Media Buyers Remain Afraid of UGC & Chupacabra

Advertisers continue to fear user-generated content (aka consumer-generated media) and Chupacrabas, according to an eMarketer report. Instead of contextual ads or sponsorships, buyers are sticking with 30-second pre-roll ads that reduce purchase intent compared to control.

Media buyers prefer online video advertisements (versus sponsorships or branded entertainment) because “viewers dislike or distrust video advertising—even though they freely accept television commercials.” David Hallerman, who wrote the report, says that distrust is what wins over digital buyers who overlook the reduced intent test/control data because the CPMs (cost per 1,000) are irresistibly cheap, and media buyers can’t resist a deal.

“Even on their personal time, a good media buyer can’t overlook a sale,” eMarketer’s Hallerman said. “I have a neighbor who is a senior digital media buyer, and he purchases randomly sized dresses and skirts at Loehmans each weekend.” Hallerman added that despite his neighbor’s peanut allergy, he can’t resist the Jiffy “buy one, get the other 50% off“sales. But, Hallerman added, “He’s certainly financially disciplined enough to resist the paltry 25%-off sales.”

“Like last year’s study, media buyers remain afraid of the dreaded Chupacabra,” says to Hallerman. “Many of the top digital-media buyers we interviewed at such leading agencies as Digitas, Avenue-A Razorfish, OMD, UMI and even Scient and Viant are terrified of the goat-sucking beast. This is especially true of those Puerto Rican people, whose fear rose from 18% to 37% from 2008 to 2009.” Hallerman believes the Cupacabra threat may have originated via sales representatives of advertising networks and large media properties, who wished to keep their buyers safe.

“More than 78% of media buyers are taking protective measures against consumer-generated content and Chupacabra attacks,” says Hallerman. “It’s not very different from the swine flu, except that the swine flu actually exists.”

“In my country, many beautiful media buyers would having look at consumer-media,” said Marcos Sanchez of Cerebro Muerto Digital (CMD). “And they no coming back from night after Chupacabra eating their blood.” Sanchez said, under promise of anonymity, that CMD invests no less than 30% of its client’s digital media budget on low-cost inventory on websites that have not been operational in five years or more. “We finding on professional sites like “The Daily Reel” that they video prerolls get 500,000 impressions daily and viewers very, very engaged in banners with 94% recall.”

So… umm…. I’m kidding about only some of that. The preroll is all the rage,  while WVFF has showed how sponsored videos have measurable ROI. Did I ever mention on this blog that you can’t get reach without advertising near UGC (user generated content) because the VAST majority of views are of vloggers, YouTube stars, viral hits… not Hulu shows. Did I ever mention on this blog that you can actually pay a YouTube star a small amount of money to make a funny video about your product that you approve?

Anyway, some other key points for those that see online-video marketing as digital ads only:

1. A 30-second preroll is not as effective as a 5-second preroll and lower 1/3 ad. In fact, purchase intent goes DOWN due to 30-second prerolls as compared to a control!
2. People under 30 are far more likely to find an ad funny, emotionally touching or informative (3 proxies of purchase). Is that a function of their familiarity with the medium or the fact that many campaigns are targeting them?
3. Below are other topics the full report hits. Feel free to send me a copy if you buy one. I can’t find a spare $700 of change in my couch. Plus they never interview me for these, so they can’t be that informative. Moo haa.
   

• Why do many people distrust online video advertising?
• What can advertisers do to overcome that obstacle?
• Can social media and video advertising be an effective mix?
• What ad methods are needed with short video content?
• Is the online video audience as large as it appears?