Christmas is coming!
These days I have been catching up on the display network through hands-on courses and a digital marketing leadership course called the 'Squared Online'. A course that covers 5 modules over a span of 5 months, it is certified by Google and helps traditional marketers to gain better insights on the digital aspects of marketing.
In one of the modules that talks about programmatic marketing and display network, we had to come up with a few designs that we hope to propose for a display campaign serving a chosen brand. I thought of Coca Cola's latest version of Coke- Coke Zero Sugar. This product, despite being a slight twist from its regular Coke, actually embodies the brand's understanding of today's consumers- the healthier beings.
Not yet an expert in digital ads but I would like to offer my perspectives on how ads can be made more efficient to achieve its main purpose of grabbing eyeballs. Using the STDC (See-Think-Do-Care) framework to understand a customer's journey to accessing a brand, we can serve different versions of ads to target and re-target potential consumers.
"See"- Impressionable Tagline to State the Brand/Product Purpose
For display network, marketers have the option to serve a static image or video and while it is commonly said that videos work well in capturing consumers' attention, I personally think that an animated gif which can be finished viewing within 3 secs is better than a lengthy video say, more than 5 secs.
My reasons being:
Firstly, consumers who are on their mobile data may feel that auto-loading a video ad would eat into their data quota. This psychological concern would propel them to scroll off the ad faster than viewing a static ad.
Secondly, think about the usual speed of how one reads an online article these days. Display network for contextual advertising is supposed to be a non-intrusive form of ad unlike a Youtube non-skippable ad (that typically irritates a viewer). If mobile users are habitually speed-reading articles, videos that tend to flash the key message only after the 3rd second would miss their exposure to these users as compared to a static ad that shows its message upon the 1st second of view.
Some tend to liken display ads to OOH (Out-Of-Home) ads but there is a key difference. For physical OOH ads, there are circumstances of consumers standing infront of the ad for more than 3 secs; for example when they wait for a bus at a bus stop or in a car when it has to stop by a traffic light. I would think that OOH ads actually have more 'exposed view time' compared to mobile ads.
Product Image Credit: Coca Cola
"Think-Do"- Hooks in Messaging
For consumers who may have already thought of getting your product or similar items that do not necessarily be of your brand, a tweak in messaging would be useful. This group may need some 'push factors' like a hint at good pricing, a motivational phrase that users can relate emotionally and a quick link to an e-commerce site or a webpage showing all the physical stores where the item can be bought.
Product Image Credit: Coca Cola
"Care"- Informative & Inspiring
What happens when repeat customers do not have a brand touchpoint after they have completed a purchase? This is a common issue with brands; companies think that 'completion of purchase' is the end of a brand journey but it can also mean the start of another journey! For consumers who already know your product is good having tried and tested, you surely don't want to miss them. Know what they are curious about next or use the chance to re-target them by providing some insights about your brand or product.
In the case of Coca Cola Zero Sugar, consumers who genuinely care about what goes into a can of Coca Cola Zero Sugar would want to know a little more about the alternative ingredients or the 'magic' that makes it tasty even without sugar. This is a good opportunity to educate your consumers on how good your product is and the key differentiating point from other competitor brands. Who knows, these loyal consumers may become your brand ambassadors by spreading their knowledge via word-of-mouth! However, such information might be too excessive for the 'See/Think/Do' crowd who may not need that depth of product knowledge to decide on a purchase.
Product Image Credit: Coca Cola
In short, 'Less is More' for display ad materials. Keep your tagline to 10 words or less, be clear of which group you want to target with each version of the ad and know what level of information to communicate in order to make them tick/click.
I hope my perspective helps fellow traditional marketers to take the leap into the digital sphere.
Let's continue to have fun exploring and do share your views if you would like!
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