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The results were staggering, particularly for unaided awareness.Compared to the control group, exposure to the True View or standard in-stream ad led to: With True View specifically, Jane notes, "we realized that we didn't actually have to force the views; people were choosing to watch the ad anyways." With its compelling made-for-digital creative, the #Heart Friend campaign even boosted organic views on Zoosk's You Tube channel, with non-advertising views from December 2012 - January 2013 multiplying to 6x the number of views Zoosk had obtained between December 2011 - January 2012.The easy tool allows you to search for You Tube videos by keywords, or you can enter the title of the video. Use this fun feature to customize and personalize your profile!Online dating site Zoosk wanted more than broad awareness, it was after brand "fame." To do this, the company moved away from TV and looked towards a more conversational platform — You Tube.Later in 2013, Zoosk put another ad out, titled #Mountain Man.Another Insight Express study was set up, but this time, Zoosk wanted to find out not only if they generated unaided awareness, but also if their audiences knew Zoosk and recognized its advertising following exposure to their You Tube ads.
Zoosk leveraged You Tube's True View in-stream ads, which allowed audiences to skip the ad after 5 seconds, and You Tube's standard in-stream ads, which forced audiences to view the entire ad.
With this, an Insight Express research study established an exposed group that had seen either of Zoosk's ads, and a control group that had seen none, and was selected based on propensity matching to the exposed group.
It created a You Tube channel and used True View and standard in-stream ads for its #Heart Friend and #Mountain Man campaigns.
This let Zoosk place its audience at the heart of its marketing, give people the authority to choose their ads, and hold deeper conversations. As Jane Barrett, Director of Marketing & Communications at Zoosk, described, Zoosk has a very specific goal: to build "fame." For them, broad awareness isn't adequate; their goal is unaided awareness.
The results were clear: staggering lifts in unaided awareness, consideration and preference. Zoosk originally sought fame through TV ads, but in 2012, Zoosk wanted to refresh their creative and look towards a more conversational platform.As Jane put, "We were looking for an opportunity to have more dialogue.