Case Study
Target Audience
- Demographics: Adults 35-54
- Audience Channels: Music, Entertainment, News
- Geography: US
Interactive Video Ads are helping thousands of entertainment companies promote new albums and tours online. Tom Petty and the Heartbreakers, a popular American rock band since the late 1970s, is using Interactive Video Ads to promote their latest album and tour – building brand awareness and driving direct response. With over 30 years in the industry, the band continues to record music and tour with their latest album release in 2010 titled Mojo.
Online Video Ads engage potential customers by offering multiple opportunities to interact with the brand. Unlike TV commercials that offer minimal engagement, video ad units powered by interactive and social widgets provide online audiences and mobile users with social sharing options, special offers, custom web apps, client testimonials or informational video clips, additional information and many other ways to interact with the brand in a single ad unit delivered on the web and on mobile devices. With these highly engaging and highly measurable ad formats, end users are able to interact with the brand in a number of ways – resulting in a better-informed, more engaged customer, improved ad performance and ultimately higher ROI on video ad campaigns.
The band chose the Jivox Interactive Video Advertising Platform to distribute their video ads and generate interest in their new album and upcoming tour. Through distribution of their 30 second (:30) online video ads, Tom Petty and the Heartbreakers achieved spectacular results, far beyond the typical industry averages, thanks to the power of interactive online video ads.
Using Jivox's technology, the band was able to feature strong call to actions and include multiple interactivity options in their ad – driving digital downloads of their new album, providing tour details including dates and locations to increase ticket sales, increasing awareness with a current music video from their recent album and increasing fan-following on popular social networks. Their online video ads were distributed across the premium Jivox Video Ad Network ensuring the video ads were delivered to just the right online audience. Tom Petty and the Heartbreakers ran its video ad campaign from June – July 2010 and Jivox delivered nearly 20,000 engagements.
The band used interactive online video advertising and the Jivox Video Ad Network to reach and engage fans online. Interactive features from Jivox propelled user engagement with the band and the results were phenomenal:
- Nearly 20,000 engagements
- Over 600,000 full views of the video ad were delivered
- 422 viewers clicked through to the album purchase page
- 339 responses to various interactivity options like viewing tour details
- Over 150 viewers selected to watch additional videos about the band
- Over 60 visits to the bands pages on popular social networks like Facebook and Twitter
