We have a lot of capabilities, but complacency isn’t one of them. We could never slap a few banner ads together and hope for the best. With digital advertising changing by the day – make that, the minute – we’re always in deep strategy mode. Let us introduce you to dynamic forms of digital advertising that can change the way you approach the age-old business challenge of getting in front of the right audience.
We manage all aspects of this community bank’s print media, from planning, design and copy through submission and regularly updating ads in circulation. Here’s a collection of our favorite Spencer ads over the years.
We love designing outdoor ads for local businesses and then seeing those ads out and about in the communities where we live and work.
Find quick, honest answers to your advertising questions below.
Generally, advertising can be broken into two main categories, traditional or digital. Within each category are endless possibilities of advertising options.
Common Traditional Advertising Options:
Common Digital Advertising Options
Each agency is different. Before selecting an ad agency, you should determine what your needs are.
Creative Design Agency– More focused on ad design, content creation, campaign strategy. Usually deliver designed files to client for media implementation.
Media Agency– Takes created designs and implements strategic campaign based on available media budget. Media Agencies generally work on a 15% commission that comes out of the publishers end. If an advertiser goes directly to a publisher or through an agency, they pay the same price. Use an agency! No added costs and receive better rates.
Branding Agency– Creates ad designs consistent with a company’s brand to ensure consistent messaging. Branding agencies also organize full media schedules for ad campaigns to ensure the message and artwork is being delivered to a company’s target market.
Repetition is an advertising technique that helps keep a brand on the customer’s mind. Industry experts agree that a potential customer must be exposed to an advertising campaign at least nine times before they become aware and start to have an opinion about a product or service.
Claims is another advertising technique that aims to grab a potential customer’s attention. Some examples of claims are those that state facts or hyping them up a bit such as “organically grown,” “lowest price in the market,” and “high in calcium.” False claims are a no-no and could lead to legal impediments.
Association is also a form of advertising technique that encourage emotional response in potential customers. A couple of examples are getting a famous person to endorse a product or using a catchy jingle in an advertising campaign.
Bandwagon is the term used for the advertising technique that aims to convince the customer to buy a product or use a service because others are already using it and that they should join the crowd. An example of this is “America loves…,” which is often used to highlight patriotism with a product.
Promotions is what you call the advertising technique that aims to build customer relationship through offers and rewards. Some examples are limited-time free offers, sweepstakes, coupons, gifts that come with purchases, and games with prizes.
There are various website banner sizes to be used in digital advertising. The most common pixel sizes are listed below:
Mobile Digital Ad dimensions:
The goal of commercial advertising is to sell a product or service for profit. Some examples of commercial advertisements are campaigns for health and wellness products, clothing, and grocery items.
Non-commercial advertisements generally involve issues of social relevance that aim to raise awareness and elicit some form of action from the target audience. Some examples are ads for saving the animals, feeding the poor, helping the elderly, and the likes.
There really is no fixed answer for this. Each business will have a different advertising approach and marketing strategy depending on a number of factors, primarily, the target audience. The most effective thing to do is to continuously develop your product or service based on the needs of your target audience and capitalize your advertising efforts on presenting the solutions (your brand’s core message) that your product or service can offer them.
This would mean utilizing multiple media platforms and digital media types. An aggressive strategy starts out by studying your target audiences for various media platforms, and product marketing content that will fit their profiles. For example in digital marketing, video content for YouTube and Facebook, articles for your blog, and infographics for your website.
While traditional media are still very much in use, their production costs are very high. An effective marketing or advertising strategy using digital media has the potential to become aggressive, more expansive, and with better value in terms of cost.
Generally, any medium can be used for advertising. Some examples of advertising media are printed flyers, TV ads, radio commercials, social media ads, YouTube videos, and other print and digital marketing platforms.
Mass media are great channels if you desire to reach a larger network of audiences. Aside from the quality of your product or service and the presentation of your advertisement itself, another vital aspect of your campaign is the medium you will use to showcase it.
There is no silver bullet for advertising. If there was, there wouldn’t be thousands of advertising options. The key to an effective advertising campaign is to set an objective, develop a creative and attention grabbing message, and deliver results through easy call to action for item/service being promoted.
The most effective form of advertising is a campaign that delivers results based on the planned objective. For example, I have a budget of x, and want to generate y amount of leads. What are my options to get in front of my target audience to reach the amount of leads needed within budget?
Display advertising (can also be referred to as banner advertising) delivers commercial advertisement and brand messages through visually compelling text, logos, images, animation, video, and other graphics. Display advertising often targets users from within a specific segment of a brand’s niche or market. The objective is to increase brand awareness and purchase intention of customers.
Social media advertising is a form of online advertising that focuses on the use of social networking sites and services for advertising campaigns. Some examples are YouTube video ads, Facebook sponsored ads, Twitter and Instagram campaigns, among many other forms of social media content.
A major advantage of social media advertising is the openly available demographic information of potential customers within those social networking sites for better and more specific ad targeting. Targeting factors include behavioral, socio-psychographic, and geo targeting.
The future of advertising will not rely on a single advertising type. All ad types will evolve as better technologies come along. More impactful and target-specific ads will show across multiple devices in multiple formats.
We consume content over our mobile and home electronic devices now more than ever and we will see more digital advertisements fit to cater these device types and screen sizes. We will see more interactive display advertising with better and more affordable connectivity becoming widely available.
Technology and more complex algorithms will help advertisers better identify very specific consumer needs and show ads that serve these needs and help purchase decisions.
Internet of Things will be utilized as more and more people rely on the capability of these things to help them with their daily lives. These things are potential channels for advertisers to capitalize on.
Advertising is an integral aspect of branding. The primary purpose of advertising is to increase brand awareness, influence people to buy its product or services, and generate revenue. It is also used to encourage existing customers to stay loyal to a brand by keeping them abreast with the latest product or service offerings and features that will bring more value into their lives.
Attention grabbing artwork with minimal copy that leaves a lasting impression. Billboards work well for companies to continue to promote their brand. Keep in mind travelers are driving passed billboards at fast speeds. Generally, more than seven words and your message is lost.
Each advertising campaign should have a specific objective. Once that objective is defined, creative can be developed to support the goal. Is it a branding campaign, call to action, product/service promotion, or event? Clear messaging with a direct call to action will lead to the best results.
The key components of advertising are a well-defined and eye-catching headline, a clear description of a good value, an attractive time-sensitive offer that allows the potential customer to decide and act with urgency, a logical reason for that offer, a reason for immediate response, and a clear set of directions for the customer to follow.
Marketing is the process of preparing your product or service for your target market. It works on the definition of your brand and how it can attract and convince customers to purchase. It first identifies your target audience and their needs. The design elements of your brand such as the logo and colors are also part of the marketing process.
Advertising, on the other hand, is the process of making your product or service known to the market. It is all about communicating with your target audience, and spreading the word about your brand and what it has to offer.