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10 THINGS TO THINK ABOUT TO ACHIEVE THE GREATEST BRAND IMPACT ONLINE
Anton Razumov ex.Brand Manager Pantene Pro-V +91 981 879 05 08 [email protected] linkedin.com/in/antonrazumov slideshare.net/antonrazumov twitter.com/ZooMik
What stopping power would the first frame generate?
What reason would a user have to stop and watch the ad – intrigue is not always a good opIon with online campaigns
Brand impact is only as strong as your brand presence — show brand prominently on all frames of the creaIve
ü
• Within FMCG campaigns, a common goal is to promote a new product or brand extension
• BoPom performing FMCG ads oQen featured the parent brand name more prominently, thus
overshadowing the new product/extension. None of the top FMCG performers on ad awareness used
this branding format, while one quarter of boPom performers did.
FMCG: Ensure that the parent brand logo does not overshadow the new product/extension
Each frame of an ad should stand on its own
Each frame should:
• Produce brand
awareness
• Communicate
message/benefits/
differenIaIon
• Communicate brand
like-‐ability/reason
to purchase or call
to acIon,
depending on your
adverIsing goal
ü
Be mindful when using “reveal” ads • “Reveal” ads are almost always ineffecIve; this finding is seen across all industries as a key component
that differenIates best and worst campaign performers • Why should a user conInue to watch this ad aQer the first couple of frames? • At this stage they have no idea who/ what the ad is for
FMCG è1 out of the 20 top performers on ad awareness used reveal format, while 17 out of the 20 boPom performers used reveal format
There are a few excepIons to the
reveal format rule:
• Video ads are much more likely
to succeed in being noIced,
but are sIll risky in terms of
building brand awareness and
favourability
• Ads with high entertainment or
comedic value can be effecIve,
if appropriate
Source: Dynamic Logic’s MarketNorms, Last 3 Years, Q1/2009, N=2390, n=3,806,527; Video (last 3 Years) N=255, n=311,755; Rich Media (Last 3 Years) N=1955, n=2,782,038 ; Flash (Last 3 Years) N=1166, n=1,564,019
Percen
t Impacted
5.4
4.2 3.7
-1
0
1
2
3
4
5
6
Online Ad Awareness
Video Norms Rich Media Norms Standard Flash Norms
“Reveal” ads are almost always ineffecIve: however, there are excepIons to the “rule”
Keep the messaging very simple
• One or two messages is enough
• Don’t make the message too complex
ü
Don’t make people work for your message • Viewers should never have to interact with your ad to see your brand or your messaging
• Across industries, reveal format of the key messaging led to poor performance
InteracIve ads can be effecIve when used appropriately
• Use expandable/interacIve ads to allow
the viewer to drill-‐down and learn more
• Ads with an interacIve element can be
great, but don’t rely on people interacIng
in order to get the message and product
– InteracIve ads are very effecIve at
rising Ad Awareness, yet, less than
2.11%* of people interact with an
ad in the live environment, so the
adverIser should ensure that
people who choose not to interact
will sIll take out the message
*Source: DoubleClick DART for U.S. AdverXsers, January – July 2008
ü
If goal is persuasion, be careful not to annoy the site visitor
• Avoid highly obtrusive ad formats
(example shown)
• Be considerate of the site visitor’s
mindset and the site content;
intrusive formats may work within
certain site categories (i.e. online
video markeIng for theatrical
releases on entertainment sites)
but appear annoying on others
(i.e., news/info sites)
Inclusion of product shot & human presence • Both top and boPom performing campaigns included a product shot and human form in the ad
– Human presence appears to be a key factor of success in online campaigns, where copy is
typically used more oQen
– Also, relevant human imagery can be parIcularly important for targeted industries (i.e., baby care,
pet, beauty)
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• Most of boPom performing campaigns within FMCG featured the brand name/logo only within the
product shot
• Opportunity to see the adverIsed brand name may be lost or obscured when only featured within the
product shot
However, ensure the brand name does not only appear in product shot, parIcularly for FMCG campaigns
Avoid “border” ads • Try to avoid “border” ads – ad sizes that frame the content of a webpage
– They train site visitors to focus on the center of the page and tune out ads, whereas, some ad placements embedded within the content are therefore, more noIceable
– Rectangle ad sizes do not frame content and are therefore, more noIceable
FMCG: Inclusion of coupons / free trial offers did not differenIate performance on Purchase Intent
• FMCG campaigns that uIlised a charity / donaIon message scored well on ad awareness / persuasion
ü
Integrate online creaIve concepts with offline • UIlise creaIve elements that are consistent with offline ads in order to reap the benefits (i.e. frequency) of
synergisIc media
ü Magazine Inser<on TV Spots Online
Thank you! Anton Razumov ex.Brand Manager Pantene Pro-V +91 981 879 05 08 [email protected] linkedin.com/in/antonrazumov slideshare.net/antonrazumov twitter.com/ZooMik
