How to Make Your Creatives Work with Your Campaign

How to Make Your Creatives Work with Your Campaign

By Todd Green and Amy Juarez

Powerful creatives make ads. Eye-catching images and engaging copy are what transforms a user into a customer. However, no matter how clever the tagline or beautiful the product shot, successful campaigns depend heavily on targeting as well. Reaching the right users—and future customers—is just as vital as delivering impactful creative. However, campaign success doesn’t just require these pieces of the marketing puzzle to be effective, it also demands a synergy between the two. Great creative isn’t just attractive for the sake of being attractive, it also works for its campaign targeting. Likewise, targeting tactics can help elevate creative messaging. In digital advertising regardless of your tactic – geo-targeting, dayparting, or contextual – getting these strategies to work in harmony with creative is key to driving results.

Geo-Targeting
Geo-targeting can work in a couple different ways. The first is when a product, event, or offer is for a local market. The second is when a targeted market has just shown proven success for similar campaign goals. Either way, geo-targeting tactics allow advertisers to efficiently reach users. It also presents a great opportunity for effective creative messaging. For example, a campaign that is segmented by major U.S. cities can speak specifically to the residents of each.

“Hey New Yorkers, look at my product I’m selling you!” *

*Please keep in mind, I am not a copywriter and this would be a horrendous piece of copy in execution, but you get the idea. Geo-targeted copy should include references that resonate with users within the geo (that should probably be a little less obvious than the above example).

For example, local events, activities, and lifestyle can direct this strategy. If the product is sunglasses, messaging in Colorado might have to do with finding the perfect pair for the slopes, while the messaging in Florida might focus on the shades as beach day essentials. Likewise, images can perform the same service. If I live in Chicago, I will probably relate more to a picture of a shiny new car in the streets of my city, rather than one driving through the Redwoods.

Through creative geo-targeting, an advertiser is able to present multiple unique messages within a singular campaign, making the most out of its targeting and creative strategy.

Dayparting & Flighting
Similar to geo-targeting, dayparting and flighting are utilized in order to serve ads when they are most effective. While dayparting might be determined by the product or service being promoted (i.e. the campaign offer is only available Monday through Friday) or by past performance (i.e. most game downloads happen in the evenings or on the weekends), strategic optimizations do not have to end here. To ensure that creative messaging is also aligned with this tactic, one must look at factors surrounding the time of day, day of the week, and time of year—what’s going on when the ad is served.
For example, if you’re a coffee brand, messaging in the morning can focus on how this coffee will be the absolute best start to the day, while messaging in the afternoon can speak to an audience in desperate need of a mid-workday pick-me-up. From a flighting perspective, you can also plan creative rotation around weather or events associated with the time of year. In the hottest days of summer, a hotel chain could serve ads exclusively with images of pool and spa amenities. A high-end camera brand could feature high-definition images of upcoming festivals, fairs, or sporting events. Serving messaging relevant to an audience’s experience makes the ads more authentic, personal, and thus, more effective.

Contextual Targeting
Another major way to ensure ads are seen by the right eyeballs is by contextually targeting a campaign. When you are buying media on a large scale, narrowing ad placements to categorically appropriate content is achieved through this tactic. However, once you’ve narrowed down your audience, it’s also important that you are engaging said audience. This, again, is where creative comes in.
If you know your campaign will be running exclusively on a certain type of inventory, why not take advantage of the space, especially when executing Native Advertising? To create a truly Native ad, the placement should not only replicate the look and feel of the page but should also contextually fit in its environment. While this doesn’t require that every advertiser on ESPN be directly sports-related, presenting paid content that is relevant to a sports fan creates the most seamless user experience, thus effectively engaging the user.
Additionally, on campaigns with broader targets, creative strategy can be unique by contextual categories. These categories create profiles with which you are able to build creative around. A bank, for example, may want to reach recent grads, young parents, and to-be retirees in one campaign.

  • Careers, Tech, Sports, Arts & Entertainment
  • Family & Parenting, Food & Drink, Education
  • News, Business, Hobbies & Interests, Travel

By segmenting the campaign and customizing appropriate creative, this advertiser can speak to each of these audiences without waste.With the constant evolution of the digital advertising industry, specialized targeting is becoming more and more dominant in shaping campaign strategy and it certainly is not limited to geo, daypart, or contextual methods. From location-based to behavioral targeting to whatever comes next, new and emerging targeting technologies demand creative strategy that both complements and advances them. In order to run a smart campaign, you have to be smart—about who you are speaking to (through targeting) and how you are speaking to them (through creative). When campaigns are approached with these two interconnected components at the forefront of strategic planning, great advertising can happen.

With the constant evolution of the digital advertising industry, specialized targeting is becoming more and more dominant in shaping campaign strategy and it certainly is not limited to geo, daypart, or contextual methods. From location-based to behavioral targeting to whatever comes next, new and emerging targeting technologies demand creative strategy that both complements and advances them. In order to run a smart campaign, you have to be smart—about who you are speaking to (through targeting) and how you are speaking to them (through creative). When campaigns are approached with these two interconnected components at the forefront of strategic planning, great advertising can happen.

Bidtellect Mannequin Challenge

Bidtellect Mannequin Challenge

Bidtellectuals in Delray Beach started off their morning doing The Mannequin Challenge. Here’s a behind the scenes of the glamorous world of Native Advertising.

Bidtellect’s Quarterly Native Report Q3 2016: Engagement Is Key To Your Native Advertising Success

Bidtellect’s Quarterly Native Report Q3 2016: Engagement Is Key To Your Native Advertising Success

According to eMarketer, Native display ad spending will surpass traditional display spending 2016 and will grow at double-digit rates for several years, reaching $36.3 billion by 2021. As marketers wade deeper into Native Advertising, they need to have a better understanding of how to drive the best results and engagement across devices, formats, success metrics and content categories. It’s important that marketers understand that Native Advertising is facilitating broader Content Marketing strategies and therefore needs to be treated differently than traditional display.

Bidtellect’s inaugural quarterly report analyzes our platform activity in order to provide advertisers with important insights and trends in the Native Advertising industry. Bidtellect’s platform processes over 5 billion Native auctions daily across 6.5 million distinctly targetable placements, and this number continues to grow quarter over quarter. We collect data from the start of an auction through post-click consumer activity including but not limited to the metrics captured in this report.

Native is Cross-Device

Mobile has undoubtedly solidified its place as the device of choice for people as we’ve come to expect information on demand, no matter where we are. So it makes sense that the report reveals that CTRs were an average of 200% higher on mobile than desktop in Q1-Q3 2016.  It’s clear that consumers are actively clicking on content on mobile devices. but what are they actually doing with that content once they are there?

Desktop is Winning Engagement
Although CTRs were higher on mobile than desktop, the report also shows that mobile is not where the deeper engagement is happening. Post-click engagement is significantly greater on desktop than mobile.  On average in 2016 year-to-date, pageviews were 130% higher on desktop than mobile, and bounce rates were 37% lower on desktop than mobile. While the value of mobile as a platform for marketers to connect with consumers is undeniable, there are still improvements that need to be made for it to become as engaging as desktop.

Marketers Primary Native Campaign Objectives
Demand for Native has increased so rapidly and marketers are using the more common and less sophisticated metrics such as CTR to measure campaign success. When using new formats, marketers tend to stick with what they know, but as Native continues to grow, Bidtellect believes that post-engagement metrics will become more widely adopted.

Different Formats Generate Different Levels of Engagement

The data shows that In-feed placements generate higher page views and lower bounce rates than the In-Ad and Recommendation Widget units. In-Feed is the most premium Native unit driving the highest consumer engagement. On average in 2016 year-to-date, In-feed pageviews were 147% higher than In-Ad and 163% higher than RW, In-feed bounce rates were 19% lower than In-Ad and 30% lower RW. Learn more about the different Native ad formats and their various benefits here.

How Are Consumers Engaging Across Publisher Categories?
Bidtellect’s Engagement Score is the industry’s only post-click engagement metric, designed to determine how engaging a given piece of content is. The proprietary algorithm tracks, measures and optimizes against pageviews, time on site, bounce rate and user sessions. All of these data points are expressed through a simple score (0-10) which provides great insight to the agency/advertiser on what device, format or piece of content is seeing the highest engagement.

As people are planning their winter and holiday vacations they were actively engaging with travel based content in Q3.  Law, Gov’t & Politics and News based content were also highly engaged with in Q3, correlating with the Presidential Election in November. 

Actionable Insights and Key Takeaways

  1. For marketers trying to reach their audiences on mobile devices, they need to transition away from CTR as a success metric, and toward post-click engagement metrics. Consumers are clicking on content on their mobile devices, but are less likely to engage further on mobile than desktop. For marketers to get the most out of their cross-device content marketing and Native advertising strategies, they need to optimize against these post-engagement metrics.
  2. In-Feed placements drive the most consumer engagement compared to In-Ad and Recommendation Widgets. All three formats are extremely valuable, but including In-Feed placements in your Native plans will ultimately drive the best results with consumers.
  3. Plan ahead. Creating and distributing timely content to your consumers will produce the highest levels of engagement. Don’t wait for the days or week before an event, reach them in the weeks and months leading up so they are fully educated.
  4. Post-engagement metrics, across devices and formats, will become increasingly critical for marketers as they seek more meaningful ways to determine how consumers are interacting with their content.

Contact us here to request a copy of the report! We look forward to bringing you future reports and updates on the Native advertising ecosystem each quarter.

Bidtellectuals Are Doing MOre this MOvember

Bidtellectuals Are Doing MOre this MOvember

Each November men change up their shaving routines and grow out their mustaches to raise money in order to change the face of men’s health. What seems like a seemingly frivolous activity has united millions of people around the world since 2003 in the fight for men’s health.

The men of Bidtellect have dedicated themselves to this great cause with the support from the rest of the Bidtellect team. We have already raised almost $1,500 and that number is climbing every day!  We are so proud to be part of such an important cause!

Don’t forget to show your support for men’s health by donating here!

And, we’ll keep you updated on the stash progress!

bidtellect-movember

Pre-Bid Brand Safety with Bidtellect Powered by AdmantX

Pre-Bid Brand Safety with Bidtellect Powered by AdmantX

Bidtellect is proud to announce that its pre-bid Brand Safety is now powered by AdmantX, which can be layered onto campaigns as a targeting feature. This can be enabled for campaigns with Flat CPM or Max CPM bid types from the Targeting tab of the Campaign create/edit screen.
Turning Brand Safety on automatically excludes 8 categories by default, which can then be customized per brand. Additional Brand Safety verticals can be selected at the parent and child levels.
The 8 pre-bid brand safety categories that are excluded by default when you enable this pre-bid feature are:

  • Accidents
  • Alcohol & Tobacco
  • Crimes
  • Illegal Download
  • Illegal Drugs
  • Illegal Streaming
  • Natural Disasters
  • Parental Protection

Note: Brand Safety works as exclusion. Turning it on for a particular category blocks delivery for that category.