producing its own shows – is willing to put down a sizable sum of money to utilize the seemingly antiquated medium of billboards for advertising purposes.
With the advent of banners, video spots, and any number of high tech ads that appear on our desktop and mobile devices daily, the thought of traditional media as having an impact could seem obsolete, if not taking a few steps backwards. But it’s not.
Making impact in plain sight
Many forms of out-of-home (OOH) advertising (billboards, king size bus posters, and subway cards, among other examples) have been around for decades. They may not get the same attention as high-tech ads, but OOH ads are viable and highly visible. After all, they are a form of advertising that can’t be ignored, which is why it still works and is sought after by companies like Netflix.
A few months ago, in New York and Los Angeles, billboards with white backgrounds and black lettering proclaimed, in one short phrase: “Netflix is a Joke.” Pedestrians, motorists, and assorted passerby were no doubt asking: “Why would Netflix say this about itself?” The answer: This was a promotional campaign for the stand-up comedy specials to be presented that season. People remembered this. They wanted to know more. In short, this OOH campaign worked. Little wonder then that Netflix wants to build on this kind of advertising on a grander scale.
Do these traditional ads work?
Now for another example of the power of traditional advertising that’s closer to home.
Last year, Vaughn College, a specialized aviation and engineering school, was looking to raise awareness and increase attendance for its upcoming Open House. EGC Group created a campaign to inspire confidence in the security that an education at Vaughn could provide to students. The campaign slogan: “Be Futureproof.” An entire suite of marketing materials was planned, put together, and promoted…
Digital advertising, as would be expected, was predominant in this campaign, but EGC did not stop there. These high-tech ads were complemented by an array of OOH material that included bus king and subway posters, as well as billboards. Every possibility for the “Be Futureproof” message was going to be visible. Visibility means awareness.
The results for the Open House campaign were positive (and that is an understatement). There was a dramatic increase in impressions and traffic. And it is very likely that some of this interest about Vaughn College was inspired by some high school students who just happened to catch site of the “Be Futureproof” slogan and Vaughn College logo emblazoned on the side of a bus as it drove by.
What is new (read: digital technology), should not necessarily cancel out what is old (read: traditional media). What people may notice casually can make them wonder specifically, and zero in to discover more.
Could your brand or business benefit from traditional marketing campaigns?