These days digital advertising is a must and L’Oreal isn’t a brand that sits pretty while the rest try to make their mark on the internet. So L’Oreal Luxury, the fragrances division of the FMCG giant launched their first multi-brand digital campaign on 18th December, with five YouTube ads in UK, France, Italy, Spain and Germany. They will feature different ad videos for six of its very famous brands including Yves Saint Laurent, Armani, Lancôme, Cacharel, Ralph Lauren and Diesel.
The ads have been designed by Fred & Farid media and implemented by ZenithOptimedia. L’Oréal had already started consulting Google on how to advertise itself in the digital world. Shuvo Saha, leader of FMCG at Google UK, said: “By choosing YouTube during this critical period in the run up to Christmas, L’Oréal Luxury is investing in the power, reach and effectiveness of online video.”
In the beginning of December, Google launched TrueView, a brand new advertising service for YouTube. This will enable the users to choose the ads that they watch, while the advertisers get charged only for the ones viewed. According to the latest biannual online adspend datas from the IAB and PwC shows that FMCG brands that did not originally invest heavily in digital had significantly increased their spending on digital advertising in the first half of 2010.