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Double Standards- Can brand advertising work effectively online?

Advertising online often focuses on ads related to performance. Can brand campaigns perform just as well on the web and, if so, what are the best formats, we ask the experts

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VICTORIA FOSTER, HEAD OF DIGITAL DISPLAY AND MOBILE, MINDSHARE

So much of the emphasis in online advertising is on performance-based advertising – should brand advertising be online?

Yes, brand advertising should be online and the demand is increasing, as brands understand that ROI is achievable from both performance and brand campaigns. Social media plays a big part in this and it is important when creating media strategies that there is a real connection between paid and earned media. Display advertising can help companies build their brand with behavioural targeting, using site-specific rich-media formats, content opportunities and retargeting. This increases engagement and keeps the messaging consistent and relevant both with customers or potential customers, which increases long-term ROI.

What are the best formats for brand advertising to be truly effective online?

The best formats are those that engage with the user and have relevance. Video with rich content that targets the right audience is a strong example and can offer real entertainment, such as how Ford used its portal, Bandsintransit.com, to target a younger audience (fans of up-and-coming as well as established bands). Bandsintransit.com encourages the audience to think differently about Ford. This kind of branded content can create real buzz and word of mouth for the brand in relation to its advertising, making it truly effective.

Are real-time bidding and premium advertising incompatible with each other?

There is an increase in premium publishers entering into real-time bidding, but most are still offering remnant inventory and selling their premium offering on a direct level. If more standards around the brand safety of the inventory are introduced and real-time bidding has the premium inventory, then it will be compatible for more standard formats within private marketplaces. However, away from programmatic trading, there will still be a big requirement for agencies to work on premium advertising.

What is needed for more brand advertising to migrate online?

More research demonstrating the value of the key brand metrics – for example, using a pre- and post-awareness study such as Dynamic Logic. Also, looking at formats that adapt easily to help with the migration – for example, video formats can easily host a TV ad.

How has brand advertising online developed over the past 12 months?

The past 12 months have been about brands utilising social media, understanding how to work with it, driving conversations, building effective relationships and generating insights about their target audience. Such insights have led to an increase in content marketing, innovation and partnerships, which leads to a deeper relationship with the user and engages with them using a softer approach, while informing them about the brand.

BRETT WILSON, CHIEF EXECUTIVE, TUBEMOGUL

So much of the emphasis in online advertising is on performance-based advertising – should brand advertising be online?

Much of this has to do with the history of digital advertising – search and display took off first. Video advertising obviously offers different metrics for success that are more in line with what brand marketers care about. Demand is growing, in part because advertisers can measure custom branding goals. One example is DraftFCB’s campaign for the Jamaica Tourist Board, which featured Usain Bolt. Among the 2.5 million British viewers exposed to the ad, 19.6 per cent more reported Jamaica as the Caribbean island they would most like to visit compared with a control group who did not see the ad.

What are the best formats for brand advertising to be truly effective online?

In-stream advertising (ie. pre-roll) is the most analogous to television, letting marketers impact viewers who are interested in the content they are watching. But that is where the comparison ends. Digital video allows for customisation to boost results in ways never before possible, such as pulling up local show times and options to buy tickets while a movie preview plays. Among campaigns that leveraged interactive elements in the third quarter, recall more than doubled, with 21.6 per cent more viewers in the UK remembering a given brand message than a control group. Other formats are available depending on an advertiser’s goals. The key is using the best screens for a given branding goal and optimising to where an ad is working.

Are real-time bidding and premium advertising incompatible with each other?

There is an increase in premium publishers entering into real-time bidding, but most are still offering remnant inventory and selling their premium offering on a direct level. If more standards around the brand safety of the inventory are introduced and real-time bidding has the premium inventory, then it will be compatible for more standard formats within private marketplaces. However, away from programmatic trading, there will still be a big requirement for agencies to work on premium advertising.

What is needed for more brand advertising to migrate online?

More research demonstrating the value of the key brand metrics – for example, using a pre- and post-awareness study such as Dynamic Logic. Also, looking at formats that adapt easily to help with the migration – for example, video formats can easily host a TV ad.

How has brand advertising online developed over the past 12 months?

The past 12 months have been about brands utilising social media, understanding how to work with it, driving conversations, building effective relationships and generating insights about their target audience. Such insights have led to an increase in content marketing, innovation and partnerships, which leads to a deeper relationship with the user and engages with them using a softer approach, while informing them about the brand.

This article was first published on campaignlive.co.uk

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