By: Michelle Blakley
Programmatic advertising has created a path for new brands, niche product providers and business of all kinds to introduce their brand and increase competition for the benefit of the consumer.
This new frontier of advertising has developed a completely new experience for the consumer. Understanding the experience of the user changes the design and angle of creativity brands execute for the purpose of effectiveness.
Unlike other mediums, these advertisements are reaching users after they have been qualified. Users have abandoned the research that identifies them as a brand’s target market, based on their behavior.
Now, users have turned their attention to the week’s weather, a dinner recipe, global news or the stock market. The challenge is capturing the attention of your audience and keeping it long enough so that they abandon the current behavior to Learn More, See How and Save Now.
To conquer this new frontier, here are five strategies to test against your programmatic banners.
Make it Bold and Disruptive
The banner has three seconds to capture the audience’s attention.
The banner needs to interrupt and redirect the path of attention to itself.
Make it Static
Animation increases the likelihood that the banner will be passed over by the user.
The user will not want to commit to watching animation for a brand that is unfamiliar.
The graph below is a case study showing the success rate of static verse animation.
Make it Personal
Using personal pronouns does not always make it personal.
Using the noun of the user you are targeting makes it personal.
If your market is engineers, use the word engineer to capture attention.
If your market is doctors, use the word patient or medical to capture the audience.
Make it Direct
State who the brand is with the logo and what the brand does.
Less is more.
Be direct enough to capture and simple enough that a need is established for the user.
Make it Clear
Clearly tell the user what to do next.
Call them to action.
Michelle Blakley is a writer, research assistant and marketing professional. She is currently a Senior Campaign Manager for the Programmatic medium. Outside of her professional career she enjoys cooking, reading and drinking coffee.