In less than a week Britain’s Got Talent contestant Susan Boyle has become an international hit, racking up YouTube views now well over 50 million. Thanks to the immediacy of digital advertising, some clever marketers are already advertising around Susan’s success. It’s an excellent example of the speed of online advertising, matching brands to relevant content and the inventiveness of search marketers. Below is a results page from Google with sponsored listings around the search term “susan boyle” and a similar YouTube results page. Click on each image to view it full size.
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Hi Jack, it's a week after the event, how has this got "immediacy"?
Interesting point about it being a week after the ‘event’. Obviously the show was aired a week ago, however for all those millions of people around the world who didn’t get to watch it on ITV1, it actually took some time for the clips of Susan to filter down to the general population, a lot of people won’t have seen it until Thursday or Friday, and obviously the commentary and buzz around Ms Boyle will probably last a lot longer – which is why people are still searching for her on Google. So I think in terms of immediacy, this online activity is pretty good. It’s the same with the stuff with Perez Hilton yesterday, where he asked a Miss USA contestant what her views on gay marriage are. I’ve read about it and seen it on YouTube, but I guarantee that millions won’t have done… give it a few days and the clip will have clocked up millions of views and then the inevitable parodies will begin. We can’t assume that everyone online sees or hears about everything straight away, just because they can.
Thanks for the perspective check Amy. Good point, well put.
I just had a look at the Perez Hilton / Miss USA contest clip. She didn't play to the crowd, she spoke her 'own' mind, fair play to her for that.
Hi jack,
Digital marketers capitalise on Susan Boyle phenomenon... brought to your screens by...Tum ta ta ta....Television !!!!
Brought to you by television, brought to life by online. Ha!
Hi Kevin - true, this is integrated media that allows users to view how they want at its finest, with more people choosing to view online. It was originally shown on TV, but Susan Boyle wouldn't be the global sensation she now is without the internet. To continue from John and Amy's discussion, the original TV show may have been shown over a week ago, but Susan Boyle only became truly famous last Friday and over the weekend when America picked up on the story (through YouTube), thus sending traffic through the roof thanks to social networks. This surge of viewing created mass press coverage (online and offline) in the UK a week later. The adverts I've highlighted actually began being placed over the weekend, right at the peak of the Susan Boyle story.
It would be risky for risk of pubilc backlash, but I would have liked to see a hair removal product bidding on said search terms.
Jack Wallington
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