Newspaper article The Observer (Gladstone, Australia)

Backing a Cause Can Pay off; Cause-Related Ads Seem to Be Everywhere. There's Much Industry Debate about What Works, What Doesn't, and Whether It's Even Worth the Risk. Bettina Hein, CEO of US Video Advertising Company Pixability, Shares Quantitative Research Her Company Has Done Behind This Trend and Why Brands Shouldn't Shy Away

Newspaper article The Observer (Gladstone, Australia)

Backing a Cause Can Pay off; Cause-Related Ads Seem to Be Everywhere. There's Much Industry Debate about What Works, What Doesn't, and Whether It's Even Worth the Risk. Bettina Hein, CEO of US Video Advertising Company Pixability, Shares Quantitative Research Her Company Has Done Behind This Trend and Why Brands Shouldn't Shy Away

Article excerpt

ARE you more likely to buy from a company that aligns with your values? Do you avoid using products from companies you despise? For me as a consumer, the answer is "yes." For me as a marketer, this "yes" is frightening -- it can spell boom or doom for brands. Do we as marketers need to play it safe so we don't offend anyone?

I advocate for a resounding "no," and I have the data to prove it.

There's been a lot of buzz in the industry about brands creating purpose-driven marketing. But is there truly an uptick in these kinds of ads? Or is it just that people notice them more than ever? And most importantly, are they effective? I founded Pixability with a mindset that through insights based on data, we could help brands succeed with video. So whenever I hear about a new trend, I turn to data for answers. We partnered with Google to take a data-driven look into cause marketing ads on YouTube.

Purpose-driven marketing on the rise

THE data shows what many feel in their gut to be true: brands are indeed creating more cause-related ads. Among the top 100 brands, cause-related ads on YouTube have grown four times over the past five years. Brands are tackling a wide variety of issues, ranging from safe driving to equality and healthy living, but there are certainly a few issues that brands seem to gravitate toward more than others.

Over the past year, among all cause-related videos created by the top 100 brands, women's empowerment took the cake. In fact, 24% of the top 100 brands' purpose-driven videos were about women's empowerment. From Nike to P&G, brands are finding a way to create empowering ads for women that don't just generate impressions, but leave them.

Cause-related ads drive higher views and engagement rates

AS marketers, we care about the results. These ads are growing in volume -- great. But how are they performing? For this study, we compared purpose-driven ads to non-purpose-driven ads, and what we found was that not only do purpose-driven ads garner more views, they also drive more results in the form of engagement rate.

Since YouTube is a place where people feel free to express themselves, organic communities exist around causes already. …

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