“On TV & Video” is a column exploring alternatives and challenges in superior TV and video. 

Individuals bought comfy throughout the pandemic working from residence of their T-shirts and boxers, and lots of began freelancing, too, due to that flexibility.

Fiverr, a website that matchmakes freelancers with firms trying to meet rapid, one-off enterprise wants like, say, designing inventive or writing an article, has been an enormous beneficiary of the work-from-home pattern.

However now that distant work seems right here to remain, Fiverr realized it wanted new messaging to get massive companies to rent freelancers on a longer-term foundation, mentioned Matt Clunan, Fiverr’s international head of name and digital. And Fiverr determined TV is one of the best ways to department out.

Now that its focus is model consciousness, Fiverr is leaning closely into linear TV, hoping to broaden its attain faster so it could attract new clients, particularly greater companies.

The corporate’s most up-to-date TV marketing campaign, “Crew Up,” encompasses a group of workers standing collectively in an workplace celebrating their freelancer colleague with cake over Zoom, although they do not know who he’s. The purpose of the advert is that freelancers can nonetheless make an enormous distinction for firms even when they’re not official members of the staff.

Along with the US, the 60-second spot is operating on linear networks internationally and has been localized for markets in Spain, Germany, France, Australia and the UK.

Clunan spoke with AdExchanger.

AdExchanger: What’s Fiverr’s B2B advertising and marketing technique?

MATT CLUNAN: It’s about buyer acquisition, versus direct-response promoting, and the way a lot we’re prepared to spend to accumulate clients searching for the providers the freelancers on our platform provide.

We’re making an attempt to deliver on companies as Fiverr purchasers, which is why we’re pushing extra right into a B2B route and focusing extra closely on constructing model consciousness to draw new clients.

It’s mainly only a model advertising and marketing technique, and we expanded the media combine to incorporate TV.

TV is opening Fiverr as much as a wider viewers than we’ve been in a position to attain earlier than. Our advertising and marketing was completely on-line or digital up till three years in the past.

What’s the largest problem of breaking into TV?

Utilizing a brand-building medium by means of a efficiency lens.

We’re making an attempt to construct model consciousness, however the finish aim is buyer acquisition, so if viewership numbers are off, it finally doesn’t matter if we meet our enterprise objectives. For Fiverr, the largest problem is constructing out inside measurement fashions that validate the info and the metrics we’re searching for from TV, which is buyer acquisition.

What’s Fiverr’s aim for its newest TV marketing campaign?

To current freelancing as a practical choice for greater companies.

The marketing campaign messages how massive companies are combating a recession and inflation, and portrays how freelance expertise might help these companies develop and sort out initiatives. This aligns with Fiverr’s aim to contract with greater companies which have the budgets to commit extra spending to freelance work.

Why stray away from small enterprise?

We’re not. There are hundreds of thousands of small companies that don’t find out about and have by no means used Fiverr, and we wish to proceed making an attempt to develop our model consciousness amongst these small companies.

However we’re additionally able to assist bigger companies trying to rent a number of freelancers with varied talent units or work with freelancers on a longer-term foundation by contracting with net builders or graphic designers.

How does the model messaging you utilize differ for greater companies? 

Fiverr’s making an attempt to attraction to bigger companies with out excluding smaller ones. On digital channels, that’s slightly simpler as a result of we are able to goal firms relying on roughly what number of workers they’ve.

However for offline media like TV, messaging to bigger companies means creating adverts that spotlight particular wants or providers like, say, net improvement or inventive design. In that sense, we could be a bit extra focused.

Is Fiverr spending extra on linear or streaming?

Linear.

Fiverr’s seeing good success on linear and on streaming, however most of our spend is in linear. The market on the linear aspect continues to be considerably bigger than streaming. [Ed. note: Streaming viewership only just surpassed cable.]

However we’re nonetheless taking a really calculated method and staying selective with our buys from a model perspective.

We use Tatari for many of our media buys, since they particularly measure and analyze TV adverts. There’s a small fraction of TV spend going into programmatic on the streaming aspect, however that’s nonetheless a fairly new space for Fiverr.

This interview has been edited and condensed.