GM Thought of the Week – An Ad within an Ad

An ad within an ad…Inception?

 

It is becoming increasingly prevalent in today’s TV advertising market for products to feature in advertising for other brands. The high octane Tomb Raider/Lucozade tie in springs to mind as a recent example, but there are some much more established precedents of the form that warrant further study.

 

Compare the Market have for a number of years been charming/offending their nation with their Meerkat advertising. Love them or hate them, the reality is however that they have become a TV institution, and in many ways can now be viewed as content. That’s certainly how Disney have viewed their marketing, having decided to use their ads to cross promote Star Wars: The Last Jedi. Regardless of what you might think about the content, what you cannot deny is that they provide extraordinary visibility. Compare the Market generated 10,852 All Individual TVRs in 2017 – that’s a phenomenal c.6.5 billion impacts. To put this into context, this dwarfs the number achieved by some of the country’s most loved soaps; Coronation Street (c.2.2 billion), Emmerdale (c.2.0 billion) and Eastenders (c.1.4 billion). For example, you would have to buy 3 spots per episode, in every episode of Coronation Street to achieve the same as Compare the Market.

 

So Compare the Market, from an impact perspective, is c.3 times greater than Coronation Street. Sky however, is c.10 times greater! It is little wonder therefore that movie titles such as Minions and The LEGO Batman Movie have viewed Sky’s advertising as an effective means of building reach and frequency. Sky have moved it one stage on however with their recent promotion of Monster Family. With Sky Cinema Original Films being a co-producer of the movie, in a truly Inception style move we are now seeing advertisers advertising their own products within ads for their own products…

 

So where does this end? Ads within ads within ads? Or, just maybe, you take a classic product and use it to support your current marketing! Whatever it may be, advertisers need to ensure that it’s epic…

 

https://www.youtube.com/watch?v=PmSZX2kvfYc