Interference, irritation and irrelevancy have been cited as the top reasons for the increased levels of resistance to online ads resulting in the rise of ad blocking at Rakuten Marketing we believe marrying creative with programmatic buying techniques can help solve these problems.
1. Be inspiring
In an industry overwhelmed with a inundation of ads and more media inventory being bought than ever before, differentiation is key for advertisers and agencies.
Creative has often been in the shadows of the programmatic machine. Yet display campaigns are only as good as the creative served; all the data and targeting in the world won’t help a basic text ad motivate an individual to take action. Dynamic content that has been optimally designed will open doors where previously there were none. It can appeal to basic human nature, emotionally connecting a consumer with an advertiser, and depicts the true power of programmatic display creative.
2. Upgrade ad formats
Advertisers must explore the inventory and latest technologies available to them. Some advertisers are still creating Flash banners, but HTML5 has far more benefits, aesthetically and for the user experience, and creates all manner of compelling and responsive marketing messages across all operating systems for high impact. There are also creative management platforms readily available that bring the power of multimedia and animation to the fingertips of the user, so creating professional banner ads in a range of formats can be as simple as inserting images and clicking a few buttons.
3. Personalisation and pertinence
The goal of programmatic creative is about serving the right message to the right person at the right time. The who, the why and the when is managed by media buyers and algorithms, whilst the creative teams produce the key messages that resonate with consumers at each and every stage of their journey. Relevancy is paramount. Personalisation of the consumer shopping journey and being able to tailor messaging such as CTA’s is highly influential.
4. Display advertising is an extension of your brand story
Brand consistency should be front of the creative teams’ mind. Programmatic ads should be an extension of any marketing efforts to provide an end touch point for an already intricately told story.
More often than not retargeting ads follow the same design; a standard white background with a carousel and a logo clumsily placed. Other than the products featured, the design doesn’t do much to connect with the consumer. Customers connect with brands through recognition. By including your brand fonts, making sure your logo is visible and placed in the correct manner as well as featuring imagery from different marketing channels will help link together the entire marketing campaign and albeit small, these simple considerations are often overlooked.
5. Less is more
We’ve all heard that in marketing, ‘content is king’. However in programmatic, too much content can mean the demise of a banner. For retargeting, the ads role is to urge consumers to act fast, motivating them to act on an impulse. For prospecting, if a consumer is new to a brand, a text heavy ad isn’t going to captivate them or compel them to engage with the brand.
So let’s recap on the ways in which advertisers can marry creative with programmatic. Firstly, be creative and make the most of the range of ad formats available; video and animation assets to create an enhanced experience for individuals. Secondly, be relevant and ensure your message is clear and tailored to each audience segment across devices. Don’t lose focus of your brand as the ads should be an extension of the brand story you are telling, including across channels. Lastly, focus on personalisation, what actions you want the consumer to take and incorporate the relevant CTAs with as little text as possible.
Would you like to learn more on creative programmatic and how we can help? Get in touch with us!