generate brand exposure with display - Greenlight Digital

The Black Friday period is saturated with brands and ... a strong return for your brand, think about your ... ö eCommerce metrics saw products viewed per user.
1MB Sizes 0 Downloads 67 Views
S E P T E M B E R 2017 Black Friday

GENERATE BRAND EXPOSURE WITH DISPLAY BECKY POTTER JUNIOR DISPLAY PLANNER BUYER — www.greenlightdigital.com |  +44 (0)20 7253 7000

1

Programmatic Display

The Black Friday period is saturated with brands and advertisers looking to maximise exposure, which makes inventory expensive and, to a degree, inefficient. To maximise returns, it’s important to develop a granular and strategic approach to your activity planning. By incorporating display as part of your wider digital strategy, you can gain both a strong share of voice during this brand-congested period and deliver strong returns. Careful planning, creative strategy and audience insights saw us deliver an ROI of 443% for Superdry and 519% for ghd during the Black Friday trading period, strongly marking display’s value for such campaigns. But what are the core tactics needed to deliver an impactful display strategy? Here are my three go-to’s:

1. TIMING Black Friday weekend may only be four days, but data shows consumers are scoping out offers as far ahead as October, so it’s important to ensure you’re featuring in the right spaces to connect with your audiences in the run up to it. Most premium publishers have their end of year inventory sold out by September, so pre-planning will help you secure inventory ahead of the rush or, worse still, before it’s gone. Similarly, by occupying site real estate for longer (for example, 1-2 weeks prior to the sales weekend), you ensure that brand exposure is achieved during the key decision period. What does this mean for brands? Start planning your activity in September, with the aim to get strategies signed off and inventory booked at the beginning of October.

22

www.greenlightdigital.com |  +44 (0)20 7253 7000

Programmatic Display

2. CREATIVE

or video, with an awareness message would

To ensure maximum engagement, and ultimately a strong return for your brand, think about your creative strategy. Talk to your target audiences differently, whether that be in relation to the types of audiences you’re targeting or regarding where they are in the Black Friday journey.

encourage interest and consideration among a relevant audience. This could then be followed up by product-focused banners or bumper videos (lasting approximately 6 seconds) with a stronger sales message over the weekend itself, which would cement conversions amongst those who had high purchase intent. Couple this with

You should consider a different call-to-action (CTA)

sequential ad messaging to ensure those exposed

as well as different formats for different parts

to the awareness activity then see the product

of this process. For example, in the lead up to

offers available, and you’re on to a winner.

the event, making use of a higher impact format,

A W A R E N E S S C R E AT I V E

B L A C K F R I D AY C R E AT I V E

A W A R E N E S S C R E AT I V E

B L A C K F R I D AY C R E AT I V E

3

Programmatic Display

3. ACCESS TO DATA Messaging can be made more effective by layering a data strategy into your activity. This can be done using a variety of data types, including floodlight and data management platform (DMP) data. Creating audiences in the weeks leading up to a sale allows for breadth and depth across targeting pools so that a large number of relevant users are reached during this period.

prioritised accordingly in order to optimise ROI. By serving different creatives to these audiences, you can similarly ensure that the right message is being sent at the right time via prospecting or retargeting strategies. Much in the same way, data and audiences can be re-used from prior display activity, so that previously exposed audiences are reconnected with the brand. This ensures your brand is cap