Synchronization of online campaigns – how it works and how to use it in FMCG Hristo Nikolinski Country Manager for Bulgaria
Question
How many of you watch TV with your smartphone/tablet/laptop next to them?
People are online while watching TV
Opportunity 65%*
30%
5 min
OF YOUR AUDIENCE IS WATCHING TV WHILE BEING ONLINE
OF VIEWERS LEAVE DURING THE AD BREAK AND USE SECOND SCREEN
ENGAGE WITH YOUR AUDIENCE AT THE RIGHT TIME
TV CREATES THE MOMENTUM THAT LASTS AROUND 5 MINUTES
*Source: www.consumerbarometer.com, The Connected Consumer Survey - Parallel TV & Device Usage
Opportunity: Moment Marketing MOMENT
CREATIVITY
REACH
Identifying which are important for campaign /TV, Radio, weather/ Creative for that special moment
Run Display/Facebook/Google campaigns during that special moment
Which are those moments New ice-cream flavor launch
Promoted in news feed
Coffee company promoting competition Search how to apply for competition
How to use it Online advertising with product that we want to connect
Jingle of TV show represents specific target group
What do you prefer?
Favorite song for specific group, or song conected with some mood
What did she eat?
-
Hamburger Pizza
DID YOU What do you prefer? SEE IT?
-
Hamburger
What did she eat? What did she eat? Hamburger
Pizza
Pizza
Online advertising with massive reach
How it works
Synchronization Constantly monitoring brodcasting for jingle „sample“ which identify our moment
Running online/facebook campaigns during this momentum that lasts around 5 minutes
Set your Online ads with synchronization We buy the advertising space
Set the whole campaign Sync your ad spot with your Display, Facebook, Google, Video campaigns
Interactive advertising - Unique communication opportunity for interaction
VIDÍŠ TO?
DID YOU SEE IT? What did she eat? Ktoré písmenko tvorí logo? What did she eat?
Písmenko “i"
Hamburger Hamburger
- Písmenko “y"
Pizza
Pizza
- Answer a question and user will enter the competition
DID YOU SEE DID YOU SEE IT? IT? did she eat? What What What did did she she eat? eat?
-
Hamburger Hamburger
Pizza
Pizza
TV sync Case Study – CSOB bank C A M PA I G N O F B A N K SECTOR CLIENT PROVED TO DELIVER 50% HIGHER CTR.
“We are proud to call ourselves think-leaders and ambassadors of new ideas. Sync of TV ads with our online campaigns is an effective tool that leverages the programmatic digital ad buying for better reach of our costumers” Martin Gazárek
CMO ČSOB
TIMING: 16 DAYS
IMPRESSIONS: 858 612
NUMBER OF TV SPOTS SYNCED: 480
TV sync Case Study Campaign by: C A M PA I G N O F P H A R M A C Y S E C T O R CLIENT PROVED TO DELIVER 18%
H I G H E R C T R F O R D I S P L AY A D S .
TIMING: 23 DAYS BANNER IMPRESSIONS: 1 034 539
VIDEO STARTS: 299 357 NUMBER OF TV SPOTS SYNCED: 164
CASE STUDY Weather Synchronization Campaign idea by:
BRAND Media agency:
Exclusive execution and technical implementation partner:
GOAL OF CAMPAIGN Reach and engage mobile online users in the right time for enjoying a nice ice-cream, showing them distance to nearest shop and how to get there
SOLUTION • Etarget sync tool - mobile display campaign
is
activated
when
temperature reaches 30°C degrees • Campaign is synchronized in 6 main geo locations so that it reflects the
local temperature
SOLUTION • Sophisticated banner showing the
distance to nearest shop based on
https://www.etarget.bg/public_preview.php?b
user’s location, as per the GPS coordinates of 5000 shops • After click, user lands on web site with map locator of nearest shop with “Bandi” ice-cream
https://izida.bg/promolocator/
DISPLAY SAMPLES screens of banner on mobile pages
showing distance to shop landing page
BASIC STATISTICS • • • •
period of campaign 33 days in July-August over 3 000 000 impressions over 6000 visits advertising was displayed on over 7 000 sites & apps
•
distribution of clicks during the time of day:
SUMMARY AND INSIGHTS • Synchronization allowed for distribution of impressions and clicks in the most appropriate hours of the day. Allowing for bigger audience engagement and most relative product consideration in the hottest hours of the day • Increase in sales of Bandi Old Time ice-cream with 27% in season which registered decrease in sales for the whole category • Geo location with warmer weather during the period of the campaign, received more impressions • Impressions were shown on wide range of sites and APPs from all categories with bigger share of premium medias
Formats you can use Google search Facebook ads
Formats you can use Display banners on Desktop&Mobile
Formats you can use Pre-roll video Ads
Video Banners
Formats you can use CUBE •
high visibility and recall
•
more effective than standard formats
•
engagement rate 10,5%
•
CTR 0,43%
Formats you can use MOBILE EXPAND •
mobile platform
format only •
very good ratio price/performance
Formats you can use EXPAND BANNER •
expandable banner from 300x250px to 900x500px
•
very high visibility
•
high CTR - 0,75%
Formats you can use CROSS SLIDER
•
animation from side to side
•
more ads in one place •
engagement rate 12%
•
300x600px
Formats you can use SCRATCH
•
easily attract and keep attention
•
scratch with your mouse or finger
•
advantage of interaction of user with banner
•
useable in both - PC and mobile platforms
•
300x250px
What ETARGET does Banner advertising Text advertising Direct purchase Online video advertising Retargeting Customer support
ETARGET • Etarget offers online advertising to clients in 9 countries from Central and Eastern Europe since 2002
•
Etarget advertising is used by more than 55 000 clients and advertising agencies .
•
Reach of tens of thousands of local and international web sites.
Thank you Contact Hristo Nikolinski hristo.nikolinski@etarget.bg +359 878 450 610