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Video Facebook Comparethemarket

Comparethemarket first UK advertiser to use Facebook premium video ads

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By Ishbel Macleod | PR and social media consultant

August 26, 2014 | 2 min read

Comparethemarket has become the first UK brand to use Facebook’s premium video ads, as part of a major multi-platform campaign which aims to encourage the public to buy online insurance to receive a limited edition Safari Oleg toy.

Launching today, Tuesday 26 August, the Facebook campaign will target 25-54 year olds with a guaranteed gross rating point (GRP) of 45.

With a reach of 5.6 million people predicted for a 24 hour period, the video ad will be supported by native video targeting to anyone who didn’t see the video within the same demographic for two weeks.

The ads each finish with an end card saying that the next video includes, such as “see Sergei take watering hole dips in next film”, to encourage further engagement.

Gareth Jones, associate director for marketing planning, digital and direct at comparethemarket.com said:

“Brand building and creative storytelling are vital to our success. Our campaign with Facebook provides the ideal blend of brand storytelling that builds on our audiences’ fondness for Oleg with a more focused product push. The ability to do both seamlessly within the highly personal context of a person’s News Feed is hugely powerful.

“With a broader mix of activity, including the use of Partner Categories to target more relevant messages to prospects, we’re excited to see where this campaign leads and the levels of engagement and reach it generates.”

The campaign by Facebook will also see page post link ads being utilised to target everyone who watched and engaged with the videos, and encourage them to consider comparethemarket for insurance searches.

Video Facebook Comparethemarket

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