SKIP ADS FOR 3MONTH

TitleSKIP ADS FOR 3MONTH
BrandLG U+
Product / ServiceLG UPLUS X YOUTUBE PREMIUM
CategoryC01. Use of Digital Platforms
EntrantPENTACLE Seoul, SOUTH KOREA
Idea Creation PENTACLE Seoul, SOUTH KOREA
Media Placement PENTACLE Seoul, SOUTH KOREA
PR PENTACLE Seoul, SOUTH KOREA
Production PENTACLE Seoul, SOUTH KOREA
Production 2 PARANGORE FILM Seoul, SOUTH KOREA

Credits

Name Company Position
Sanghoon Cha Pentacle Executive Vice President
SungNam Jang Pentacle CAO
DAEYOUNG KIM Pentacle ECD
DAEHEE KIM Pentacle Director
JeongMin LEE Pentacle Part Leader
SeungWook Yoo Pentacle AE
SUJIN LEE Pentacle AE
INTAE KIM Pentacle AE
HYEJUNG LEE Pentacle Concept Writer
SANGGUN PARK Pentacle Art Director
WOOCHUL KANG Pentacle Copywriter
SUJI JEONG Pentacle Senior Designer
JEONHWEE LEE Pentacle Senior Designer
JIYOUNG PARK Pentacle EPD
SUNGJIN YOON Pentacle PD
MINGUAN JUNG Pentacle Motion Graphic
KANGHEE LEE Pentacle Motion Graphic
SOHAE PARK Pentacle Motion Graphic
GuangSeop Min parangore Director
Dongyeon Won Pentacle CCO

Why is this work relevant for Direct?

We do not think YouTube is medium that could achieve high conversion rate for an advertising media channel. But we had to engage viewers to subscribe to 3 months of ad-free YouTube Premium service. So we changed the overlay button to “skip ads for 3 months” button which viewers would want to click. This strategy was a very good idea to create an immediate response from the viewers.

Background

Mobile users in Korea watch YouTube on smartphones. For these consumers, LG U+, a mobile telecom company in Korea, wanted to give an offer to these mobile users. The offer was to use the YouTube Premium service for 3 months free of charge. As you know, when you sign up for YouTube Premium you do not have to watch ads on YouTube. In order to engage customers to subscribe to the service, we needed a YouTube ad. For instant subscription to the service, we had to lead the viewers to click on the overlay button to land on the subscription page instead of the original skip button. But who would click on the overlay button instead of the skip button? The big mission we had was to create an immediate reaction from the viewers to land on the subscription page instead of just showing an ad.

Describe the creative idea (30% of vote)

YouTube viewers do not want to be bothered with watching an ad in front of the content they wish to see. Therefore, they always are prepared to click on the skip ad button. We used this insight of the viewer’s tendency to create our message. The message that attracted a lot of attention from the viewers was “This is an ad that stops ads for you.” In order to create an immediate response from the viewers, we created an overlay button with the offer to skip ads for three months to further not see any ads on YouTube. The focused attention to the original skip ad button was redirected to “skip ads for 3 months” button by using an image of arrow and lights. This creative strategy worked. The viewers who were about to click on the original skip ad button turned to “skip ads for 3 months” overlay button.

Describe the strategy (20% of vote)

YouTube viewers hate an ad that stops watching their content. By this viewers always want to press the skip ad button. Our strategy was to use these viewers’ behavior. The copy we used was “This is an ad that stops ads for you.” By analyzing various YouTube categories of interests, 155 different ads were created with different video contents matching to different interests of our target audiences. For example for those who are interested in music, we shown the message “This is an ad that stops ads from watching K-Pop.” And for those interested in football, we attracted the attention of viewers by showing “This is an ad that stops the ad from watching football.” We engaged immediate response from the viewers to click on the “skip ads for 3 months” button if not wanting to see any ad when watching on YouTube.

Describe the execution (20% of vote)

155 different ads were made based on YouTube target audiences in order to engage viewers to the copy ‘This is an ad that stops ads for you.” If we were to use YouTube’s Director Mix solution, it would have been easier to create different variations of ad content. But to achieve a more effective result, we created 155 different ads by placing different images and messages matching to different target audiences’ interests. Also knowing that the size and location of the overlay and original skip ads button on Android and IOS devices are different, we created video ads meeting each standard. By device targeting, we made sure that video ad and overlay button different per operating system are matched.

List the results (30% of vote)

Subscription Page View: 3.2 million Unique Visitors Count: 1.4 million Overlay button achieved an average CTR of 1%. Compared to an average CTR of 0.3%, overlay button, it achieved the record high as 230%. Total service subscribers: 3.6 million [KPI 227% overachieved] Ranked first place on televised commercial categories on Korean ad ranking site for 41 days.

Links

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