The campaign has three key OBJECTIVES:
• Introduce Getty Images' extensive video offering
• Increase first time visits
• Increase relevance
"In Search of Great" encourages customers to think differently about how they search, what they search for and how they can best leverage Getty Images' exclusive content. Equally important, the "In Search of Great" campaign leads by example, combining still and video imagery in a unique and seamless way. Our video executions ("In Search of Great", "In Search of Solutions" and "In Search of a Spark") inspire creativity and curiosity, each weaving a cohesive narrative from one piece of incredible imagery to the next. Our Mohammad Ali tribute and Fader executions show the passion and focus of best-in-class talent both in front of and behind the lens. Each execution celebrates artistry and legacy, sparks inspiration and showcases the power of imagery.
The "In Search of Great" campaign launched in June 2016 and has been successful to date (US display benchmarks provided by Google).
EXECUTIONS: Hero NY Mag expandable + :30 + :60; Water :60; Creativity :30 + :60; Ali Tribute banner; Fader Apr/May + Jun/Jul banners
Getty Images' "In Search of Great" campaign focuses on the ambition of Getty Images' photographers and our customers – finding the shot that will change how people see the world, the click of the shutter that no one else can capture, the perfect image for a campaign in development, the singular moment that helps tell a particular story.
Getty Images is unique among its competitors. Getty Images' photographers are on the front lines of every global issue, cultural experience and world-changing moment. They are the best in their field, using creativity, expertise and patience to get not just the right shot, but the perfect one. Getty Images is not just ahead of visual trends—they set them.
• Accomplishing our objective to increase relevance, video completion rates averaged 76.14% across programmatic and direct media buys against a benchmark of 60.44%
• Click-through rates averaged 0.35% against a benchmark of 0.12%
• First-time visits comprised 22% of all clicks
