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Google Display and Video Advertising Plan

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Google Display and Video Advertising Plan for New Store Openings Fashion Retail

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Google Display and Video Advertising Plan

  1. 1. Google Display Network and Video Advertising Plan New Store Openings
  2. 2. Contents • Objectives • Strategy • Marketing Elements • Targeting – Display Keywords and Interests – Placements • Audience • Digital Ads Campaign • Video Campaign • Influencer Program • Costing
  3. 3. Objectives • CREATE A HUGE BUZZ – The campaign will strongly focus on promoting the New Store Opening event over the digital space and hence use all digital channels to ensure a maximum possible reach among the target audience. • BRAND AWARENESS – Market the Grand launch news across KSA an Non-KSA Markets for a duration of 10 days • ENGAGEMENT – Increase social media and in-store customer engagement by promoting on social media and encouraging the target audience to visit the website
  4. 4. Strategy • Market entire new store opening in KSA and NON KSA markets by creating ads and using all digital channels to market the Event. – ONLINE – FACEBOOK – INSTAGRAM – YOUTUBE • Create a humorous informative Video Ad. • 3 Components of overall strategy – Social Media – Internet Marketing – Video Marketing
  5. 5. Campaign Summary Digital Campaign Call to Action Text based Responsive ads. Social Media Campaign Facebook Contest Insta hashtag 3d projection Live Streaming YouTube Video Campaign In-stream ads. Discovery ads. Influencer Program Campaign Overview
  6. 6. Marketing elements Digital Channels Influencer pages YouTube Social media Channels
  7. 7. Targeting • DEMOGRAPHICS: – LOCATION: KSA AND NON-KSA • AD FREQUENCY: 3, THE ADS. WILL BE SERVED ONLY 3 TIMES PER USER. • DEVICE: – ALL COMPUTER, MOBILE AND TABLET, HOWEVER ADS. WILL BE SERVED MORE ON MOBILE DEVICES. • AGE: 16-35 yrs. • GENDER: BOTH MALE AND FEMALE AUDIENCE • LANGUAGE: AS THE TARGETED AUDIENCE IS MAILNLY ARABIC SO WE WILL TARGET 2 MAIN LANGUTGES IN GCC ENGLISH AND ARABIC.
  8. 8. Audience insights Max. potential reach among our target audience is 18 to 34 yrs.
  9. 9. Display Keywords and Interests Show ads on sites related to our business and website. Target audience based on their Interests and Re-marketing
  10. 10. • We will segment the audience on 3 main factors: • Demographics • Interests • Topics • By digital ads. We will have a potential to reach 10M audience, this however would depend on the budgets. Audience Segments
  11. 11. DIGITAL CAMPAIGN Image and text ads, for meeting different objectives
  12. 12. Placements Show ads on specific websites. The can be placed on an entire website, a subset of a website (such as a selection of pages from that site), or even an individual ad on a single page.
  13. 13. Viewable Impressions 19 million Performance Forecast - Digital campaign Total Cost AED 15,000 *CPM: Cost per 1000 impressions
  14. 14. Viewable Impressions 500k Top Website Targeting
  15. 15. Digital Ads. • Ads will be served on most relevant websites, blogs, online newspapers, topics, keywords across the web in GCC.
  16. 16. • These ads are aimed to increase website clicks by having a Clear Call to Action Digital Ads. (Call To Action) • Audience: Show ads to people likely to be interested in fashion keywords and also on webpages, apps, and videos related to these keywords
  17. 17. • Minimalist ads • Ad. Without Image • The aim is to convey the Grands Opening message in the simplest of texts Digital Ads. (Only text)
  18. 18. Responsive Ads.
  19. 19. VIDEO CAMPAIGN To be served in different media and formats across GCC
  20. 20. Video Ads. • We will create video ads. And the same ads will be delivered across YouTube for all the users in GCC. • The ads. will also be served on different relevant websites containing fashion, shopping, beauty related content and online blogs that partner with YouTube. • Interest groups: Fashionistas, Fast Food Cravers, Gamers, Shoppers, Thrill seekers, music lovers.
  21. 21. In-Stream Video Ads. • In-stream video ad will play before another video on either YouTube or the Website Network, • Viewers can choose to skip our ad. after a few seconds. • We pay when a viewer watches 30 seconds of our video (or less if the duration of the video is shorter than 30 seconds) or engages with your video, whichever comes first.
  22. 22. PARTNER WEBSITESVIDEO ADS IN-STREAM ADS.
  23. 23. • It can run on YouTube search results, next to related videos, on the YouTube homepage, or on partner sites and apps. • This ad will show differently, depending on the website or where on YouTube it appears. • We will pay only when someone clicks our ad to watch our video. Video Discovery Ads.
  24. 24. YOUTUBE OVERLAYNEWSPAPER YOUTUBE SEARCH RESULTSON YOUTUBE RELATED VIDEOS
  25. 25. SOCIAL MEDIA CAMPAIGN Prime objective of awareness and engagement
  26. 26. Social Media Campaign • Facebook Competition • Live Video streaming • 3D Projection • Insta #hashtag and repost
  27. 27. SOCIAL MEDIA LIVE STREAMING • The entire new store opening event will be casted live over the facebook twenty4 page and Instagram page. • There will be regular tweets on the day of launch.
  28. 28. FACEBOOK CONTEST • The aim of the competition is to create hype prior to store launch and drive online engagement. • A post will be uploaded on facebook with relevant options. "We are expanding in KSA! Guess which city we are opening our next store and you could stand a chance to WIN twenty4 shopping voucher!"
  29. 29. 3D PROJECTION • The 3D Projection will start 3 days prior to store opening. • The store opening dates and Spring collection videos will be displayed on the screen.
  30. 30. INFLUENCER PROGRAM Bahrain, Oman & Kuwait
  31. 31. INFLUENCER PROGRAM • INFLUENCER STORE VISIT influencer visits the store during store launch and takes pictures and videos in-store. • STORE PICTURES The influencer content created in-store same content is uploaded over social media on his account and same content is reposted on twenty4 page.
  32. 32. • Followers 74,700 • Engagement Rate 1.1% • Cost AED 10,000 • Will upload pictures before and after the store visit. BAHRAIN INFLUENCER - shaimarahimi • 90% advertising content
  33. 33. Followers 11,300 Engagement Rate 2.3% Cost AED 1,500 Will go to store, take pictures and upload it on instagram and snapchat OMAN INFLUENCER – alialmarhoon1 90% advertising content
  34. 34. Followers 249,000 Engagement Rate .64% Cost AED 12,000 per post on Instagram and snapchat including store visit Can go to store, take pictures and upload it on instagram and snapchat 50% advertising content KUWAIT INFLUENCER - dalaliinq
  35. 35. Followers 211,000 Engagement Rate .99% Cost AED 11,500 per post on Instagram and snapchat including store visit Will go to store, take pictures and upload it on instagram and snapchat KUWAIT INFLUENCER - athari.blogger 70% advertising content
  36. 36. Followers 157,000 Engagement Rate 1.1% Cost AED 11,500 per post on Instagram and snapchat including store visit Will go to store, take pictures and upload it on instagram and snapchat KUWAIT INFLUENCER - shaikhaalroumi1 20% advertising content
  37. 37. INLEUENCER PROGRAM 2 (video making) • Video story with top influencers. • Tie-up with top influencers across social media and create a short story. • Huge opportunity to create influencer and brand based content to be marketed to target audience. • https://www.youtube.com/watch?v=-E7fCVCZz-g
  38. 38. Costing Elements Cost Digital campaign 15,000 Social Media Campaign 10,000 YouTube Campaign 5,000 Influencer Program 27,000 Total Cost 57,000

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