1. The essential elements of an effective brand awareness strategy

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The essential elements of an effective brand awareness strategy

Attracting audiences at the top of the funnel is a key strategy for telecom marketing teams and an essential part of driving new business.

In the competitive telecom industry, with both disruptive players and global giants – it’s increasingly important to attract the right audience, with the right message, at the right time to drive new business.

Nowhere presents more opportunities for this than display advertising. With Google’s Display Advertising network alone you can easily reach relevant audiences. Plus, with new developments in creative and personalisation technology, you can create ads that are hyper-relevant and show offers to prospective customers well before your competitors do.

For leading operators such as Telia Company, Three Sweden, and Telenor display advertising plays a crucial role in their top funnel marketing strategy.

Read on to learn how you and your team can use display advertising to your advantage…

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Strategy 1: Video advertising

Across marketing teams worldwide, video usage is on the rise. In fact, according to IAB Europe, video accounted for 33 per cent of the display market and €7.6bn in spend in 2018. 1

Plus, in a 2019 Bannerflow report on display ad performance we discovered that video banners performed 18.4% higher than their static equivalent. Social video has shown the most rapid development supported by the rise of Instagram TV and stories across platforms. But what about display advertising? In Europe, video display advertising still lags far behind; with over 80% of banners still stuck in a static format.

Yet for driving engagement with your brand across channels, catching the consumer’s attention is essential – and video is one of the most effective ways of doing so.

Video advertising is not something that should be limited to Instagram stories either. Adding video to your banners is simple with a creative management platform (CMP) too.

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