We put great emphasis on creating a strategy which allows us to introduce our clients' brands to the right audience on a contextual, behavioural, geographic or demographic basis. As standard, we would:
Establish Client USPs and Commercial Strategy
Determine Suitable Ad Formats
Audit Previous Display Activity
Produce Launch Timeline
There are generally two core objectives when launching a display advertising campaign.
Display ads drive customer interaction with your brand. Good ad placements put you in front of your target audience and raise subconscious awareness as they go about their daily routine. Ubiquity of the brand proposition is achieved through display ads by enabling users to develop a rapport with your brand.
In this case the key KPI is likely to be exposure and engagement driven.
Ad placements allow you to drive acquisitions to users who are not necessarily in the buying cycle. It's a good source of gaining new customers, as well as re-marketing to users who already have awareness of your brand.
We're focused on metrics and our detailed analysis makes it possible to refine your ads to complement each step of the user journey. You can be alongside your customer at every touchpoint from impression, through each click until conversion.
To analyse and measure display ads correctly, we apply conversion attribution. Often users will not react immediately upon seeing a display ad, but might buy through another channel at a later date.
Ensuring ads are rewarded for contributing to the conversion path will mean marketing budgets are distributed appropriately, and will give you a better assessment of ROI over various channels.
For acquisition focused display campaigns, we can establish a target CPA and create a performance metrics tree, just like we do with PPC.
Even with attribution in place, due to the speculative nature of display advertising it is likely to have a higher CPA than other digital channels.
Like all forms of push marketing, establishing the profile of individual(s) you'd like to target and where you'd like to target them is extremely important. Excluding search retargeting and remarketing, there generally isn't a trigger or indication of intent to help target your advertising.
We use all of the information available to us from the client to determine our ideal demographics and geographic regions. This not only helps us with targeting the ads, it also helps us get the creative, messaging and tone of voice right.
As part of the strategy we need to decide what advertising inventory we would like to use based on the target audience and KPIs for the campaign.
There are two main ways to target your ideal audience and inventory:
Our main objective is to ensure that our creative route compliments the chosen audience and publisher sites. We then create banners that exploit any existing brand equity and are consistent with any other marketing campaigns in the public domain.
A great analogy is to consider display ads like the posters you see along the escalators in the tube - people are moving by so quickly that you need to be impactful in order to grab their attention.
We aim to create eye-catching designs, with a strong and compelling headline. We try to keep messaging short, sharp and concise with a strong call to action where applicable. In this case, less is definitely more!
Wherever possible, we also try and introduce animation. Motion is a very effective way to grab attention. It also creates an opportunity to get potential consumers engaged with our clients' brands right from the onset.
For the ultimate user engagement and interaction we can introduce a games, roll-over functionality or even a form within the ad creative. See some examples of our work here.
We define the pricing model which best compliments the objectives of the campaign. There are predominantly three core pricing models to consider: