How to Create an Effective Display Advertising Campaign

Display advertising campaigns are used by marketers across all industries. While not necessarily the most “sexy” of the marketing mediums, it does offer an opportunity to make an impact with your consumers. As one of the more cost effective channels, display offers the opportunity to build awareness across a broad target audience and can drive consideration when the strategy is thoughtfully executed. However, when executed with an “easy button” mentality, brands can expect low engagement and high bounce rates. So how do you build an effective display advertising campaign strategy?

Follow these steps and see how this channel can drive meaningful results for your brand. 

1) Know Your Audience

All media plans should begin with a robust understanding of the target audience. That means going beyond basic demographics and understanding their behaviors, interests, values, and motivations. This can be accomplished through data-driven research tools, existing customer analysis, and/or using pixel-based data combined with Google Analytics to understand who is visiting your website and how they are choosing to engage. Together, these learnings should impact the data you use, the placements you leverage, the distribution of spend across devices, and creatives that are served. 

Things to be aware of:

  • Overreliance on retargeting: Retargeting does tend to result in stronger media metrics than prospecting audiences. However, overinvesting in this tactic means you are likely investing in people who were already likely to convert. Plus, the reach of this tactic is going to diminish, which brings me to my second point…
  • Cookie deprecation: Third-party cookies will be going away in the middle of 2023. This means any audience data that relied on these cookies will be null and void. Work to build up your first party data now so you can use AI to build smarter audiences for your display campaigns.

2) Be Conscientious About Display Ad Context

As marketers face a cookieless future, contextual targeting is going to be increasingly critical for display advertising. Having a display ad show up alongside relevant content helps build interest and trust since the consumer is already engaging with pertinent information.

For effective contextual display advertising consider:  

  • Leveraging direct buys, private marketplace deals, and content partnerships to feel confident knowing where your ads were served and that you are reaching key audiences at the right time. 
  • Aligning your creative messaging and calls-to-action to the category to improve user experience.
  • Applying negatively blocked site and category lists. Showing up alongside unsavory content not only impacts your brand image, but also is very unlikely to drive any desirable results.

3) Establish Brand Safety Protocols

Without proper guardrails in place, display ads can be a massive waste of money. Marketers solely looking for display ad inventory with the lowest CPMs are chasing after the wrong goals. Instead, put parameters in place that allow your ads to have a great opportunity to be effective and benefit your brand. That includes everything from viewability thresholds, white and black site lists, dayparting, and pre and post bid analysis solutions to avoid ad fraud.

Be sure to:

  • Regularly audit your display campaigns to ensure they are meeting your standards
  • Continuously improve your site lists based on inventory performance

4) Explore High Impact And Premium Opportunities

Display ads do not have to be boring. The first, and most cost effective, way to capture attention is by adding a small amount of animation to your banners. But to really make a splash with your display advertising campaign, test out high impact units. This could be in-read units, site takeovers, site anchors, in-banner videos, interactive units, etc. 

However, even showing up on premium publishers without the investment in “fancy” display ads will often do the trick. Associating your brands with high authority publishers automatically builds a level of credibility for your brand. 

Don’t forget to:

  • Establish accountability through clearly identified KPIs
  • Select units and publishers from an audience-first mentality

Use these key tips to step up your display advertising campaigns and drive meaningful results for your brand. For more on display advertising, contact us today. 

Marketing in the Metaverse: Three Things to Know

If you’re reading recent marketing articles, or even watching the Super Bowl, then you are certainly familiar with the “metaverse.” But, do you understand what it means?

If the answer is no, don’t worry – you aren’t alone. The metaverse can be confusing. It isn’t tangible and it isn’t just one thing. It’s a collection of technologies, identities, philosophies, and experiences that all level up into a digital sphere, which in some way imitates real life. And consumers, especially digital natives, are quick to adopt AR/VR, social communities, and more. 

What Should Brands Do To Market To Their Target Audiences In The Metaverse?

  • Make digital experiences accessible and seamless
  • Select metaverse-related trends that are best suited for your customers and your brand
  • Drive innovation that’s focused on business outcomes

Making Digital Experiences Accessible And Seamless

There’s a reason why metaversal experiences are catching on: consumers are attracted to immersive environments. This is especially true when it comes to testing products, planning trips, and getting to know brands. Brands need to consider this as they explore their roadmap of digital development. Invest in ways to make your websites, social instances, and overall digital presence attractive for customers and drive affinity through positive virtual interactions. 

Selecting Metaverse Trends That Are Best Suited For Marketing To Your Customers

Brands are chasing after an impossible dream if they try to dive all at once into every new trend within the digital universe. Throwing everything at the wall just to see what sticks is expensive, time consuming, and likely to confuse the consumer rather than drive them to your brand. Instead, it’s important to have a deeper understanding of your customer and identify what will actually increase brand value and improve customer loyalty. Maybe you don’t need a purchasable NFT or gamified shopping experience. It’s important to not be distracted by the novelty and instead focus on creating the best solutions for your brand and its customers. 

Driving Innovation That’s Focused On Business Outcomes

Many brands are knee jerk reacting to what’s capturing headlines and straying away from an overarching media strategy. But, testing innovative ideas without the end business goal in mind, or simply out of fear of missing out, does not result in greater brand affinity or revenue. Innovation must be grounded in doing something new that will fulfill a need of the consumer in a way that either excites or delights them. That’s what builds word of mouth and keeps them coming back for more.

The metaverse is going to grow and evolve as emerging digital technologies gain traction and improve through AI. Marketers need to stay up to date with these changes, while not losing sight of their business goals. Before diving head first into the latest metaverse marketing tactic, evaluate:

  • Are your current metaversal experiences optimized? 
  • Will adopting this tactic benefit your customer?
  • Will these time and monetary investments improve your business’s bottom line?

For more insights, view our webinar on-demand: The Metaverse, Crypto, & NFTs: What Marketers Need to Know.

How to Improve CPG Marketing ROI

Consumer packaged goods (CPG) – a massive category with a lot to consider. Some goods are purchased daily, while others have a longer life cycle ranging from months to years. 

The goal? Build brand affinity to gain a lifelong customer, regardless of the frequency of purchase. 

Achieving brand affinity can result in substantial customer lifetime value. It can even influence generations of consumers as parents pass on their preferences to their children. However, if brand affinity is not achieved, there is a low consumer switching cost, and competitors can swoop in and take your customers. There will almost always be MANY other choices and consumers are becoming less loyal

How Can CPG Marketers Improve Marketing ROI By Driving Brand Loyalty And Ultimately Creating Repeat Purchasers?

  1. Become consumer obsessed.
  2. Invest in outstanding creative assets.

How To Become Consumer Obsessed

If you don’t understand and deeply care about your target consumer, you will lose their attention every time. That’s why it’s critical for brands to do extensive research on who their best customers are. First, build a robust targeting strategy that finds other consumers like them, but also nurtures your existing relationships. For new brands without an established customer base, this requires a lot of upfront work.  At times it may feel tedious, but will ultimately yield dividends once the brand is in market. 

Understanding consumers’ pain points is a key first step in this learning phase – what challenges will your product solve for? How will it make the consumer’s life better or easier? Make sure you are acknowledging their frustrations as you are in product development and building a go-to-market strategy. 

What motivates these individuals? Are they parents who strive to create a safe home environment? Executives who seek products that insinuate prestige? Or athletes who seek products that enhance their healthy lifestyle?

Investigating where your target audience spends their time also helps improve efficacy and improves marketing ROI by decreasing media waste.

What are your desired consumers’ hobbies and interests?

Where do they most commonly shop?

What websites and social media platforms do they visit?

What publications or streaming services do they subscribe to?

Understanding these behaviors will allow your brand to show up during foundational times of introducing your brand. They’ll also influence their thoughts during key decision making moments. 

It’s important to think of these individuals in more than a demographic capacity. Build out knowledge that shows 360 degree thinking and makes the consumer feel seen and heard. And this learning phase should never end. As your brand grows and learnings evolve, continually recalibrate and gather feedback to ensure your product remains relevant.

In order to achieve a high customer lifetime value, invest in a lifelong relationship – not just massive reach. 

Why It’s Important To Invest In Outstanding Creatives

Once you understand your target audience, you have to work on cultivating a memorable brand image and voice. All the audience research in the world will not reach its full potential unless creative assets allow that robust understanding to come to life.

Plus, media performance will likely struggle if this is not a priority, resulting in reduced cost efficiency and fewer purchases. Global vice president of consumer experience at Mondelez International says it best – “One way to drive efficiency is actually the creative excellence.” Marketing Dive’s article goes on to say “…if Ritz and Oreo activated on the same platform, targeting the same audiences in the same time frames, Oreo would ultimately pay lower rates due to its ‘higher creative excellence.’”

So how do you achieve creative excellence? Well, that of course goes back to point number one – know your customers and what keeps them coming back. Keep your brand top of mind through an understanding of general purchase cadence and purchase motivators. Realize your customers will require segmentation to achieve effective personalization. You shouldn’t speak to the safety-focused mother the same way you speak to the influence-focused executive. 

This can get very expensive, very quickly if not done strategically. That means your brand does not need to show up on EVERY channel. Instead, your brand should likely start with flexible digital placements. These allow you to derive quick learnings before buying the expensive TV spot or billboard. Start small and build scale once you have done the analysis to understand what works and what doesn’t. 

CPG marketers have an exciting opportunity to identify ways to drive marketing ROI for their brand. The key is straying away from early mass media investment. Instead, prioritize smart learnings that are audience-focused and creative excellence obsessed.

Recommended reading:

Automated Content Recognition 101

While automated content recognition (ACR) may not be new, it is becoming more widely incorporated into digital marketing strategies. As the number of consumers using smart TVs continues to grow, marketers need to fully understand what ACR is, as well as all of the different capabilities it can bring to current or future campaigns. 

What is Automated Content Recognition?

ACR is a way to capture and identify content. It can be captured across all types of TV viewing: linear, video on demand, OTT, commercials and video games. The data provides valuable consumer insights allowing advertisers to target niche audiences, create a better experience and drive more conversions.

How Does ACR Work?

ACR technology utilizes audio, video, or watermark cues to recognize TV content, and is then matched to a source database for reference. ACR data captures key consumer behaviors associated with TV viewership, like what content is streaming, time-shifting, and ad-skipping. Beyond that, it can also provide insights on cord-cutting and binge-watching. 

Audio Fingerprinting

 Data is collected from connected devices through audio. In order to accomplish this, the app must be running and the user has to opt-in to data collections, which can cause the results to be limited and have gaps in data metrics. 

Video Fingerprinting

Data is collected directly from the user’s connected TV through visual or video capture information. It can capture all content that passes through the TV and, unlike audio, only requires that the TV be on and the user to opt-in to data collection.

Watermark Fingerprinting

Data is collected using digital tags placed before distribution. Owners then can use the tags to track how their content is being used.

How Can You Utilize ACR?

The data Automated Content Recognition provides empowers marketers to better understand and reach their unique audience, as well as customize a message that will resonate with them. Utilizing ACR also strengthens the way in which TV and digital advertising work together, providing more opportunities for second-screen advertising which results in additional OTT marketing capabilities.

Here are four ways to utilize ACR in campaigns:

  • Content Identification: Identifying what content is being viewed
  • Content Enhancement: An interactive tool that triggers complementary content based on what the viewer is watching. Utilize this on a second screen and format in various ways, such as trivia, polls, coupons or interactive forms.
  • Broadcast Monitoring: Provides data and when and where viewers are playing content. This tool allows advertisers to track the journey of their content.
  • Audience Measurement: Allows industry leaders to assess who is watching content in real-time, which is essential for ad pricing.

The ways in which viewers consume TV has drastically changed (and continues to change even still), but the overall love of programming has remained. Implementing data-driven tactics like ACR gives marketers access to higher quality ad space. 

Why You Should be Advertising on Connected TV

Connected TV has officially met the reach of broadcast television. Streaming and connected TV devices exploded in 2020 as more consumers stayed home and cut the cord. As of 2021, there were just shy of 214 million connected television users. That number will increase to 230 million by 2025. In order to get full reach, brands cannot rest on just linear television buys alone. They must also lean into connected TV.

In tandem with the upcoming deprecation of the third-party cookie, there is a substantial opportunity for marketers to better reach consumers through CTV. However, it is critical to approach connected TV strategically, to connect with your broader business goals in order to achieve the best ROI. 

Here are some connected TV strategic recommendations that Coegi leans on to create optimal user experiences for our brands:

Balance Audience and Contextual Targeting

The best thing about CTV compared to traditional TV is marketers are able to offer more customized targeting approaches beyond demographics and GRPs. Instead, we are able to access targeted reach and frequency in an environment where consumers tend to watch 90%+ of the video ad to completion. When analyzing how to reap the most success from targeting, it is important to balance both audience and contextual targeting. Audience targeting offers a lot of benefits in drilling down to behaviors, interests, purchase history, among other characteristics. However, because these devices are often shared across households, you cannot always be sure the person you are trying to reach is the one in front of the screen. Also, as third-party cookies diminish, probabilistic audiences will lose their potency.

Knowing this, contextual targeting on connected TV is going to become increasingly valuable. Programmatically bought CTV ad placements aren’t able to target down to the program level. But, we are able to achieve scale by targeting specific networks, content genre categories and major live events. Knowing your brand and how your preferred audiences index against specific content will become essential in the future of CTV strategies. While these types of premium placements are often more expensive with CPMs often ranging between $40-50, it is critical to communicate the value of having brands’ content run alongside highly recognizable content, elevating the trustworthiness for newer brands and energizing excitement around existing brands. 

Take Advantage of Automatic Content Recognition (ACR)

Linear television continues to be a successful medium for many brands due to the cost efficiencies associated with the buy. However, they are certainly not reaching 100% of their target audience through this channel. To expand reach, utilize linear extension through CTV to reach new consumers in your target market. Another option is to reinforce reach and frequency by retargeting those who were previously exposed on linear television with CTV. 

Also, ACR offers a great opportunity to have a new way to competitive conquest. You can serve CTV ads to consumers who have watched your competitors’ commercials. This creates an opportunity to gain greater awareness against a broader audience and potentially gain some untapped market share.

Understand Where the Greatest Areas of Opportunity Exist – Omni-Channel

As with any omni-channel marketing strategy, it is important to consider how your target market engages with media and spends the majority of their time. Currently, the greatest volume of users fall between ages 25-44. However, it is possible for marketers to safely reach younger audiences as well. Beyond this, there is a word of mouth element to connected TV. Inmar Intelligence reports Unruly found that “compared to linear TV viewers, ad-supported CTV users are 71% more likely to tell a friend about a brand, 53% more likely to search for a brand and 52% more likely to buy a product…”

This can be done effectively by taking more of an omni-channel approach to the CTV world and following the consumer wherever they are watching TV.

Some marketers are concerned by the fragmentation of connected TV. There so many streaming services it feels challenging to unify the experience. Consider having a presence beyond the Hulu’s of the world and also tap into the walled gardens of Amazon Prime and YouTube TV to extend reach. Have a more holistic approach to the opportunity across the consumer base and unify measurement accordingly. 

Measure Performance of Advertising on CTV – Environment vs Reach

Ads on streaming platforms tend to have very strong video completion rates, typically exceeding 90% but often reaching closer 97-99%. This makes the placement very valuable for brands who understand the power of storytelling. But how do brands evaluate success?

Unique reach is certainly one metric to consider. How do I get my message in front of many people and achieve broader awareness goals? However, also consider what placements are going to elevate your brand’s position. Some placements are more costly but have powerful engagement. For example, supplementing your local TV buy on the night of the Oscars with a presence on streaming devices watching.

Overall, CTV adds value through brands’ ability to evaluate performance against qualified audiences, reducing waste and allowing optimization. It’s not just about reach and frequency on CTV. It’s about targeted reach and frequency, placing dollars where there is minimal waste and greatest opportunity. 

To go the extra mile, consider layering on advanced measurement tactics such as brand lift and foot traffic studies to gain additional learnings.

The biggest takeaway?

Connected television is relevant and pertinent to every brand across every industry – don’t underestimate its power. That being said, remain agile in your approach to CTV and prepare to shift strategies to stay ahead of the curve.

When Does Advanced Measurement Make Sense?

Here at Coegi, measurement is at the center of everything we do. We listen to our clients’ challenges, objectives, and aspirations. We understand what success looks like and build a media measurement framework to better understand how we are progressing towards those goals. Sometimes this is as simple as defining KPIs and optimization points; however, there are some instances where media metrics alone won’t answer the brand’s questions. In these instances, it may be necessary to consider other advanced measurement strategies. 

When Should You Consider Advanced Measurement?

If your client’s goals are not answerable by traditional media metrics, then consider advanced measurement opportunities. Some examples of these questions include:

  • Did my brand have an increase in unaided brand awareness?
  • Did my retail locations gain incremental visits from the campaign?
  • Has my brand had an increase in market share as a result of the media running?

In these situations, reporting back on metrics such as reach and frequency, cost per click, and video completion rate won’t offer the business intel the client is looking for. 

Are There Barriers to Entry with Advanced Measurement?

It’s important to consider campaign budgets when deciding whether advanced measurement studies are the best solution. Each measurement partner has a unique pricing structure that may at times be cost prohibitive. Additionally, some measurement partners require impression volume or retail location minimums in order to run the study. Advanced measurement studies also take several weeks to get up and running, which may cause concerns about timeliness. Be sure to set expectations and plan early when advanced measurement is likely to come into play. Finally, it’s important to identify which channels you want to analyze. Keep in mind that walled gardens like Facebook and Google will require different solutions than other programmatic DSPs that allow for cross-channel measurement.

What Kinds of Advanced Measurement Studies are Common?

When selecting advanced measurement studies, it is important to once again think back to the client’s desired business outcomes. For those looking to understand growth in higher level outcomes such as awareness and consideration, a brand lift study likely makes the most sense. To understand incremental store visitation for large retail brands, a foot traffic study can help reinforce directional success. If sales and understanding of bottom line growth are critical, then a sales lift study will likely be the best solution. 

When strategizing media campaigns, it’s important to measure what matters to your client. In situations where front-facing media metrics and attribution, aren’t enough, it’s important to weigh your options to understand your campaign impact on meaningful business outcomes. If you are interested in running a campaign with these solutions, reach out to your partners at Coegi.

Recommended Reading:

5 Steps to Successful Marketing Measurement

Are Your Metrics Creating Confirmation Bias? 

3 Key Steps To Maximizing Your Marketing Campaign’s Success

When developing a robust marketing campaign strategy, there are many different components to consider to drive success. For example, who is your target audience? Where do they spend their time? What do they care about? When are they most engaged?

The common denominator of all those questions is the consumer. Without understanding the persona you are reaching, your marketing strategy will fail to meet goals and expectations. The best way to ensure your campaign reaches the identified goals and KPIs is to take an audience-first approach. Place the consumer at the center of the strategy then base your campaign choices on those individuals.

Finding your ideal audience

Sometimes it is challenging to know who the “ideal audience” is. It often involves a lot of considerations such as customer lifetime value and advocacy. However, while often a substantial time investment, it is the most critical step in having a successful marketing campaign strategy. Here are some tips to better understanding your current customers and prospective consumers:

  • Analyze your first party data: What makes your core customers similar and how can you use those learnings to find new prospects, and looking at historical quantitative and qualitative data to understand who your “best” customers are to-date
  • Review Google Analytics data to reveal key insights: By looking at data cuts such as demographics, interests, and geos, your brand can gain some insight. Find out who your current customer is and ways you can use targeting them.
  • Place a pixel on your site: This let’s you go a step further than Google Analytics and understand where your audience is highly indexing in terms of behaviors, interests, and demographics
  • Use audience research tools: By using panel-based research, you can better understand consumer thoughts, opinions, and decisions that are driving behaviors

Maximizing campaign success through placements

Identifying the right media channels should be a balance of your business objectives and the audience scale on each platform.If the goal is to truly get in front of as many people as possible, billboards may be best investment.However, if you need a more targeted approach with cost-efficiency metrics to optimize against, understand creative performance that is moving the needle, and gain insight into your top performing audiences, digital is likely the way to go.

Now, whether you choose video, social, display, or search depends on your goals. However, having a full-funnel strategy is almost always the ideal way to guide the consumer journey.

Cutting through the clutter with the ideal message

Consumers are confronted with thousands of ads a day, which makes it easy for them to ignore. So how do brands make an impact? For many, the answer is personalization. Personalization can mean a lot of different things. And, it can be done effectively without feeling invasive. Personalization can include aligning copy and messaging to:

  • Your audience’s interests
  • The time of the day for the consumer
  • The location of the consumer
  • The consumer’s stage of life
  • The consumer’s demographics
  • Where the consumer is in their journey with the brand

It’s also important to consider what is distinctive and relevant. Distinct brand assets are consistent sensory & semantic cues (i.e. colors, logos, taglines, jingles, etc.) that makes it easier for consumers to identify your brand and recall the selling points associated with it. Yet, understanding the most impactful components of a creative requires analysis. This can involve A/B testing various messages, imagery, and CTAs. It can even be conducting a panel-based survey to hear first-hand from consumers. Brand growth occurs when marketers leverage their distinctive brand assets effectively to build mental availability with the consumer.

Determining marketing campaign success

Evaluating whether your marketing campaign was a success depends on your definition. Coegi always aligns the campaign measurement strategy to business goals; however, how granular the measurement insights are dependent on client expectations. If the goal was awareness, some brands feel satisfied by hitting an ideal reach and frequency. Thus, using media metrics will be sufficient. However, if a brand wants to show an incremental life in unaided brand awareness, that will require an advanced measurement strategy.

At the end of the day, remember is to prioritize the data that matters most to your business. Don’t get distracted by vanity metrics that do not answer the question of whether you achieved your company goals.

 

/ Contact

Tell us about your project
Are you interested in gaining the latest marketing insights through Coegi’s newsletter, The Loop?
This field is for validation purposes and should be left unchanged.

contact form image