By using dynamic creative , we're able to create more intelligent and compelling work. The result? Banner campaigns that not only generate excitement and passion among creative folks but consumers as well.
A primary benefit of digital—and programmatic the focus of the first piece in our "Inside Google Marketing" series , specifically—is the ability to do one-to-one marketing. You've already reached a highly specific audience through your programmatic buy; dynamic creative allows you to pull the audience insights from your media buy into your creative strategy, so your message is just as targeted as your placements.
Efficiency is another benefit. Creative agencies that use dynamic creative to populate their ad units can quickly swap in new assets without having to re-traffic entire campaigns. We do this with our Google Play campaign to promote key content on the platform, such as weekly movie or music releases, quickly. By reducing the creative workload as well as the heavy lifting from trafficking, we expect to see significant gains in efficiency for our future campaign-setup process.
Dynamic creative can also play a crucial role in a mobile strategy. Last year, we launched a dynamic mobile ad unit dubbed the Magic Banner. We're taking things a step further in version 2. We want to convey the power of Search in a way that's interesting, relevant, and hopefully, a value-add to mobile users.
To do that, we're using search insights and leveraging contextual signals time of day, weather, and location, for example to give the audience the right information at the right time. The three principles I mentioned earlier are great in theory, but they can be interpreted and applied in any number of ways. So how do you know if you're making the most of your banner campaign? When you see your digital-campaign results, how do you know if your creative is driving performance or the lack thereof or the media is?
The answer is to systemize the process with creative testing. Then, you can develop creative best practices using the results. Unlike in-market testing, where both creative and placement are variables, creative testing only analyzes the creative, keeping placements constant. We look for lifts in both brand recall and intent to measure the impact of the creative.
If the ad creative fails, we go back to the drawing board. As consumers spend more time online, budgets are following them, so why not crunch as much data as you can before spending significant resources on online media? Smart creative testing helps legitimize digital as a marketing vehicle. And marketers will gravitate to channels and tactics that deliver measurable results.
Creative testing also provides them with a benchmark for success. Without testing, creative quality turns into a subjective—or even a philosophical—debate. Data can streamline the dialogue. Banners play a vital role in advertising your business to a large group of people. Whatever you need, from advertising a business, to promoting a brand or announcing a city-wide event, the use of banners are only limited by your creativity.
Without further ago, here are the top 3 reasons why you should start using banners as a way to advertise and promote your business. Some of the earliest methods for making banner signs involved heat pressing or sewing pieces of vinyl or clothe directly onto the banner.
Besides that, they wore down quickly. Thank goodness, as far as banners are concerned, digital printing has long been the chosen method to produce high quality, professional looking banners for little cost. Color representations are accurate and in the thousands; images are as good as photographs. With banner signs, you have an inexpensive way to garner positive public attention from crowds both large and small.
Banners are mostly used outdoors. It goes without saying that banners are far more durable and long-lasting than cloth or paper. The majority of flyers soon find a home in a trash bin and cloth is a great magnet for dirt. On the other hand, most banners are tear resistant, weatherproof, and enduring. If I were looking for marketing tools to make my life easier, award-winning software that offers support sounds right up my alley. If getting started is as easy as clicking a button, there's no reason not to at least check it out.
To keep your ad professional, any visual elements, such as images or GIFs, should be high quality. While moving images are a way to keep ads interesting, static images are just as effective. Mailchimp's imagery is fun and gets the point across. Their logo is also a way to convey imagery, making sure their brand stays in their audience's memory. A crowded ad is nothing but a nuisance to web browsers. An effective ad has minimal text, one or two images, and a CTA.
Mailchimp's ad is one sentence and includes large text. Some banner ads don't even have text or images at all, just a logo and a CTA. Though your ad doesn't need to be that minimalist, it doesn't need to have as much information as you may think. If your ad has more than one short sentence, it may be too much. This desk ad from Pottery Barn is a good example of how a little goes a long way. Using a showroom photo to highlight the practicality of desks, it gives way to how easily their furniture could fit into a space.
With the logo, an engaging call to action, and a simple design, all five points of an incredible banner ad are covered, and it's effective. For students browsing Amazon or professionals building their home office, this ad would be an excellent cater to them.
Using a show that's already popular, and having all episodes streaming, pulls in binge watchers. This ad also incorporates the show's logo and star.
It also gives viewers all the information they need without appearing too crowded. Popular SEO extension SEMrush used the small rectangular banner ad choice, which is not only pocket friendly, but useful for ads that don't require a lot of information to get the point across. In this ad, SEMrush lets you know exactly what their service provides in less than 20 words. They're effective in grabbing the attention of companies looking to heighten their analytics.
Providing all the specs of a car on a banner ad isn't possible without the ad looking too busy. Chevy chose to play with text in order to keep the information there without being overwhelming. Moreover, they chose essential information and wording to make sure the impact would be as great as it can be. Chevy also made it a point to incorporate color into the most important words. The discount on this car and the CTA are both in yellow, bringing the attention straight to those two elements of the ad.
The magazine has a promotion going on that includes a free tote bag with a subscription. Imagery of both products a new subscriber will receive is a good way to use imagery, and the price here is bolded, meaning it's of importance. This piques interest "What do I have to do to qualify? Convenience is also an important concept to keep in mind. How can we create offers while reducing the friction our prospective customers face when taking advantage of those offers?
Best Buy does this exceptionally well in this banner ad. They likely knew that one barrier to buying a phone online from Best Buy is needing to activate it in store. In this ad, they assure their audience that this isn't necessary, making the implication that "Buying from us will be convenient, so shop without worry. This ad shows a partnership between Coca-Cola and an NFL team, positioning the beverage as a great choice on game day.
By offering something of value research on sales capacity , Conversica is positioning the conversation around how they can help. This puts the focus on the buyer's needs rather than "me me me" type of selling. In addition, the ad capitalizes on the existing brand recognition of Dale Carnegie to make a compelling statement that essentially boils down to "Learn from the Best in the Business.
Instapage makes a bold claim, which piques interest, then deposits that the user must click to get validation for why that bold claim is true. In addition, they do it in few words, which allows for clean, bold typography and illustration. Lendingtree uses this to their advantage by incorporating a slider that the user can use to calculate a mortgage amount. The button then guides them to complete the next step by clicking the ad and going to their website.
There's a clear utility in this ad, which is why it's so impressive. Banner blindness, or the idea that people simply don't notice ads anymore, is a real concern. However, the way to get around that is with eye-catching design. Popeyes does this well with contrasting warm and cool colors combined with big, bold typography. Placing the food in the center draws the eye and lets the image speak for itself as well. The simple exchange of doing holiday shopping while saving money doing it is a simple message You've probably interacted with a ton of banner ads with minimal knowledge of them.
The truth is that they're a great asset to boosting visits to your site and expanding your audience. Not that complicated, right?
With the right advertising plan combined with stellar ad design and copy, you'll be well on your way to generating ROI for your business with display advertising.
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