By David Tomas, on 03 January 2016
No doubt that digital advertising is becoming the star of marketing strategies. So much that it is estimated for the first time that investment in digital advertising will exceed television in 2019. But what are the most profitable types of ads? What formats can give the best results? If the article "The 8 digital advertising formats that you must not lose sight of" left you wanting to know more then do not miss this post!
8 DIGITAL ADVERTISING FORMATS YOU CANNOT LOSE SIGHT OF (PART II)
In the first part we discovered what the eight key formats are digital advertising today. Today we will delve into each of them to see what they can bring to our brand.
- 1) Native Advertising
Native advertising integrates content on the platform which it is published, without causing disruption in navigation. In this format it is possible to unleash our creativity to entertain, surprise and bring value to our target audience, all part of a smooth user experience.
Compared with the growth of ad blockers like AdBlock Plus, the answer is not to try to limit its use to force users to consume our ads: the answer is to respect their freedom of choice and use native advertising to give contents that users really want to consume.
- 2) Email marketing
The market offers many quality databases with different segmentation as the first step in creating our email marketing strategy. But the possibilities of this format increase when we are able to reach our target audience. To do this, we can launch campaigns of emails that include content the user can download, creating a database of interested leads. As our database grows, we can subdivide into smaller focus groups and direct them email retargeting campaigns. The aim is to arrive just at the right time and with the right message for maximum impact with our emails.
- 3) Social Ads
The social ads are one of the most interesting formats, as they have millions of users and let you to reach your target audience. Use them to maximize your presence on social networks drawing on their different features and options:
- Facebook Ads: thanks to its Power Editor, the Facebook Ads are a tool with lots of possibilities. To realize its potential, reflect on what you want to achieve with your campaign: increase the audience of your publications? Enhance brand branding? Do you want more conversions on your website? Choose the type of ad that best suits your goals and do not forget to measure and optimize results.
- Twitter Ads: Twitter advertising continues to surprise with new options. Recently they launched the Conversion Lift tool to configure our campaigns to test multiple variables and to focus the budget on those that work best.
- Instagram Ads: the visual social network is also strongly committed to advertising. In the last year they have expanded their offer of sponsored videos with 30 seconds of content, pictures in landscape format and the Marquee tool.
- 4) Display
We call display any advertising visual element that can be placed on a web site, blog, etc. Examples include a banner, pop-up and interstitial. Although this format has been affected by the growth of ad blockers, I think it still has a lot to say. But the answer is not to try to bypass the blockers to invade the user, but to create ads that are really worth seeing.
- 5) Online Retargeting
Go a step further with an online display advertising formats using Web page to display intelligently personalized ads. The retargeting leverages user information collected through cookies to show more ads suited to their past actions. And we succeed in creating a truly relevant and timely advertising and therefore are more likely to succeed.
- 6) SEM
The SEM is to create advertising campaigns per click on search engines like Google or Yahoo. The key to its success is that it responds to the real needs of users so as it is based on the keywords they're looking (for example, "car rental in Madrid center").
To maximize the effectiveness of our SEM campaigns, Google AdWords offers the option to create ad campaigns on search engine lists combined with retargeting. For example, we can show ads only to people who have visited a specific page on our website over the past 30 days. Can you imagine all the possibilities for conversions?
- 7) Mobile Ads
All ad formats have been thought about for mobile devices. Most consumers have one and it is the device you spend hours browsing. In fact, according to Google, 2015 was the year in which searches through phones have exceeded those of PCs, and this trend is unstoppable. So instead of adapting your website to mobile campaigns, it's time to put the mobile first and give it all the attention it deserves.
- 8) Video online
The video is very effective because it achieves better CTR than traditional advertising and facilitates the empowerment of a campaign. It is a format that has more and more acceptance and, thanks to the speed of the connections and the growing size of mobile screens, no longer is video limited to desktop campaigns.
The biggest obstacle with video is the refusal of users to the pre-roll format (another commonly eliminated by ad blockers ads). To overcome this, bet on the Youtubers and native video advertising and see your marketing plan succeed.
Remember, no matter the format you choose, the key to success in online advertising is bringing value to users. Entertain them, teach them, recommend them something useful to share, and get them to become loyal followers of your brand. And do not forget to read the first part of "The 8 digital advertising formats that you must not lose sight of."
Photo by Anthony Indraus