A guide to targeting the triple play audience with DCO

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Bannerflow customer, Telenor, have recently started experimenting with video in their display ads as a simple addition to capture the attention of viewers. Engaging, effective, and creative – video is an excellent way to increase brand awareness.

Using an in-banner video widget to tell a story to viewers

Featuring close ups of a family to match the family price offering

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Strategy 2: Automated feeds and real-time offers

In a rapidly changing market, it’s essential for operators to be able to reach new audiences with the latest products and offers.

However, for a display advertising campaign the time to market can be long, with a month between design concept to publishing. What’s more, for ‘real-time’ adjustments to products and offers within your ads, an agency may even quote you a 48hr turn-around!

Using a real-time sync to your product inventory and automated data feeds offers your team the chance to reach new customers in the moment.

Automated data feeds can be used in-banner and can link directly to a product inventory, pricing list, or media library – in fact, any of your live data! Without this technology, you will struggle to be both timely and relevant using display advertising.

The opportunities automated data feeds present for brands across industries cannot be denied. Yet astonishingly, only 17.3% of display campaigns in Europe use this technology today.

only

17.3%

Most display campaigns are not utilising feeds, infact less than 1/5th.

It is remarkably easy to set-up too. Using a creative management platform (CMP), it can be done in-house or by a member of the creative team in a matter of minutes. Thereafter, your campaigns will always be ahead of the curve showing the latest 5G payment plan or iPhone contract days before your competitors.

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Telia Companyhave worked hard to pair both creativity and data in their display advertising. This campaign is a great example of using realtime data feeds to show the latest offers and pricing to prospects!

A range of sizes to suit all devices and publishers.

With Bannerflow, we can reach out to our customers with the latest offers and opportunities three times faster than before.

Pricing is connect to a live feed for this product to ensure up to date deals.

Caroline Ekstrand Head of Marketing Projects & In-house production

Telia Company Sverige

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Strategy 3: Geo-location data

Targeting is essential to any marketing campaign. But are you using the right form of targeting? Geo-location is cited as one of the most common factors of any successful display or digital-out-of-home ad.

Geo-location data blurs the lines between online and physical stores. Indeed, brands across industries are using geo-location data to direct foot traffic into stores. Using dynamic creative, operators can provide specific rewards and discounts in areas nearby to selected stores and tailor messaging to specific customers.

Sony Mobile is an excellent example of a brand using geo-location data to drive in-store traffic. Using geofencing technology, Sony identify potential customers in close proximity to a store which stocked its mobile devices and then used targeted display advertising to reach them at home when connected to Wi-Fi.

The result? 2

footfall

9.9%

Average footfall up by 9.9% to Sony stockists.

Average engagement for Sony 84% higher than industry standard.

engagement

84%

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Using a CMP geo-location data can be used to target the right person in the right place with ease.

Simply sync feed data tailored to location into dynamic creative or digital out-of-home (DOOH) ads.

No coding, no complications.

O2 are an example of a brand successfully using geo-location advertising in their DOOH campaigns for this Samsung phone. 3

They used geofencing to target ads on digital radio, Soundcloud, and Deezers within 500m of the OOH site for a comprehensive multi-channel campaign.

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Strategy 4: Interactive rich media campaigns

Interactive elements in your display advertising can make the difference between success and failure when it comes to your campaigns.

Use of rich media has proven to increase click-through rates by as much as 200%.

And It doesn’t need to be complex either! Rich media can be something as simple as a small animation or a search function. 4 CTR

200%

The fact is that, display advertising has lagged behind other digital marketing channels when it comes to creativity and innovation. Yet, rich media provides as an effective tool for brands to catch the eye of consumers and stand out from competitors within display advertising

UK telecom operator, Talk Talk 5 , made the switch to HTML5 rich media and managed to decrease their cost-per-acquisition (CPA) for campaigns by 12%. The learning? Static banners might be an easy way of producing campaigns, but they will not produce the same results that rich media ads will.

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This is best demonstrated by Icelandic telecom brand, Nova, who used video and rich media in their display advertising as part of a campaign involving local singers/ songwriters – each one linked back to the artist’s playlist on Spotify that encouraged high levels of engagement with the ad.

This Spotify widget links direct ly to the artist in the video.

Video as well as rich media for higher engagement.

Voted the best Bannerflow display campaign of 2018, Nova demonstrated that video and a unique idea is all you need to catch a viewers attention.