- The Search Agents - http://www.thesearchagents.com -

Occupy Wall Street Goes Offline with Google TV Ads

The Occupy Wall Street (OWS) protests have witnessed incredible growth over the past few weeks, sparking international protests and getting the NYPD to back down from its “clear this park” pledge. The movement has been able to gain such momentum thanks to its savvy understanding of digital media and online marketing. OWS, which is decentralized and leaderless, has done an exceptional job leveraging social media to both develop an affinity for its brand as well as encourage online user-generated content and donations.

Besides their viral success [1] on Facebook and Twitter, protests around the world have been organized via Meetup [2], which to date lists 2,140 planned Occupy events in cities worldwide. OWS fundraising has been facilitated by Kickstarter [3], a previously little known crowd-source funding platform for the arts and creative projects. Kickstarter has helped Occupy organizers raise over $75K—roughly six times the group’s original goal—to fund a protest newspaper. More is being raised to fund a film about the movement. [4] Thousands of individuals have taken the time to tell their personal stories about the economy and the movement on the Tumblr feed We Are the 99 Percent. [5] Hundreds of thousands of Occupy-related videos have been uploaded to YouTube since the protests started mid-September, many of which were filmed and uploaded in real time at protests. Politics aside, online marketers should take note of OWS’s innovative use of online media. On a shoestring budget, OWS has been able to generate international awareness, participation, user-generated content and funding, using a variety of online media channels.

But OWS’s marketing isn’t stopping at online media. They are going offline with a 30- second TV ad. The ad features protesters at Zuccotti Park in NYC, explaining their perspectives and reasons for protesting. Using LoudSauce, another crowd-funded media platform, TV producer David Sauvage and OWS protesters have been able to raise an additional $5,000 for the television ad campaign.

$5k sound like a small TV budget? It normally would be, but Sauvage and OWS aren’t looking to air their ad on network prime time using traditional media buying. Instead they plan to place the ad via Google TV Ads [6]. Given that TV remains the nation’s number one form of media—99 percent of U.S. households have at least one TV— it’s a smart move for OWS.

Google TV Ads

Launched in 2008, Google TV Ads strives to democratize by making television media buying accessible and affordable. The system is easy to use: Marketers create a 30 second ad, upload it to Google, set a specific budget, select target audiences—based on a variety of demographic specifications—and then Google broadcasts ad nationally. Google currently boasts partnerships with 18 cable providers and 68 networks, extending TV Ads’ reach to up to 37 million satellite households, (33 percent of all TV viewing households), across the country.

Google TV Ads is doing for TV what it did for online marketing with search. It’s bringing the accountability and transparency we have come accustomed to with online marketing to TV advertising. In doing so, it removes the stress and expense of traditional television advertising, providing smaller advertisers access to a powerful offline media channel with the data-driven precision we have come accustomed to on Google AdWords.

At The Search Agency, we’re excited about the potential of Google TV Ads and are already seeing strong results for a number of our clients.  Want to learn more?  Join us for our upcoming webinar Making Television Commercials Affordable and Measurable For the Performance-Driven Marketer [7] on November 3 at 10am PDT. At the webinar you’ll learn why Google has decided to get into TV advertising as well as strategies for planning and launching a TV ad campaign on Google TV ads and best practices for optimizing your campaign based on actual sales and conversions. Register here. [7]



About Camille Canon

Outside of summer jobs and not-for-profit internships, The Search Agency is my first official place of employment. I recently graduated from Mount Holyoke College, where I studied Art History and German. I am an avid cook, baker, and destroyer of diets. My specialties are cream cheese brownies, biscotti cookies and lemon bars. I am also an Art enthusiast. Living in Berlin enables me to follow a young, emerging Art scene complete with “eccentric” performance pieces and temporarily converted butcher shop galleries. I also enjoy running, traveling, and handy work. Camille Canon + [13]