"Different gear, still speeding" is 2nd in the vinyls chart for the first 6 months in 2011.
Just what might a spot of video advertising do for record sales? Well, a cost-per-engagement ad for Different Gear, Still Speeding, the debut album from Liam Gallagher’s new band Beady Eye, resulted in an impressive 80% uptick in sales.
The test campaign, delivered by cost per engagement advertising network Silence Media, and commissioned by media agency The 7 Stars, featured videos for the band’s singles The Roller, Bring The Light and The Beat Goes On, and was placed on a number of male lifestyle and sport destinations where readers could rollover and expand the banner to view the clips.
All other advertising and promotion was suspended during the test, and when Buzzdeck was used to measure engagements in a timeline that also included total album sales, the result was that 80% spike.
“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.”
“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,” says Gareth Jones of The 7 Stars.
Silence Media’s Lee Henshaw reckons the campaign demonstrates how the capabilities of digital media have surpassed traditional media.
“For the first time we fed our client’s sales data into a timeline that also included ad serving data,” he says. “This is what we call intelligent advertising and we’re hoping the results of this test will get people talking about the need to go beyond the boundaries of a regular advertising campaign.”
The test campaign, delivered by cost per engagement advertising network Silence Media, and commissioned by media agency The 7 Stars, featured videos for the band’s singles The Roller, Bring The Light and The Beat Goes On, and was placed on a number of male lifestyle and sport destinations where readers could rollover and expand the banner to view the clips.
All other advertising and promotion was suspended during the test, and when Buzzdeck was used to measure engagements in a timeline that also included total album sales, the result was that 80% spike.
“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.”
“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,” says Gareth Jones of The 7 Stars.
Silence Media’s Lee Henshaw reckons the campaign demonstrates how the capabilities of digital media have surpassed traditional media.
“For the first time we fed our client’s sales data into a timeline that also included ad serving data,” he says. “This is what we call intelligent advertising and we’re hoping the results of this test will get people talking about the need to go beyond the boundaries of a regular advertising campaign.”
