Vine: The next frontier for video advertisement

This morning as I was surfing the web I found myself facing the inevitable; I needed to watch an advertisement in order to move onto the next page. It took me approximately .2 seconds to realize I was not able to skip this ad, and an additional .5 seconds for my finger to strike the mute button and pull up a new web browsing window. I checked up on my twitter account and emails as my advertisement quietly came to an end. If anybody would have thought that I was going to sit and suffer through a 30 second advertisement on the internet then they are delusional. However, if this ad had given me the option to skip it after only 5 seconds, I would have sat quietly and gave it a 5 second chance. While 5 seconds may not seem like a lot of time to convey a message, it sure is better then the .7 second chance I was willing to give the 30 second ad.

This is where Vine comes in. For brands that want to do more than just put words on a screen, Vine’s 6 second looping videos are the perfect alternative. These videos give brands the opportunity to advertise in a creative way, while staying within the short attention span of America, or at least myself. Not to mention, the new revine tool allows people to share vines with friends, which enables greater exposure for brands.

Here are some vine statistics:

Visualizing Vine (Infographic)

A great example of Honda utilizing the magic of Vine is below:

This post by Honda was the beginning of Honda’s #WantNewCar Vine campaign which led to 1,020 new followers, as well as 2,292 mentions (compared to its average of only 242 new followers).

Another company that is using vine to promote their brand in an interesting way is Dunkin’ Donuts. What Dunkin’ is doing is taking a 5 second video billboard space that is shown during Monday Night Football games and putting a Vine on it. This most recent Monday night game showed a latte flipping a coin to signify the start of the football game. However, they are not just making a creative 5 second video, but they are controlling who is viewing that video. With so much data being available on Vine’s parent company, Twitter, it is easy to see who is watching what. Therefore, when Dunkin’ Donuts releases these vines on social media, they will be making sure that the people that are watching the football game will be getting this football themed vine. It is as if they are airing a short commercial that will be seen by only the people they want to see it.

Scott Hudler, VP of global consumer engagement of Dunkin’ Brands says, “We think a billboard using Vine is dramatically more engaging than a standard billboard with a corporate logo on it. Everyone is multitasking while watching TV with their phone, tablet or laptop. A lot of times, the content on their mobile device is not related to their TV shows. We want to make sure we’re supporting our TV investment with social media that’s [relevant]. It’s our job to make sure that it’s tied together to drive consumer engagement.” Read article here

It is no wonder why more and more brands are using this tool to advertise their products. It obviously gets the exposure companies are looking for and gives brands a creative way to stay relevant and tailor posts to certain people. It helps give the brand a personality that customers have never been able to see before. Some other companies that are also jumping into the world of Vine are General Electric, Dove, and Urban Outfitters to name a few.
Click here to see these brands and more on Vine.

If a tweet is worth 140 characters, and a picture is worth 1,000 words, then what is a Vine worth? It depends on how well you use it, but certainly enough for companies to give it a shot.

P.S. It can make you laugh too! (couldn’t help myself.)

P.P.S If you have some time to kill and really want to laugh then check out this vine compilation.

5 comments

  1. Totally agree with your first paragraph. It sounds ridiculous that we can’t spare such a short time, but it’s true. Personally I use ad block, and I know many others do as well, but it’s somewhat controversial in terms of cutting off ad revenue. However, I do think moving away from the traditional internet ad route (which is strange to think about being “traditional”) is a smart idea. Especially with something like Vine where, like you said, you can almost imbed an ad within a more amusing, viral format. Not to mention the cost savings associated with only having to make a 7 second clip.

  2. Right before you posted this article I found myself scanning through the innumerable number of Vine videos for the firs time. At the time, I wasn’t thinking about Vine as a tool for brands to engage with their consumers in new and exciting ways. Your blog post definitely made me start thinking outside the social media box we all know as Facebook, Twitter, Instagram, and sometimes Linked In. The possibilities for creative new ways to reach our audience as marketers is endless. I love the idea of a “video billboard” you mentioned Dunkin Brands using. Even more fascinating is how Dunkin is coupling Vine as a creative output mechanism with large data that they utilize to segment their market differently. Thank you for sharing this with the class!

  3. Hello Sean! This is well written and incredibly entertaining. I have seen that Dunkin Donuts Vine, and I thought it was rather clever. When I was watching it with my dad, who is about 65, he thought that something was wrong with the commercial! I had to then explain what Vine was, and he said, “Well that’s stupid.” He made me laugh because you wouldn’t immediately think that disconnected snippets would be an effective tool of marketing. But alas, it has worked.

    I’m not much of a Vine user, but I first heard of it when I went to Central Park and there was this huge mob swarming a man. I had asked fans what all of the commotion was, and they had said that the man was a Vine mini-celeb was promoting his clips. I was fascinated that people were running after this man (whom I could not even identify) who gained fame just by uploading 5 seconds of himself everyday. I felt sort of left out of the crowd because I didn’t care much about his talents. Nonetheless, I do acknowledge that it is important to be aware of incoming trends that are sweeping our generation, and Vine is definitely one of them.

  4. Great insights! With every new form of entertainment, advertising will quickly follow. The Vine app is becoming increasingly valuable to advertisers due to its format. The mere six seconds of content being delivered to users forces marketers to create innovative and amusing videos. I use check Vine videos a few times a weeks. I personally have enjoyed some of the ads by Trident Gum. Something I think could be very valuable for companies on Twitter to use would be creating Vine ads featuring those who have become known as “Vine famous”. Vine users like Brittany Furlan and Jerome Jarr have amassed millions of followers with their funny videos. Those users can revine ads they are featured in, both parties benefit from the increased attention, and followers are entertained. I’m definitely interested to see if something like this will develop in the future. For now, I will have to continue to watch the hilarious “Best of Vine” videos.

  5. Nice post. I’ll be interested to see where vine goes.

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