As mentioned in a recent article on the top five ad formats that will boost your brand, comScore asserts that the creative has four times the impact on results as the media plan does. An analysis of 400 campaigns indicates that the creatives contributed to 52 percent of the overall results, while the media plan contributed to just 13 percent.
Choosing the correct ad format can definitely boost your brand, but there’s a lot to be said for good ideas, regardless of how they are delivered.
Here are some compelling creative ideas that you can put into action to drive engagement and make the user experience more memorable. Example campaigns have been mainly drawn from last year’s MediaMind Rich Media award submissions.
Change up the standard interaction rules As the world becomes much more touch-centric, the same old point-and-click can start to drag a bit. If you can show your users a bit of non-standard interaction love, it’s hard to for them to resist at least trying it out.
read more: iMEDIACONNECTION
Grow Your Revenue Faster: How to Efficiently Engage More Buyers
Today’s business challenges are largely focused on marketing – how are you presenting your products at the time prospective buyers start looking? And where are your buyers looking for information about what products to buy?
The answer is: primarily through Internet searches and their social networks. Whether you are marketing to other businesses or to consumers, customers’ preferences are established way before they talk with your salespeople. How do your marketing people ensure that your products are being considered as early in the buying process as possible and with the best possible information?
How are the most advanced companies evolving their marketing and sales teams into the new world so they beat their competition like a drum? The answer starts with a clear and expanded role for marketing, promoting products and services where your buyers are figuring out what to buy, and aligning marketing with sales so your teams leverage each other to maximize productivity and teamwork – it’s a matter of life and death for your company. Sound revolutionary? Not really.
There are five steps to maximize revenue growth today. I assure you the results can be stunning:
1.Show up early and often. Engage prospective buyers the instant they start looking for your kinds of products. Leverage PPC, SEO, digital advertising, and partnerships that lead prospective buyers to your website – and custom landing pages so 100 percent of your prospective buyers are now engaged with your company in a way that’s better than your competition.
2.Develop trust; content is king. Marketing must develop prospective customers’ interest by sharing white papers and educating prospective customers about what’s possible using your products (versus your competition) via a highly evolved website that’s chock-full of valuable content that you share with prospective buyers so you earn their trust and respect.
Read more: ClickZ
Media buyers are always looking for better ways to evaluate expected campaign performance. Video ad network YuMe on Thursday is expected to debut a proprietary algorithm that aims to identify the best placement of video ads across digital properties.
Publishers such as MSN, MSNBC Digital Network, IDG Entertainment and Glam Media use YuMe’s ACE ad management platform.
The new Placement Quality Index (PQI) measures key performance metrics, including interaction rate, video completion rate, video player size and player on-page location.
A baseline PQI is calculated continuously for YuMe’s Connected Audience Network, so new campaigns can be evaluated in real-time against the average performance of the entire network.
As a marketer’s campaign progresses, the real-time PQI calculations allow YuMe to automatically adjust campaign placements in an effort to optimize performance.
With a continuously updated stream of metrics, the PQI does away with “outdated or oversimplified data,” claims YuMe CEO Jayant Kadambi.
As such, YuMe is selling brands on the promise that their campaigns will reach “the right audience and run on sites that yield the highest possible performance,” according to Kadambi.
Read more: MediaPost
Will Facebook’s Premium Ads Be a Game Changer?
The most successful brands on Facebook share a common trait – they’ve figured out a way to connect with users around a shared interest or passion. They build upon that foundation and success by creating unique and engaging content, encouraging conversations, and adding value. While “likes” can build quickly through word of mouth, they are often accelerated through the integration of the brand’s Facebook address across all key touch points and via promotions and advertising to Facebook’s more than 126 million active users in the U.S. and Canada. Therefore, it should come as no surprise that Facebook was the U.S. display advertising leader for the second straight year according to eMarketer, with $1.73 billion, followed by Google and Yahoo. But with Google nipping at its heels, Facebook is once again looking to change the game, and it starts this month with the launch of Premium Ads, its new ad format.
Facebook’s Premium Ads, announced officially at Facebook’s “fMC” confab on February 29, combines the strengths of Facebook (where connections, conversations, and community flourish) with the triad of marketing disciplines (paid, earned, and owned media so central to every leading brand’s media strategy). Premium Ads not only puts a brand’s page and relevant post in front of the right audience, but it leverages an individual’s connections, i.e., “social context” to amplify its relevance and trust. The result, according to Facebook’s internal testing, is expected to delight advertisers. Specifically, according to Facebook, Premium Ads are:
Read more: ClickZ