By Lydia Chen Shah, Director Marketing Communications
If you’re familiar with WebMetro, you know we’re huge advocates of contextual advertising. It has proven to be an extremely effective avenue for targeted reach, increasing ROI, and lowering overall CPA. It also serves as a way to protect and support a brand/product whenever it is being discussed in forums, review sites, and other online publications participating in content networks.
However, many advertisers have yet to fully appreciate the opportunities from contextual advertising. Including a lot of big brands…that one might think has the resources behind its online advertising to ensure all direct response opportunities are tapped.
So begins my quest to uncover some big brands who are brand exposed in the content networks. Part 1 begins with Mattel.
I wonder if Mattel realizes advertisements for “Mattel Lead Toy Recall” are sabotaging positive reviews of its toys. Why doesn’t Mattel have ads listed in Google’s content network supporting its brands?
Let’s look at Hot Wheels.
We’ll pretend I’m a consumer moseying down the purchase funnel. Not only am I looking for Hot Wheels but my nephew wants Hot Wheels Color Shifters. He didn’t get Color Shifters for his birthday or Christmas; these are a must for him.
I have no idea what Hot Wheel Color Shifters are.
Naturally, I conduct a search on Google for “hot wheels color shifters” hoping to learn more about the product and see if it is indeed something I should buy for my naughty little nephew.
Most of the organic listings on the 1st SERP are eCommerce plays, e.g. amazon.com, toysrus.com, etc. Scan a little further and behold, the last listing on the first page is a product review. Exactly what I’m seeking.
I’m led to a blogger review of the product. The sentiment in the review is positive. Very positive. The mommy blogger known as Classy Mommy gave a glowing review of the product sample Mattel shipped her. She gave her “Classy Mommy approved” stamp at the end of the post.
Immediately following the post, there is a “Mattel Lead Toy Recall” ad directing users to www.mattelsettlement.com. According to the recall list on that site, Hot Wheels isn’t one of the recalled toys.
Where is the Mattel Shop contextual ad? Why isn’t Mattel protecting and supporting the investment in its brands with a positive ad (i.e. contextual ad) that sends consumers wanting to buy Mattel’s toys to the Mattel Shop’s Hot Wheels page? Or more specifically, its Hot Wheels Color Shifters page?
Oops. I think Mattel has been Brand Exposed.