GAITHERSBURG, Md. -- Promoting your convenience-store brand and growing your business are just two of a retailer’s digital advertising objectives. While a lot of time goes into an ad’s design and copy, how do you know if it will succeed? Check out these top five tips for a successful advertising campaign, especially on mobile devices.
1. Viewability
Today’s standard in digital advertising continues to increase across the board; it’s referred to as “viewability.” Brands no longer want to rely on clicks or impressions delivered; they want to make sure their ads are seen. The Mobile Marketing Association (MMA), Interactive Advertising Bureau (IAB) and the new Media Rating Council (MRC) have joined together with many large publishers, brands and agencies to define what is considered “viewable.”
Today, these agencies are leaning toward a 70% viewability rate to give publishers time to adjust where ads are placed and how long they are visible before rotation. Eventually, the goal will be 100% viewability on all campaigns.
For now, stick with advertisements above the fold, such as a leaderboard ad, to maximize your viewing time with consumers and ensure your message has been seen. Alternatively, you could place ads below the fold and demand a lower rate.
2. Relevance
Relevance is king: Are you reaching your customers with a relevant message? Will these consumers find value in your message? Does the app or website on which you are advertising make sense for your message?
Overall, advertisers have forgotten what endemic, or natural, markets mean. Today, agencies and brands put too much emphasis on what is cool instead of what is relevant. You can spend a lot of time and money on a big campaign or the latest, hippest app or site, but if your brand isn’t relevant to the app itself or the way its audience uses the app, then you lose.
Put yourself in the consumer’s mindset when they’re using that app: Think about why they’re using the app and if your message is relevant. Focus your initial dollars on the apps and sites that have 80% or more of your target market and where your message will best resonate. Limit your risk.
3. Geo-targeting
Getting impressions can be easy, but how many convert into financial value? Today’s technology is all about location, location, location.
When you spend your marketing dollars, you want to reach consumers in specific geographies or when they’re at a specific location. This only increases the relevancy and effect of your message. By reaching people at the moment of purchase intent, you increase your chances of driving the sale and converting the consumer. Invest the extra spend with companies that allow you to target your creative based on the consumer’s specific location.
4. Responsive Ads
Did you think advertising stopped at the click? Think again. Now that the advertisement has successfully generated a click, the user will interact with your content, so make it count! Give consumers the content they want, and, if possible, tap into the device’s native features for a seamless—and executable—action.
5. Analytics
Selecting the right ad placement and testing various segments is only the beginning; knowing its success is how to hit a home run. In order to gauge success, you should establish an ad performance baseline against which all promotions will be measured.
For more marketing tips and insights, visit GasBuddy at https://advertising.gasbuddy.com/.
This post is sponsored by GasBuddy