So, you’re thinking about getting some advertisements sorted for your company. You have some ideas of what you want from them, and perhaps what they might look like. Before you go ahead and make that deal with the design agency, get yourself up-to-speed with some ‘behind the scenes’ knowledge on making your digital campaign work best for you.
My name is Liam Smith, I’m a designer here at the Scenestealer HQ where we’ve been creating top quality and top performing banner ads for clients for over 6 years. I personally joined the team back in July 2017, after designing digital material for the film industry for 5 years. I was introduced to a new piece of software, Reflow; developed, managed and used solely by the Scenestealer team, which as well as being able to host and analyse campaigns, is also used to design and create the campaigns too.
At first I was sceptical about the idea of using software other than the Adobe suite to put forward my work to clients, but after a month of training I began to realise the true potential built within this amazing platform and how useful it is being able to control a banner’s design, coding and performance all from the same window. With the new platform at hand, my digital design has vastly improved and I’ve gained some key insights as to what exactly works best for each client.
A year later, now with 6 years of digital experience behind my name, I thought I’d briefly share what I’ve learnt so far in a few points that may come in handy when choosing to launch a digital advertising campaign for your own company.
- First, and hopefully most obvious; Your Logo. Without one, the ad would be pretty useless for you! The logo is what sticks in a customer’s mind long after visiting a store, and if they had a positive experience, it’s what they’ll be looking for when planning a returning trip. Some companies are so well known that they can rely on the products themselves to gain an audience (for example, Disney using it’s princesses or Lego using the famous mini-figure), but even so, they’ll always include the logo in an easy-to-read impactful space. Your logo should be noticeable from the viewers first glance, and be present throughout the duration of the banner, up to the final frame leading to a click or purchase. This is even more important if you’re a relatively unknown or new company as it’s your chance to make a great first impression and get that logo out into the competitive world of advertising!
- Next up; making the viewer aware of what it is you’re selling. What’s important to remember is that a logo will always be trumped by the quality of the company product. For example, the general public often have negative things to say about Uber, yet will still use the service because of the convenience. Same goes for your banner ads; If a viewer sees a product they like, 9 times out of 10 they will ignore the brand altogether and just aim to find out more information about the desired product. With most banners we create here at Scenestealer, we try to show the viewer as much of the product as possible, with the desired information that will get that ‘BUY NOW’ click to the website. For example, if a product has a lengthy description, it might be worth ditching this on the banner, leaving room for the product title and the all important ‘BUY NOW’ button. In some cases, showing variety in products can also be a great addition to your banner. We use a ‘product slider’ which showcases a selection of products on an animated rotation, allowing the viewer to see either A) Items from different categories of the site, or B) Items in similar categories if the viewer has already clicked and been retargeted with a specific product. Either way, you want to create a big impact with your product, so allowing enough space within the banner to do so is always important.
- So, the viewer has spotted our amazing product, they’ve made a mental note of the logo, but for some reason have yet to click through… What we need now is something extra to offer them as a lure to the CTA button. In 2017, 96% of Americans admitted to purchasing online during advertised sales or event days like ‘Cyber Monday’ or ‘Black Friday’. For most of us, the best thing about online-shopping is being able to sit in your pants watching the television while also being first in line to the sale you’ve been waiting for since pay-day. So why not extort this love of lazy purchasing? – By showing clear messaging within your banner advertisements about upcoming/current sales or new releases, your customers can immediately click-through to rummage through the bargains on offer without having to be taken away from their routine or activity. Calls to action like “UPTO 50% OFF SHIRTS” or “FREE NEXT DAY DELIVERY FOR 24 HOURS” are a fantastic way of raking in last-minute customers, especially when used on sites such as Facebook, Instagram and Twitter. The ‘casual scroller’ on their bus home or stuck on the tube is the perfect candidate for clicking through and getting you those extra purchases.
- Since a kid, I’ve always enjoyed the sense of being able to personalise my ‘stuff’. Whether it was choosing the colours of my next Lego creation, having a super cool fascia case for my Nokia 3310, or the simple joy of changing your desktop background. We all love it, and even this transcends into the world of digital advertising. Here at Scenestealer we’ve offered personalised dynamic ads for a while now, and it has fast become our most popular form of campaign building to date; and who can blame them? Our average CTR through dynamic campaigns is 300% more than regular campaigns!
What’s great about personalisation is that there’s just so many opportunities to use it within advertising. It could be something as little as using cookies to find out what gaming console a consumer owns, to having a Billboard banner showing google street-view of a viewer’s road, along with Augmented reality technology to show a brand new car sat on their own driveway. With each viewer getting their own unique experience of an advert, there’s nothing stopping that same advert to then show different content again if the user gets a repeat ad.
Of course, it’s worth looking into what would be most relevant to your product, as it’s sometimes easy to go overboard on these ‘special effects’ and lose track of the customer journey towards the CTA button. Just remember to question how and why that form of personalisation would be relevant for you, and whether you would feel impacted by its use if you were targeted with the same.