Media agency The 7 Stars commissioned the advertising network Silence Media to deliver a video banner advertising campaign for Different Gear, Still Speeding, the debut album by Liam Gallagher's new band Beady Eye. The campaign was a test to measure the impact of video banner advertising on album sales using the web analytics company Buzzdeck.
Silence Media is a premium cost per engagement network for digital advertising. Advertisers on their network only pay when people engage with their ads. When clients buy engagements across the Silence Media network they include the creative, the ad serving and the media planning, buying, and evaluation.
To deliver a campaign that would significantly increase album sales by coupling Silence Media's creative and technical capabilities with their new found ability, via Buzzdeck, to compare their geo-location data with a client's regional sales data.
Silence Media worked with The 7 Stars to define the target audience for Beady Eye using Silence Media's market research tool.
Silence Media then created a suite of video banner ads using videos for the band’s singles The Roller, Bring The Light and The Beat Goes On.
Fans on numerous male lifestyle and sport websites were invited to rollover and expand the ad to watch the videos. All other advertising and promotion was suspended during the test.
Buzzdeck measured the location of the fans engaging with the ads in a timeline that also included total album sales. More ads were served in the locations scoring the best sales, cities like Manchester, Leeds and Glasgow.
The Beady Eye campaign produced a sales spike that lifted album sales by 80%.
“We’ve always known there’s a correlation between video banner advertising and sales but with this test we were interested in causality – did A cause B to happen?” says John Leahy of Beady Eye Records. “The results are evidence that video banner advertising has matured into the most accountable and cost effective of the numerous digital advertising techniques.”
Measuring the impact of advertising on sales in the music industry is ordinarily restricted to TV campaigns. This test reflects a growing trend within record labels to collect and act upon online data using analytics tools like Buzzdeck.
“Gathering data is important but the real challenge is making sense of it then using it to guide business decisions,” says Gareth Jones of The 7 Stars. “This Beady Eye test is a watershed moment for the music industry because it demonstrates that video banner advertising, which is cheaper than TV advertising and has better targeting and reporting, can be optimised to lift sales.”
Silence Media is a pioneer of intelligent advertising, the idea that where a customer engages with a digital campaign must be analysed alongside a client’s sales data.
“In the music industry budgets are still decreasing and labels need to know that the money they’re spending is selling records,” says Lee Henshaw of Silence Media. “This Beady Eye campaign demonstrates that intelligent advertising can prove its impact on sales in a way that is beyond the capabilities of traditional media like TV, radio and press.”
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