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A look at how display builds brands for marketers today
Thursday, September 29, 2011
Last week,
we shared
examples of how direct response marketers are driving strong results with display advertising. But you’ve heard it before -- beyond driving immediate clicks and conversions, display builds brands. And as digital budgets accelerate, we’re seeing that for an increasingly growing number of brands, display advertising has become an ever-important part of their strategy. In fact, in the recently conducted Advertiser Intelligence Reports study, by Advertiser Perceptions, advertisers are planning on spending more digital display dollars in the next 12 months for brand goals than direct response (1).
So this week, we’re turning our attention to pioneering brands who used display advertising as a critical component in their overall marketing mix to connect with their audience, engage them emotionally, and as a result, drive meaningful results. Let’s take a closer look.
Animal Planet
attracted 1.6MM viewers for the season premiere of River Monsters, putting it in the #1 spot among its target audience, by running an integrated video and rich media campaign across YouTube, AdMob, and the Google Display Network. (
read case study
)
Volvo
drove an 88% lift in purchase intent for its new S60 sedan by leveraging the YouTube homepage and masthead unit, interactive video ads on AdMob, and standard IAB ads on the Google Display Network. (
read case study
)
Sealy
reinvented its Posturepedic brand using YouTube promoted video ads and in-stream video ads, which drove 46% of its website traffic during the first week of the campaign. (
read case study
)
At OMMA Global this week, we shared a simple framework for brand building that we developed after analyzing the campaigns of our most successful brand advertisers. These “better practices” focus on three key areas: connecting with the right consumer at the right moment, delivering an engaging message, and measuring the metrics that matter.
Connecting with the right consumer at the right moment.
As consumers continue to access the internet more frequently throughout the day, from a
multitude of devices
, it’s increasingly important for brand marketers to create device-inclusive, rather than device-specific, campaigns. And by targeting a combination of
audience
and
contextual
signals, it’s now easier than ever to reach the right person, at the right time, on the right device through the
Google Display Network
or
DoubleClick AdExchange
.
Engaging them emotionally.
The best display ads don’t just leverage sight, sound, and motion, but also harness display’s interactive capabilities that drive deep engagement with a brand. Our research shows that
rich media ads
drive significantly better brand performance than standard Flash ads--1.7X for brand awareness, 2.7X in purchase intent, and 5X increase in brand favorability (2). We also see that newer ad formats, like
mobile display
and
in-stream video
, are even more effective at moving consumers down the brand funnel. Lastly, we’ve seen masthead ads on the YouTube homepage garner an 11% interaction rate and drive a 4X lift in engagement compared to standard ads (3).
Measuring more robustly.
Looking beyond simple clicks and conversions, brand marketers use
Campaign Insights
to measure increased awareness and interest through the lift in search queries and website visits. Paired with
Google Analytics
and
Multi-Channel Funnels
, advertisers can see a complete picture of the chain of online and offline media that drives brand engagement. And to close the loop, many of our brands match geo-targeted display campaigns to offline sales to measure the
true impact
of a display ad campaign.
More and more studies show that brand marketers who focus on these three levers see the the greatest return on their display ad investment. With display’s ability to connect more precisely with your target consumer, engage more emotionally with interactive messages, and measure robust metrics along all parts of the purchase funnel, it’s no wonder that display builds brands.
Watch this space.
google.com/watchthisspace
(1) Advertiser Intelligence Reports (AIR) study, Advertiser Perceptions, August 2011
(2) The Brand Value of Video and Rich Media Ads, DoubleClick, September 2011
(3) YouTube Homepage Impact Study, Compete, December 2010
Posted by Brian Zeug,
National Sales Director, Display and Video
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