One technique for a marketer to grab someone’s attention online in 8 seconds or less is to link advertising to a major event that has popular interest and then do something really out of the ordinary.
However, getting the viewer’s attention the first time is just the beginning of the battle. Then you need to take a winning concept and create dozens of variations so the customer will continue to engage with the brand to leave a lasting impression. If you make frequent and subtle changes to the same creative concept you play both forces: consistency and repetition, to generate awareness while using enough variation to combat banner blindness.
Dynamic creative technology keeps messages fresh and relevant for ad personalisation and retargeting purposes. With dynamic creative, an ad is built in real time when an ad request is delivered to an ad server by using a unique ad template and then pulling in different elements from a data feed.
However, there are also risks with dynamic creative. If the marketer has not defined post conversion rules, including frequency capping that limits the number of impressions per user, the ad can be over-served and become an annoyance. People can feel they are being stalked by receiving repeated images of an ad for a product even after they have made a purchase.
Also, because ads are constantly changing due to real time data, there are more opportunities for human error. In theory, having a brand support the national team in a sporting event is a great way to attract attention. That said, as changes are made in real time and people are emotionally involved, you have to make sure the messages are accurate and synchronized with results as they happen.
An excellent example of how to successfully engage consumers is Unilever’s Six Nations campaign where men’s grooming products were promoted during a major international rugby championship. Unilever’s media agency, Mindshare, with the help of ad tech provider Sizmek, developed an HTML5 in-app ad campaign that stayed in perfect sync with the action on the pitch, delivering the latest tournament news and scores.
The tournament proved to be one of closely contested Six Nations tournament in years which helped drive great results for the campaign. With an impressive 0.84% CTR, the conversion rate for this branding campaign was twice the industry average for an HTML5 execution. Unilever and Mindshare were so pleased with the results that they extended the campaign delivered by Sizmek beyond its original end date.
By Ben Walmsley, UK Managing Director of Sizmek.
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