heavy traffic for honda
Just got some interesting feedback from Honda on the success of the new Civic Web site. 804,000 people watched our Civic 'Choir' ad ad online last week. Not bad. The viewing figures have been so high that they have needed to host the ad on a different server from the rest of their site in order to cope with demand. You can put more pressure on Honda's bandwidth here.
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How does that compare with TV exposure?
Posted by: James Cherkoff | January 27, 2006 at 10:53 AM
Coverage and cost on TV will vary from spot to spot. The Choir spot first aired in Celebrity Big Brother, which has pulled in audiences of around 6 million. To buy a single 2 minute spot in that will be a six figure sum. Online at Honda's own site the media's virtually free. But the people watching online have actively chosen to download and watch the ad. They're likely to be concentrating more closely than someone who accidentally encouters it in an ad break. So presumably, the ad should be more effective at influencing their opinion. I don't know if it's possible to put a quantifiable value on this.
Posted by: neil | January 27, 2006 at 02:22 PM
Congratulations,
it is a good spot indeed. I work in a small ad agency in Brazil and we're going for the account of a Honda dealer.
Obviously I've seen a lot of your work. Which I respect a lot ever since I knew Nike was your client.
My best regards.
Posted by: Bruno Kaneoya | January 27, 2006 at 03:21 PM
Nice work fellas!
Neil I totally agree with your point. Self selected branded content must have a greater impact than interruption.
Importantly, the starting point is one of warmth from the consumer as they are reaching out to the brand.
I think the death of the TV ad has been greatly exaggerated. Great films will always have the ability to deliver the rational and emotional messages in a compelling way.
The distribution platform, however, is another matter ;)
Posted by: Faris | January 27, 2006 at 04:32 PM
Just one question, who were the Foley artists? ;-)
Posted by: Paul | January 27, 2006 at 05:35 PM
Death of TV ads? They predicted the death of reading or the newspaper, of radio, of TV, of motion pictures even. Doom Prophets. Let them be.
Posted by: Instinctive Traveller | January 28, 2006 at 04:56 AM
I believe the prophets are seeing the end of the 30-second spot as the driving force for television advertising.
This ad is great, and it won't be long before some math whiz comes up with a calculation for measuring the self-selecting of video ads.
Posted by: Terry Heaton | January 28, 2006 at 03:15 PM
This is a sign of our times;
If you have a good ad you can get a big audience on the web for free - so why buy media?
If you have a crap ad no-one is going to take any notice - so why buy media?
Posted by: Simon Andrews | January 30, 2006 at 09:23 AM
It seems strange that you wouldn't want to put a quantifiable value on 800k downloads.
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