Advertising placement/Brand Message
Hi, today let's talk about digital advertising. Internet usage is turning forward some new web-features which provides more and more interactiveness and easiness for the target market experience. The three brands i'm following (Spotify, Asos and Withings) are doing really a good retention strategy in their owns websites. But, the other side of an effective marketing strategy have to go trough the acquisition process. The website here gave us an idea of what is customer Acquisition and what are the tools to provide it. We can remember on sentence in this article : "the primary goal of customer acquisition is to do the least amount of work, and spend the least amount of money, to get as many customers as possible into the fold". One of the best tool on internet to promote brand is to place advertising, whatever the amount, the shape or the design, Brands have to promote their presence on internet. So, the question i'm asking is naturally,
How brands are promoting on internet ?
I went to several web pages and digital media sites and looked to see what ad formats are used. It was really to find advertising by going in random websites. But, i've found some website who's promoting the brands i'm looking for.
1. Spotify.
Spotify has a lot of sponsorship. Bose, Noisey, The Guardian ect .. So, It was where i've first looking for. I've finally found Spotify advertisings in the The Quietus, a British online music and pop culture magazine, focusing on arts news, reviews, and features. The site is an editorially independent publication led by John Doran and a group of freelance journalists and critics, some of whom have worked for other media outlets. The Quietus is entirely funded by advertising, with no corporate backers, investors or other means of support.
This is the Spotify advertising i've found on Quietus.com :
This is the Spotify advertising i've found on Quietus.com :
The magazine is providing some Spotify playlist through some article post. Here, Spotify has his own tag that is make it really interesting for Spotify in an Acquisition point of view.
About the IAB guideline, Quietus said "We run standard IAB ad sizes as follows: leaderboard (728x90), MPU (300x250), half page sky (300x600) and a variety of hero (952/970/1000x250) sizes. We do not do reskins as they look appalling with our design, but are able to offer site roadblocks and takeovers"
2. Withings.
Withings is specialized in connected object. Recently, Amazon.com opened a new category called "Wearable Technology". When i went in this category, on the first page, this is what i've seen :
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| In the center, A Withings Activite Pop (connected watches) advertising. |
Amazon has a really strict IAB politic, for the sake of space, I will not describe all the guideline here. But i'm inviting you to take a look at this link for more information. It defininitely respectes the IAB guideline.
3. ASOS
As Spotify, I didn't found a real advertising (midroll video, audio, display, interstitial, homepage banner, advertiser page ... ). But a sponsored article from Mirror.com (the website version of a Britain's tabloid called "the daily mirror").
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| "ASOS black friday deals UK" : A good way to promote your brand through article. |
Conclusion :
Spotify, Withings and Asos are clearly using strong tools to promote their brand across the internet. We are obviously here in an affiliate programs business models which is a relatively low-cost customer acquisition technique. Business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts. Here, the industry has four core players: the merchant (Spotify, Withings & Asos) , the network (that contains offers for the affiliate to choose from and also takes care of the payments), the publisher (The Quietus.com, Amazon.com, and Mirror.com ) who is earning money by the Cost per Click process, and the customer (you and me). The market has grown in complexity, resulting in the emergence of a secondary tier of players, including affiliate management agencies, super-affiliates and specialized third party vendors.
Is it the same conclusion using mobile website or app ?
Yes, for these three brands, its the same. So, to explain the difference of advertising placement between two different devices. I will check these websites as publisher.
First, we have to understand the concept of "rising star ad". Let's take a look of this infographic :
Spotify, Asos and Withings rising star ad.
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| Asos : On the left, we can see that Asos is using an adhesion banner. A banner that adheres to its start position when device is rotated or when content is manipulated. On the right, the same advertising is not using an IAB process. |
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| Spotify : On the left, Spotify is using a Pull banner that becoming fullscreen if you pull it or click it. On the right, the same advertising is not running an IAB process. |
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Withings : Withings don't have an app version for his website. The consequences are that Withings can't provide any advertising on his mobile website because the global shape can't handle it. The computer website doesn't provide any advertising.
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Is it effective ?
A marketer has to be aware of the challenge he has to face :
- How do you grab and hold the attention of a mobile audience?
- How do you deliver rich creative ad experiences that inspire interaction?
- How do you prove mobile is working?
- Mobile Rising Stars Ads Inspire Users To Interact with the Ad
Generating nearly 2x the interaction
About 9 seconds faster than standard mobile ads
Are 18% more likely to recall the brand name and 23%more likely to recall the brand message advertised vs. viewing a standard banner ad. Interacting with Mobile Rising Stars Ads Increases Positive User Perceptions of Mobile Ads
- Ads are attention grabbing
Enjoyable/fun
- Better than other mobile ads
- +43% higher +38% higher +22% higher
- Better than other mobile ads
- +43% higher +38% higher +22% higher
How these companies can reinforce their brand image ?
Asos, Spotify & Withings should provide more videos respecting the IAB guideline. Then, i advice to these companies to follow these online advertising strategies :
Strategy #1: Pay Per Click Advertising
This proven online marketing strategy allows you to have control over your marketing campaign as you target specific traffic based upon the keywords that you choose. Google is the top traffic source for this form of marketing. However, you should know that you are going to have to pay for every time that someone clicks on your ad.
Strategy #2: Blog Posting
By creating an informative blog about your product or service, you will be able to target specific customers. In order for this to work, you will need to make sure that you update your blog on a regular basis.
Strategy #3: Video Marketing
This is a relatively new online advertising strategy. Whenever you choose to use it as a part of your marketing campaign, you will want to make sure that the video is either entertaining or informative (so that people will continue to pass the video on to other people).
Strategy #4: Article Marketing
By writing and submitting informative articles to different online article directories, you will be able to attract traffic to your website through the resource box at the end of your article. This can have a positive long-term effect upon your business. By writing about your products or services, you will be able to establish yourself as an authority. Furthermore, these articles will also be able to draw search engine traffic to your website.
Strategy #5: Forum Marketing and Social Networking
Whenever you are at a forum or a social networking site, make sure that you have a link to your website in your signature. As an active participant in the community, people will begin seeing that you are sharing valuable information. They will then want to see what you have available at your website, and thus click through your signature to check it out.
Strategy #6: Viral Marketing
Through viral marketing, you can drive targeted traffic to your website. You will either want to hold a contest or make sure that you have valuable information available. Whenever this is the case, people will tell others about your website, and word-of-mouth advertising will kick in.
Strategy #7: Traffic Trading
Take some time to find relevant websites, directories and forums where you can list your URL. This will help to increase your visibility. However, you must understand that the links' quality is more important than quantity here.
Strategy #8: Press Releases
Every time that you launch something new, make major changes, or update your business, you should write a press release to send out.
By using these marketing tips to promote your work from home website, you will be able to increase the amount of targeted traffic it receives. While this will take some work, over time your website will be successful.
Sources :
"Marketers Focus on Making Attribution Data Actionable: Industry experts discuss real-time optimisation of cross-platform attribution findings". emarketer.com. Retrieved 7 September 2015.
"IAB internet advertising revenue report: 2012 full year results"(PDF). PricewaterhouseCoopers, Internet Advertising Bureau. April 2013. Retrieved 12 June 2013.
"Is CPE the Best Way to Quantify ROI?. Mashable. 9 December 2013
"Is CPE the Best Way to Quantify ROI?. Mashable. 9 December 2013
"Marketers Focus on Making Attribution Data Actionable: Industry experts discuss real-time optimisation of cross-platform attribution findings". emarketer.com. Retrieved 7 September 2015.
"Super Bowl Social Media Marketing: A Detailed History". Social Media Today. 1 February 2013. Retrieved 14 June 2013.
"Facebook News Feed Ads". Facebook. Retrieved 1 May 2015.
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