P&G was seeking a fresh advertising approach that allowed for dynamic branding via the digital platform. As stated above, the goal was to combine the branding power of television with the unique interactivity of the internet into an ad model that new media marketers and traditional advertisers can both embrace. Sites were analyzed and selected based on several criteria, including:Acceptance of streaming technologyExistence of the 240 X 400 enhanced ad unit size on relevant pages (or willingness to create this ad unit size) High composition of target audience groups (for Pampers, this means sites in the women’s and parenting categories)Beyond site criteria, we had another important consideration – the consumer mindset. We had to factor in the frame of mind consumers would be in when accessing web pages. Areas within sites that are task-oriented (e.g. search, download, etc.) would not have been good for this campaign because users would have been highly focused on their task at hand and less open to viewing and interacting with a brand communication. Therefore, we chose placements within sites where users were in a more relaxed frame of mind and were taking their time viewing content. We were able to secure placement for this enhanced and oversized ad unit (240 x 400 pixels), and negotiated the deal so ads automatically streamed when a user lands on a page with a placement. This was a “first ever” for the industry as typically streamed ads had been “on demand” – meaning the ad is only displayed if the user chooses to click on it. Our results confirmed that the on-demand format is less impactful. Clickable areas were incorporated in the ad, allowing the user to interact or go directly to the brand’s website. Beyond Interactive worked with many parties to ensure the campaign was implemented effectively and successfully measured. We surveyed and analyzed the marketplace to determine which technology, research and media (websites) companies we should partner. We formed a relationship with Real Media that included format enhancements, hosting, and serving/tracking. Beyond Interactive negotiated the contract with this vendor and managed the ongoing relationship. The agency also worked with P&G’s third-party ad serving company to ensure that their services were integrated with Real Media’s services. A critical part of our work is ensuring that users have a positive experience with the brands we represent and the ad units that we place. Based on our knowledge and prior work, we recommended three versions of the ad unit be developed and served to users based on their browser bandwidth level. The streamed version of the ad unit was developed for the high-speed broadband connection (56K or greater) while a flash ad unit was developed for the medium bandwidth connection. An animated gif ad unit was created for low bandwidth users. When the campaign was executed, we employed a technology to determine viewer player settings and connection speed before ads were actually served. This technology ensured that viewers received ads that did not interrupt their browsing experience. This campaign was developed, planned and managed by the Beyond Interactive and P&G Media Teams. We believe the campaign is a testament to our creative thinking and our ability to generate break-through media ideas. It also demonstrates our strong negotiation skills, our expertise with regard to the user mindset and experience, and our skill in managing technology and research partners. With regard to negotiations, not only were we able to persuade sites to build new ad space for this oversized ad unit (240 x 400 pixels), but we also negotiated the deal such that the ads automatically streamed the commercial when a user landed on the page with a web site placement. Beyond Interactive and P&G created a new ad unit and discovered an innovative way to leverage an existing asset – a television commercial with proven performance. The digitized television commercial was enhanced with interactive components and streamed onto relevant web pages for this campaign. The ad capitalized on the most powerful attributes of both media forms. The circumstances that surrounded this campaign were unique in that the media team (client and agency) thought of a new, creative approach and then pushed the envelope to make it happen. The campaign is special in another right as well. It primarily used auto-streamed media, so the commercials automatically played when a web page with an ad was opened. Most streaming campaigns have been on-demand, meaning the user has to click to view the stream as opposed to the ad/stream automatically playing. Awareness and interaction rates for the Pampers brand increased significantly as a result of this campaign. In summary, the team combined the branding power of television with the unique interactivity of the internet into an ad model that new media marketers and traditional advertisers can both embrace. The effectiveness of our campaign is good news for the industry as successful applications of traditional creative online will help invigorate the medium.

This campaign was developed, planned and managed by the Beyond Interactive and P&G Media Teams. We believe the campaign is a testament to our creative thinking and our ability to generate break-through media ideas. It also demonstrates our strong negotiation skills, our expertise with regard to the user mindset and experience, and our skill in managing technology and research partners. With regard to negotiations, not only were we able to persuade sites to build new ad space for this oversized ad unit (240 x 400 pixels), but we also negotiated the deal such that the ads automatically streamed the commercial when a user landed on the page with a web site placement.