As I was watching Mad Men recently I watched Peggy wrestle for a great Heinz Beans' campaign. By the time Heinz was satisfied it seemed they had been shown everything under the sun. From "The Art of Supper" with a bean ballet to "Some Things Never Change" pitching a tradition idea of passing meals across generations. Many companies these days are forced to be more creative with their advertising, to branch out and try something bold, unique, new, and fun.
With digital advertising banner ads and pay per click (PPC) ads being the overwhelming majority of advertising online today it also brings a new dilemma to certain companies. Many food companies for example aren't trying to make sales online, a click to their website isn't worth as much as it is to any Ecommerce site. Their ads are more to keep the brand name in mind when the consumer makes their next visit to the store.
Instead of measuring what most companies have found to be the more important online advertising metric - click through rate (CTR) and cost per conversion - these companies would rather focus on the old school metric - impressions.
This dynamic ad by Pringles is a flawless example of this. A consumer can click through the story for 5 or more minutes and still not generate a conversion or even a higher click through rate. In fact the banner ad won't even take you to Pringles' website, but for Pringles this is okay.
How much benefit is a visit to the Pringles home page going to give them anyways? That visit is really only valuable to the consumer if they are looking for additional product flavors, nutritional information, or want to receive email updates about their favorite snack. It is only valuable to Pringles if the consumer is searching for a place to sign up for those email updates.
The point is, Pringles would much rather stick in the consumers' head than to have a high average amount of time spent on their website, and this ad will do that!
Enjoy!
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