| Title | THE WATCHABLE ADS |
| Brand | DIGIBANK BY DBS BANK |
| Product / Service | DIGIBANK |
| Category | E07. Content Placement |
| Entrant | WATCONSULT - LINKED BY ISOBAR Mumbai, INDIA |
| Idea Creation | WATCONSULT - LINKED BY ISOBAR Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Sahil Shah | WATConsult | VP - Media & Operations |
| Sabiha Khan | WATConsult | AVP - Account Planning & Strategy |
| Deepti Nair | WATConsult | Lead Account Manager |
| Vishal Prabhu | WATConsult | Account Manager |
| Russel Fernandes | WATConsult | Account Lead |
Our research revealed that most consumers skip YouTube pre-roll ads because they are not related to the video they want to watch. This creates a sense of irritation towards the brand being advertised due to repetitive ads. So to overcome this challenge, we created ‘The Watchable Ads’. Ads that are so relevant to the video you came to watch that you wouldn’t want to skip them.
We created 20 different video ads based on trending topics from Sports, TV Series’, Bollywood, Technology, etc and contextually targeted these to our consumers where they visit the most i.e. on the relevant Trending YouTube Videos. For example, someone watching a Jimmy Fallon video would see our ad about Jose enacting Fallon’s famous Thank You Notes and giving you reasons why digibank is the best new banking solution. Someone watching an iPhone video on YouTube would see our ad about a chance to win an iPhone by using the digibank app. We tied up with a popular comedian, Jose Covaco who is renowned for his viral videos, to feature in these 20 videos. The brand features were always highlighted in the end within a contextual setting, while still maintaining the essence of the trending video which it was targeted on.
In less than 10 days, the campaign had a 92% View Completion Rate on over 2.5 Million Views which helped us overcome the main problem with YouTube advertising of creating relevance for our ads. 42% of people did not skip our videos, which is higher than the Banking industry standard of 28-30%. In just one month, digibank – India’s First Mobile Only Bank Account saw an organic increase of over 45% in new bank accounts opening during the digital-only campaign period. In the absence of any non-digital ad spend for this campaign, the results helped ‘digibank by DBS’ gain the awareness they required in the Indian market while also leaving a mark.
Keeping in mind our research findings and that millennials were the Target Audience, our Overall Strategy hinged at making Topical Videos for YouTube pre-roll ads that would not only interest them, but also relate to their consumption pattern so as to increase the overall View Completion Rates.