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10 THINGS TO THINK ABOUT TO ACHIEVE THE GREATEST BRAND IMPACT ONLINE

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10 THINGS TO THINK ABOUT TO ACHIEVE THE GREATEST BRAND IMPACT ONLINE

  1. 1. 10  THINGS  TO  THINK  ABOUT      TO  ACHIEVE  THE  GREATEST  BRAND  IMPACT  ONLINE Anton Razumov ex.Brand Manager Pantene Pro-V +91 981 879 05 08 anton.razumov@gmail.com linkedin.com/in/antonrazumov slideshare.net/antonrazumov twitter.com/ZooMik
  2. 2. Brand   impact   is   only   as   strong   as   your   brand   presence   —   show   brand   prominently   on   all   frames  of  the  creaIve  What  stopping  power  would  the  first  frame  generate?      What  reason  would  a  user  have  to  stop  and  watch  the  ad  –  intrigue  is  not  always  a  good  opIon  with  online  campaigns   ü 
  3. 3. FMCG:  Ensure  that  the  parent  brand  logo  does   not  overshadow  the  new  product/extension  •  Within  FMCG  campaigns,  a  common  goal  is  to  promote  a  new  product  or  brand  extension  •  BoPom  performing  FMCG  ads  oQen  featured  the  parent  brand  name  more  prominently,  thus   overshadowing  the  new  product/extension.  None  of  the  top  FMCG  performers  on  ad  awareness  used   this  branding  format,  while  one  quarter  of  boPom  performers  did.  
  4. 4. Each  frame  of  an  ad  should  stand  on  its  ownEach  frame  should:   ü •  Produce  brand   awareness  •  Communicate   message/benefits/   differenIaIon  •  Communicate  brand   like-­‐ability/reason   to  purchase  or  call   to  acIon,   depending  on  your   adverIsing  goal  
  5. 5. Be  mindful  when  using  “reveal”  ads•  “Reveal”  ads  are  almost  always  ineffecIve;  this  finding  is  seen  across  all  industries  as  a  key  component   that  differenIates  best  and  worst  campaign  performers    •  Why  should  a  user  conInue  to  watch  this  ad  aQer  the  first  couple  of  frames?    •  At  this  stage  they  have  no  idea  who/  what  the  ad  is  for   FMCG   è1   out   of   the   20   top   performers   on   ad   awareness   used   reveal   format,   while   17   out   of   the   20   boPom  performers  used  reveal  format  
  6. 6. “Reveal”   ads   are   almost   always   ineffecIve:   however,  there  are  excepIons  to  the  “rule” Video Norms Rich Media Norms Standard Flash NormsThere  are  a  few  excepIons  to  the   5.4 6 reveal  format  rule:  •  Video  ads  are  much  more  likely   5 4.2 3.7 Percent  Impacted   to  succeed  in  being  noIced,   4 but  are  sIll  risky  in  terms  of   3 building  brand  awareness  and   favourability   2•  Ads  with  high  entertainment  or   1 comedic  value  can  be  effecIve,   0 if  appropriate   -1 Online Ad Awareness Source:  Dynamic  Logic’s  MarketNorms,  Last  3  Years,  Q1/2009,  N=2390,  n=3,806,527;  Video  (last  3  Years)  N=255,  n=311,755;  Rich   Media  (Last  3  Years)  N=1955,  n=2,782,038  ;  Flash  (Last  3  Years)  N=1166,  n=1,564,019    
  7. 7. Keep  the  messaging  very  simple•  One  or  two  messages  is  enough  •  Don’t  make  the  message  too  complex   ü 
  8. 8. Don’t  make  people  work  for  your  message•  Viewers  should  never  have  to  interact  with  your  ad  to  see  your  brand  or  your  messaging  •  Across  industries,  reveal  format  of  the  key  messaging  led  to  poor  performance  
  9. 9. InteracIve  ads  can  be  effecIve  when  used   appropriately•  Use  expandable/interacIve  ads  to  allow   ü  the  viewer  to  drill-­‐down  and  learn  more  •  Ads  with  an  interacIve  element  can  be   great,  but  don’t  rely  on  people  interacIng   in  order  to  get  the  message  and  product   –  InteracIve  ads  are  very  effecIve  at   rising  Ad  Awareness,  yet,  less  than   2.11%*  of  people  interact  with  an   ad  in  the  live  environment,  so  the   adverIser  should  ensure  that   people  who  choose  not  to  interact   will  sIll  take  out  the  message     *Source:    DoubleClick  DART  for  U.S.  AdverXsers,  January  –  July  2008  
  10. 10. If  goal  is  persuasion,  be  careful  not  to  annoy   the  site  visitor•  Avoid  highly  obtrusive  ad  formats   (example  shown)  •  Be  considerate  of  the  site  visitor’s   mindset  and  the  site  content;   intrusive  formats  may  work  within   certain  site  categories  (i.e.  online   video  markeIng  for  theatrical   releases  on  entertainment  sites)   but  appear  annoying  on  others   (i.e.,  news/info  sites)  
  11. 11. Inclusion  of  product  shot  &  human  presence•  Both  top  and  boPom  performing  campaigns  included  a  product  shot  and  human  form  in  the  ad   –  Human  presence  appears  to  be  a  key  factor  of  success  in    online  campaigns,  where  copy  is   typically  used  more  oQen   –  Also,  relevant  human  imagery  can  be  parIcularly  important  for  targeted  industries  (i.e.,  baby  care,   pet,  beauty)  ü 
  12. 12. However,  ensure  the  brand  name  does  not   only  appear  in  product  shot,  parIcularly  for   FMCG  campaigns•  Most  of  boPom  performing  campaigns  within  FMCG  featured  the  brand  name/logo  only  within  the   product  shot  •  Opportunity  to  see  the  adverIsed  brand  name  may  be  lost  or  obscured  when  only  featured  within  the   product  shot  
  13. 13. Avoid  “border”  ads  •  Try  to  avoid  “border”  ads  –  ad  sizes  that  frame  the  content  of  a  webpage   –  They  train  site  visitors  to  focus  on  the  center  of  the  page  and  tune  out  ads,  whereas,  some  ad  placements   embedded  within  the  content  are  therefore,  more  noIceable   –  Rectangle  ad  sizes  do  not  frame  content  and  are  therefore,  more  noIceable  
  14. 14. FMCG:  Inclusion  of  coupons  /  free  trial  offers   did  not  differenIate  performance  on  Purchase   Intent•  FMCG  campaigns  that  uIlised  a  charity  /  donaIon  message  scored  well  on  ad  awareness  /  persuasion   ü 
  15. 15. Integrate  online  creaIve  concepts  with  offline•  UIlise  creaIve  elements  that  are  consistent  with  offline  ads  in  order  to  reap  the  benefits  (i.e.  frequency)  of   synergisIc  media  ü  Magazine  Inser<on   TV  Spots   Online  
  16. 16. Thank  you!   Anton Razumov ex.Brand Manager Pantene Pro-V +91 981 879 05 08 anton.razumov@gmail.com linkedin.com/in/antonrazumov slideshare.net/antonrazumov twitter.com/ZooMik

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