NMA: Oxfam considers running online-only video ads (Press coverage)
Coverage on NMA.co.uk 8th October 2009
If there’s one enduring fascination the mainstream media has with the advertising business it’s when it goes out of its way to shock, and specifically whether this works.
Oxfam is considering producing web-only video ads if its first online video ad campaign, launched this week, proves to be a success.
Its integrated Here And Now campaign continues with Sufia’s Story, a TV ad supported by posters and online video ads to raise awareness of the impact of climate change on the world’s poorest.
The pre-roll ads - distributed by digital agency CheezeDMG using the TV ad produced by creative agency Rainey Kelly - will feature across a range of sites including Facebook, MSN and Telegraph TV. A display campaign will run on the Evening Standard and Guardian Environment sites, plus Orange and Yahoo portals.
Nick Futcher, brand manager for Oxfam, said if the video ads prove successful it’s likely online-only video campaigns would run in future.
“We have lots of video footage so we can show what’s happening to get people to engage in the issue,” he said. “If you can deliver quality it stands out. I can see us using online video without TV ads to support it.”
He added that maintaining high-quality video content remained vital whichever medium is used. Oxfam’s online spend for the Here And Now campaign will match its TV budget, with outdoor having twice the budget.
http://www.nma.co.uk/news/oxfam-considers-running-online-only-video-ads/3005314.article