What Other Marketing Strategy Can Silent Digital Marketing In The Coming Years?

Thanks to growthrocks for this piece. And please read to your understanding as we hope to guide you through this article.

1. Ahrefs

> 10 Ways to Get Google to Index Your Site (That Actually Work) – By Joshua Hardwick

> How to Improve SEO: 8 Tactics That Don’t Require New Content – By Si Quan Ong

> How to Write a Blog Post in 9 Steps (That People Actually Want to Read) – By Rebekah Bek

2. Backlinko

> We Analyzed 912 Million Blog Posts. Here’s What We Learned About Content Marketing – By Brian Dean

> Copywriting: The Definitive Guide – By Brian Dean

> We Analyzed 12 Million Outreach Emails. Here’s What We Learned – By Brian Dean

3. BuzzSumo

> The 2019 Ultimate Guide to Facebook Engagement – By Susan Moeller

> 7 Steps To Create A Successful, Profitable Blog – By Mike Allton

> Best B2B Content: Analysis and Insights from Over 50,000 Articles – By Dustin Stout

4. Content Marketing Institute

> Get Rid of These 25 Phrases and Words From Your Content – By Julia McCoy

> 9 Steps to Optimize Images for SEO – By Isaac Justesen

> 24 Big Mistakes You Should Avoid in Content Marketing – By Ann Gynn

5. Copyhackers

> Forget the Images: Long Facebook Ad Copy Works – By Sarah Sal

> I’ve Helped Create 150+ Case Studies. Here’s (Almost) Everything I’ve Learned – By Joel Klettke

> Inclusive Buyer Personas: Where new product ideas live and growth happens – By Sonia Thompson

6. GrowthHackers

> AMA with Dani Hart, Founder of Growth Gal & Former Head of Growth at GrowthHackers – By Dani Hart

> ΑΜΑ with Jim Huffman, GrowthHit CEO, Author of The Growth Marketer’s Playbook and Techstars Mentor – By Jim Huffman

> AMA with Kieran Flanagan, VP of Growth and Marketing at Hubspot  – By Kieran Flanagan

7. GrowthRocks

> LinkedIn Experiment: Link in Post VS Link in Comment – By Nicolas Lekkas

> The Big 5 Tech Companies & Their Big 5 Acquisitions – By Nicolas Lekkas

> 12 Ways to Increase Organic Facebook Reach in 2019 – By Nicolas Lekkas

8. Hubspot

> The Ultimate List of Email Marketing Stats for 2019 – By Caroline Forsey

> The 60 Best Free Online Courses For Whatever You Want to Learn – By Lisa Toner

> 6 Tips to Stop Thinking About Work After Work Hours [Infographic] – By Caroline Forsey

9. Indie Hackers

> We wasted $50K on Google Ads so you don’t have to – By Anton Elfimov

> Ideas for promoting your software product  – By Justin Jackson

> Bootstrapping a Business: 5 Years In – By Michael Hansen

10. Marketing Land

> Facebook to replace relevance score with 3 new metrics in April – By Amy Gesenhues

> Updated: Prepare to say goodbye to Facebook ad set budgets – By Amy Gesenhues

> Facebook gives small businesses new advertising and engagement tools – By Amy Gesenhues

11. Moz

> Optimizing for Searcher Intent Explained in 7 Visuals – By Rand Fishkin

> The One-Hour Guide to SEO: SEO Strategy – Whiteboard Friday – By Rand Fishkin

> On-Page SEO for 2019 – Whiteboard Friday – By Britney Muller

12. Neil Patel Digital

> How Digital Marketing Will Change in 2019 – By Neil Patel

> The Ultimate SEO Tool: Ubersuggest 3.0 – By Neil Patel

> 17 Charts That Show Where Social Media is Heading – By Neil Patel

13. Search Engine Journal

> 5 Freaking Genius Content Ideas You Can Steal from BuzzFeed – By Jessica Foster

> Google Shares Top 3 SEO Factors – By Roger Montti

> Mark Zuckerberg at F8 Conference Announces New eCommerce and Payment Platform – By Roger Montti

14. Social Media Examiner

> 10 Metrics to Track When Analyzing Your Social Media Marketing– By Ashley Ward

> How to Grow Your Instagram Following: A Strategic Plan – By Amanda Bond

> Is Facebook Organic Marketing Dead? – By Michael Stelzner

15. Social Media Today

> Facebook API Changes Mean You Can No Longer Auto Post Tweets to Facebook – By Andrew Hutchinson

> Why is Digital Marketing so Important for Business in 2019? [Infographic] – By Andrew Hutchinson

> 8 Ways Your Social Media Content is Annoying Your Audience – By Nathan Mendenhall

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What is Advertising?

Advertising is a marketing tactic involving paying for space to promote a product, service, or cause. The actual promotional messages are called advertisements, or ads for short. The goal of advertising is to reach people most likely to be willing to pay for a company’s products or services and entice them to buy.

Finding Your Ideal Customer

When trying to zero in on the types of people who are more likely to need or want your goods or services, and be willing to shell out hard-earned cash for it, you might look at demographic characteristics, such as:

• Gender
• Age
• Education level
• Income level
• Zip code

By more precisely defining who your target customer is, you can better choose advertising vehicles that will reach more of your target customers for less money. Sure, you can buy an expensive ad in the Wall Street Journal, for example, but if your best customers live in the western Boston suburbs, you can buy ads in local papers there for far less.

Where to Advertise

Traditional advertising outlets include newspapers, magazines, TV and radio stations. Today, however, advertisements are placed nearly everywhere and anywhere, including:

• Roadside billboards
• Sides of buildings
• Websites
• Electronic newsletters
• Print newsletters
• Inside bills
• Product packaging
• Restaurant placemats
• Event bulletins
• Store windows
• The sides of cars and trucks
• Subway car walls
• Airport kiosks
• Sporting arenas
• YouTube videos

Even if you are the best small shop in your area you still need Advertising as key.

Creating Effective Ads

Advertising messages themselves are designed to persuade an individual to buy a company’s goods or services. Even in business-to-business transactions, individuals have to first be convinced to choose one product over another. To accomplish this, ads have five main components:

1. Headline – This is the key attention-getting message. “Got milk?” is a perfect headline. Or Wendy’s old, “Where’s the beef?”
2. Subhead – Some ad headlines need clarification, much like a book’s subtitle.
3. Body copy – The meat of the advertising message occurs in the main section where the product or service’s features and benefits are highlighted.
4. Image – Unless you’re advertising on the radio, including a product photo, or image illustrating a key benefit is critical.
5. Call-to-action – At the end of the ad you want to invite the consumer to take a step towards doing business with you, such as calling a toll-free number, visiting a website, texting a certain number, or pulling into the drive-thru window.

While advertising is the only way to guarantee that your message will be seen or heard, it is expensive by comparison to other marketing methods. For that reason, it is more popular with large corporations and brands than small businesses.

At the time of this post shopify was the number one ranking website for the word Advertising but however, we would check through what other platforms offer.

Let check wiki from https://en.wikipedia.org/wiki/Advertising

Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea.^[1]:465 Sponsors of advertising are typically businesses wishing to promote their products or services. Advertising is differentiated from public relations in that an advertiser pays for and has control over the message. It differs from personal selling in that the message is non-personal, i.e., not directed to a particular individual.^[1]:661,672 Advertising is communicated through various mass media,^[2] including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and new media such as search results, blogs, social media, websites or text messages. The actual presentation of the message in a medium is referred to as an advertisement, or “ad” or advert for short.

Commercial ads often seek to generate increased consumption of their products or services through “branding“, which associates a product name or image with certain qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct-response advertising. Non-commercial entities that advertise more than consumer products or services include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may use free modes of persuasion, such as a public service announcement. Advertising may also help to reassure employees or shareholders that a company is viable or successful.

Modern advertising originated with the techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, considered the founder of modern, “Madison Avenue” advertising.^[3][4]

Worldwide spending on advertising in 2015 amounted to an estimated US$529.43 billion.^[5] Advertising’s projected distribution for 2017 was 40.4% on TV, 33.3% on digital, 9% on newspapers, 6.9% on magazines, 5.8% on outdoor and 4.3% on radio.^[6] Internationally, the largest (“Big Five”) advertising-agency groups are Dentsu, Interpublic, Omnicom, Publicis, and WPP.^[7]

In Latin, advertere means “to turn towards”.^[8]

History

Egyptians used papyrus to make sales messages and wall posters.^[9] Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in ancient Greece and ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC.^[10]

In ancient China, the earliest advertising known was oral, as recorded in the Classic of Poetry (11th to 7th centuries BC) of bamboo flutes played to sell confectionery. Advertisement usually takes in the form of calligraphic signboards and inked papers. A copper printing plate dated back to the Song dynasty used to print posters in the form of a square sheet of paper with a rabbit logo with “Jinan Liu’s Fine Needle Shop” and “We buy high-quality steel rods and make fine-quality needles, to be ready for use at home in no time” written above and below^[11]is considered the world’s earliest identified printed advertising medium.^[12]

In Europe, as the towns and cities of the Middle Ages began to grow, and the general population was unable to read, instead of signs that read “cobbler”, “miller”, “tailor”, or “blacksmith”, images associated with their trade would be used such as a boot, a suit, a hat, a clock, a diamond, a horseshoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used street callers (town criers) to announce their whereabouts. The first compilation of such advertisements was gathered in “Les Crieries de Paris”, a thirteenth-century poem by Guillaume de la Villeneuve.^[13]

In the 18th century advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press; and medicines, which were increasingly sought after. However, false advertising and so-called “quack” advertisements became a problem, which ushered in the regulation of advertising content.

19th century

Thomas J. Barratt of London has been called “the father of modern advertising”.^[14][15][16] Working for the Pears Soap company, Barratt created an effective advertising campaign for the company products, which involved the use of targeted slogans, images and phrases. One of his slogans, “Good morning. Have you used Pears’ soap?” was famous in its day and into the 20th century.^[17][18]

Barratt introduced many of the crucial ideas that lie behind successful advertising and these were widely circulated in his day. He constantly stressed the importance of a strong and exclusive brand image for Pears and of emphasizing the product’s availability through saturation campaigns. He also understood the importance of constantly reevaluating the market for changing tastes and mores, stating in 1907 that “tastes change, fashions change, and the advertiser has to change with them. An idea that was effective a generation ago would fall flat, stale, and unprofitable if presented to the public today. Not that the idea of today is always better than the older idea, but it is different – it hits the present taste.”^[15]

As the economy expanded across the world during the 19th century, advertising grew alongside. In the United States, the success of this advertising format eventually led to the growth of mail-order advertising.

In June 1836, French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. Around 1840, Volney B. Palmer established the roots of the modern day advertising agency in Philadelphia. In 1842 Palmer bought large amounts of space in various newspapers at a discounted rate then resold the space at higher rates to advertisers. The actual ad – the copy, layout, and artwork – was still prepared by the company wishing to advertise; in effect, Palmer was a space broker. The situation changed when the first full-service advertising agency of N.W. Ayer & Son was founded in 1869 in Philadelphia. Ayer & Son offered to plan, create, and execute complete advertising campaigns for its customers. By 1900 the advertising agency had become the focal point of creative planning, and advertising was firmly established as a profession. ^[19] Around the same time, in France, Charles-Louis Havas extended the services of his news agency, Havas to include advertisement brokerage, making it the first French group to organize. At first, agencies were brokers for advertisement space in newspapers.^[19]

20th century

Advertising increased dramatically in the United States as industrialization expanded the supply of manufactured products. In 1919 it was 2.5 percent of gross domestic product (GDP) in the US, and it averaged 2.2 percent of GDP between then and at least 2007, though it may have declined dramatically since the Great Recession.

Industry could not benefit from its increased productivity without a substantial increase in consumer spending. This contributed to the development of mass marketing designed to influence the population’s economic behavior on a larger scale.^[20] In the 1910s and 1920s, advertisers in the U.S. adopted the doctrine that human instincts could be targeted and harnessed – “sublimated” into the desire to purchase commodities.^[21] Edward Bernays, a nephew of Sigmund Freud, became associated with the method and is sometimes called the founder of modern advertising and public relations.^[22] Bernays claimed that:

“[The] general principle, that men are very largely actuated by motives which they conceal from themselves, is as true of mass as of individual psychology. It is evident that the successful propagandist must understand the true motives and not be content to accept the reasons which men give for what they do.”^[23]

In other words, selling products by appealing to the rational minds of customers (the main method used prior to Bernays) was much less effective than selling products based on the unconscious desires that Bernays felt were the true motivators of human action. “Sex sells” became a controversial issue, with techniques for titillating and enlarging the audience posing a challenge to conventional morality.^[24][25]

In the 1920s, under Secretary of Commerce Herbert Hoover, the American government promoted advertising. Hoover himself delivered an address to the Associated Advertising Clubs of the World in 1925 called ‘Advertising Is a Vital Force in Our National Life.”^[26] In October 1929, the head of the U.S. Bureau of Foreign and Domestic Commerce, Julius Klein, stated “Advertising is the key to world prosperity.”^[27]This was part of the “unparalleled” collaboration between business and government in the 1920s, according to a 1933 European economic journal.^[28]

The tobacco companies became major advertisers in order to sell packaged cigarettes.^[29] The tobacco companies pioneered the new advertising techniques when they hired Bernays to create positive associations with tobacco smoking.^[3][4]

Advertising was also used as a vehicle for cultural assimilation, encouraging workers to exchange their traditional habits and community structure in favor of a shared “modern” lifestyle.^[30] An important tool for influencing immigrant workers was the American Association of Foreign Language Newspapers (AAFLN). The AAFLN was primarily an advertising agency but also gained heavily centralized control over much of the immigrant press.^[31][32]

At the turn of the 20th century, advertising was one of the few career choices for women. Since women were responsible for most household purchasing done, advertisers and agencies recognized the value of women’s insight during the creative process. In fact, the first American advertising to use a sexual sell was created by a woman – for a soap product. Although tame by today’s standards, the advertisement featured a couple with the message “A skin you love to touch”.^[33]

In the 1920s psychologists Walter D. Scott and John B. Watson contributed applied psychological theory to the field of advertising. Scott said, “Man has been called the reasoning animal but he could with greater truthfulness be called the creature of suggestion. He is reasonable, but he is to a greater extent suggestible”.^[34] He demonstrated this through his advertising technique of a direct command to the consumer.

On the radio from the 1920s

In the early 1920s, the first radio stations were established by radio equipment manufacturers, followed by non-profit organizations such as schools, clubs and civic groups who also set up their own stations.^[35] Retailer and consumer goods manufacturers quickly recognised radio’s potential to reach consumers in their home and soon adopted advertising techniques that would allow their messages to stand out; slogans, mascots, and jingles began to appear on radio in the 1920s and early television in the 1930s.^[36]

The rise of mass media communications allowed manufacturers of branded goods to bypass retailers by advertising directly to consumers. This was a major paradigm shift which forced manufacturers to focus on the brand and stimulated the need for superior insights into consumer purchasing, consumption and usage behaviour; their needs, wants and aspirations.^[37] The earliest radio drama series were sponsored by soap manufacturers and the genre became known as a soap opera.^[38] Before long, radio station owners realized they could increase advertising revenue by selling ‘air-time’ in small time allocations which could be sold to multiple businesses. By the 1930s, these advertising spots, as the packets of time became known, were being sold by the station’s geographical sales representatives, ushering in an era of national radio advertising.^[39]

By the 1940s, manufacturers began to recognize the way in which consumers were developing personal relationships with their brands in a social/psychological/anthropological sense.^[40] Advertisers began to use motivational research and consumer research to gather insights into consumer purchasing. Strong branded campaigns for Chrysler and Exxon/Esso, using insights drawn research methods from psychology and cultural anthropology, led to some of most enduring campaigns of the 20th-century.^[41]

Commercial television in the 1950s

In the early 1950s, the DuMont Television Network began the modern practice of selling advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the standard for the commercial television industry in the United States. However, it was still a common practice to have single sponsor shows, such as The United States Steel Hour. In some instances the sponsors exercised great control over the content of the show – up to and including having one’s advertising agency actually writing the show.^{[citation needed]} The single sponsor model is much less prevalent now, a notable exception being the Hallmark Hall of Fame.^{[citation needed]}

Cable television from the 1980s

The late 1980s and early 1990s saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than it being a by-product or afterthought. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and ShopTV Canada.^[42]

On the Internet from the 1990s

With the advent of the ad server, online advertising grew, contributing to the “dot-com” boom of the 1990s.^[43] Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, some websites, including the search engine Google, changed online advertising by personalizing ads based on web browsing behavior. This has led to other similar efforts and an increase in interactive advertising.^[44]

The share of advertising spending relative to GDP has changed little across large changes in media since 1925. In 1925, the main advertising media in America were newspapers, magazines, signs on streetcars, and outdoor posters. Advertising spending as a share of GDP was about 2.9 percent. By 1998, television and radio had become major advertising media; by 2017, the balance between broadcast and online advertising had shifted, with online spending exceeding broadcast.^[45] Nonetheless, advertising spending as a share of GDP was slightly lower – about 2.4 percent.^[46]

Guerrilla marketing involves unusual approaches such as staged encounters in public places, giveaways of products such as cars that are covered with brand messages, and interactive advertising where the viewer can respond to become part of the advertising message. This type of advertising is unpredictable, which causes consumers to buy the product or idea.^[47] This reflects an increasing trend of interactive and “embedded” ads, such as via product placement, having consumers vote through text messages, and various campaigns utilizing social network services such as Facebook or Twitter.^[48]

The advertising business model has also been adapted in recent years.^{[when?][clarification needed]} In media for equity, advertising is not sold, but provided to start-up companies in return for equity. If the company grows and is sold, the media companies receive cash for their shares.

Domain name registrants (usually those who register and renew domains as an investment) sometimes “park” their domains and allow advertising companies to place ads on their sites in return for per-click payments. These ads are typically driven by pay per click search engines like Google or Yahoo, but ads can sometimes be placed directly on targeted domain names through a domain lease or by making contact with the registrant of a domain name that describes a product. Domain name registrants are generally easy to identify through WHOIS records that are publicly available at registrar websites.^[49]

Classification

An advertisement for the Wikimedia Foundation

Advertising may be categorized in a variety of ways, including by style, target audience, geographic scope, medium, or purpose.^[2]:9–15 For example, in print advertising, classification by style can include display advertising (ads with design elements sold by size) vs. classified advertising (ads without design elements sold by the word or line). Advertising may be local, national or global. An ad campaign may be directed toward consumers or to businesses. The purpose of an ad may be to raise awareness (brand advertising), or to elicit an immediate sale (direct response advertising). The term above the line (ATL) is used for advertising involving mass media; more targeted forms of advertising and promotion are referred to as below the line (BTL).^[50][51] The two terms date back to 1954 when Procter & Gamble began paying their advertising agencies differently from other promotional agencies.^[52] In the 2010s, as advertising technology developed, a new term, through the line (TTL) began to come into use, referring to integrated advertising campaigns.^[53][54]

Traditional media

Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniturecomponents, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards and forehead advertising, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes (“logojets“), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any situation in which an “identified” sponsor pays to deliver their message through a medium is advertising.^[55]

Television

Television advertising is one of the most expensive types of advertising; networks charge large amounts for commercial airtime during popular events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television – with an audience of over 108 million and studies showing that 50% of those only tuned in to see the advertisements.^[57][58] During the 2014 edition of this game, the average thirty-second ad cost US$4 million, and $8 million was charged for a 60-second spot.^[57] Virtual advertisements may be inserted into regular programming through computer graphics. It is typically inserted into otherwise blank backdrops^[59] or used to replace local billboards that are not relevant to the remote broadcast audience.^[60] More controversially, virtual billboards may be inserted into the background where none exist in real-life. This technique is especially used in televised sporting events. Virtual product placement is also possible.^[61][62] An infomercial is a long-format television commercial, typically five minutes or longer. The word “infomercial” is a portmanteau of the words “information” and “commercial”. The main objective in an infomercial is to create an impulse purchase, so that the target sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from customers and industry professionals.^{[citation needed]}

Radio

Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Radio is an expanding medium that can be found on air, and also online. According to Arbitron, radio has approximately 241.6 million weekly listeners, or more than 93 percent of the U.S. population.^{[citation needed]}

Online

Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in pay per click text ads, rich media ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.^{[citation needed]} A newer form of online advertising is Native Ads; they go in a website’s news feed and are supposed to improve user experience by being less intrusive. However, some people argue this practice is deceptive.^[63]

Domain names

Domain name advertising is most commonly done through pay per click web search engines, however, advertisers often lease space directly on domain names that generically describe their products. When an Internet user visits a website by typing a domain name directly into their web browser, this is known as “direct navigation”, or “type in” web traffic. Although many Internet users search for ideas and products using search engines and mobile phones, a large number of users around the world still use the address bar. They will type a keyword into the address bar such as “geraniums” and add “.com” to the end of it. Sometimes they will do the same with “.org” or a country-code Top Level Domain (TLD such as “.co.uk” for the United Kingdom or “.ca” for Canada). When Internet users type in a generic keyword and add .com or another top-level domain (TLD) ending, it produces a targeted sales lead.^[64] Domain name advertising was originally developed by Oingo (later known as Applied Semantics), one of Google‘s early acquisitions.^[65]

Product placements

Covert advertising is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise‘s character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them “classics”, because the film is set far in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Royale. In “Fantastic Four: Rise of the Silver Surfer“, the main transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the whole film stops to show a Coca-Cola billboard.^{[citation needed]}

Print

Print advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. One form of print advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad paid by the word or line. Another form of print advertising is the display ad, which is generally a larger ad with design elements that typically run in an article section of a newspaper.^[2]:14

Outdoor

Billboards, also known as hoardings in some parts of the world, are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large numbers of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums. The form known as street advertising first came to prominence in the UK by Street Advertising Services to create outdoor advertising on street furniture and pavements. Working with products such as Reverse Graffiti, air dancers and 3D pavement advertising, for getting brand messages out into public spaces.^{[citation needed]} Sheltered outdoor advertising combines outdoor with indoor advertisement by placing large mobile, structures (tents) in public places on temporary bases. The large outer advertising space aims to exert a strong pull on the observer, the product is promoted indoors, where the creative decor can intensify the impression.^{[citation needed]} Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements. Mobile displays are used for various situations in metropolitan areas throughout the world, including: target advertising, one-day and long-term campaigns, conventions, sporting events, store openings and similar promotional events, and big advertisements from smaller companies.^{[citation needed]}

Point-of-sale

In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters (a.k.a. POP – point of purchase display), eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays.^{[citation needed]}

Novelties

Advertising printed on small tangible items such as coffee mugs, T-shirts, pens, bags, and such is known as novelty advertising. Some printers specialize in printing novelty items, which can then be distributed directly by the advertiser, or items may be distributed as part of a cross-promotion, such as ads on fast food containers.^{[citation needed]}

Celebrity endorsements

Advertising in which a celebrity endorses a product or brand leverages celebrity power, fame, money, popularity to gain recognition for their products or to promote specific stores’ or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. The use of celebrities to endorse a brand can have its downsides, however; one mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps‘ contract with Kellogg’s was terminated, as Kellogg’s did not want to associate with him after he was photographed smoking marijuana.^{[citation needed]} Celebrities such as Britney Spears have advertised for multiple products including Pepsi, Candies from Kohl’s, Twister, NASCAR, and Toyota.^{[citation needed]}

Aerial

Using aircraft, balloons or airships to create or display advertising media. Skywriting is a notable example.^{[citation needed]}

New media and advertising approaches

A new advertising approach is known as advanced advertising, which is data-driven advertising, using large quantities of data, precise measuring tools and precise targeting.^[66] Advanced advertising also makes it easier for companies which sell ad-space to attribute customer purchases to the ads they display or broadcast.^[67]

Increasingly, other media are overtaking many of the “traditional” media such as television, radio and newspaper because of a shift toward the usage of the Internet for news and music as well as devices like digital video recorders (DVRs) such as TiVo.^[68]

Online advertising began with unsolicited bulk e-mail advertising known as “e-mail spam“. Spam has been a problem for e-mail users since 1978.^[69] As new online communication channels became available, advertising followed. The first banner ad appeared on the World Wide Web in 1994.^[70] Prices of Web-based advertising space are dependent on the “relevance” of the surrounding web content and the traffic that the website receives.^{[citation needed]}

In online display advertising, display ads generate awareness quickly. Unlike search, which requires someone to be aware of a need, display advertising can drive awareness of something new and without previous knowledge. Display works well for direct response. Display is not only used for generating awareness, it’s used for direct response campaigns that link to a landing page with a clear ‘call to action’.^{[citation needed]}

As the mobile phone became a new mass medium in 1998 when the first paid downloadable content appeared on mobile phones in Finland,^{[71][citation needed]} mobile advertisingfollowed, also first launched in Finland in 2000.^{[citation needed]} By 2007 the value of mobile advertising had reached $2 billion and providers such as Admob delivered billions of mobile ads.^{[citation needed]}

More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D barcode, which replaces the need to do any typing of web addresses, and uses the camera feature of modern phones to gain immediate access to web content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes.^{[citation needed]}

Some companies have proposed placing messages or corporate logos on the side of booster rockets and the International Space Station.^{[citation needed]}

Unpaid advertising (also called “publicity advertising”), can include personal recommendations (“bring a friend”, “sell it”), spreading buzz, or achieving the feat of equating a brand with a common noun (in the United States, “Xerox” = “photocopier“, “Kleenex” = tissue, “Vaseline” = petroleum jelly, “Hoover” = vacuum cleaner, and “Band-Aid” = adhesive bandage). However, some companies^[which?] oppose the use of their brand name to label an object. Equating a brand with a common noun also risks turning that brand into a generic trademark – turning it into a generic term which means that its legal protection as a trademark is lost.^{[72][disputed – discuss]}

From time to time, The CW Television Network airs short programming breaks called “Content Wraps”, to advertise one company’s product during an entire commercial break. The CW pioneered “content wraps” and some products featured were Herbal Essences, Crest, Guitar Hero II, CoverGirl, and recently Toyota.^{[citation needed]}

A new promotion concept has appeared, “ARvertising”, advertising on augmented reality technology.^[73]

Controversy exists on the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (propaganda).

Rise in new media

With the Internet came many new advertising opportunities. Pop-up, Flash, banner, pop-under, advergaming, and email advertisements (all of which are often unwanted or spam in the case of email) are now commonplace. Particularly since the rise of “entertaining” advertising, some people may like an advertisement enough to wish to watch it later or show a friend.^{[citation needed]}In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing to see or hear them. In the last three quarters of 2009, mobile and Internet advertising grew by 18% and 9% respectively, while older media advertising saw declines: −10.1% (TV), −11.7% (radio), −14.8% (magazines) and −18.7% (newspapers).^{[citation needed]} Between 2008 and 2014, U.S. newspapers lost more than half their print advertising revenue.^[75]

Niche marketing

Another significant trend regarding future of advertising is the growing importance of the niche market using niche or targeted ads. Also brought about by the Internet and the theory of the long tail, advertisers will have an increasing ability to reach specific audiences. In the past, the most efficient way to deliver a message was to blanket the largest mass market audience possible.^{[citation needed]} However, usage tracking, customer profiles and the growing popularity of niche content brought about by everything from blogs to social networking sites, provide advertisers with audiences that are smaller but much better defined,^{[citation needed]} leading to ads that are more relevant to viewers and more effective for companies’ marketing products. Among others, Comcast Spotlight is one such advertiser employing this method in their video on demand menus. These advertisements are targeted to a specific group and can be viewed by anyone wishing to find out more about a particular business or practice, from their home. This causes the viewer to become proactive and actually choose what advertisements they want to view.^[76] Niche marketing could also be helped by bringing the issue of colour into advertisements. Different colours play major roles when it comes to marketing strategies, for example, seeing the blue can promote a sense of calmness and gives a sense of security which is why many social networks such as Facebook use blue in their logos. Google AdSense is an example of niche marketing. Google calculates the primary purpose of a website and adjusts ads accordingly; it uses keywords on the page (or even in emails) to find the general ideas of topics disused and places ads that will most likely be clicked on by viewers of the email account or website visitors.

Crowdsourcing

The concept of crowdsourcing has given way to the trend of user-generated advertisements. User-generated ads are created by people, as opposed to an advertising agency or the company themselves, often resulting from brand sponsored advertising competitions. For the 2007 Super Bowl, the Frito-Lays division of PepsiCo held the “Crash the Super Bowl” contest, allowing people to create their own Doritos commercials.^[77] Chevrolet held a similar competition for their Tahoe line of SUVs.^[77] Due to the success of the Doritos user-generated ads in the 2007 Super Bowl, Frito-Lays relaunched the competition for the 2009 and 2010 Super Bowl. The resulting ads were among the most-watched and most-liked Super Bowl ads. In fact, the winning ad that aired in the 2009 Super Bowl was ranked by the USA Today Super Bowl Ad Meter as the top ad for the year while the winning ads that aired in the 2010 Super Bowl were found by Nielsen’s BuzzMetrics to be the “most buzzed-about”.^[78][79] Another example of companies using crowdsourcing successfully is the beverage company Jones Soda that encourages consumers to participate in the label design themselves.^[80]

This trend has given rise to several online platforms that host user-generated advertising competitions on behalf of a company. Founded in 2007, Zooppa has launched ad competitions for brands such as Google, Nike, Hershey’s, General Mills, Microsoft, NBC Universal, Zinio, and Mini Cooper.^[81] Crowdsourcing remains controversial, as the long-term impact on the advertising industry is still unclear.^[82]

Global advertising

Advertising has gone through five major stages of development: domestic, export, international, multi-national, and global. For global advertisers, there are four, potentially competing, business objectives that must be balanced when developing worldwide advertising: building a brand while speaking with one voice, developing economies of scale in the creative process, maximising local effectiveness of ads, and increasing the company’s speed of implementation. Born from the evolutionary stages of global marketing are the three primary and fundamentally different approaches to the development of global advertising executions: exporting executions, producing local executions, and importing ideas that travel.^[83]

Advertising research is key to determining the success of an ad in any country or region. The ability to identify which elements and/or moments of an ad contribute to its success is how economies of scale are maximized. Once one knows what works in an ad, that idea or ideas can be imported by any other market. Market research measures, such as Flow of Attention, Flow of Emotion and branding moments provide insight into what is working in an ad in any country or region because the measures are based on the visual, not verbal, elements of the ad.^[84]

Foreign public messaging

Foreign governments,^[which?] particularly those that own marketable commercial products or services, often promote their interests and positions through the advertising of those goods because the target audience is not only largely unaware of the forum as a vehicle for foreign messaging but also willing to receive the message while in a mental state of absorbing information from advertisements during television commercial breaks, while reading a periodical, or while passing by billboards in public spaces. A prime example of this messaging technique is advertising campaigns to promote international travel. While advertising foreign destinations and services may stem from the typical goal of increasing revenue by drawing more tourism, some travel campaigns carry the additional or alternative intended purpose of promoting good sentiments or improving existing ones among the target audience towards a given nation or region. It is common for advertising promoting foreign countries to be produced and distributed by the tourism ministries of those countries, so these ads often carry political statements and/or depictions of the foreign government’s desired international public perception. Additionally, a wide range of foreign airlines and travel-related services which advertise separately from the destinations, themselves, are owned by their respective governments; examples include, though are not limited to, the Emirates airline (Dubai), Singapore Airlines (Singapore), Qatar Airways (Qatar), China Airlines (Taiwan/Republic of China), and Air China (People’s Republic of China). By depicting their destinations, airlines, and other services in a favorable and pleasant light, countries market themselves to populations abroad in a manner that could mitigate prior public impressions.

Diversification

In the realm of advertising agencies, continued industry diversification has seen observers note that “big global clients don’t need big global agencies any more”.^[85] This is reflected by the growth of non-traditional agencies in various global markets, such as Canadian business TAXI and SMART in Australia and has been referred to as “a revolution in the ad world”.^[86]

New technology

The ability to record shows on digital video recorders (such as TiVo) allow watchers to record the programs for later viewing, enabling them to fast forward through commercials. Additionally, as more seasons of pre-recorded box sets are offered for sale of television programs; fewer people watch the shows on TV. However, the fact that these sets are sold, means the company will receive additional profits from these sets.

To counter this effect, a variety of strategies have been employed. Many advertisers have opted for product placement on TV shows like Survivor. Other strategies include integrating advertising with internet-connected program guidess (EPGs), advertising on companion devices (like smartphones and tablets) during the show, and creating mobile apps for TV programs. Additionally, some like brands have opted for social television sponsorship.^[87]

The emerging technology of drone displays has recently been used for advertising purposes.^[88]

Advertising education

In recent years there have been several media literacy initiatives, and more specifically concerning advertising, that seek to empower citizens in the face of media advertising campaigns.^[89]

Advertising education has become popular with bachelor, master and doctorate degrees becoming available in the emphasis.^{[citation needed]} A surge in advertising interest is typically attributed to the strong relationship advertising plays in cultural and technological changes, such as the advance of online social networking.^{[citation needed]} A unique model for teaching advertising is the student-run advertising agency, where advertising students create campaigns for real companies.^[90] Organizations such as the American Advertising Federation establish companies with students to create these campaigns.^{[citation needed]}

Purposes

Advertising is at the front of delivering the proper message to customers and prospective customers. The purpose of advertising is to inform the consumers about their product and convince customers that a company’s services or products are the best, enhance the image of the company, point out and create a need for products or services, demonstrate new uses for established products, announce new products and programs, reinforce the salespeople’s individual messages, draw customers to the business, and to hold existing customers.^[91]

Sales promotions and brand loyalty

Sales promotions are another way to advertise. Sales promotions are double purposed because they are used to gather information about what type of customers one draws in and where they are, and to jump start sales. Sales promotions include things like contests and games, sweepstakes, product giveaways, samples coupons, loyalty programs, and discounts. The ultimate goal of sales promotions is to stimulate potential customers to action.^[92]

Criticisms

While advertising can be seen as necessary for economic growth,^[27] it is not without social costs. Unsolicited commercial e-mail and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers.^[93] Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation.^[94] This increasing difficulty in limiting exposure to specific audiences can result in negative backlash for advertisers.^[95] In tandem with these criticisms, the advertising industry has seen low approval rates in surveys and negative cultural portrayals.^[96]

One of the most controversial criticisms of advertisement in the present day is that of the predominance of advertising of foods high in sugar, fat, and salt specifically to children. Critics claim that food advertisements targeting children are exploitive and are not sufficiently balanced with proper nutritional education to help children understand the consequences of their food choices. Additionally, children may not understand that they are being sold something, and are therefore more impressionable.^[97] Michelle Obama has criticized large food companies for advertising unhealthy foods largely towards children and has requested that food companies either limit their advertising to children or advertise foods that are more in line with dietary guidelines.^[98] The other criticisms include the change that are brought by those advertisements on the society and also the deceiving ads that are aired and published by the corporations. Cosmetic and health industry are the ones which exploited the highest and created reasons of concern.^[99]

Regulation

There have been increasing efforts to protect the public interest by regulating the content and the influence of advertising. Some examples include restrictions for advertising alcohol, tobacco or gambling imposed in many countries, as well as the bans around advertising to children, which exist in parts of Europe. Advertising regulation focuses heavily on the veracity of the claims and as such, there are often tighter restrictions placed around advertisements for food and healthcare products.^[100]

The advertising industries within some countries rely less on laws and more on systems of self-regulation.^{[100][101][102]} Advertisers and the media agree on a code of advertising standards that they attempt to uphold. The general aim of such codes is to ensure that any advertising is ‘legal, decent, honest and truthful’. Some self-regulatory organizations are funded by the industry, but remain independent, with the intent of upholding the standards or codes like the Advertising Standards Authority in the UK.^[103]

In the UK, most forms of outdoor advertising such as the display of billboards is regulated by the UK Town and County Planning system. Currently, the display of an advertisement without consent from the Planning Authority is a criminal offense liable to a fine of £2,500 per offense.^[104] In the US, many communities believe that many forms of outdoor advertising blight the public realm.^[105] As long ago as the 1960s in the US there were attempts to ban billboard advertising in the open countryside.^[106] Cities such as São Paulohave introduced an outright ban^[107] with London also having specific legislation to control unlawful displays.

Some governments restrict the languages that can be used in advertisements, but advertisers may employ tricks to try avoiding them. In France for instance, advertisers sometimes print English words in bold and French translations in fine print to deal with Article 120 of the 1994 Toubon Law limiting the use of English.^[108]

The advertising of pricing information is another topic of concern for governments. In the United States for instance, it is common for businesses to only mention the existence and amount of applicable taxes at a later stage of a transaction.^[109] In Canada and New Zealand, taxes can be listed as separate items, as long as they are quoted up-front.^[110][111] In most other countries, the advertised price must include all applicable taxes, enabling customers to easily know how much it will cost them.^{[112][113][114]}

Theory

Hierarchy-of-effects models

Various competing models of hierarchies of effects attempt to provide a theoretical underpinning to advertising practice.^{[clarification needed][115]}

• The model of Clow and Baack^[116] clarifies the objectives of an advertising campaign and for each individual advertisement. The model postulates six steps a buyer moves through when making a purchase:
  1. Awareness
  2. Knowledge
  3. Liking
  4. Preference
  5. Conviction
  6. Purchase
• Means-end theory suggests that an advertisement should contain a message or means that leads the consumer to a desired end-state.^[117]
• Leverage points aim to move the consumer from understanding a product’s benefits to linking those benefits with personal values.^{[citation needed]}

Marketing mix

The marketing mix was proposed by professor E. Jerome McCarthy in the 1960s.^[118] It consists of four basic elements called the “four Ps“. Product is the first P representing the actual product. Price represents the process of determining the value of a product. Place represents the variables of getting the product to the consumer such as distribution channels, market coverage and movement organization. The last P stands for Promotion which is the process of reaching the target market and convincing them to buy the product.

In the 1990s, the concept of four Cs was introduced as a more customer-driven replacement of four P’s.^[119] There are two theories based on four Cs: Lauterborn’s four Cs (consumer, cost, communication, convenience) ^[120] and Shimizu’s four Cs (commodity, cost, communication, channel) in the 7Cs Compass Model (Co-marketing). Communicationscan include advertising, sales promotion, public relations, publicity, personal selling, corporate identity, internal communication, SNS, and MIS.^{[121][122][123][124]}

Advertising research

Advertising research is a specialized form of research that works to improve the effectiveness and efficiency of advertising. It entails numerous forms of research which employ different methodologies. Advertising research includes pre-testing (also known as copy testing) and post-testing of ads and/or campaigns.

Pre-testing includes a wide range of qualitative and quantitative techniques, including: focus groups, in-depth target audience interviews (one-on-one interviews), small-scale quantitative studies and physiological measurement. The goal of these investigations is to better understand how different groups respond to various messages and visual prompts, thereby providing an assessment of how well the advertisement meets its communications goals.^[125]

Post-testing employs many of the same techniques as pre-testing, usually with a focus on understanding the change in awareness or attitude attributable to the advertisement. With the emergence of digital advertising technologies, many firms have begun to continuously post-test ads using real-time data. This may take the form of A/B split-testing or multivariate testing.

Continuous ad tracking and the Communicus System are competing examples of post-testing advertising research types.^[126]

Semiotics

Meanings between consumers and marketers depict signs and symbols that are encoded in everyday objects.^[127] Semiotics is the study of signs and how they are interpreted. Advertising has many hidden signs and meanings within brand names, logos, package designs, print advertisements, and television advertisements. Semiotics aims to study and interpret the message being conveyed in (for example) advertisements. Logos and advertisements can be interpreted at two levels – known as the surface level and the underlying level. The surface level uses signs creatively to create an image or personality for a product.^{[citation needed]} These signs can be images, words, fonts, colors, or slogans. The underlying level is made up of hidden meanings. The combination of images, words, colors, and slogans must be interpreted by the audience or consumer.^[128] The “key to advertising analysis” is the signifier and the signified. The signifier is the object and the signified is the mental concept.^[129] A product has a signifier and a signified. The signifier is the color, brand name, logo design, and technology. The signified has two meanings known as denotative and connotative. The denotative meaning is the meaning of the product. A television’s denotative meaning might be that it is high definition. The connotative meaning is the product’s deep and hidden meaning. A connotative meaning of a television would be that it is top-of-the-line.^[130]

Apple’s commercials^[when?] used a black silhouette of a person that was the age of Apple’s target market. They placed the silhouette in front of a blue screen so that the picture behind the silhouette could be constantly changing. However, the one thing that stays the same in these ads is that there is music in the background and the silhouette is listening to that music on a white iPod through white headphones. Through advertising, the white color on a set of earphones now signifies that the music device is an iPod. The white color signifies almost all of Apple’s products.^[131]

The semiotics of gender plays a key influence on the way in which signs are interpreted. When considering gender roles in advertising, individuals are influenced by three categories. Certain characteristics of stimuli may enhance or decrease the elaboration of the message (if the product is perceived as feminine or masculine). Second, the characteristics of individuals can affect attention and elaboration of the message (traditional or non-traditional gender role orientation). Lastly, situational factors may be important to influence the elaboration of the message.^[132]

There are two types of marketing communication claims-objective and subjective.^[133] Objective claims stem from the extent to which the claim associates the brand with a tangible product or service feature. For instance, a camera may have auto-focus features. Subjective claims convey emotional, subjective, impressions of intangible aspects of a product or service. They are non-physical features of a product or service that cannot be directly perceived, as they have no physical reality. For instance the brochure has a beautiful design.^[134] Males tend to respond better to objective marketing-communications claims while females tend to respond better to subjective marketing communications claims.^[135]

Voiceovers are commonly used in advertising. Most voiceovers are done by men, with figures of up to 94% having been reported.^[136] There have been more female voiceovers in recent years,^[when?] but mainly for food, household products, and feminine-care products.^[137]

Gender effects in the processing of advertising

According to a 1977 study by David Statt, females process information comprehensively, while males process information through heuristic devices such as procedures, methods or strategies for solving problems, which could have an effect on how they interpret advertising.^{[138][need quotation to verify]} According to this study, men prefer to have available and apparent cues to interpret the message, whereas females engage in more creative, associative, imagery-laced interpretation. Later research by a Danish team^[139] found that advertising attempts to persuade men to improve their appearance or performance, whereas its approach to women aims at transformation toward an impossible ideal of female presentation. In Paul Suggett’s article “The Objectification of Women in Advertising”^[140] he discusses the negative impact that these women in advertisements, who are too perfect to be real, have on women, as well as men, in real life. Advertising’s manipulation of women’s aspiration to these ideal types as portrayed in film, in erotic art, in advertising, on stage, within music videos, and through other media exposures requires at least a conditioned rejection of female reality, and thereby takes on a highly ideological cast. Studies show that these expectations of women and young girls negatively impact their views about their bodies and appearances. These advertisements are directed towards men. Not everyone agrees: one critic viewed this monologic, gender-specific interpretation of advertising as excessively skewed and politicized.^{[141][need quotation to verify]} There are some companies, however, like Dove and Aerie that are creating commercials to portray more natural women, with less post production manipulation, so more women and young girls are able to relate to them.^{[citation needed]}

More recent research by Martin (2003) reveals that males and females differ in how they react to advertising depending on their mood at the time of exposure to the ads, and on the affective tone of the advertising. When feeling sad, males prefer happy ads to boost their mood. In contrast, females prefer happy ads when they are feeling happy. The television programs in which ads are embedded influence a viewer’s mood state.^[142] Susan Wojcicki, author of the article “Ads that Empower Women don’t just Break Stereotypes—They’re also Effective”^[143] discusses how advertising to women has changed since the first Barbie commercial where a little girl tells the doll that, she wants to be just like her. Little girls grow up watching advertisements of scantily clad women advertising things from trucks to burgers, and Wojcicki states that this shows girls that they are either arm candy or eye candy.

Alternatives

Other approaches to revenue include donations, paid subscriptions and microtransactions. Websites and applications are “ad-free” when not using ads at all for revenue. For example, the online encyclopaedia Wikipedia provides free access to its content by receiving funding from charitable donations.^[144]

See also

Influential thinkers in advertising theory and practice

Branding In Marketing from
https://en.wikipedia.org/wiki/Branding

• Brand, a name, logo, slogan, and/or design scheme associated with a product or service
  • Branding (promotional), the distribution of merchandise with a brand name or symbol imprinted
  • Brand management, the application of marketing techniques to a specific product, product line, or brand
  • Employer branding, the application of brand management to recruitment marketing and internal brand engagement
  • Internet branding, brand management on the Internet
  • Nation branding, the application of marketing techniques for the advancement of a country
    • Place branding, the application of marketing techniques for the advancement of country subdivisions
  • Personal branding, people and their careers marketed as brands
  • Co-branding, two companies or brands partnering on a product or service
  • Branding agency, a type of marketing agency which specializes in creating brands
  • Faith branding, the application of marketing techniques to religious institutions or individual

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  105MINS |RATED 12A
• 

  COMEDY

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  Jordan is a take-no-prisoners tech mogul who torments her long-suffering assistant, April, and the rest of her employees on a daily basis. She soon faces an unexpected threat to her personal life and career when she magically transforms into a 13-year-old version of herself right before a do-or-die presentation. Jordan will now need to rely on April more than ever — if April is willing to stop treating Jordan like a 13-year-old child who has an attitude problem

  109MINS |RATED 15

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• 

  BIOGRAPHY

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  116MINS |RATED G

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• 

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  120MINS |RATED 18

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• 

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  We all have a superhero inside us, it just takes a bit of magic to bring it out. In Billy Batson’s case, by shouting out one word – SHAZAM!

  132MINS |RATED 12A

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  ADVENTURE

  Dumbo

  The owner of a struggling circus enlists a man and his two children to care for a newborn elephant that can fly.

  112MINS |RATED G

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The key to effective digital marketing is ensuring that your search engine optimization efforts are geared towards local searches. Successfully channeling local traffic to your website boosts visibility amongst customers looking for local options. Amping up your local SEO performance helps you ride to the top of search results and can also in turn positively influence your paid search results.

Local SEO in 2019

Google estimates that 97% of consumers look for local businesses online. Being able to convert a search result to a business deal is the difference between staying afloat and going under. According to a study (link), statistics clearly illustrate how crucial local search is for businesses:

• 50% searches on mobile phones ended in an actual visit to the same business
• 50% searches are looking for local solutions to problems
• One in three smartphone searches was conducted immediately prior to a local store visit

Local search is a broad field that’s constantly growing and changing, challenging marketers to keep up. No matter what kind of business it is, traditional marketing campaigns should always be accompanied by real efforts into local SEO ranking to boost online presence. Ranking as a legitimate business increases brand awareness and customers’ traffic, saves money on paid ads, and attracts instant publicity.

What is Local SEO?

Local SEO is a search engine optimization process specifically geared to highlighting local results during online searches. Page content, link building and on page optimization are combined to show up on top in local search results. Since Google remains the most relevant search engine, consistent information must be provided across the local search landscape. The only way in which local SEO and organic SEO differ is in terms of the geographical component – while organic SEO is aimed at a global audience, local SEO is relevant to a limited geographical spread.

Top Google Local Pack Ranking Factors

Here are the bases you must cover if you want your website to show up at the top of search results on Google:

• Claim a “Google My Business” page and put correct information regarding the type of business. Upload photos of your location, products, and staff to increase credibility. Your NAP (name, address, phone number) should be consistent across all platforms
• The Google Knowledge Panel which collects and displays all relevant basic information about a local listing also affects ranking
• Create a presence on online directories such as Yellow pages, Foursquare, Apple Maps, and Yahoo’s Localworks
• Your website should be mobile-friendly. Google’s latest algorithm first checks whether you are mobile-ready.
• Proximity of address matters most to local rankings. How close searchers are to particular businesses at the moment has an impact on whether or not those businesses show up in Google search results.

What is Important for your Local SEO Strategy?

Local SEO implies that the relevant audience is aware of your existence. These are the people who are located locally, and who conduct online searches with clear intent. Being visible to them is what wins the day. Here are some tips for becoming accessible to more and more people locally:

• Local content development – Content should be relevant and geared towards a local audience. It is best to anticipate search queries.
• Citation management – A citation contains online mention of the particulars of a business. They help the searches locate and discover local businesses.
• Review management – Allow your customers to review your performance, preferably directly on Google as these are given priority during searches. Some of the other review sites are Yelp, Glassdoor and others. Reviews greatly increase the visibility of your website, so you must ensure that the majority of them are positive. Reviews which include your location or keywords promote trust with Google. Also, always try and respond to all reviews.
• Technical needs – The local business website should be error-free, indexable, multi-device compliant, properly optimized and well structured.
• Schema – Properly configured, it allows a search engine to display user-friendly snippets about your website.
• Local link building – Email, followed by community websites and local content and news websites are most valuable for creating links that carry up local business in search rankings.
• On-site optimization – Write and arrange content on your website in a manner that local searchers find it relevant
• Website design – The website should be accessible across all mainstream devices
• Email marketing – This involves keeping current and potential customers updated on latest news from the company’s end and is the best way to get across to a targeted audience.
• Google’s Mobile-first indexing – Google has issued guidelines to create a mobile-friendly website. Follow these carefully to improve your website’s performance.
• Offline loyalty programs – Presence on major social media platforms such as Facebook and Instagram can help you earn local links.

In addition to the above, some local tactics are: apply geo-modified keywords to pinpoint the location, and ensure that you are featured on trusted local snippets.

Local SEO tools

Some local SEO specific tools which can be applied to increase website performance are:

• Automated listings finder – this allows identification of additional directory listing opportunities. It also ensures verification and updating of all listing information together
• Review management tools notify businesses of new reviews across all platforms so that the business can respond suitably  

Apart from these, Google has a range of tools to help every business build and maintain their own specialized local SEO mechanisms. These include – Google Analytics, Google Search Console, Google My Business insights, Google tag manager and results of statistics and surveys.

The success of your local SEO strategy is determined by how the business defines overall success. A well-structured plan should be developed which is scalable as well as open to modification. To really improve local presence, local SEO too should be monitored and fine-tuned in accordance with the business environment’s opportunities and threats. Local SEO optimization is a continuous process.

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If there is an online social network with over 100 million users asking questions that they know will be answered back, do you think it’d be a good source to generate website traffic?

Definitely!

Quora is a kind of forum where anyone can pose questions and expect them to be answered. The Quora community also votes up to the most relevant and helpful answer which bubbles up higher than the other responses.

It’s true that the real impact of SEO is seen only after some time, PPC advertising gives different results. On the other hand, social media takes up a lot of time and energy and other forms of advertising becomes very expensive for your business vis a vis expected return. Therefore, the free traffic from Quora makes it an exciting platform worth considering.

How is Quora a unique platform?

A lot of different platforms let you interact with your target audience – be it Twitter or Facebook. So, what makes Quora unique?

The best part about Quora is that you get to engage with your target audience when they are asking you questions. On Quora, you can step in and take part in an ongoing conversation centred around your offerings as well.  For instance, if you sell shoes, you can answer questions about fitness, exercise, running, weight loss tips, etc.

Note that every conversation that happen here will organically introduce your brand to the users as you can sneak a mention of the brand or the store (online or offline).

How can you leverage Quora traffic?

1. Make an appealing profile

The first thing that a Quora user does after reading your reply to a question is to visit your profile in order to know more about you. If they realise that you have an uninteresting page, they are not likely to trust the information provided by you. So, it makes sense to build your Quora profile for an enriching experience.

 A few tips:

• Use prominent headline to build your online image as a source of authority in your field.
• Add some of your best accomplishments
• Add your location and business title

2. Pick the right/relevant topics

When you customize your account, you are given an option to select from a wide range of topics that you may find interesting and Quora keeps you updated with the most recent questions asked based on your topic selection.

Thus, one of the best aspect of this is that you don’t have to go about hunting questions that you want to answer about your areas of interest.

What’s more? Quora even sends you notifications through emails about relevant questions that you may want to check out and try to answer them. You can even use the search bar to pick relevant questions to answer to sneak in your brand mention. So, it’s best to have a wider option in terms of interest to have more opportunities to answer questions with a fresh set of audience.

3. Impress with your knowledge

Make sure you know your goal clearly while answering any question in order to establish yourself as an expert to have a great followers’ list on Quora. But providing an informative and detailed answer isn’t going to cut it; you will have to subtly leave an impression of you being an expert in different ways.

In order to do this, you need to have a professional profile picture and a strong headline. Furthermore, you need to pay a close attention to the tone you use while answering your questions. Slip in a sentence or two to highlight or focus on your professional expertise and experience to establish authority of an expert.

4. Provide helpful answers

You shouldn’t compromise on providing value in order to establish your authority. People reach out to Quora to get a response for their query, so your first job is to provide a helpful answer with insightful information. If you do this in a consistent manner, then, gradually, you will generate a following – of people who actually trust you.

So, don’t be pretentious or fake being an expert because it can’t last for long so you can fumble over an answer which can reveal your lack of expertise. Address the problems of the users effectively to deliver value. If you continue to do it, your value will continue to increase and your brand awareness will eventually grow – leading to more traffic to your site.

5. You can also ask questions

The best part about Quora is that you can get your questions answered as well. Being an expert shouldn’t stop you from asking questions. By asking questions, you can connect with your audience at large. You can run surveys, ask for a feedback, offers, etc. to improve on the quality of your product or service. This kind of market research on Quora will help you improve your overall product offering.

6. Insert Links

Quora allows you to use hyperlinks within your answers. This helps in directing readers to your site. But, ensure that you don’t stuff your answers with links after links. There is an SEO advantage to creating Quora backlinks to your site, do it organically and tactfully to make sure it doesn’t look forceful and do it only if adds value response you share on the platform.

The secret to being successful at leveraging Quora to generate website traffic is to provide helpful answers to genuinely help your readers and better serve their needs – which can eventually lead to more reach and greater impact to your busines

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STEP 3 – TEST MULTIPLE ADS TO FIND THE MESSAGE THAT RESONATES BEST WITH YOUR AUDIENCE

This step is crucial, and also one of the most overlooked. Most of the people simply create one ad and call it a day, but I wanted to discover the best ad possible for my ad campaign.

What I did was to craft 3 completely different messages that I thought would resonate with my audience… and I run them one against the other.

I did this because I’m applying a strategic approach to media buying.

I want data, not guesswork.

I want to be able to say “Ok I tested three messages and there’s a clear winner. Let’s do more of that and delete the underperforming ads.”

At this step I didn’t simply change the background image (that comes later) – I created three messages that are completely different one to the other. I used different words, different offers and, of course, different images.

After two weeks I started to understand what resonates with my audience. And only at that point, I created variations of the winning ads testing multiple backgrounds, AB testing headlines and CTAs.

At this point, organisation and clarity are crucial: write a very descriptive name for every ad and ad group you create.

Don’t write “ad 1” “ad 2” “ad 3”, write “winter collection white coat” “winter collection blonde girl” instead.

Now that my three ads were ready, I focused on defining multiple audiences-.
I came up with three different audiences, and I run my three ads for each audience. It’s a total of 9 ads that were running at the same time.

Do you see what I did here? I’m maximising my chance to find an ad that performs well because I’m running more AD concepts and show them to different niches of people.

Some ideas to get you started to find the perfect audience:

1. Test a lookalike audience based on previous customers;
2. Test a retargeting audience;
3. Test a contextual audience (based on your dream client interests).

Now that the ads and audiences are ready there’s one hot topic that needs to be addressed: price.

How much should I spend? How should I split my budget?

STEP 4 – DIVIDE YOUR BUDGET IN 3 MONTHS TO GET MORE OUT OF IT

It may seem counter intuitive, but spending less at the beginning of your ad campaign can lead to better results later.

Why?

Remember that in step 3 you just created several ads and several audiences, and you still don’t know which ones will perform better.

Give yourself minimum a week to run all your ads together and see if there are some clear losers (that you can turn off) and some clear winners (where you will invest more money).

If you have enough budget, you can do like me, and run extensive tests for eight weeks. After two full months, you’ll know exactly which ads are working or not, and you’ll have the key to scale and make even more out of your ads.

This is how I split my client’s budget.

MONTH 1

• Test phase – After researching my target audience and competitors, I put together my best ideas and made some educated guesses on the message that would resonate better with my audience. I tested 3 ad concepts one against another. Just by doing that, I was able to spot underperforming ads (0.7% of CTR) and disable them to get more of my budget, running only ads with 1.5% CTR or higher.

MONTH 2

• Verify – I kept looking at the data from my ads, and I verified that the ads running were still performing well. If the CTR of an ad was dropping compared to month one, I was disabling it.
• Optimize – In the middle of Month 2, I started to know which was the best message, which words to use, and which concepts were driving more interactions to my ads. At this point, I was duplicating my ads and tweaking them a bit to decrease even more the CPC and get a better CTR.

MONTH 3

• Scale – Now there’s nothing else to do apart from investing more! I knew what was working well, so we used a bigger budget to drive even more visits, for a lower cost, to the website.

The final question you may have for me is: I have all these great ads that are performing amazingly, but where should I drive traffic to maximise my ROI?

The answer is in the next and last step.

STEP 5 – MAXIMIZE LEADS WITH A HIGH-CONVERTING PAGE.

Mostly in the B2B world (but even for most every b2c offerings), a lead generation page can be everything you want it to be.

It can be a specific landing page, or article on your blog.

For my client, I used (and tweaked) one blog post that was deeply connected to his dream clients.

The key to generating leads was to insert a content upgrade: it’s a simple, locked, document that the reader can download filling up a form on the page.

It’s exactly what you see on this article. If you click this link, you can input your name and email and I’ll send you four additional media buying strategies for B2B companies.

An easy way to create a link like this is by using Sumo. It’s a great plugin and it’s completely free when you are starting out. After you install it, just head over “List Builder” and create a new popup. Alternatively, you can use OptinMonster.

An additional way to generate leads is by sending traffic to a simple (but effective) landing page.

Your page doesn’t need to have lots of elements or a fancy graphic, but it needs to have the right elements on it.

THE PERFECT LANDING PAGE.

First of all, remember that people that will land to your page have never been there before, so you should simplify the page as much possible and make it extremely easy for them to do what you want.

To do that, decide one single thing that you want your visitors to accomplish (for example, sign up for your newsletter, get a discount or download your white paper).

Second thing, the visitors need to see that the value of the offer is higher than the pain of leaving their email address on your website.

When you have these points clear in your mind, you can focus on the actual content of your landing page. Make sure to include as many of these elements:

1. Vital Business Info: Logo, privacy policy, and the name of the company.
2. Remove unnecessary, distracting elements like the navigation bar.
3. Visible call to action: Make it easy to find the sign-up/download button
4. Social proof: Has your company been featured somewhere important? Has your product been sold thousands of times? Write it to increase credibility.
5. Catchy headline: Your headline should be compelling enough to make the reader continue reading.
6. Relevant copy: It’s after the headline, it explains how you can solve the pain of your target customer. Use 2-3 short bullets points.
7. Bonus – Urgency: If you can add real urgency to your landing page (limited availability, or time-sensitive promotions), conversions will increase.

Next step: test. When your page is up and running, and you are getting data (like CTR and conversion rate), you can test more versions of your page. Create an entirely different page and compare the results.

NOW YOU KNOW HOW TO CREATE A HIGHLY EFFECTIVE MEDIA BUYING CAMPAIGN

You just learned my 5-step strategy to boost the performance of any media buying campaign.

The basic approach of creating a single ad, starting it and hoping for the best is a guarantee to fail. With my method, you’ll create a detailed strategy to minimize your risks and you’ll be sure to spend your ad budget better.

Get started, try your best and iterate based on the performance of previous ads! If you’d like us to help you implement an advertising strategy like this in your business, you can apply here.

And if you got some value from this post, let me know in the comments below.

A new Facebook study revealed that people spend 5 times longer watching video content than reading static content.

Gary Vaynerchuk, Larry Kim, and Neil Patel all used video ads to grow their audiences on every major social network, increase brand recall for their products and reach consumers at scale. But how can you take advantage of them?

In this guide, I’m going to show you:

• The 6 elements your video ads must have if you want to outperform your best static ads;
• The 6-second non-skippable video ad that won’t annoy your users;
• How to create a “thumb-stopping” effect that gets your target audience to watch your videos and buy from you.

Ready? Let’s do it!

BONUS MATERIALS: Get my Video Ads Swipe File & the PDF version of this article

Get my Video Ads Swipe file with 14 successful video ads you can take inspiration from, and a PDF copy of this article to read whenever you like.

Yes! Give me my PDFs

Table of Contents

CHAPTER 1

Why you need to use video ads in 2019

CHAPTER 2

How to create an highly effective video ad

CHAPTER 3

Spread your message like wildfire with Facebook Video Ads

CHAPTER 4

Reach your dream client with Instagram Video Ads

CHAPTER 5

Connect with B2B decision makers with Linkedin Video Ads

CHAPTER 6

Maximize your reach tapping into additional video platforms

CHAPTER 7

Take advantage of advanced targeting with Twitter Video Ads

CHAPTER 8

Get high CTR with Youtube Video Ads

CHAPTER 9

Target millennials with Snapchat Video Ads

CHAPTER 1

Why you need to use online video ads in 2019

With video ad spend to reach $20B by 2020, we know that more and more companies are investing in video advertising online.

Why? Because they work. From Lagos Nigeria to other parts of Africa we are sure that advertising is key

US Digital Video Ad Spending, 2017-2021 (billions)

PRINTS PRICE LIST

In fact, the average time viewers spent watching video ads in 2017 has grown by 19% compared to the year before.

On top of that, the Video Completion Rate (Videos Played All the Way Through) reached a staggering 69% in 2017.

Average video ads completion rate:

But if you want to succeed with digital video ads in 2019, there are some things you should know.

First, like for every digital marketing channel, also the video space starts to get saturated (the law of diminishing returns affects any kind of advertisement) and CTR is lower compared to previous years.

To win the video ad war, last year we saw more companies competing with shorter ads. To start, Snapchat limits ads to a max of 10 seconds, and also Facebook recommends video ads to be 15 seconds or shorter.

IAB released a great research and discovered that 10 second videos can help maximize impact among Millennials, who are particularly sensitive to mobile ad clutter. Mobile video ads for this audience should be well targeted, relevant and enjoyable to help maximize its potential impact.

An upside of shorter ads is that they allow more ab testing: it’s much easier to create four versions of a 10-second ad, than four versions of a 30-second ad, give the same budget and timeframe.

The last trend, of course, is about mobile.

In fact, mobile video viewing broke records in 2018.

But that’s not all:

Forrester discovered that mobile is forecast to account for 72% of the growth in spending on online video advertising in the next 5 years.

With a CTR higher than any other type of ad, you start to see why you should invest in video advertising.

But how do you plan and create an effective video ad?

Keep on reading, the answer is in chapter 2.

Video ads have the highest click-through rate (CTR) of all digital marketing ad formats.

Source: Ayat Shukairy, Invesp

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CHAPTER 2

How to Create an Highly Effective Online Video Advertisement

So you want to create a video ad. Where should you start?

It’s simple: from a detailed plan.

Who fails to plan, plans to fail, they say, and this is absolutely true for video ads, that require a good investment of time and money.

In this chapter, you’ll discover how to optimize your ad budget for maximum results, and the best practices to create an high-impact ad.

BONUS: Get my video ads swipe file with 14 successful video ads.

#1: Plan before you buy

The goal of media planning is to determine the best combination of media to achieve the marketing campaign objectives. In our case, we‘ll plan for the creation and the promotion of the best video ad possible.

The upside of media planning: you create a comprehensive strategy so you’ll know where you are going and you won’t waste your budget creating an ad that doesn’t convert.

The downsides? None. It’s a crucial step that should never be overlooked.

What I want you to do is to get to know your customer and write down everything you may need for your video ad: the exact words to use, the features of your product you should mention, which social networks to use to promote your web video ad.

You have several ways to gather this data:

 

MEDIA PLANNING STRATEGY N. 1 – CUSTOMERS INTERVIEWS

Find five previous customers willing to chat with you on the phone for 15-20 minutes, and understand why they bought from you.

Write down the exact words they are using to describe your product (you’ll use them later in your ad).

Understand where they hang out online: you’ll use this info to understand which channels use to promote your video.

 

MEDIA PLANNING STRATEGY 2 – GATHER AS MUCH DATA AS POSSIBLE

ASK AROUND – Talk with the CEO, VP of Strategy and anyone else from leadership that can give insights on who their dream client is.

TALK WITH SALES – What do prospective clients ask them?

CHECK THE CRM – What are people saying when they contact the company?

STALK CUSTOMERS ONLINE – Get the name and surname of 20 past clients and check them online. Discover which social networks they use every day, what content they share, and which pages they follow.

 

The interests box at the bottom of every Linkedin profile.

 

MEDIA PLANNING STRATEGY 3 – CHECK YOUR COMPETITORS

You should also check what your competitors are doing online.

By using Buzzsumo, you can understand which topics are getting the most shares (these can be useful ideas for your videos) and in which platforms they are being shared.

You see where I’m going with this?

You are making your life easier because with these three strategies you understand what your customers want to hear, and where they want to hear it.

PRO TIP: To get more insights and a real example of a detailed media planning and media buying strategy, you should check out Top Brand Management Company In Lagos Nigeria

#2: How to put together your video ad

Now that you know who you are talking to, and what your prospective customers want to listen, it’s time to put together your video ad.

Here some tips for a great ad.

 

1. Recording tips

If you are recording the video yourself, you should put together a script, understand how your camera works, how to set up a basic studio and how to cut and compose the video. Hubspot created the best guide I found online on the topic.

 

2. Create a video listicle

If you don’t have the resources to create a professional video with talking heads, you can create short listicles, precisely like Business Insider does.

A video listicle is a short video that features a list of interesting facts on a specific topic, and it’s quite straightforward to create. You can use it as a teaser for an in-depth article or show some key features of your product.

There are several tools you can use to easily create videos. With Magisto you can upload your single photo shots and images to Magisto, choose a theme, and the tool will put them together for you with AI.

 

 

If you want to create videos entirely from zero, I recommend Animoto or Wave.Video. I created the video above with Wave: it’s more expensive than Animoto, but it has more features than other online tools I tried. I liked it because it’s easy to resize a video for the different social networks with just a few clicks, and there’re lots of text effects.

 

 

And if you need completely free stock videos, I got you covered too with Pexels. You can thank me later!

 

3. Design with mobile in mind

From the moment of conception, you need to be thinking about your video in terms of mobile devices first, everything else second.

First, because most of the people will be seeing your video ad from mobile anyway, second because some apps (like Snapchat) are mobile only.

Some best practices to get mobile ads right:

1. Consumers are sensitive to mobile ad clutter: ads should be well targeted, relevant and enjoyable.
2. Brand logos, brand cues and product shots are large enough to be easily seen on smaller mobile screens.
3. Create ads that can still convey a message if shortened to 10-20 seconds.
4. The initial frames of an ad should be well branded and engage to capture consumers’ attention and still have an impact if closed or skipped.
5. 30-second ads can be considered for mobile if the goals are to communicate complex information, to increase persuasion among consumers ages 35+ or to drive consumers to take action.

 

4. Experiment with shorter ads

Ads shorter than 15 seconds (but that are usually around 6 sec) are gaining momentum because they are successful at capturing the attention via mobile.

When you can use a 30 sec ad to tell your full story, you can experiment with a 15 sec version to improve reach and frequency, reinforce your message, and reduce overall campaign costs.

Online advertising research by Google

 

There are three main ways you can take advantage of them.

 

Tease

You can use a short ad to seed an idea, and reveal the full story with a longer ad weeks later.

Example of a tease video ad made by KFC.

 

Amplify

Run your long and short ad together to increase ad recall.

 

Echo

When your primary campaign is finishing, you can connect short ads to retargeting (read here if you want to learn how to do effective retargeting video ads) to increase ad recall and convert more viewers, by showing your short ad only to people that saw your full-length video.

For any online video advertising platform you choose, just make sure to follow the guidelines below to create ads of the appropriate length.

 

 

5. Design with sound off

As part of your efforts to think about the mobile platform first, design videos that can be fully understood and enjoyed with the sound off. After all, the best sound for facebook video ads is silence.

Use text overlays to convey essential points and always use titles, captions and similar techniques so that people know what is going on.

Netflix is, of course, doing it right:

 

One nice exception is Snapchat that starts ads with the volume on by default.

 

6. Check your progress

As Kim Larson from Google points out, you should make sure to measure progress with the right metric.

Don’t simply track views, but use KPIs that make sense to your business goals.

The beauty of video advertising online is that, unlike with television, we actually can measure every different metric in real time, so follow Kim’s advice and make sure to track the ones most important to you.

 

Image from: Think With Google

 

Now that you know how to plan your video advertising strategy, how to create your video and how to track the results, we can finally start buying ads. The next chapters will guide you to create video ads in the most important advertising platforms online.

Let’s go!

CHAPTER 3

Spread your message like wildfire with Facebook Video Ads

Facebook provides incredible opportunities to target the perfect customer on granular levels.

With Facebook video ads, you can take advance of metrics like personal interests, locations, website visits, custom and lookalike audience.

Whether if you are a B2B or B2C marketer, you should have Facebook video ads as part of your digital marketing strategy.

BONUS: Get my Facebook Ads Swipe file.

How to make the most out of Facebook Video Ads

On Facebook, users aren’t forced to watch your video ad to get to the next thing in their newsfeed. 98% of the time they just scroll right past your video ad. So Larry Kim (CEO of MobileMonkey) tells people to make the ad’s pitch in reverse.

Make sure that the “explosions” are happening at the very beginning of your Facebook Ads, to capture attention immediately, and then later explain the why/how.

If you want to create a Facebook video ad that really stands out, I’ll share with you some advanced tactics in a bit.

But right now, let’s focus on the basics. Here some guidelines and best practices you should always follow for video ads on Facebook:

• Use square videos (1:1). They take up 78% more real estate in a person’s mobile newsfeed than landscape video (16:9). Studies show that 1:1 outperforms landscape videos by 30-35%
• Think silent. 85% of videos are viewed on Facebook without sound, so make sure to add captions.
• Facebook’s Autoplay will count 3 seconds as a “view”, so make the first 3 seconds count.
• Use high-resolution: 720p or 1080p HD.
• Facebook video ads recommended length: 15 seconds or shorter.
• Use as less text as possible in the ad image preview. Facebook may block your video ad if there is lots of text on top or around your video.

And now the advanced tactics you were all waiting for.

Use the combo video + Facebook lead generation forms

As Hope Horner from Lemonlight pointed out, if you use this strategy right, it can be a marketing goldmine. Lead ads allow users to share their contact info directly on Facebook, which can result in more subscribers than driving them to an external landing page.

You can later use the leads as you want: add them to your newsletter or use them to create custom and lookalike audiences.

The video comes in handy if you are promoting a physical location or a saas. For example, you can:

• Showcase your offering with video (like a coworking space or a gym) and offer a free day pass.
• Do you have a restaurant? Show videos of your food and offer a 2-for-1 voucher upon signing up.
• Do you run a saas? Show some features of your program and offer a free trial.

To create the best lead video ad of the whole internet, simply log into Facebook Ads manager and choose “Lead Generation”.

 

 

Define your audience like you would usually do for any facebook ad.

 

Upload your video.

 

 

Now you can finally create your form. Make sure to ask only for the essential info, if you want to maximise signups, or to add more fields if you’re looking for fewer but more qualified leads.

 

Create a custom audience from video views

Imagine being able to target only people that love your content so much that they watch your videos until the end.

Well, Facebook allows you to do precisely that (and much more) to re-engage users and drive more conversions.

In fact, it’s possible to create an engagement custom audience of people who’ve interacted with your video on Facebook:

• People who viewed at least 3 seconds of your video
• People who viewed at least 10 seconds of your video
• People who viewed at least 25% of your video
• People who viewed at least 50% of your video
• People who viewed at least 75% of your video
• People who viewed at least 95% of your video

With this strategy,  someone can view your video — with or without sound — and automatically be added to an audience to target later.

How you do it:

1 – Go to your Audiences, click the Create Audience drop-down and choose Custom Audience.

 

2 – Click Engagement

 

3 – Click video

 

4 – In the “Engagement” field, choose the amount of time you want people in your audience to have spent viewing your video.

 

 

5 – Click on “choose videos” and choose a video that you previously shared on your Facebook or Instagram page.

 

Congrats, you can now target this audience with a new ad!

Create perfect loop video

Perfect loops are like good GIFS: videos that seamlessly blend from end to beginning.

They are easy to make and great if you are on a budget, but you still want to create beautiful looking mini-videos.

They are ideal for social because the viewer can’t understand when the video finishes (it’s in a perfect loop), so they help to get more people to watch your videos till the end, or more.

One example:

 

 

If you want to create a perfect loop, you have several options.

 

1# strategy: Giphy

Go to Giphy, download a gif in MP4 video format. You are done.

Source: Gyphy

2# strategy – iMovie

Open a video you own in iMovie and cut a single scene that you can play on a loop.

Save.

Use as your video ad.

 

3# strategy – Specific software.

Flixel specialises in “cinemagraphs”, mini videos composed of a part (usually the main subject) that doesn’t move, and another part (usually the background) that moves. Exactly like in the Adidas example above.

There’s a free trial for iOS and MacOS.

Alternatively, try Animoto: upload a video you own to their website, choose a 5-second frame that would be nice in a loop, add filters and some copy, and you are done. It’s similar to the iMovie strategy but easier to use and with more available effects.

With this, we conclude Facebook video ads.

Next up: Instagram!

CHAPTER 4

Reach your dream client with Instagram Video Ads

Instagram video ads are ideal if you want to increase web traffic sales and drive awareness.

With the help of highly-visual content, you can get users to engage with your posts and show off your B2C offerings.

But why should you advertise on Instagram in the first place?

BONUS: Get my Instagram Ads Swipe file.

Overview

Let’s start with some stats:

1. A study by Instagram found that 60% of their users learn about products and services through the platform, and 75% of them took actions such as visiting sites, searching, or telling a friend after seeing an Instagram post.
2. Again, Instagram looked at more than 400 campaigns globally and found out that ad recall from their ads was 2.8 times higher than Nielsen’s norms for online advertising.

As you can see, Instagram is a great platform to advertise, but before starting your next media buying campaign you should ask yourself:

 

Is my target audience on instagram?

Let’s start with demographics.

According to Statista, in January 2018 the most active Instagram users were men and women, 18 to 34 years old (61%).

 

 

With this in mind, you should understand if your target audience talks about your industry/product/service on Instagram.

Facebook surveyed 11,000 young adults and, from their video advertising research, they discovered that some of the most popular topics on Instagram are the following:

Fashion/beauty, food, TV/films, hobbies, music.

Finally, ask yourself: can we create visual content that blends into our target audience’s Instagram feed?

According to the same Facebook study above, “Instagrammers appreciate aesthetic quality in visual content”. Instagram is a visual-first platform, where visual content, rather than text, is the primary form of communication.

If your product/service tick all the three boxes above, congratulations. Instagram is the perfect platform for your brand!

 

Let’s see some best practices to maximize the effectiveness of your ads.

• Use the right format: square format (1:1) works best if posting on the Instagram feed;  Buffer discovered that it costs 33% less than landscape. Use vertical format (9:16) for stories.
• Create videos with audio for stories, create videos without sound in the feed (more on this below)
• Since users will click on ads from the Instagram app, you should optimize your landing page for mobile first.
• Create content that blends in with the organic feed. To stand out, create videos that are beautiful, thoughtfully composed and artfully presented.

 

Facebook vs. Instagram video ads

Since the two platforms are considerably different, Marketing Land points out that long and conversion-centric content should live on Facebook, while you should leave Instagram to the artsy, visually appealing videos.

Instagram ads use the same advertising system as Facebook. You can specify your target audience’s location, demographics, interests, behaviors, and more. You can even target people who have bought from you or interacted with you and others like them.

As a result, you can use the same strategies that we discussed on the Facebook ads chapter, and apply them to the two types of Instagram video ads available to you: stories and native.

Stories Video Ads Best practices

Stories ads run in a full screen, vertical format. This means all your Stories video ads format must be portrait (9:16 aspect ratio).

With 60% of stories viewed with sound-on, be sure to share content that sounds as good as it looks.

You can also experiment with text overlays. Videos with text on top work very well compared to non-text videos to build brand awareness or to drive action through purchases and installs.

Why should you use story ads? Because the use of Instagram Stories is growing.

A lot:

 

 

Ad specifics:

• Resolution: 1080 x 1920 pixels
• File Size: 4GB Max
• Instagram Video Ads Duration: 1 to 15 seconds
• Maximum Video Ad Ratio : 9:16
• Sound: Optional but recommended
• Video thumbnail: images that consist of more than 20% text may experience reduced delivery

To create your first Instagram Story ad, simply head to Facebook Ads Manager and create a new ad. When it’s the moment to choose where to display your ad, disable every placement except for Instagram stories.

 

 

High impact, low budget Stories

If you don’t have a big budget, you can still create Instagram Stories of high impact, by using the stop motion feature of the instagram app.

Simply open the app and start creating a new story.

Select “stop motion” from the available options on bottom of the screen.

 

 

Now play with the product placement and take multiple pictures to show your product as if it’s moving.

Save and upload as an ad with the “Ads Manager” app.

Check the full tutorial here.

Native Video Ads best practices

You can post Instagram video ads in either landscape or square format. However, square videos have the edge over landscape videos.

Square videos consume more space on the user’s screen, meaning that your viewer is not distracted by other posts and the metrics (views, likes, comments, etc).

But don’t stop there: AB test a square video with a video with an aspect ratio of 4:5 to see what’s performing better for you.

Native videos specs:

• Resolution: at least 1080 x 1080 pixels
• File Size: 4GB Max
• Instagram Video Ads Duration: 1 to 60 seconds
• Minimum Video Ad Dimensions : 4:5
• Maximum Video Ad Dimensions : 1.91:1
• Text under the video: Two rows of text will display
• Video thumbnail: images that consist of more than 20% text may experience reduced delivery

 

How to set up an Instagram video campaign.

There are several ways to promote your video on Instagram.

Some of them offer you more options, while other are simpler and faster to use.

If you want to have access to as many options as possible and be in complete control of your ad, use Facebook Ads Manager or Facebook Power Editor. For a quick and easy way to promote your video, you can directly use the Instagram app (you’ll need to have a business Instagram account for that).

For a detailed tutorial on how to place ads, I recommend you to check out this great guide that Buffer put together on Instagram ads.

Anyway, to create Instagram or Facebook ads, I usually use Adespresso. It’s a great tool because it makes it extremely easy to test multiple variations of your ad: you can test various headlines, descriptions and videos. Here a great tutorial to set up an Instagram video ad campaign in Adespresso.

One strategy to test: User Generated Content in Ads

User-generated content is a form of content that was created by users, not by a brand.

The power of this kind of content is its trustworthiness: since it was created by real users, it appears more genuine.

In fact, according to Nielsen, 92 percent of consumers say they trust earned media, such as recommendations from friends and family, above all other forms of advertising.

 

Image source: Nielsen

 

User-generated content can help with conversions as well: customer product photos on a product page can increase conversion by 4.6%.

What’s more, many users have no objections against having their content used by brands. Iconosquare, for instance, found that 65% of users would feel honoured if a brand liked one of their posts.

If you have an active group of followers for your brand, scout for the best videos and ask them permission to repost them and promote them with ads. You may be amazed by the results.

CHAPTER 5

Connect with B2B decision makers with Linkedin Video Ads

Video ads are the brand new addition to Linkedin ads.

Currently available on mobile only, Linkedin video ads are auto-playing videos that can drive more visits to your website or more sign-ups to a LinkedIn lead generation form.

They are an excellent opportunity to target B2B companies, so let’s see why you need them and how to set them up.

BONUS: Get my Linkedin Ads Swipe file.

Overview – B2b video advertising done right

We can say that with a very peculiar demographic, LinkedIn is the best platform for business-to-business interactions.

Your LinkedIn campaigns can help you gain visibility for your brand, generate leads, and boost traffic to your web pages with thought-leadership content.

The most amazing part of LinkedIn ads is its audience creation. If you want to target b2b prospects, there’s no better way to do it.

 

Linkedin ads are way more expensive than Facebook ads (in my experience, I’m talking minimum 10 times more, after optimisation) but you’ll have the possibility to target Linkedin users by, among other things, their seniority, their job title, or the industry they work in.

If you are starting to see how powerful they can be, you’ll be happy to know that now you can also create custom audiences based on company names, and retarget your website visitors as well.

Linkedin rolled out video ads on March 18, so make sure to be among the first to take advantage of them!

 

Source: Linkedin Video Ads

 

Here some best practices for you to follow:

• Show what you want your audience to see in the first 10 seconds of the video (the viewer attention drops after that point).
• Think like a silent film director: a significant portion of LinkedIn members will watch your ad with the sound off. Consider adding video subtitles.
• Feature a clear CTA (call to action), so your audience knows the next steps to take after watching your video.
• Keep videos under 30 seconds for brand awareness and brand consideration goals; test longer videos for demand generation. The general guideline for top-of-funnel videos is 30-90 seconds, but content can be longer from the middle of the funnel.
• A/B test the same content with different lengths: short looped videos (5-15 sec) to encourage your audience to learn more; Medium (~30 sec) with quick product overviews; Long (1 min+) richer stories that make an emotional connection.
• Measure success with demographic reporting to understand which audience segments have the highest video view rates (example in the image below).

 

Source: Demographics for your ads

 

Essential components of a b2b video:

BlitzMetrics CEO Dennis Yu shared with Linkedin his tips to condense messages into quick-hitting 60-second videos that are more likely to be viewed in their entirety:

• Hook: Capture attention within the first 3 seconds
• Ignite Pain/Pleasure: Identify problem or opportunity in 3-15 seconds range
• Describe Solution: Explain what you offer and why it will help viewers from 15-50 seconds
• Call to Action: Leave with an actionable next step in the final 10 seconds

 

Linkedin video ads specs:

• Length: Three seconds to 30 minutes (Tip: most successful video ads are less than 15 seconds long)
• Layout: Horizontal (vertical videos are not supported)
• File size: Between 75 KB and 200 MB
• File format: MP4
• Pixel and aspect ratio requirements: up to 1080p
• You cannot upload more than 25 Videos in Campaign Manager within 24 hours.
• You can only upload videos from a desktop computer, not from your mobile device.

How to create a video ad campaign on Linkedin

Sign in to Campaign Manager, click on “Create new campaign” and choose “Sponsored Content”:

 

 

Choose any of the ad formats available. With any of them you’ll be able to use video as ad format:

 

 

Choose video as ad format:

 

 

Now upload your video based on the guidelines explained above in this chapter, and later click on “sponsor selected content”.

 

 

Now it’s only a matter of choosing the right audience for your video ad, your budget, and submit to Linkedin for approval.

The next step is to simply wait while you generate views and clicks on your ad.

After a couple of days, you can check your data to see how many people watched your video in full or until a certain point.

To do so:

1. Sign in to Campaign Manager.
2. Click account name for the account that contains your video ad campaign.
3. Scroll down to the Campaigns table and click the campaign that contains your Video Ad.
4. Scroll down to the Ads table and click the Video tab to see performance metrics for each of your creatives.

 

Source: Linkedin Help

CHAPTER 6

Maximise your reach tapping into additional video platforms

Social networks are not the only platforms where you can promote your video ad.

There are lots of additional networks that can allow you to reach more customers on more websites.

I’m gathering the most important ones in this chapter but be warned – some are really high level, and you’ll need a huge monthly ad spend to be accepted.

Taboola

Tabola places its ads on some of the greatest websites of the world – in 2017 they reached 1.4 billion people a month, which is around half of the global internet users.

Taboola Feed is a feed of promoted news that appears after an article on websites that are using Taboola, and it can display video ads as well.

You can learn more and register for Taboola here: https://www.taboola.com

Oath by Verizon

Oath is a subsidiary of Verizon that serves as the umbrella company of its digital content subdivisions, including AOL and Yahoo! Oath includes Brightroll and One by AOL.

To push your video ads to their websites, which include Huffington Post, TechCrunch and 40 more brands, you can contact them directly from here

SpotX

Spotx Is an online platform that focuses only on video ads.

On their website, they claim that they can provide a direct pipeline to premium supply and buy video through public, private and curated Marketplaces.

They work with Zynga, Spotify, and CBS Local among others, so it’s worth checking them out.

You can learn more and contact them here

Adobe Primetime

It’s a cloud-based service that helps broadcasters, cable networks, and service providers capitalise on their data and technology to increase advertising and subscription revenue.

They use machine learning, data and dynamic ad insertion to reduce ad waste and improve the targeting of your ad.

They have NBC and Comcast among their customers, and you can check them out here

Exponential

It’s an advertising platform that can connect your brand with more than 700 million users globally (on desktop and mobile).

They have a unique approach to audience modelling: they look for the ideal behaviour, the activities and interests that indicate if a person will convert, regardless of what their profile may look like as a whole.

Some of their partners: Microsoft, Mastercard, IBM, Kellog’s.

Learn more about them here

Videology

Videology is an online platform that provides advertising across both TV and digital video.

If you’d like to promote your video ad on television, check them out.

YuMe by RythmOne

It’s a provider of video and connected TV inventory, unique consumer insights, and cross-screen targeting technology. They claim they can help you reach and engage consumers wherever and however they consume video content.

Check them out here.

CHAPTER 7

Take advantage of advanced targeting with Twitter Video Ads

Twitter videos mirror the platform where they are hosted. To make an impact, they must be quick, personal and entertaining.

Mix them with the advanced advertising capabilities of Twitter ads, and you’ll have the perfect formula to gain new followers for your brand and drive conversions to your website.

BONUS: Get my Twitter Ads Swipe file.

Overview

Let’s start with some basics, and you’ll learn why you’ll love Twitter video ads.

First of all, Twitter’s ad targeting is insanely great.

You can target by keyword, hashtag or people that follow specific Twitter profiles: use these options if you are building your database or if you want to do some brand awareness.

You can also use “engager targeting”, which means to show your ad only to people that interacted with your tweets in the past – use this to drive more conversions to your website!

Finally, with “tailored audiences”, you can take advantage of retargeting your website visitors directly on Twitter and get highly relevant views for a very low cost.

So why choose video ads?

Well, tweets with video are 6x more likely to be retweeted than Tweets with photos, and you can use any of these targeting options we just discussed.

Here some best practices for scroll-stopping videos:

• Use a hook. Build in an intriguing set-up or dynamic set of actions to hook the viewer in the first few seconds.
• Show your logo. Feature your brand logo or product at the beginning of your video to drive brand association from the start.
• Humanize your videos. Videos showing people in the first few frames have been proven to increase view rates and drive 2x higher retention. (source)
• Tell a story. Videos with a clear beginning, middle and end can increase viewership (source)
• Videos that simply aim to entertain your audience can lead to a 15% higher intent to share (source)
• Include captions. Use captions and visual cues to pull the viewer through the video and make it easier to process.

And these are the specs for Twitter video ads:

• Title (under video): 70 characters.
• Description (under video): 200 characters.
• File type: MP4 or MOV.
• File size: 1GB Max
• Max time: 2 minutes and 20 seconds

Here below, some strategies to get the most out of Twitter video ads.

Strategy 1 – How to get more video views

Let’s create a campaign with the sole focus of maximising the views of your video.

To start, go to https://ads.twitter.com/ and choose “Promoted Video Views”.

 

 

Now decide your budget and, optionally, start and ending time.

 

 

Now it’s the tricky part, so pay attention because you’ll need to go back and forth between 3 separate tabs on your browser.

You’ll need to create a new sponsored tweet that contains your video, and to do that the first step is to create a new tweet by clicking on the blue icon on the right:

 

 

On the new tab of your browser, click on “Select Video” and “Media Library”.

 

 

From the new tab, click on “Upload Media” and on the blue button to compose a Tweet:

 

 

Now you can finally compose your tweet. If you want to can link back to your site but that’s optional. I recommend to “Edit media settings” to add a title and description to your video, and to click on “promoted only” to use this tweet only for your paid campaigns.

Click the blue button “tweet” and your tweet will be ready.

 

 

You now go back to the first tab (I told you this was going to be tricky) and:

1. Click on refresh
2. Choose “promoted-only tweets”
3. Write the first couple of words of your tweet to make it appear from the list
4. Click on the tweet to select it
5. Press “next” on the top right of the page.

 

 

Now that the tweet is ready, you can now define the right audience to promote it.

In my case, I wanted to target people in the UK that search for “Larry Kim” or that are following him (or similar accounts):

 

 

When you are happy with the settings, click next.

In the next page, you can change the bidding,  and clone the ad group you just created by clicking on “Clone Ad Group”.

If you click there, your “ad set” will be duplicated. Use that if you are testing multiple videos and multiple audiences.

 

 

When you are ready, click next, and you will arrive at the final page.

Review the details of your campaign and click “Launch campaign” to start your Twitter video ad campaign!

 

Strategy 2 – Drive targeted visitors to your website with a Video Website Card.

Video Website Cards are a creative format that combines the power of video with the ability to drive users back to a site to learn more or take action immediately.

With a Video Website Card, businesses can:

• Attract qualified consumers with an immersive auto-playing video showcasing their brand’s value, product, or service before a person clicks through.
• Extend brand engagement beyond the end of the video with creatives designed to drive consumers to your site to learn more or take action.
• Keep consumers’ attention as they move down the funnel.

How they work: when a user clicks on a video on mobile, the video anchors to the top of the screen and continues to play while the website loads below it.

 

 

To create a video website card, we’ll follow the strategy 1 explained above, but with a few differences.

First of all, our goal will be to generate website clicks or conversions:

 

 

Next, when you are creating your new tweet in compose mode, you’ll click on “select card” and “card library”.

 

 

From the new tab, click on “Create Card” and “Video Website Card”.

 

 

Fill up the card with your video, headline and URL and click on “create”.

 

 

Now head back to the previous tab of your browser (the Compose mode) and choose your video website card from the dropdown menus on bottom right (make sure you choose “video”):

 

 

Finally, head back to your first tab and search for the tweet you just created:

 

 

All the rest of the process stays the same: choose your targeting, your bidding method, and you’ll be ready to confirm and start your campaign!

CHAPTER 8

Get high CTR with Youtube Video Ads

YouTube processes more than 3 billion searches per month, and it’s the second largest search engine online right behind Google.

For most of its users, it serves a fundamental purpose: discovery.

Placing your video ad inside a youtube video, you are making sure to target a big audience that is willing to learn more about a specific topic or product, making it a fantastic platform to advertise on.

BONUS: Get my Youtube Ads Swipe file.

Overview – Your Guide to Youtube Advertising

Compared to Facebook, Youtube video ads are more “traditional”, since you can basically force users to watch your ad for 5 or even 15 seconds. That means you can take your time and tell your story, and ultimately build up to a punchline at the end, just like a normal TV commercial.

Another great thing you should know is that advertising on youtube is more affordable than you think.

The cost per view of your ad varies for several reasons, but mostly because of your target market. For a very competitive market in a country like the US, you can expect to spend 0.50$ or more, but for other markets the cost is much lower, ranging between 10 and 30 cents per view. Larry Kim points out that in the USA, a typical CPM for (Facebook or) YouTube ads is around $15.

Of course, more factors influence the cost per view. They are:

• Video quality. Make sure to have a professionally written script, high production and image quality (more on this in chapter 2)
• Targeting
• Ad placement

A great reason to choose Youtube to advertise your videos is that you only pay when people decide to watch your ad. For example, when someone chooses to view your ad for at least 30 seconds or engages with it – like clicking on a call-to-action overlay.

Youtube offers you four different video ad formats.

• Skippable video ads – the most common type of YouTube ad. These are the ads you see before during or after a video; a viewer can skip your ad after 5 seconds.
• Non-skippable video ads – Viewers must watch the entire 15+ second ad which may deter viewers who don’t know the value of your videos.
• Midroll ads – Currently available for videos over 10 minutes: the ads are spaced within the video, like TV commercials. Viewers must watch ads before continuing through the video.
• Bumper ads – these are non-skippable videos of max 6 seconds which a viewer must watch before seeing the main video.

 

Which advertising option should you choose on Youtube?

• Skippable video ads are the lowest risk ads, given that you pay only when a viewer watches 30 seconds or till the end of the video ad.
• Non-skippable video ads (midroll or before the video) may generate higher CPMs than other ad formats on YouTube, but they have higher video abandonment.
• Bumper ads are non-skippable but so short that the users won’t feel annoyed. Use them to keep your brand on top of mind. They help driving upper-funnel goals like ad recall and awareness.

Let’s see in detail how to optimise your next video ad campaign on youtube, step by step

How to create and optimise your Youtube video ad.

First, go over to Adwords and create a new campaign from the blue button.

 

 

From Campaign Type, click on Video, choose your main goal for this campaign and click continue:

 

 

The process from now on is very straightforward, so I want to focus only on a few points.

 

Networks

 

 

Youtube search results – This option allows you only to create a “video discovery ad” that appears on YouTube search results only. It’s a promoted search result (made of an image and some copy). By clicking on it, your video ad will open.

 

 

YouTube videos & Video partners on the display Network – This option allows you to create “video discovery ad”, “in-stream ads” and “bumper ads” that will appear on Youtube videos, channels, homepage and on a collections of sites part of the Google Display Network.

 

Targeting options

There are several targeting options to allow you to show your ad to the right people.

 

• Languages & Location – once set, these options will be the same for the whole campaign.

 

The following options can be different for every ad set so that you can easily ab test different segments:

 

• Demographics – Age, gender, parental status, household income
• Audiences – Target people based on their interests, or by the products they are actively looking for.
• Remarketing – You find this option inside “Audiences”, it allows you to target people who previously interacted with your business and create similar audiences. If you created lists of people that previously watched your videos, you’ll find them here as well.
• Keywords – Show your YouTube ads to people that searched specific keywords on YouTube.
• Topics – Show ads on content about specific topics. Topic targeting is a simple way to place your ads on many web pages, apps, and videos about a particular subject.
• Placements – You can decide exactly where you want your ad to run. On the Display Network, a placement can be an entire website, a specific page of a site, or a mobile app. On YouTube, a placement can be a specific channel or a video.

 

Ad Creation

 

 

Here you’ll be able to upload your video or link any video already hosted by youtube (it doesn’t need to be connected to your account).

One note: to choose a different thumbnail, you’ll need to edit the video from youtube and change the thumbnail there.

Make sure to choose the right type of ad (in-stream, video discovery or bumper ad) and after you write your headline and description you will be ready to confirm your campaign and start your ad.

With this, we concluded our chapter on Youtube ads.

Let’s move to the last chapter, which focuses on a fantastic platform to target millennials: SnapChat!

CHAPTER 9

Target Millennials with Snapchat Video Ads

If Millenials are part of your target audience, you should definitely run Snapchat video ads.

Snapchat has a young audience, but more than half of new users currently signing up are over the age of 25, making this a fantastic platform to advertise several B2C products.

Let’s see why Snapchat is different compared to other platforms, and how you can take advantage of that.

BONUS: Get my Snapchat Ads Swipe file.

Overview

Snapchat is growing – and growing fast.

To make a comparison, Snapchat’s daily active users grew by 5% in the last quarter of 2017, while Facebook grew only by 2.2% – with a total of 187 million average daily active Snapchatters globally.

 

 

And when users are active, it seems that they can’t live without Snapchat:

 

https://forbusiness.snapchat.com/blog/whos-on-snapchat-anyway/

 

The community spans a broad age range. A lot of people think it’s just teens who Snap on a regular basis, but the audience is ageing up.

They do have a large audience of teens and young adults, but more than 50% of daily new Snapchatters in the US are 25 or older, and nearly one-third of adult Snapchatters are parents.

Another thing that sets Snapchat apart is the amount of time users spend on the app each day –  daily active Snapchatters open Snapchat an average of over 18 times every day.

Crazy right?

If you want to reach any of the 185M active users with ads, you have several options: video ads, filters and lenses – but since the aim of this article is “video ads”, we’ll focus here only on the first category.

The Snap Video Ads

 

There are four advanced types of video ads, but they all start with a “snap ad”: a full-screen, 100% viewable video ad of max 10 seconds, with audio on by default.

Some specs:

• 32 MB max of file size
• Minimum size: 1080 x 1920 pixels
• Required Ratio: 9:16
• Length: 3 to 10 seconds
• More requirements here

After you create you snap ad, you can decide if you want to stick with it (usually to generate more awareness for your product) or if you’re going to drive action using one of the following:

• “Web View” to send the user to your website;
• “App Install” to drive more downloads of your app;
• “Deep Link” to re-engage users of your  app;
• “Long Form video” to show a video in full, after you showed a teaser with your snap ad.

 

How to choose the best audience possible for your video advertisements.

To create a new ad, simply head over to https://ads.snapchat.com/, log in with your Snapchat account and create a new campaign.

I recommend choosing “Advanced Create” to have the ability to create multiple ad sets and test your ads with different audiences.

 

 

In any case, you’ll have the possibility to choose the best objective for your campaign:

 

After this, you can define the audience for each of your ad sets.

One note here: the audience options will depend on the country you are targeting.

For example, if you target the United Kingdom, you will only be able to target users by “Lifestyle” (that are long-term interests of users), but if you target the US, you have three additional options:

• Shoppers – what people buy in stores or restaurants
• Viewers – what people watch on tv or online
• Visitors – where people usually go with their smartphone

 

https://forbusiness.snapchat.com/audiences/

 

One note on custom audiences

Snapchat, like other platforms, gives you the ability to create custom audiences: you can import a list of emails or device IDs to reach your customers and their lookalikes.

 

 

To create a new custom audience, click the arrow on the top left of any page and choose “Audiences”.

 

 

Ad creation

Going back to the creation of a new campaign, when you are ready with your audiences, you can move to the next and final step: ad creation.

Digital Video Ads Branding Marketing

Follow the guidelines explained at the beginning of the chapter to create a video that complains with Snapchat video specs and upload it to “Topsnap Media”.

 

 

Add the name of your brand, a headline and a call to action, and you will be ready.

Review your campaign and press “Publish Campaign” to submit your ads for publication!

 

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What is Advertising?

Advertising is a marketing tactic involving paying for space to promote a product, service, or cause. The actual promotional messages are called advertisements, or ads for short. The goal of advertising is to reach people most likely to be willing to pay for a company’s products or services and entice them to buy.

Finding Your Ideal Customer

When trying to zero in on the types of people who are more likely to need or want your goods or services, and be willing to shell out hard-earned cash for it, you might look at demographic characteristics, such as:

• Gender
• Age
• Education level
• Income level
• Zip code

By more precisely defining who your target customer is, you can better choose advertising vehicles that will reach more of your target customers for less money. Sure, you can buy an expensive ad in the Wall Street Journal, for example, but if your best customers live in the western Boston suburbs, you can buy ads in local papers there for far less.

Where to Advertise

Traditional advertising outlets include newspapers, magazines, TV and radio stations. Today, however, advertisements are placed nearly everywhere and anywhere, including:

• Roadside billboards
• Sides of buildings
• Websites
• Electronic newsletters
• Print newsletters
• Inside bills
• Product packaging
• Restaurant placements
• Event bulletins
• Store windows
• The sides of cars and trucks
• Subway car walls
• Airport kiosks
• Sporting arenas
• YouTube videos

Creating Effective Ads

Advertising messages themselves are designed to persuade an individual to buy a company’s goods or services. Even in business-to-business transactions, individuals have to first be convinced to choose one product over another. To accomplish this, ads have five main components:

1. Headline – This is the key attention-getting message. “Got milk?” is a perfect headline. Or Wendy’s old, “Where’s the beef?”
2. Subhead – Some ad headlines need clarification, much like a book’s subtitle.
3. Body copy – The meat of the advertising message occurs in the main section where the product or service’s features and benefits are highlighted.
4. Image – Unless you’re advertising on the radio, including a product photo, or image illustrating a key benefit is critical.
5. Call-to-action – At the end of the ad you want to invite the consumer to take a step towards doing business with you, such as calling a toll-free number, visiting a website, texting a certain number, or pulling into the drive-thru window.

While advertising is the only way to guarantee that your message will be seen or heard, it is expensive by comparison to other marketing methods. For that reason, it is more popular with large corporations and brands than small businesses.

Read more about our  Brand Management

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Thank you Branding Strategy Insider readers for offering your ideas, questions, suggestions, opinions and sometimes opposing views. You have helped shape us as authors, educators and brand consultants, and have helped make Branding Strategy Insider the leading resource for marketing oriented leaders and professionals.

—Prints & Printing in Lagos, Nigeria

As we soar into a new year, let’s look back on the 25 most read thought pieces of 2015 on Branding Strategy Insider. From first person accounts of iconic brand strategy to shifts in brand architecture, brand differentiation and storytelling strategy to detailed steps for brand development, we kept our focus on the needs of marketers in a changing world. We learned, we enjoyed and we wish the same for you.

1. The Brand Brief Behind Nike’s Just Do It Campaign: Just Do It is an example of a brand campaign that tapped deeply into the authentic character of Nike’s brand values and brand purpose. But, few people know about the internal conversations that led to the ad brief that went to Nike’s agency Wieden+Kennedy (W+K) to create the campaign. Until now. (An exclusive first person account of events)

2. Twenty-One Different Types Of Brand: We often talk about “brand” as if it is one thing. It’s not of course –  in fact, the meaning and the use of the term differs, quite markedly, depending on the context. By our reckoning, brand is categorized in at least 21 different ways.

3. The Rise Of The One Brand Strategy: The biggest brands are moving down the brand relationship spectrum away from the more independent, pluralistic architectural options typified by the house of brands and towards the more controlled, singular positions that occupy the bottom of the chart.

4. The Death Of Digital Marketing Is Upon Us: Marketing has been changed, and changed utterly, by the digital deviation. At a tactical level our discipline is barely recognizable as the one that started the new century. But on the strategic plane, it is very much business as usual.

5. Developing A Powerful Brand Purpose: A sizzling brand purpose sets out how a company intends to change the world for the better. Its role is to unite customers and culture alike in the pursuit of that intention. It’s a statement of belief, of hope, of pursuit.

6. Seven Rules Of Brand Management: 1. Remember Your Roots. Brands too often forget about or ignore their origins, and marketers in the English-speaking world are the guiltiest of it. For example when Starbucks lost its way, the real problem was that it forgot its origins. It took former chief executive Howard Schultz to return to the company and help rediscover its roots.

7. Luxury Brand Strategy: Considering a luxury brand strategy? Begin with the fundamentals. Luxury brands don’t start with prestige and premium – they begin with a founder who inevitably comes from the middle of society rather than the top. Madam Chanel was an orphan, Guccio Gucci a merchant’s son from Florence – founders are artisans not aristocrats.

8. The Differences Between Brand And Reputation: Branding and reputation are tightly linked but not synonyms. They share approaches and goals. Both are shaped by communications and both seek to improve perceptions. But they are different and every marketer should know how and why.

9. Eight Ways To Build A More Valuable Brand: We talk a lot about the pressures on brands to perform and about the difficulties of staying competitive in huge and rapidly changing markets. Nevertheless, global brands experienced a 12 percent increase in value in 2014 – and there are powerful lessons for all those responsible for brands in how they did that.

10. Seven Signs Your Brand Is Losing Focus: If your branding feels like it’s drifting, here’s 7 sure signs that you’re not focusing on the right things.

11. Seven Components Of A Powerful Brand Strategy: A powerful brand strategy combines ‘the logic and the magic’ – that mix of rational and emotive elements that, together, combine to give a brand engagement, connectedness, distinction and focus.

12. Is Brand Differentiation Still Possible?: Short answer – yes it is, but not in the way it was. We’ve been drawn into the innovation myth – the belief that brands can invent their way to market dominance. Most brands will never do that.

13. How Brands Make Emotional Connections: Emotional connection is one of the five drivers of customer brand insistence as outlined in our Brand Insistence brand equity system. (The other four drivers are awareness, relevant differentiation, value and accessibility.) The consumer must first know your brand, then like your brand, and finally trust your brand and feel an emotional connection to it. People become emotionally connected to a brand for a number of reasons.

14. Brands Need To Be More Interesting Or Else: Marketers love what they do and with good reason. It’s exciting, stimulating and inspiring to work on a great brand. But the rise of ad-blockers proves something no-one wants to admit. Brands are failing to maintain interest. Consumers want out of the messaging. Literally.

15. Three Phase Brand Development Strategy: Strong, enduring brands are built upon a rigorous understanding of themselves, their customers and the competitive marketing context. The following branding development strategy is one that has been used across different categories and industries with great success.

16. Ten Reasons Why Rebrands Fail: Plenty of brands try to re-set the market’s understanding of their brand and are well and truly spanked for doing so. If rebranding is the hot topic of conversation at your place right now, here’s 10 reasons to leave things as they are.

17. Five Things I Learned Building The Starbucks Brand: Five things that helped shift Starbucks onto a more soulful and iconic brand development path. (An exclusive first person account of events)

18. The Costly Brand Strategy Of Playing Not To Lose: Playing not to lose cost Reebok their advantage over Nike. Ground they have never regained. Brand marketers must never lose sight of this, no lead is safe and the only strategy is to play to win.

19. Seven Ways To Craft A Brand Counter Story: Stories add to the humanity of brands. They help consumers think through and act upon a narrative that is fundamentally rooted in human truths. Stories generate empathy. We see ourselves in the tale. Or we see a side of ourselves. Or we see the ‘me’ that we would like to be. Without that narrative, everything is dominated by features, data and discounts.

20. Integrating Business Strategy And Brand Strategy: Brand strategy, business strategy, business model strategy and competitive strategy need to be a finely woven tapestry.

21. Why Leading Brands Are Hard To Beat: If your task is to try and gain market share on a leading brand, you have a much more difficult task. Rather than spending a huge amount of money on the supply side with lower prices and promotions in what will still likely be a fruitless exercise in taking over the leadership position, your time and money may be better spent on innovation. Are there opportunities to speak to shifting consumer needs?

22. Stop Creating Meaningless Brand Values: Whether your company is able to find a path to distinctiveness or not, you should at least stop spending valuable company time coming up with and then disseminating lists of values that are the same as everyone else’s and do nothing to advance a company’s performance or operating practice.

23. Why Price Establishes The Brand Experience: Price, when it is talked about, should be the clear and present underwriter of the experience. Chanel shouldn’t ever seem cheap. If it is cheap, it’s a fake. Walmart shouldn’t seem expensive. Neither should Coke.

24. Building Brand Connections In A Digital World: For brands to gain meaningful connections through story sharing on the social web these three pillars must be present.

25. Celebrity Brand Licensing: Barry Williams: Barry Williams literally grew up in front of America as Greg Brady, the oldest of the Brady sons on the hit TV show The Brady Bunch. We sought him out to find out more about what it was like to grow up Brady, what brands can learn from a show that has never stopped airing and what opportunities exist with his iconic brand.

*26. (Honorable Mention) Eight Keys To Transforming Brand Culture: You don’t fix what’s not working by doing more of it. That’s true of cultural performance; and it applies equally to how companies should approach cultural transformation for their brands.

The Blake Project Can Help: Accelerate Brand Growth Through Powerful Emotional Connections

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education

When we talk of updates brand as branding company  Google has proven over times that it is ranked 1st with no competition as a company that have proven to be effectiveness over time. In Nigeria, when we want to check the best printing company Google with its quick brand search is able to spotlight such brands out and this makes the user experience worth the time. Some brands that we consider that it does not do anything relating to Printing in Lagos in the Likes of Jumia; the online superstore but truly the store is got its brand identity which keeps them relevant at all timings. Th company XINI, the best letterhead printing in Lagos Nigeria.

While still in lock for a manager doing social media management  like instagram, facebook social media management  has proven to be very effective in building an audience in a targeted community with a great ROI.

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