Why Creative is Key to the Success of Programmer Campaigns
ПThe path of each programmatic ads goes through different stages. One of them is the brief we looked at in detail in our Programmatic Brief. There are various factors that determine the structure, targeting, and performance of each campaign. In this article, we will introduce the most visible part of the whole process, as well as the most underrated resource of time and human labor, namely, the design for advertising programmer.
Why pay special attention to design only?
This is the creative part that users see, but few advertisers actually wonder what amount of work is behind the vision proposals. As a marketing agency, our entire team is made up of imaginative, trend-setting people who are always ready to jump into the deep with bold ideas. But all this has to be tailored to the image of the advertiser, the product, the purpose and the message that must be conveyed and cause some action in potential users.
What are the requirements for designing a programmatic advertising?
There are no strict requirements. However, we are talking about software that is tuned, monitored and optimized daily. Programmatic advertising allows much more in-depth study of consumers and their behavior. It is no coincidence that in Europe the share of programmatic advertising is over 70% of the total.
The creatives plays a key role in the optimization of the campaign – relevance, clarity from message to action and event or event, resulting from the interaction with advertising. As the programmatic requires some customization, it’s a good idea to think deeply about your ideal customer and look deeper into the data you currently have for your users from previous campaigns or activities to find out exactly how to narrowly define your types of users you have because the ideal person is no longer just one.
In general, the trend is until 2020, the focus in the digital space will be on the individual experience of each of us as a consumer. But the idea is to convey such a personal message to every potential user so that the ad seems to be created just for him. Don’t imagine following people short and getting super annoying. No. The idea is based on the indications that come from different places To break the audience in a way that we no longer speak only to men or women, 25-30 years old, active buyers or with an interest in technology or gardening, cosmetics. With programmatic advertising, the goal is to distinguish small units from the types of users, because the large labels that Google & Facebook algorithms affix to each of us cannot always extract detailed, personal information. To illustrate the difference between a standard funnel opening, with a programmatic we can talk to men 25-30 who are looking to buy a sports car and are a bachelor, or men who are the same age but sell a sports car because they expect child and therefore will need a more family car. We can stop and talk to women with the same demographic data and break it down to those who seek cosmetics for themselves and those who seek cosmetics for their children. It is not a determinant of family status, it is for illustrative purposes only, but this factor definitely changes the behavior of the user. In this way, the audience and messages can be developed in depth and the advertisement to be shown to the right people at the right moment. Therefore, the time to create a design that speaks appropriately to each sub audience is valuable and is based on the information provided and listening to the behavior.
Some ideas where you can get information from your users when planning to use advertising as a new channel are:
- marketing research
- social media
- external campaigns
- Data from past campaigns
- a sense of brand
- market trends.
And what kinds of advertising can we talk about?
Text, banner, video and native advertising. The variety of formats takes longer to create. This phase of each campaign takes the most time and requires the most energy. This is the part that the advertiser sees only the end product, but behind a video, a banner, in general, for an overall vision concept, hours are spent creating multiple variants to generate as many ideas and approaches as possible and ultimately to get the ultimate product. So the sooner you analyze all the information you have so far, the more accurate your marketing goals are with your agency, the sooner the long process of creating a vision for each identified audience will begin.
Did you know that in our agency we always do the visualization tests also before they are presented, to make sure that the desired effect is on the face of each target group. The process of creating a campaign is multifaceted and requires much more than pressing 3 buttons. After all, there is no right recipe to gently change the ratio of products. No. We work with brand new products every time, making the recipe of the moment to become the least adequate advertisement. Not everything is decided by a kitten and a puppy in the creative, sometimes you need a hen for color.
Speaking of pets, to understand an idea better about the nature of advertising programmer design, we will present some of the distinctive designs used so far in this channel.
- What happens in a B2C campaign for CarStory
The purpose of a startup company is to create a single place where data on technical activities for a car is collected. The data is filled in by authorized repairers to ensure their accuracy.
We had the pleasure of developing the vision for this great brand and jumping into the depths of programmatic advertising, speaking to people whose car brands CarStory has an exclusive partnership with authorized car brands. We have programmatically targeted this ad on the basis of ownership of the respective car brand. Therefore, in developing the creative, one of the highlights was in the individual banners that logos and models of the car brands themselves were present. This promotes a greater interest in the creative.
- How to get creative for B2B audiences – Rockwool
Rockwool is one of the international leaders in the production of stone wool and insulation materials. The company has a wide range of target audiences and interests. In implementing their campaign in Bulgaria, we have developed 7 key audiences to which we plan to target the campaign.
For example, we have found that architects are interested in the aesthetics of building materials. Because of that, the creative commented on them and a landing page that talked about the aesthetic qualities of Rockwool products.
We found that each of these audiences had different interests and needs in their business. Therefore, we approached the development of 7 different types of creative and 1 overall to serve in the remarketing process.
- Amanda Foundation
The purpose of the campaign was to adopt animals from a shelter, the message in the image being different, based on the behavior of people on the Internet, what they searched for and watched. This clearly shows that the types of users that have the potential to adopt an animal are clearly profiled and the full power of analytics and targeting through programmatic advertising is used.
Want to talk personally about your brand’s capabilities with programmer advertising? Contact us and let us together achieve your marketing goals with the help of this powerful channel that is gaining popularity in Bulgaria – programmatic advertising.
