科技和互联网

什么是广告业界的趋势

什么是广告业界的趋势?流媒体广告。我们不是讨论在Youku或者Youtube的某段视频前的插入广告,而是在平台上发布视频广告。国外一家玩具公司成功地利用流媒体广告推销产品——星球大战玩具套件。这些塑料和集成电路版组合起来的玩具套件市场售价在100美元左右,因此广告的难度在于,既要激发孩子购买的欲望,也要说服家长掏钱包,而第二点其实是关键,毕竟玩具价格不菲。

LittleBits的机器人套装结合了Lego,电子以及移动App,要成为假期里孩子们的“必要”玩具。当其他的玩具巨人们还在继续依赖电视广告,卡通广告时,LittleBits把广告的中心移到了YouTube,社交网络上,利用儿童网红,拍短片,发帖子,让周末早晨的卡通失去了孩子第一选择的地位。另一方面,虽然孩子不用Facebook,Instagram,但他们的父母会用,而且父母才是金主,LittleBits把玩具可以让孩子们在编程上开窍,作为向父母们推销的卖点。人人都知道互联网广告是趋势,以什么为卖点,采用怎样的策略,却还是离不开广告的本质,只是载体变了。

原文链接:http://www.businessinsider.com/

抄录:

A toy startup is using YouTube to get kids to beg their millennial parents for its new Star Wars kit — and defying industry trends to do it

By Mike Shields

From “Star Wars: The Force Awakens”
The educational toy company littleBits is trying to roll out the hot new toy for the holidays.
Its ‘Droid Inventor Kit’ lets kids build their own versions of R2D2 from “Star Wars” while letting parents feel like their children are learning to code.
The company may be writing the new playbook for a kids media strategy, as it eschews TV for YouTube and kid influencers.

LittleBits, a startup that makes toys that combine elements of Lego-like building and electronics and coding, is trying to turn its new product into the must-have toy for the holiday shopping season: the Droid Inventor Kit. The kit lets kids build their own tricked-out R2D2 droid from the Star Wars movies.

“We see this as Lego for the 21st century,” said founder and CEO Ayah Bdeir. She’s describing the company’s products, but might as well be referring to how littleBits is going about marketing the toy.

Whereas Lego and most other industry giants continue to rely on TV ads to spur kids to nagging moms and dads about putting their toys on their lists for Santa, littleBits is eschewing TV ads on kiddie cartoons entirely.

Instead, it’s opting for a heavy dose of YouTube ads, social media posts, and videos created by kid influencers. The media strategy is recognition of the rapidly changing media landscape, where the rules of marketing are constantly being upended

Here’s how littleBits plans to break out during the cluttered holiday toy wish list bonanza.

LittleBits is using R2D2 to try and get kids into coding LittleBits
Forget Nickelodeon and Saturday Morning Cartoons

Even as kids become heavy consumers of digital media, many toy makers have kept their ad budgets anchored to 30-second ads on TV – as there’s a general skittishness about marketing to kids on the web.

LittleBits says the only way to tell its story was on social media.

“TV wouldn’t be my first choice,” said Peter Dille, head of marketing, who joined littleBits over the summer from Sony. “Kids are not watching the same ways they used to.”

Go long on digital

LittleBits on Wednesday is debuting out a new cinematic, two-minute ad on YouTube, featuring kids cast deliberately to look like Star Wars characters like Rey meeting for an underground building rebellion:

“Next to the toy giants, we have to be really smart,” said Trevor Guthrie, founder of the marketing agency Giant Spoon, which oversaw the littleBits holiday ad plan. “For this product, we knew we had to show kids at play. In a 30-second spot, there would be too much going on.”

Get kid influencers

LittleBits worked with the web video firm Fullscreen to broker deals with child YouTube stars like EvanTube, who’s known for unboxing toy videos. Since August, this clip has generated over 700,000 views.

LittleBits has released several other kid influencer videos to date – including What’s Inside and Kyle’s Toy’s and Games, with a handful more planned before the holidays.

“This allows you to have this great moment with kids and parents,” said Guthrie. “It’s not just an ad in front of content, you actually become the content.

A few years ago, for a different product, littleBits planned out an influencer campaign featuring the likes of comic YouTubers such as Magic of Rahat and – PewDiePie (who was thrust into the spotlight earlier this year after making a series of very questionable videos). “We looked at the buy and pulled out the night before,” said Bdeir. “There was a lot of misogynist content out there.”

This year, the company stuck with squeaky clean kid influencers.

Even though kids don’t use Facebook and Instagram, their parents do. So use them.

Something is happening. In every town. In every street. A Droid Inventor movement is brewing… link in bio! #InventorsWanted #StarWars #ForceFridayII

A post shared by littleBits (@littlebits) on Sep 1, 2017 at 6:47am PDT on
Sep 1, 2017 at 6:47am PDT

There’s also content on sites like Fatherly and even ads on podcasts. And of course, where the parents shop: The droid kit is being promoted at Walmart and on Amazon.com. It’s landed the coveted number 2 spot on Amazon’s holiday toy list.

And of course, blend a 40-year old iconic brand with a massive parenting trend

Not only did littleBits land a licensing deal for Star Wars months before the much anticipated “The Last Jedi” hits theaters, but littleBits toys are promoting themselves as being good for kids’ coding skills when every parent is obsessed with STEAM (Science, Technology, Engineering, Art and Mathematics)

“This is really in the sweet spot of millennial parents,” said Guthrie.

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