Guide On EVERY Type Of Digital Ad Out There. Case Studies Included.
What is Digital Advertising?
Digital advertising, paid advertising, or paid marketing is an online advertising model for advertisers to target potential buyers based on their interests or intent. This Digital Advertising took birth on October 27, 1994, when the online magazine ‘Hotwired’ decided to set aside a portion of its website for advertisers to raise some money. The banner ad space had a message in rainbow font, “Have you ever clicked your mouse right here? You will.” From 1994 to 2020, digital advertising has come a long way. In 2021, the amount spent on worldwide digital advertising is estimated to touch USD 375 billion (emarketer report estimates) with Google, Facebook, and Amazon, the three largest advertising platforms contributing to 43% of the market share. Here we have provided 10 best digital advertising ideas in 2020 post coronavirus (COVID-19) but be prepared to make changes in your sales funnel to meet global digital challenges. Digital advertisers get ready for a new normal in digital advertising in 2020. After all, change is the only constant in life.
Increase in Online Spending Over the Years
Ad spending in the digital advertising market has been showing an upward rise since 2018. From USD 283 billion in 2018, it is expected to reach around USD 517 billion in 2023.
The Importance of Digital Advertising
There is a wealth of available data to impact your online advertising decisions. With digital spends getting closer to traditional ad spends, it’s without doubt, every company or brand must have a strong online presence. Very large companies with more than USD 10 billion in annual revenue spend around 11.6% and companies with annual revenues between USD 500 million to USD 1 billion spend around 8.5% of their marketing budget on digital advertising. Some of the 2019 big digital ad spenders are Comcast (USD 5.75 billion), Proctor & Gamble (USD 4.39 billion), Amazon (USD 3.38 billion), AT&T (USD 3.52 billion) and Samsung Electronics (USD 2.41 billion). While on one hand, ad spending increased, on the other hand, the demand was augmented by the addition of ad platforms.
- More money is being spent on digital v/s traditional advertising channels with digital ad spend expected to reach 60.5% of total media ad spending by 2022.
- India’s digital ad spend grew at a rate of 24% (2018 to 2019), becoming the fastest-growing digital advertising market in the world, followed by Russia at 22.5%. Both are home to large populations of increasingly digital and mobile users.
- Marketing budgets range from 8% to 16% of total revenue (B2B Products 8.6%, B2B Services 8.7%, B2C Products 9.8%, and B2C Services 15.6%).
- In many countries, 85 percent of internet users are accessing the internet on mobiles.
Types of Digital Advertising
There are different types of digital advertising available to a company or product or brand. The best ad campaigns are often a mix of two or more types of paid marketing or digital advertising. From Display Ads to SEO to PPC and more, here are the top 10 online advertising options available to a digital advertiser to execute a winning ad campaign.
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Display Advertising
What is display advertising?
Online display advertising means advertising a company or a product on websites. Display advertisements run across any website that wishes to monetize their content by selling ad space on their page. Display ads are mostly image-based ads shown on web pages within the Google Display Network (GDN is a network of websites that allow space on their web pages for Google Ads) or on a search result page. It is used to redirect the user’s attention to the company’s product. Display ads can be paid for based on three different metrics: cost per thousand impressions (CPM), cost per click (CPC), and cost per action (CPA), also known as cost per conversion.
How is the Display ad used?
Online display ads on a website, can be on the top, bottom, or right side of a page depending on the web page layout. The types of online display ads are banners, landing pages (LP’s), and popups. The types of banner ads online that appear on Google Display Network are Flash, animated GIF, and Static Banners. The most popular Display ad options are Google Shopping (allows shoppers to browse a variety of products based on their search query) and App Campaigns. The types of online Display Ads include Overlay ads, Interstitial ads, Rich Media ads, and 360° Display Ads. Display advertising and paid search advertising are the two most used forms of online advertising.
Why is display advertising important?
- Display ads are more affordable and reach a larger audience. They are used by advertisers to promote clothes, hotel chains, public events, etc.
- Website visitors who are re-targeted with display ads are 70% more likely to convert on your website.
- Display network offers advertisers contextual targeting by keywords, placement targeting by sites, topic targeting by relevance and demographic targeting based on age, gender, preferences, location and language.
- 90% of agencies and marketers believe that display ads help with branding.
- It leads to increased website traffic, and increased sales.
- These display ads can be effectively used by businesses of all sizes.
Coke’s most successful Display Ad case study
When Coca-Cola’s popularity decreased among Millennials, the brand developed the ‘Share A Coke’ campaign specifically for a Mexican audience to raise awareness and increase sales and brand love. For the campaign, Coca-Cola found the top 100 searches on YouTube and created short ads with the names of the most-searched artists, athletes, and trending YouTubers.
Coca-Cola’s website received almost two million visits during the campaign, and more than 51 percent of them came from mobile devices. View KPIs increased by 4,000 percent, and the cost per view decreased to 2 percent ofthe initial estimated budget. Additional metrics included
- 1.7 million users reached
- 81 million media impressions on display
- 175 million social media views
- 3.2 million views for the TV commercial
- CTV average of 3.98 percent during the campaign
- 80 percent of target reached
- 51 percent of website traffic from mobile devices
- 44 percent of Mexico shared a Coke
- Awareness increased 11%
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Native Advertising
What is Native Advertising
Native Advertising called ‘recommended content’ or ‘promoted stories’ is a monetized type of advertising on a website except slightly differing from display ads in a way that attempts to mimic the format of the publisher’s content. Native advertising comprises 6 main types of ads online: in-feed (which is ad units in a content stream), recommended links, sponsored search results, promoted product listings, traditional display banners with native content, and custom integration. Most of the native pricing is on CPM basis for the campaigns.
How is the Native ad used?
Since Native advertising is designed specifically not to look like an ad, it is almost everywhere and hard to ignore. It’s designed to look like and blend with the rest of the content on the page. As a result, users interact 20-60% more with native ads than traditional banner ads. As per Google Ads, in the last four years, the search for native ads has been growing in numbers. You may notice this ad type at the bottom of a blog or a FB post. It could appear as ‘recommendations’ or ‘other people also liked’ with suggested examples for users to click on.
Why use Native Advertising?
The in-feed content in Native advertising, can include videos, animations, or carousels of images. When native ads take on the looks of the content around it, they actually become non-disruptive ads. They are found in social media in the form of sponsored posts. Also, since these ads are interactive they are the best for brand building through trust by engaging with a customer. It is an up-coming ad type mostly used by new media companies. Today native ads constitute about 20% of all advertising revenue.
The Native ad case study
- Campaign: Asian Beauties from Neverblue
- Ad Copy: Would you date an Asian Woman?
- Campaign period: Mar 30, 2019 – Apr 7, 2019
- GEO: USA
- Total spent: $934
- Total Revenue: $1397
- Net profit: $463
- ROI: 50%
The advertiser worked in two stages:
– In the first stage he started with a CPC campaign to get at least 50 impressions for each ad zone. After that, added these zones to the blacklist regardless of the CTR (by clicking Zone Limitation «Exclude» in the account settings) to redirect traffic to zones that weren’t tested yet. Started with $50 and got $58 for 11 conversions. So, the profit was $8. Then decided to scale this campaign to CPM.
– In the second stage he created a CPM campaign and targeted zones with the CTR higher than 0.7% (Zone limitation “Include” in the personal account). Then he blacklisted all the under performing zones. After all the testing, he had 8 zones, with two of them generating 80% of the profit. He spent $884 and got $1339 for 255 conversions. The profit — $455
3. Search Advertising
What is Search Advertising?
Search advertising or search engine marketing (SEM), or Pay-Per-Click (PPC) is the process of advertising on search engines. Search ads are text ads displayed on Google’s search result page. Worldwide Google handles over 75,000 search queries per second. It enjoys a worldwide ranking as #1 search engine, ahead of its competitors Yahoo, Bing, and Baidu. Thereby, moving up one spot in Google’s search results can increase CTRs by up to 30.8%. Google shows your ad in the same format as other search results except that it earmarks it as an ‘Ad’. SEM is mostly combined with SEO (Search Engine Optimization is the organic and not paid form of advertising. Here, advertisers use SEO tactics, like creating keyword-friendly content, back linking, meta descriptions, etc.).
How is the Search Advertising used?
There are two search ads formats, viz. text ads and product listing ads.
- Text ads appear as ‘Ad’ above or on the right side of an organic search.
- Product listing ads (PLAs) mostly seen on e-commerce websites, show the image, price, description and link of your product when a potential customer is searching for a product based on a keyword.
These advertisements are found on search engines like Google, Yahoo!, and Bing. They are purchased based on the most relevant keywords a potential buyer uses to search for a product or service. However, recent shifts in PPC strategies are showing an increase in PLAs and ‘Semantic search’ (find meaning and or intent in the words) slowly replacing a direct keyword search.
Why search advertising?
- Paid search advertising allows advertisers to place their products/service in front of people who are already looking for the product/service.
- Since the ad is shown to potential customers who are searching for a similar product or service, there is a high chance of the user clicking on your product and converting it into a sale.
- With Google searches at 3.5 billion per day, search ads reach a larger target audience.
Case study of a Search Advertisement
- Client: Automotive Industry
- Goals: Reduce cost per sale from Google AdWords & Reduce monthly spend while generating more online sales.
The advertiser began with identifying the highest value conversion points, restructuring the account to only target keywords and products that would best drive the selected conversions. By understanding the way consumers buy, they could target consumers looking for specific products. They allocated an additional budget towards increasing the bids, to increase the average search position, earn a larger click share, and win the highest value auctions.
The Results:
- Increased Online Sales by 73% vs. prior year
- Deduced Cost Per Sale by 57% vs. prior year
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Social Media Advertising
What is Social Media Advertising?
Social advertising is the use of social media sites to run an advertising campaign. By Q4 of 2019, the total number of social media users had crossed earlier estimates to reach 2.95 billion users worldwide. In 2020, that number is expected to surpass 3 billion.
How is the Social Media advertising used?
As per a recent study by Statista, the social media advertising segment amounts to USD 105,863 million in 2020 and is expected to have an annual growth rate (CAGR 2020-2024) of 6.0%, resulting in a market volume of USD 133,756 million by 2024 (not taking into account the recent coronavirus (COVID-19) implications on global trade).
The Social Media Platforms available for Advertising
Most marketers are using platforms like Facebook, Instagram, and Twitter in their marketing campaigns.
The other emerging platform is TikTok with 500 million active users worldwide. As per CNET, by end 2019, TikTok crossed 1.5 billion downloads, becoming the third most downloaded non-gaming app of the year, after WhatsApp and Messenger. Facebook and Instagram followed in fourth and fifth places. While grocery retailer Kroger was the first to run an ad campaign on TikTok, famous brands like TacoBell are now using TikTok.
Social ads charge advertisers on a CPC, CPM and other basis. However, the pricing will depend on the different types of ads like photo ads, video ads, stories ads, carousel ads, slideshow ads, messenger ads, collection ads, snap ads, tweet ads, sponsored content, etc. Here is a quick cost comparison between the three top platforms to give you an overall idea of pricing but of course your company, your product and your brand will determine the ad budget and the social media platform allocation to maximize the profits and return on investment (ROI).
Why is advertising on social media sites important?
- 97% of marketers use social media.
- 78% of marketers using Social Media outsell their peers.
- Social Media ads help to build brand awareness.
- The social media ad spend has risen to USD 89 billion in 2019.
- It helps to build a clientele henceforth bettering Brand Loyalty.
- Improves conversion rate.
- Reduces marketing costs as it is cheaper than traditional marketing.
- Rise in search engine rankings.
Case Study of Bajaj V’s Social Media Ad
- Campaign: SonsOfVikrant
- Objective: Promote Bajaj V – The Nation’s Bike
A ten day social media campaign run by Bajaj Automobiles, touched the minds and hearts of the whole nation as INS Vikrant one of India’s aircraft carriers was scrapped and its steel was melted and used to create the Bajaj V.
Result: Bajaj V gained 0.7 Million USD worth of free media coverage in just one week of the launch. It created 160 million impressions, reaching out to 32 million overall. And the most important one, Bajaj sold 11,000 bikes on the first day of launch. It got 984,862 views on Youtube and more than 23,000 views on Facebook.
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Video Advertising
What is video advertising?
Video advertising is a process of running online display ads that have video within them to promote a company, product or website. These ads play before, during or after a video stream on the internet. 57% of marketers are now including video marketing in their digital marketing strategy.
How is the Video advertising used?
There are different video ad formats. The main ad formats used by YouTube, the largest video hosting platform, include TrueView Ads, Non-skippable video Ads, Bumper Ads, Outstream Ads, YouTube Masthead Ads. For more details, read about YouTube here. Video ads can be purchased on a cost per mille (CPM) basis, but are also typically priced on a cost per view (CPV) basis, allowing advertisers to pay for the ad only if someone watches or interacts with it.
Why is video advertising gaining popularity?
- Being the most engaging form of online content, video ads have higher recall.
- Video will remain a key driver of advertising expenditures on display, projected to account for 31% of overall display ad spending next year.
- More than 50% of consumers like to watch videos of the brands they support.
- In 2019, video ads saw an increase in ad spending mainly in the fashion and retail industry.
- Almost 88% of video marketers are happy with its ROI.
- As per a study by Forbes, videos get shared 1,200% more than text and links combined.
- Mobile ads on YouTube get the viewer’s attention 83% of the time.
- Everyday people watch 1 billion hours of video on YouTube.
- 90% of the potential buyers have discovered new products on YouTube
- Companies and brands like LEGO or Coca-Cola have started uploading video content on their respective brand channels.
Case Study of a Video Ad
- Campaign: Meri Maggi
- Goal: Brand image
A classic example of a video ad used to regain brand image was by none other than Maggi Noodles. When the product got banned in India in 2015, its sales dipped from INR 250-300 crore a month to in between 5%-10% in various states.
In November, when the company re-launched Maggi after the five-month ban, it had 10.9 percent of the market share, which climbed to 35.2 percent in December. The relaunch campaign did include press ads and an extremely touching video launched across different platforms.
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Pay Per Click (PPC) Advertising
What is PPC advertising?
Pay per click (PPC) ads are ads that advertisers only pay for when a user clicks on them. PPC ads are usually text ads but sometimes includes a small image. Google AdWords and Bing Ads both use a pay-per-click model.
How is the PPC advertising used?
This type of advertising is used to direct a potential buyer to your website. It is important to have a PPC landing page that is optimized for conversions. Google has now removed PPC ads from Right Hand Side so they now appear on the top of the page only.
Why PPC advertising?
- PPC marketing is done through Google Ads, the worlds’ largest search engine thereby boosting the traffic to your website.
- It can deliver a large number of impressions and clicks because of the large amount of traffic, especially on Google, leading to an increase in sales.
- This type of advertising is highly successful if the advertiser has rightly focused on relevant keywords and the quality of the landing page for a higher quality score.
- Advertisers can make changes to optimize the campaign to improve the quality score which helps to increase the ROI.
- Helps to control the ad budget.
- Can improve brand recognition with remarketing.
Case study of a PPC Ad
- Campaign: Dental Clinic, London
- Goal: To increase the number of leads their ads were generating while lowering the cost per lead.
The strongest USP of this UK clinic, was the doctor a native Polish speaker. So the marketing team targeted the niche audience of Polish speakers living in London close to where the clinic is based, to create ads and select keywords in the Polish language pointing to a dedicated landing page. Constant refining of the keywords and target audience was required.
Results
- In the first 50 days, the number of conversions increased considerably, up 409% from 20 to 107.
- Conversion cost came down to £7.41 from £44 (when client managed own campaign)
- The conversion rate also improved — up over 207% — from 4.38% to 13.44%.
7. Remarketing Advertising
What is retargeting advertising or remarketing?
Remarketing (or retargeting) is a type of online advertising that allows you to serve targeted ads to people who have already visited your website earlier. A remarketing ad allows you to strategically position your ads in front of the target audience as they browse Google or its partner websites, to increase brand awareness and to remind the user to make a purchase.
How do retargeting ads work?
It is a cookie-based technology that follows the user around the internet, by serving ads on the websites and platforms which the user visits most often in order to remarket to him/her again. Retargeting is required since almost 98% of users leave the website without converting on the first visit. Thereby, these 98% users need to be reminded or targeted about a product /service of interest once they leave the website. Here’s how retargeting works:
Why Retargeting Ads?
- Retargeting increases the conversion by 150%.
- The average CTR (Click Through Rate) for Retargeting Ads is 10 times more than display ads.
- Remarketing Ads have a CPC (Cost Per Click) which is 50% that of the PPC search ads.
Case study of a Retargeting Ad
- Campaign: Jabong
- Goals: To increase transactions by acquiring more high-quality customers who are more likely to convert or make a purchase & to improve app activation rates to drive traffic to the Jabong.com mobile app and control user acquisition costs.
Jabong the e-commerce website has successfully used Facebook’s dynamic ads to retarget potential customers by showing them products they have looked at on both Jabong.com’s website and app, allowing the brand to customize ads to every individual.
Results
By Personalised Acquisition using “Retargeting” and creating custom advertisements Jabong was able to:
- 2X increase in customer acquisitions
- 5X increase in app activation rates
- 40% lower user acquisition cost on mobile app
- 30% lower cost per order
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In-game Advertising
What is In-game advertising?
In-game advertisements are ads that may exist within computer games on desktops/PC, mobiles or tablets. In-game advertising is a digital advertising strategy provided by game developers to boost their revenue. Game developers earn money and get paid by showing the ads to the users.
How does In-game advertising work?
The ads which become a part of the user experience in a 3D game setting through virtual objects, such as, billboards, posters, or bus stops, help to improve the game app engagement and also the retention rates.
The different types of in-game advertising include –
- Dynamic In-game advertising that can be inserted or removed in real-time, inside of Console and PC video games is charged on CPM or cost per thousand impressions pricing model.
- Console Integration in the form of square tiles in the Xbox Live dashboard has a higher CPM rate.
- In the Static In-Game Advertising model where advertising is programmed directly into a game, it is normally a flat fee anywhere starting with USD 50K.
- Advergames are developed for the purpose of promoting a company, brand, or product which can run into hundreds of thousands of dollars.
Why the growing popularity of In-game Advertising?
- 62% of smartphone owners install games within the first week of purchasing a new phone.
- Games can be designed with the sole purpose of advertising a brand.
- It offers advertisers an option to position the product in the game, to reach the right audience with the right message.
- Market for in-game advertising on all devices in the US alone, to touch USD 3 billion in 2019.
- The ad spend in all games grew by 16% in 2019.
- Retargeting in gaming apps is generating revenue uplift of over 50% among paying users.
Case study of an In-game Ad
- Campaign: Nike Epic React
Nike named their shoe ‘Epic React’ and created a game named React Land to promote this new line of shoes in four cities. This was Nike’s idea to use gamification to attract a young target audience. After putting on a pair of Epic Reacts and creating an avatar, the player is transported to React Land, a virtual world where he/she navigates as the main character by running on a treadmill and using a handheld button to jump. In the 3-minute game, players can choose to explore a floating metropolis in China, a super soft panda land, the Fuji Mountain, a view of Santorini, a jumping frog in France and many more. After the success of this ad, Nike announced a share value increase of 7%, putting it back in direct competition with Adidas in the sneaker market.
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Email Advertising
What is email advertising?
Email ads are interactive ads that appear in the Promotions and Social tabs of the email inbox.
How do email ads work?
Email ads are ads sent to a user via the web mail. It can include an image, video, or embedded forms. These ads are cheaper than most others. It aims to create leads, to enhance relationship with the customer, to encourage loyalty, and to grow repeat business.
Why Email Advertising?
- Email ads help to reach affinity audiences.
- Can customize the target audiences in Display campaigns by applying keywords.
- Offer an option of automated targeting to reach potential customers whom you wouldn’t otherwise reach, at around the same cost per person.
- You can reach people on the Display Network basis demographic categories, like age, gender, income, hobbies, etc.
- Dynamic remarketing ads are possible but the targeted Gmail ads must have a minimum of 100 active visitors or users within the last 30 days for your ads to show.
- This ad type is good for promotions, new features, and discount offers.
- An Email ad looks organic prompting the user to click.
Case Study of an email advertising campaign
- Campaign: Wok to Walk
- Goal: Local customer creation, Brand Awareness
Wok to Walk, a health food company, sent a newsletter with a subject line that invited recipients to call, make inquiries and order a meal. This email generated an open rate of 18.1%. Next step they checked the statistics and selected email subscribers who didn’t open the previous email.
The same email was sent – but the subject line was changed to better suit this new segment by including a phone number, making it easier for people to call even if they didn’t open the email. This second email received 7.7% additional subscribers, resulting in a higher level of email engagement.
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Mobile Advertising
What is mobile advertising?
Today with mobiles becoming a quintessential part of our lives, mobile advertising is growing in importance. Mobile advertising is placing ads to run specifically on mobile devices such as cell phones, smartphones, tablets, and wearable technology with the use of enhanced campaigns. Marketers often combine mobile advertising with other digital advertising channels like display advertising, search advertising, social media advertising, and video advertising.
How do mobile ads work?
Mobile advertising is targeted. It allows the advertiser to personalize the content for a specific audience. When Samsung wanted to promote its Galaxy S6 smartphone, they created an interactive mobile ad for people to experience what the company was talking about with a demo on their smartphone. The other winning mobile ads are Ruffles potato chips, GAP remix logo launch, Nissan Rogue SUV launch, and Starbucks.
Why is mobile advertising or mobile marketing important in 2020?
- Global mobile ad spending in 2019 reached USD 190 billion.
- In India, mobile ad spending is expected to rise from approx. USD 460 million to USD 1.73 billion in 2021.
- 29% of the time is spent on desktops and 71% on mobile devices
- 80% of internet users own a smartphone.
- 70% of B2B buyers increased mobile usage over the past years.
Case Study of a video ad
- Campaign: Pay Attention
- Goal: Create Awareness
In 2018, cosmetic brand Avon India aimed to raise awareness about breast cancer among women in India through its #PayAttention campaign. Avon had a breast self-examination (BSE) video for women to help them identify the signs of breast cancer.
Results
- 15 % SOV and awareness in breast cancer
- Reached over 1 billion people of India at USD 25k
- On social media, Avon reached out to 917 million on Facebook, 101 million on Twitter, 109 Million through PR stories and 29 influencer videos with 36 million impressions.
- #PayAttention was top trending hashtags around Breast Cancer Awareness in India.
- 200,000 interactions were created on FB and near 185,000 interactions on Facebook posts.
Conclusion
The coronavirus (COVID-19) has disrupted our world, our thinking, and our way of doing business. This impact will surely be felt by every company, big or small. Once the global crises passes, there will be renewed spending on digital platforms to adapt rapidly to the new normal. This new normal stage requires new advertising strategies and new execution plans across all channels. With a fair idea on paid advertising, it’s time to get ready to leverage the right ads for your company or brand when the time is right. How to establish new goals to maximize the ROI, how to rework ad budgets, how to re-prioritize the channel amplification, how to pivot from the standard content marketing plan, how to target all devices buyers use, are all questions a digital advertiser will need to be prepared with. There will never be a right or wrong answer but always an in-between that is the ‘right fit’. We have only put you on a fast track to think on the right lines to restrategize your digital advertising campaign. Time to work on it further!
Summary
Coronavirus (COVID-19) will bring about deep changes in digital advertising. Ad revenues, social media, e-commerce will impact Google Ads, Social Media ads, affiliate earnings and publisher advertising earnings. Digital advertisers will require to get ready for a new normal in paid advertising from 2020. In this blog, we have tried to contain maximum information and some relevant statistics on digital advertising. There will never be a right or wrong answer but always an in-between that is the ‘right fit’. We have only put you on a fast track to think on the right lines to restrategize your digital advertising campaign. Time to work on it further!
Google’s Native Advertising Solution- Discovery Competes With Facebook
Key Insights:
- Google is positioning Discovery ads as a better way to reach online shoppers.
- 86% of online consumers are on a lookout for shopping ideas as they watch videos or content across the web.
- 90% of users discover new products and brands on YouTube Watch Next.
- Discover reaches hundreds of millions of consumers using the Google Search App.
- One campaign overs three giant Google products- Discovery Feed, Gmail, and Youtube.
Last May, Google announced at Google Marketing Live that ads are coming to discover. As a part of that, the Google Discovery ads were previewed for the Android and iOS feed, as well as Gmail and YouTube, and they are now finally rolled out to all advertisers globally last month.
With a single campaign, advertisers can reach 2.9 billion users across multiple Google surfaces- YouTube Home and Watch Next feeds, Discover feed on the Google Search app, and in Gmail Promotion and Social tabs. This approach to audience totals is similar to Facebook who started reporting usage across its ‘family of apps’ last year. Facebook reported 2.99 billion monthly active people (MAP) as of March 31. In simple words, Google is offering reach on par with Facebook.
All ads feature visual-rich product photography and are labelled.
- YouTube: Ads include an interactive carousel format and appear as users scroll through the Home and Up next feed while looking for new videos.
- Discover: Ads appear along with sports and personalized updates. The feed is available on Android, iOS app, and mobile web at google.com.
- Gmail: As per Google, ‘time offer’ appears as shoppers are checking the latest product deals in the Promotion tab of their inbox and are marked with a green badge that appears on the top of the feed like an email.
Unlike search ads, no need to type the query manually but Google is leveraging its understanding of what customers are interested in.
Thanks to Google’s unique understanding of customer intent, you’ll be able to show more relevant, meaningful ads to people when they’re most interested and ready to learn more about your products and services.
Why should Advertisers use Discovery
Google recommends for advertisers looking for:
- Drive conversions with their media
- Reach new customers with their media.
- Reconnect with their valuable customers.
Early Adopters of Discovery Ads
Early adopters like Deckers, iProspect, and M&M Direct have seen excellent results-driving customer action with Discovery ads alongside their existing media.
Lifestyle apparel brand Deckers worked with digital agency Jellyfish to promote the UGG brand’s 2019 holiday guide using Discovery ads. Deckers used repurposed high-quality images from its social campaigns and saw a revenue return of 10 times of its original ad spend. It plans to implement Discovery ads across the rest of its portfolio including HOKA and Teva.
Michelle Hernandez, senior manager of Omni-digital marketing at Deckers said,
“While Discovery ads don’t appear on social platforms per se, they offer rich, visually engaging experiences filled with meaningful content that excites and inspires consumers as they scroll through new content on YouTube, Discover and Gmail. This is where more and more consumers are engaged and spending time.”
In early 2019, digital marketing agency iProspect tested Discovery ads with several large clients and reported a reduction up to 48% in cost per action compared to social ads.
iProspect senior director of paid search Christina Malcolm said, “We’re finding that Discovery ads are an interesting ad type that blurs the lines between traditional search, display, and social activations, but which can target different audiences and hit conversion performance goals.”
If you have failed to notice the Discovery ads in the feed yet, then that’s because Google is treading lightly. Currently, there is only one ad slot – in position three-on the Discover feed as Google is aiming high-quality bar and only showing the ads with best image assets that are relevant to users. However, the company also confirmed that more ads are likely to be rolled out.
How to get started with Discovery campaigns
Discovery ads are set up in Discovery campaigns with two ad formats: Discovery carousel ads with multiple images and Discovery ads with a single image.
Image Assets: Google scans your website for images that meet the size requirement, upload images, or select from the Shuttershock library. The key is to have high-quality images.
Headlines and Description: Discovery ads serve a combination of headlines and descriptions automatically. One can enter up to 5 headlines and 5 descriptions.
Geographical Targeting: Google shows a weekly impression estimate based on geographical targeting.
Call To Action Option: Google can automatically choose the call-to-action text in your ads or there are 10 other options such as ‘Apply Now’, ‘Shop Now’, and more available to choose from.
Finally, Discovery ad campaigns can be targeted by location, audience, or demographics. This is Google’s automated universal campaign and smart bidding is required. In its Discovery ads tips page, Google notes that advertisers should “Choose an average daily budget at least 10 times the value of your target cost-per-action (CPA) bid and wait for at least 40 conversions before making changes to your campaign.”
Read more: Every 2020 Google SERP Feature Explained: A Visual Guide
Morgan Stanley Forecasts Australian Ad Spend To Fall By 9% In 5 Years
In a recent analysis by investment bank Morgan Stanley on Australian advertising, it forecasted that the domestic media share will shrink if it doesn’t innovate quickly. The domestic media ad spend was $10.4 billion in 2019 and will fall at an annual rate of 9% over the next five years. In a note to clients, analysts wrote,
“We think investors perpetually underestimate the global leakage of ad spend from Australia.”
A section of marketers holds a viewpoint that the ad spend with Google and Facebook has started to plateau and revenue is returning to the domestic traditional media. However, the analysts completely disagree with this market viewpoint and highlighted numbers that suggest that there can be an acceleration post-COVID 19.
The Australian advertising market has shown little growth over the years – around 1.9 % a year. Also, the financial statements filed with corporate regulator ASIC reveals that over the last three years, global media/tech players’ revenues in Australia increased by roughly 20%.
The global ad tech players like Google, Facebook, Snap, and Twitter as well as emerging players like TikTok continue to take an increase in share in the Australian consumer’s time especially the younger demographics. They will have a larger share in digital media spend in Australia post-pandemic as well.
Morgan Stanley forecasts 2.1 % revenue to fall of global tech players in Australia in the current downturn but not as severe as that of domestic media- radio, outdoor, print, and TV. On the other side, the revenue of the domestic media players will see a drop of steep 22.1%
However, the analysts believe that global players will lift their market share in advertising in Australia. For instance, Google Australia’s gross revenue was $4.8 billion in 2019. Morgan Stanley estimates a 4% decline this year owing to the ad industry slow down but expects to rise 13% year-on-year growth up to 4 years to reach between $7 billion and $8 billion in ad revenue a year in 2024.
Analysts say,
“Eventually, COVID-19 will be over and there will be a cyclical recovery in the Australian economy, and a bounce-back in the advertising cycle. ”
He further added that the market will be disappointed in expecting a rise in domestic media earnings.
“Even post COVID-19, when the overall advertising market stabilizes and starts to improve, we think the magnitude of the recovery will disappoint investors.”
“Our point of difference is our thesis … that if the global tech players continue to grow revenue double digits in Australia, but the total pool of ad revenues is only increasing 2% to 3% p.a., there is necessarily a ‘crowding out’ of ad spend left for domestic media companies to pursue.”
The markets underestimate the risks to ad revenue, profit margins, and ROCE(Return on equity) from a 5-year long term view. The main reason for the global tech giants growing faster than local media is structural changes. ‘Necessity is the mother of invention’ and businesses that continue with traditional media platforms for advertising need to change and rethink their strategy.
The analysts in the report mentioned that
“The consistent industry feedback we receive is the current challenges facing large, small and medium-sized businesses across Australia is prompting leadership and management teams to think harder and deeper about becoming more digital,”
Many SMEs have tried marketing on digital platforms for the first time during COVID 19 as consumer behavior and time spent has changed and accelerated towards digital/online/mobile media. It is expected that the same pivot will exist with the advertising budgets.
Unfortunately, the crowding of traditional media- radio, outdoor, TV, print – is set to be more intense.
Morgan Stanley continues to have an underweight rating for ASX media companies like Seven West Media, WPP AUNZ, oOh! media and Southern Cross but Nine Entertainment.
Nine Entertainment (NEC)is an exception due to its various revenue sources like digital subscription, streaming, and digital advertising assets. Analysts believe that some Australian media companies have the potential to reinvent themselves and develop digital businesses and NEC has demonstrated the ability for such a reinvention.
The global players may face a threat if they fail to innovate themselves and will lose their consumer share and ad share.
CarryMinati Effect Continues To Haunt TikTok Ratings.
Quite recently, the TikTok rating has taken a deep dip on Google play store. This happened after millions of its users starting filing reports and providing poor rating to the application.
Currently, TikTok claims to have around 200 million users in India. TikTok states that around 120 million of the users are active on the application.
A report by SenseTower in September 2019 stated that around 60 million people downloaded TikTok in a single month. This number sets a record of the maximum number of downloads.
Around 40% of this share was contributed by Indians.
So, What exactly went wrong? Why all of a sudden TikTok rating fell on Google Play store?
The rage against TikTok started when a meme started surfacing on the internet. The meme showed a statement released by the owner and CEO of TikTok, Kevin Mayer stated the following:
“I created the TikTok for jobless people, I didn’t know India had so many of them.”
All social media platforms started flooding with meme templates portraying the statement. Several people across India started requesting people to ban the use of TikTok. #bycottTikTok started trending on Twitter.
Since no authenticity of this news was proved, TikTok had not suffered much damage to its userbase. Still, there was a division in society who wanted this software to banned in India.
However, people soon got the opportunity to express their anger for this platform. A certain Group on TikTok community calling themselves “Nawabs” started a dispute by stating that people on TikTok are more hard-working and efficient than people on YouTube. They also stated that TikTok is a better platform for video upload.
To provoke the debate, TikTok star (Amir Siddiqui) created a YouTube video. He named this video as TikTok vs YouTube and asked YouTubers to step up to this war.
This started a speech war between this group on TikTok and a few people on YouTube.
They started mocking each other in their videos. Elvis Yadav was the first YouTuber to step up to the challenge.
Soon another video surfaced on YouTube made by a YouTuber named CarryMinati(Ajey Nagar). In this video, the YouTube channel host used a lot of creative ways to defame TikTok star Amir Siddique and his fellow group members. The video received a great response from his viewers and people started sharing it across other social networking platforms.
Also, people started creating memes on TikTok star Amir, to show their support for YouTubers and CarryMinati.
In just four to five days this video by CarryMinati gained a lot of popularity on the internet. It became the most viewed video in India. However, YouTube decided to bring down the video as the content of the video was reported to be filled with profanity and hate speeches.
The video was still increasing in its views and likes and sudden removal of it from YouTube started a whole new revolution. People started reporting TikTok on their mobile phones and requested others to do the same.
Many fellow YouTubers and Bollywood celebrities showed their support towards CarryMinati and started uninstalling TikTok from their phone devices.
Within days, millions of users reported TikTok. They started rating it with 1-star reviews. This resulted in the downfall of TikTok rating from 4.6 to 1.2 on Google play store. Recently Google deleted around 1.5 million reviews and comments from TikTok.
While all this was going on, another video surfaced on the TikTok.
This video was made by Faisal Siddiqui brother of Amir Siddiqui. In this video, Faisal can be seen throwing a liquid substance on a girl’s face. Reportedly he was supporting acid attacks on females.
This video was reported to the authorities and the National Commission for Women filed a complaint against the user with TikTok.
After this incident, TikTok banned the accounts of Faisal and Amir Siddiqui. Both are brothers and member of Nawab community on TikTok. Even before these incidents, several complaints were filed against them for spreading hate speech via their videos. Millions of people were following their accounts on this platform.
According to TikTok Asia-Pacific office, they don’t allow any such content which is a threat to the security of an Individual. Their policies are strict against Physical harm of violence against women.
However, so many other cases have been reported earlier well where TikTok has been reported to spread hate speeches in the community or religion.
After Instagram, TikTok Targets Snapchat With Its New Augmented Reality Ad Format
After attempting to take over Instagram with its new “Shop Now” button, TikTok is getting prepared to launch its new augmented reality ad format which is similar to popular app Snapchat and Instagram.
The upcoming ad format will allow users to place dynamic visual effects that interact with their physical surroundings to TikTok videos. For instance, a car could zoom the length of the kitchen table or the user can interact with the advertiser’s mascot as it jumps around the room.
The product is expected to launch later this year with unknown pricing. The AR ads will be clickable and will have music while the user shoots video. As reported by DigiDay, a TikTok spokesperson said,
“We’re always exploring new ways to bring creativity and joy to our community. Creative effects are a fun way for our users to express themselves and for brands to bring an interactive element to their campaigns with branded creative effects.”
He further added that they will share details soon and are still experimenting with various ways to make it a valuable experience for brands. This new ad product will be in direct competition with Sponsored Lens and Word Lenses augmented reality formats and Instagram’s AR filters, though the latter is not an ad product but a filter.
TikTok already offers a product ‘Branded Effect’ which allows users to add 2 D animated lenses to their videos through their hand and face movements. These effects were produced by an in-house team costing $100,000 whereas Snapchat helped pioneer augmented reality advertising but launched Sponsored Lens costing $500,000 minimum for brands. However, over time, Snapchat introduced its lenses to ad auction, bringing the price down and billed on a CPM basis. In its Q1,2020 result, Snapchat reported that 85% more over the last year are playing with the lenses and self serve ad platform is a predominant way to buy AR products.
Meanwhile, the popularity and growth of the video app are soaring. The measurement firm Sensor tower s reveals, TikTok app and its Chinese version, Douyin, crosses 2 billion downloads on the Apple App Store and Google Play Store in March.
TikTok is quick in following the roadmap laid out by competitor social media platforms in rolling new ad products and the pace at which they are moving forward is frightening. As quoted by Digiday, Paul Kasamias, managing partner of performance at media agency Starcom said,
” If they get it right they’re going to be a huge player in the next six months to a year.”
News of the AR effect ads follows just in a month after the development of TikTok testing a new ad format call-to-action button ‘Shop Now’ for Influencer videos
26 Stellar Video (YouTube) Advertising Examples To Take Creative Inspiration From!
Stephan Vogel, Ogilvy & Mather Germany’s chief creative officer quotes,
“Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community…faster.”
Creativity is the base of advertising and branding and what better medium to propel this creativity than video? Many businesses have started using video advertising creatives to create a buzz for their products and brand. Video tends to drive more engagement and the numbers below from a recent 2020 survey by Wyzowl says it all.
- 95% of marketers say that video has helped user understanding of product and services
- 89% of marketers say that it gives good ROI.
- 84% of consumers purchase a product or service by watching brands’ videos.
- 92% of marketers believe video is an important part of digital strategy.
Brands are facing immense competition to make themselves heard and are opting for creative video marketing to rise. So what does it take to gain attention? Let’s say, choosing influencers for marketing, video advertising campaigns or teaming up with entertainment franchises like Game of Thrones to rise above the noise.
We indeed see many ads per day but how many do we recall by night? The odds are you might not recall even four ads seen in the week. People don’t read or see ads of what the brand is selling. They are interested to read or see stories of people that have the same challenges as they do. This is why the visual guide below explains why video advertising is the best advertising choice and businesses should consider incorporating it.
Power of Video in Creative Advertising
The beginning of the age of video advertising has created a paradigm shift for marketers. As per Forbes, video ads account for more than 35% of total ad spending online.
Different types of websites – social media platforms, news organizations, company pages, all are employing video content for their voracious audience consumption. Social media platforms prioritize videos over other forms of content as videos help to build trust and engagement. Therefore, all these trends make it important to nail your online video presence.
Snapchat leads to be one of the fastest-growing social media platforms based on its video stories and Instagram successfully introduced a similar feature ”Insta Stories”.
YouTube suggests users use over 1 billion hours of video on the site every day in 2017.
Online Video is predicted to make up 80% of all internet traffic by 2020.
Video Ads are not as Short always and connects through Creative, Personalized Video
Consumers prefer to watch a 15-sec video considering images than read a block with text. However, the most popular video ad length is 30 seconds, and data suggest people are willing to watch a bit longer videos.
For instance, OYO, one of the world’s largest hotel chains, released a series of ad ‘Raho Mast campaign’ inspired by real-life stories.
Some are more than a minute long but all of them convey the same message that staying in a low-priced hotel room doesn’t require compromise on quality.
With this video ad campaign, the brand is striking a chord with consumers by providing the best hospitality solution with their standardized and comfortable stay at value for money. The advantage of an extended format is that advertisers get time to explain stories and pull consumers into it.
A digital video advertising strategy should involve mixing and matching different length pieces
15-30 seconds is the optimal length for a video ad, as it allows you to strike a balance between creating a relevant narrative and providing a short attention span.
User-Generated Content Builds Brand awareness
Brands are building creative advertisements that give you real buyers experience and perspective and it blends with the marketing strategy as well.
In an Adweek survey, 76% of respondents find UGC more influential than content created by the brand directly.
To help you encourage your own video marketing efforts, here are 26 Crazy and Creative Video Advertisements Examples on social media
Facebook Ads:
Facebook Ads are engaging and get views if they are well made and too good to be ignored. The best Facebook Ad helps brands connect with new consumers every day.
1. Hello Fresh: Orange Cashew Chicken-Stir Fry
Meal kit delivery service Hello Fresh regularly advertises cooking videos just like the above that walks through an Orange Cashew Chicken Stir-fry recipe. These recipes are impulsively watched by the audience and Facebook users are accustomed to seeing their feed.
https://www.facebook.com/HelloFreshus/videos/vl.1025847054221655/1940931509268024/?type=1
Takeaway:
Native Facebook ad matches the style and tone of the platform and is primarily for Facebook users. Facebook users are watching more than 8 billion native video ads every day and these videos are longer than 30 mins giving users a feel of organic content than a mere ad.
This proves the old adage true, People don’t watch ads, they watch things they are interested in.
Twitter research shows 43% of users would fully watch a video ad if it has interesting content.
2. Knorr: Love at First Taste
https://www.facebook.com/dnts2018/videos/1013912421977658/
The brand is passionate to inspire the new millennial foodies and How? By launching a compelling ad campaign centered around people’s personal experiences about flavor, taste, and food. Knorr’s global research report stated that people are more attracted to people who enjoy a similar flavor profile.
The brand conducted a social experiment by having strangers met for the first time over a mutually enjoyable meal .with a twist – they must feed each other and not themselves. In a way, the brand tried to tap the thirst on social media for videos including food, romance, and real-life circumstances.
The brand also partnered with a food community Tasty to spread the video. Also, people were directed to a mini-site that asks questions about your favorite type of food, before putting you to 12 flavor profiles
Takeaway:
In the first three weeks, the video received 100 million views. Creative marketing is at its finest where they building an emotional connection with their customer by trying to understand their personal flavor and setting up on date not because of the way they looked but because of their favorite flavors in common.
3. Always
The brand took a risk with this documentary-style video. The risk was well handled with the four-minute-long video which is a lifetime on the Facebook Newsfeed.
Takeaway:
Advertisers need more time to explain a new or complex product in the following areas:
- The uniqueness of the product to solve the problem
- How different it is from other products
- Reasons and proof of why the new product would work.
The video gets a tick in all three areas and it does with irreverent humor that keeps the viewers entertained and hooked throughout. The video starts with a joke right away – a useful tactic to attract viewers early on.
5. Samsung
Samsung poked some fun at the dedicated fan following that Apple has gathered over the years by highlighting what they consider an unwarranted mentality of a certain sect of fans.
Takeaway:
The one-minute video is an apt length for Facebook, to hold the viewer’s attention. The video highlights competitor’s pain points, and their advantages in an effective way, all tied up with humor. A hard-core Apple fan who would never consider leaving Apple for Samsung can also appreciate the boldness of the video ad is making.
Instagram Ads:
Seeing the best Instagram video ads, it will inspire you to create or boost your own campaign.
6. Underarmour
https://www.instagram.com/p/BpFQ7OrAO4A/?utm_source=ig_web_copy_link
]Two athletes hanging from hot-air balloons, doing tricks with a soccer ball is creative and crazy. The brand partnered with GoPro for this ad is a win-win situation for both. It is filmed with a GoPro and you can feel the thrill and excitement.
Takeaway:
The ad is a great and adventurous concept that grabs your attention.
7. Feetup
https://www.instagram.com/p/BojfmbODE3s/?utm_source=ig_web_copy_link
This video is simple and shows their product in action. There is nothing fancy about the advertisement but innovatively showing their product by targeting a passionate yoga learning audience.
Takeaway:
The ad shows what the consumer is interested to see about the product and might be facing a similar challenge. For instance, the video shows the visual demonstration by the FeetUp trainer. Many yogis can recognize the headstands and identify how the product will be helpful to improve the practice.
8. Get Freshly
https://www.instagram.com/p/BrtOLs-DApR/?utm_source=ig_web_copy_link
The caption of the video ad is so apt and everyone can relate “Too busy to eat healthy?” The ad is effective and quickly shows videos on how easy it is to eat smart with Freshly.
Takeaway:
The ad gives a glimpse of all the meal options which are helpful and easy for consumers and ends up with a Call to Action(CTA) of an attractive promo code.
9. Wolf and Shepherd
https://www.instagram.com/p/BmKRFonjqO3/?utm_source=ig_embed
The brand owner had put their dress shoes to a test by wearing the pair of shoes and running with the bulls. This sounds crazy but creative marketing is at its best.
Takeaway:
The brand uses its product to an extreme level to give a reality check about their product to the audience with a dramatic demonstration. This surely won hearts and helped the brand to be above the pack.
10. Eczema Honey
https://www.instagram.com/p/Bl-_jvED8E1/?utm_source=ig_embed
The bright colors that pop up in the background are eye-catchy and stand out. It has followed a 2step advertising strategy: – on one hand, the color in the background will grab attention and using 5-starred customer reviews builds credibility.
YouTube Ads:
YouTube ads are best for branding and engagement. It is one of the best options for cost-effective campaigns.
With 2 million users, the platform has immense capacity to help brands find new audiences and establish a following. Soon, Google is soon going to launch Youtube Shorts an answer to Tik Tok. Tough competition lying ahead.
11. Grammarly: Words to Travel the World
Grammarly has built its social strategy around YouTube video ads. They are a chrome extension that scans your writing and rectifies your grammatical error and suggests how to make it better.
Their majority of traffic comes from video ads and is a user of Trueview ads.
Takeaway:
Google claims brands that run TrueView ads see a 500% engagement boost compared to their other YouTube content. True View ads a brand is paying for are from a more interested audience who is likely to get converted.
However, recently Google announced to stop serving unskippable 30 seconds ad to users and instead push 6-second bumpers and 20-second ad units.
12.GoPro: Fireman Saves Kitten
This isn’t a typical GoPro’s user-generated ad but shows its brand as adventurous and extreme. They repurpose many of their user-generated videos and put up on their channel that shows stuff like surfing or jumping out of planes. However, this video is different and deserves a round of applause where a firefighter is saving a kitten from a fire. This ad is beyond the athlete persona and helps to reach a wider audience keeping the heroism theme intact.
Takeaway:
Don’t hesitate to push the boundaries of your brand’s image. Experiment with different ad formats and topics to reach a wider audience and build your brand’s personality.
13. Code.org.: What Most Schools Don’t Teach
The faces in the marketing video are known and famous. The piece opens with a quote from Steve Jobs followed by an introduction by Bill Gates
Code.org is a non-profit organization that promotes computer science in schools across the country. It is a great example of influencer marketing and faces made the piece popular. The faces are the owners of renowned software companies and are sharing stories of their humble beginnings in the field.
Takeaway:
Sometimes, the field you are working in can be intimidating to the people from outside. world’s However, to grow your audience, you need to level it.
14. American’s Greetings: World’s Toughest Job
An excellent example of emotion-driven marketing created by Mullen and Cardstore by American Greetings. The content is free of sales and product placements. A creative advertisement using the faux interview to throw some light on the day-to-day mom’s routine everywhere, it is difficult for the viewers to walk away from the video without appreciation. At the close of the video, small witty talk to get your mom a Mother’s day card.
Takeaway:
Remember to show the plot with unexpected twists and turns to keep your audience engaged throughout the content.
15. Alibaba: To the Greatness of Small
The multinational e-commerce platform is based in China. The global footprint of the brand is similar to Amazon’s. it made a heartfelt and emotional statement of Loyalty to Team Kenya during the 2018 Winter Olympics in South Korea.
The message at the end of the video is the creative marketing finest of all. It shows greatness comes from small places and the comparison is drawn here is just like a young athlete having Olympic goals, all amazing brands start with an ambitious founder.
Takeaway:
Sometimes the inspiring and powerful messages are more relatable to the smallest audiences. Be around and vigilant about your actions and you will impress everyone else.
Linkedin Ads
Video advertising is one of the most famous ad formats on LinkedIn. According to LinkedIn, the most successful video ad campaigns are less than 15 seconds.
16. Salesforce
This corporate ad is a 30-second clip that gives a brief introduction about their products and services. The interaction between the animated characters and the human being is in sync and harmonious. Salesforce has done a great job with this advertising piece.
17. WeWork
One of the best video advertising ads on LinkedIn. This corporate ad is powerful in its visual content and is below the recommended time span of 15 seconds. A simple, appealing, and short ad. It is easy to process and engaging.
18. Slack
A great example of creative marketing. The ad is impressive because of its creative way to offer a job position. It shows a couple of interviews with its existing employees and the way they bring the most out of their job. The company expresses its values in a great manner and shows the electrifying work atmosphere and happy employees which gives you an instant desire to work at Slack.
Though the advertisement is fun but a bit longer.
19. Adecco:
Two words to describe the corporate ad- hilarious and funny. In this creative advertisement, the recruiting company Adecco have compiled the best and worst CV’s received by their client and is worth the minute to watch it. In fact, it can leave you craving for the video to be longer.
The brand should have had a better CTA but its creativity is at its peak generating brand awareness and engagement.
20. Amazon Web Services
Another great simple, straight, and short video by Amazon Web Services. The best part of the video ad shows the audience’s real-life application of the technology ‘AWS’ for EDM artists. It is easy to comprehend, practical, and less technical which makes it easy to process. The CTA is also clear.
TikTok Ad Campaigns
According to HubSpot’s social media team, the video-based social app TikTok is “leaking” with brand opportunities. Recently it launched an advertising process for brands.
21. Chipotle:
Chipotle, a popular Mexican restaurant chain has over 55,000 TikTok fans. They publish an array of posts using music, memes, and other references to highlight their menu.
The above video marks the one-year celebration of TikTok using hashtag #oneyearofTikTok showing tortilla chips set around a bowl of guac with the Adele song, “Someone Like You”. As the sound bite features Adele’s audience singing back to her, it feels as if the chips are actually singing to the guac – a perfect blend of creativity and video marketing.
22. San Diego Zoo:
San Diego Zoo’s TikTok account is a treat to all animal lovers. The zoo has over 50,000 fans who are enjoying the zoo’s simple strategy to post videos of animals with fun music.
Like this one -How would one not enjoy and follow them after seeing the video of lounging meerkat?
If this is not enough to fall in love with these cute animals, check this duet created by the zoo with other friendly animal accounts, like the Monterey Aquarium.
This is a perfect example of a cross-promotion of two similar brands using TikTok features. Because of the zoo’s tagging strategy, this video ad would be seen by zoo and aquarium followers.
23. NBC’s Stay Tuned
After the success of Stay tuned originally for Snapchat News Show, produced by NBC to target Gen Z, the network started making content for TikTok. The account has nearly one million followers and offers a mix of behind-the-scenes videos, quick news bites on pop culture, and weird events.
In the following example, the reporter surveys on top fast-food chains.
In the next example, the host explains complicated AI news in a short amount of time and in a funny way.
Stay Tuned has had huge success on Snapchat and is not repurposing the content or putting the same content for Tik Tok. It creates specific content for each platform which proves that it can give you big wins for brand awareness and engagement. This strategy can help publishers, bloggers, academics or others who post about news, interesting topics, or studies on different platforms.
Snapchat Ads
Don’t believe the press- Snapchat has a big fan following and is blowing up. They have highly engaged and over 210 million Daily users. Snapchat is rising quickly in creative marketing as the Snaps are fun, engaging, and creative.
24. Shein
A global fashion brand operating in 224 countries delivers stylish and in vogue apparel to women and men. They partnered for clothing advertisements with Snapchat to create an immersive full-screen ad experience to target Gen Z and millennials.
Takeaway:
They created a short-form video to showcase their products front and center to attract Snapchatters to swipe up. The brand also used Snapchat ads to highlight their product lines to engage the audiences with fashion interest. The clever headline, creative images drove curiosity among Snapchatters to tap Story in Discovery feed.
They also used Snapchat’s optimization tools- Audience Insights and Goal-based bidding. This helped them reach the relevant audience who were likely to convert and achieve a 50% lower cost per purchase compared to other platforms. This video marketing strategy is highly effective and achieves a 20% ROI.
25. FitBod
This mobile app uses machine learning to customize your workout goal and guides you to reach your fitness goals. The aim is to create Snapchat ads to reach a new audience that would not only download the app but spend time on the platform.
Takeaway:
To achieve the goal of acquiring new users at the lowest CPC and CAC, it ran APP-install campaigns. It also used a combination of predefined and lookalike audience targeting to reach Snapchatters who are most likely to engage. Each snap ad followed a creative practice of CTA to prompt Snapchatters to Swipe up and download.
This resulted in a 54% lower CPA than other platforms and a 31% lower CPA than their average CPA goal.
26. BMW
This is an excellent example of creative video advertising where the launch of BMW X2 wanted to change the way people discover cars by turning the world into a showroom. BMW’s AR Trial lens helps Snapchatters to take X2 for a ride from their phones. A unique experience, isn’t it?
Takeaway:
One of the first advertisers to use Snap Ads that deeply connected to a World Lens in order to swipe up by users to unlock the lens.
The lens provides a different feel to experience the car. This creative video marketing campaign was running in 7 countries worldwide. The BMW X2 lens witnessed an average of 54 seconds of playtime.
To create excitement for x2 and maintain the levels, Snapchatters Gold color feature was turned on to drive awareness of the car color. This allowed lenses to change the color of the face to gold. There were 1 in 4 shared or saved x2 lens and 40 million impressions of the face lens.
Where is Video going in 2019?
This infographic by Hubspot with uscreen, a VOD platform will explain:
Summing Up:
These stellar examples of video advertising grab the audience’s attention and keep them engaged. If you want to see the increase in audience engagement and ad-click through, you need to invest in an integrated video advertising campaign.
An excellent video ad campaign is within your reach and can be a driver for increased traffic and sales. It is a great way of storytelling and drives your performance. The visual content is here to stay. Buckle up to fully embrace the effectiveness of video ads. Social media platforms are the perfect place to meet prospects who can see engaging video content.
Do you have any questions or wish to know more about video advertising trends and practices? Leave a comment below as we are happy to serve you.