Gold hunters of marketing land, bring your shovels over here. We’ve picked up a nugget or two – or five – from Google’s data mine of consumer insights. If you attended October’s dm Forum in Melbourne, you would’ve heard Google insider, Christy, spill secrets about the golden nuggets of ‘unskippable’ ads, mapped from their research on YouTube – just get a load of these:
Nugget 1: Your brand, the hero
Don’t leave your brand product or service under the rubble. Your brand should shine as the solution to the problem. But for the most part, cross off the essentials in effective brand placements: show your brand in the first five seconds of the ad, make an audible mention of your brand, and ensure your logo is on the hero product!
Nugget 2: Funny works – for the right brand
One humorous moment can make a person’s day. And it’s those moments worth recalling again and again. A little humour and suspense in your ad creative can make your brand memorable, but it’s not for every brand. So apply with caution!
Nugget 3: Putting music into the mix
Music can carry the heart and soul of your ad, setting up the appropriate emotional connection with your audience. Do you want your brand to unlock happy, mysterious or uplifting mindsets for your audience? Christy also addressed the idea that visual components of your ads should be just as captivating without sound as well. But the thing is, once consumers are captured, they will opt in for the audio of the content as well. So don’t just throw your audio creative into the creek!
Nugget 4: Friendly faces win
Have you ever caught a glimpse your reflection and turned back for a second look? Or perhaps you walked passed someone you thought you knew and doubled back to make sure it was them. Familiar faces can improve your brand’s relevance to your audience. You could be leading with celebrities liked by your audience, or people that almost mirror your audience – be it females, children or single men. That means the friendly face leading your brand’s creative changes between demographics groups.
Nugget 5: Be wise with your creative devices
Sometimes the path to gold isn’t the straightest one – or the only one. Give your target audience a range of ways to engage with your brand. For instance, you may have captured an audience’s attention with animation content, but some viewers may want to interact with your brand in a different way before they even consider your offer. But once you have their attention, give them something to do – we suggest a strong call-to-action (e.g. “download now”, “dig here” etc.). By increasing audience engagement with your call-to-actions, their attention for your brand will grow into sentiment, and eventually loyalists your brand will treasure.
If your map to find advertising gold for your digital campaigns needs an update, call us at the office on 1300 932 435 for a chat. Or drop us a line at firstname.lastname@example.org and we’ll get back to you within 48 hours.
And cheers to thank Frank Chamberlain of Action Words for officially having us on board the dm Forum journey as one of their proud sponsors. The dm Forum will be back next year – so sign up for an invitation to the next one here.