Animal Planet leverages rich media and video advertising across platforms to engage viewers for River Monsters premiere

Tuesday, June 28, 2011

Mobile, video and rich media advertising are changing the way that businesses capture user attention by bringing together the power of sight, sound, and motion to engage audiences like never before. For example, to build awareness for the new season of their popular River Monsters series, Animal Planet, the "Surprisingly Human" TV network, launched an integrated media campaign across platforms to bring the show to life with the broadest audience possible - driving more than 900k YouTube video views in the weeks leading up to the premiere.

The River Monsters campaign ran across both the YouTube and AdMob networks, delivering users a sneak peak of the upcoming season whether they were on their desktop computers or their mobile phones. Rich media display ads on YouTube enabled the star of the show to pop out of the YouTube Channel to introduce new creatures to potential viewers, while video advertising offered a glimpse at upcoming episodes of the new season.

On the YouTube desktop website, users were able to interact with the River Monsters whether they were searching for their favorite video, watching partner content, or browsing the homepage. Ads led visitors to a custom mimicry gadget on the Animal Planet Brand Channel, where the host of the show jumped out of the ad to highlight the most exciting portions of the featured video.

In-Stream Ads on YouTube are also available in the YouTube Android app, enabling Animal Planet to extend this engagement opportunity to mobile users. Including Interactive Video Ads on the AdMob network further expanded the mobile campaign, giving users the opportunity to watch a preview of the River Monsters show, share the video through social media, learn more on the show’s mobile website, and watch additional videos - all from within the mobile ad.

To stir up even more excitement on the day of the premiere, a Rich Media Masthead on the YouTube homepage revealed clips from the upcoming episode and reminded users to tune in.

The River Monsters campaign was hugely successful:

  • YouTube advertising generated more than 930,000 video views on the River Monster clips
  • Nearly 2,000 users subscribed to the River Monsters Brand Channel
  • Mobile In-Stream Overlay Ads received more than 3 million impressions, with 84% of mobile users completing the video
  • Interactive Video Ads on AdMob generated another 6 million impressions, with 75,000 users engaging with one of the interactive elements in the ad creative

The combination of compelling rich media and video advertising on both desktop and mobile created an engaging experience that increased social buzz around the show and led to a premiere that exceeded expectations.

Posted by Vicky Homan, Product Marketing Manager, Mobile Ads

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