online ads message
Using the same elements across the board always makes a campaign stronger. A good example is the Budweiser campaign that was recently launched in China. In this campaign, many elements were used consistently across all channels. Think of celebrity, logo, color scheme, pay-off, music and the designed bottle. They were reflected in all advertising messages on TV, online and outdoor. In all these expressions, the popular singer and actor Eason Chan appeared, who always communicated the same message in the same style. Budweiser was profiled as young and passionate, with a focus on the future. And although the campaign style was mainly popular with progressive consumers, the integrated approach ensured that the message was well received by all target groups.
FW_online ads-picture5_Budweiser
2. Know who you want to reach and when
Brands need to clearly define the role of online media for themselves. You do this by identifying your target groups and researching when you can communicate with them. The frequency with which you communicate with your different target groups depends on the use of social and digital media by the target group. People who are less active online are twice as likely to say that brands just won't leave them alone than more active users. Take this into account in your campaign.
online ads frequency
Large campaigns adapt their creative expressions to each channel. As an advertiser, you will only get the most out of your expressions if you understand that each channel and medium is experienced in a different way, and therefore requires a different approach. The different media also have different strengths and weaknesses, and are 'consumed' at different times. Take these differences into account.
For example, consumers called the recent Adidas Originals campaign in the United States ' dark and edgy', 'primarily for young people', 'trying to fit in with new social movements' and 'hardcore' . This showed that the campaign performed much better online than on TV. The campaign did well with Adidas' target group, which is very active online. If Adidas had had a target group that was not very active online, this campaign would not have scored so well.
It is precisely the use of characters with a sharp edge, daring and striking, that makes the Adidas campaign score well. The raw elements used in the execution and the flashing images reinforce this effect. With this campaign, Adidas not only knows very well which target group they want to reach where. The execution of the campaign is also optimized for online.
3. Adapt online expressions appropriately
Online less active target groups mainly want digital ads to be short and to the point . People who are very active and engaged online appreciate it when a brand subtly adjusts the online expression. And that goes further than simply shortening or re-editing a TV commercial before using it online.
For example, the most active users, compared to the least active users, are more than twice as likely to think that brands should feature different, more 'online relevant' characters in online videos. Characters with a sharp edge, who are a bit more daring. They also appreciate it more when brands add certain extras online, such as a 'making of'.
So your target group actually determines how much israel telegram data you as a brand need to invest in the extent to which you adapt your expressions for online and what adjustments you make.
Opel launched the new Crossland X in Germany with the so-called 'Handbag' campaign. The successful TV commercial did even better when it was adapted for Facebook. Thanks to even better branding, the ad was found to be even more relevant and likeable.
The video on Facebook highlighted important assets of the car and the brand, and it is an attractive video. It was very popular with the active online users. At the same time, the expression was still easily recognizable as part of the larger campaign. This prevented the target group of Opel, who are less active online, from not understanding the advertisement.
How active and engaging is your target group online?
To get the most out of online advertising, marketers need to ensure an integrated approach. But also customization per medium and format. So always adapt your campaign to the specific wishes of your target groups. Base this on how active and 'engaging' they behave online. In this world where everyone and everything is increasingly connected, you as a brand only really make a difference if you know when people are open to your content.