Often, the secret to campaign success is to plan and implement a full-funnel strategy – knowing who your audience is, when to reach them, and how. Creativity plays an important role in your strategy, as it is an effective way to raise awareness around your brand and build strong consumer relationships across your promotion story.
Using the various programmatic creative formats available, you can build a strong consumer journey across relevant platforms that captures and captures the attention of your target audience. These formats allow your audience to relay relevant information about your brand and offer while establishing a trusted customer base.
It is crucial for the success of your campaign that you choose a combination of relevant creative formats to achieve your campaign goals. The good news is, with programmatic platforms like Display & Video 360 (DV360), each brand has access to a variety of ad formats to get the most out of any media investment.
High Impact Rich Media (Gamification / Interactive):
High-impact display formats allow brands to tell their stories and raise awareness among consumers using immersive and engaging units. These potential HTML5 formats typically include interstitial, masthead, and interactive units that can include features ranging from interactive games and action to exploratory product experience.
We see this campaign with Hudson Bay.
Display banner (standard / animated / data-driven):
Useful at all stages of the funnel, display banners are attractive and eye-catching for the user. Animated banners can entice viewers through copy conversion, movement of illustrated elements, and micro-interactions. Static banners are a great way for brands to scale their messages and re-engage open users at the bottom of the funnel to encourage site re-visits and conversions.
These banners can be data-driven, allowing brands to personalize their creative look and feel for different customer segments, conduct dynamic creative optimizations, and tap into valuable content management for greater efficiency and relevance. The DV360’s Ad Canvas hosts a range of pre-built, ready-to-serve formats to help you embark on a data-driven journey.
We’ve increased Walmart’s engagement rate by 64% using this ad format.
DV360 offers many video formats and lengths. Inventory options include: Open Exchange, Private Marketplace and YouTube, among others, with varying lengths of 6 seconds – 2 minutes. This is useful for brands that want to promote their video content before, during or after other relevant videos.
Here we have created some sample video animations.
The convenience of audio advertising adds an essential top-funnel touchpoint to the consumer purchasing journey, allowing brands to connect with an audience at different times of the day. Audio Creatives can be up to 15 or 30 seconds in length and have a companion display resource depending on the publisher.
Native ads provide a better user experience because they match the look and feel of the publisher’s page, resulting in increased engagement and higher visibility. Native formats can fit the purposes of different funnels, for example, they’re great for directing users to content marketing efforts and promoting mobile app installs that lead directly to an instant download. Brands are often able to use existing resources (images and videos) for local formats, allowing them to expand their reach in a variety of environments.
Gmail ads allow brands to reach key audiences on a scale The compressed native display ad opens in an extended unit, designed to enhance user engagement. Gmail features ads at the top of the social or promotion tabs, enabling advertisers to secure higher visibility in users’ inboxes.
Connected TV refers to television connected to the Internet. Content can be streamed on a smart TV through apps or through Roku, Tive, gaming consoles (like XBox, Playstation), etc. This content is considered over-the-top (OTT) content. This format is highly recommended for advertisers with video or TV resources who want to reach users who do not have a subscription to a traditional cable or satellite provider.
Off-home digital screens and advertising across a network of settings such as billboards, gyms, bars and restaurants, bus shelters, office towers, etc. Inventory can be purchased directly from the publisher as well as programmatically. Programmatic execution of this format enhances screen selection efficiency, provides more targeting capabilities, gives drive scale, and integrates targeting and performance measurement.
Planning a full-funnel programmatic strategy is not an easy task, but access to a variety of creative formats within Display & Video 360 helps you plan from one place.
Regardless of the campaign goal, identifying key creative areas and where they will most impact your consumers will help strengthen your campaign base and ultimately improve its effectiveness.
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