Going beyond clickbait: How to really create a high impact ad

Digital ads sometimes get a bad reputation for relying on clickbait to generate views. However, we believe that a true high impact ad can drive consumer engagement and build a relationship with your brand. Successful high impact ad units are easier to build than you think once you know the types of content that motivate and inspire your audience.
Our team can help you create engaging, content-rich ads that entice your audience to learn more. For inspiration, we want to share a few of our favorite high impact ad formats and when to use them.

Pre-Roll High Impact Ads:

There’s nothing new about pre-roll ads. They were one of the first high impact ad formats to hit the scene in 2007, just three years after YouTube.com web live. But they work. Pre-roll ads appear before a viewer watches streaming content such as a YouTube video, or a show on Hulu or Netflix. Because consumers are used to seeing previews before movies, the format isn’t jarring or unexpected. Most viewers have to wait a before they click out of an ad, giving your team an opportunity to show off their creative chops with something that will grab viewers’ attention before the dreaded “skip ad” button appears. If your content is good enough, viewers will want to share – not skip – your ad.

Reactive Animation, Takeovers, and Splash Screens:

Banner ads and pop ups appear statically and can be removed or avoided with the simple scroll of a mouse or or click of an “X.” By simply replacing these weak advertising tools with high impact ads you can lift viewer engagement by 67%, similar to a recent study done by Yahoo. Reactive animations (which slide down the screen in line with your content), takeovers (which disrupt the entire surface of the user’s tablet, phone, or monitor), and splash screens (which overlay a page’s content), are all more immersive options that force the user to take a pause and digest your content — hopefully deciding that it is worth their time — and exploring further.

Push Advertisements:

On the other end of the spectrum, push ads make advertising less intrusive by allowing the viewer to slide down a page’s content with a standard accordion or shelf feature. Viewers can open and close the ad depending on how relevant it is or how much time they want to spend on that content. Because this UX feature is common on many websites and apps as a way to organize information, it creates viewing consistency with whatever your audience is already looking at and makes ad content feel more natural. While making ads blend into the background may seem counterintuitive, this practice reduces negative feelings triggered by traditional ad units, making viewers more likely to focus on your message rather than automatically tuning out ad content.

Interactive Banner Ads:

In your next ad, try using gamification, allow users to drag and drop information in the ad field, or create a playful, interactive call to action that focuses on sharing knowledge rather than making a sale. Over 63% of consumers said they were annoyed by ads featuring overt sales pitches according to a study by HubSpot. Instead, viewers opted for ads embedded in rich imagery and interactive content. Interactive ads allow you to create a warm, welcoming experience rather than a transactional pitch, which will increase qualified leads and reduce bounce rate. Because clicks will result from genuine interest in our brand and content rather than a short-term promotion or sale, these visitors are also more likely to return to your site again.

So, forget those static ad campaigns and get creative! If you need help generating ideas for your next high impact ad, contact our team for creative support or case studies showcasing what’s worked for businesses just like yours.

Why you’re missing out by not investing in vector graphics

If your business isn’t investing in vector graphics, it should be. And we’re going to tell you why. Some advertising agencies don’t want to share why vector images are so powerful because they are concerned of having less work for their creative team if businesses learn to self-serve. We know the value of any agency partnership should extend far beyond campaign churning and burning so we’re not worried about giving this information out. We’re here to talk about vector graphics.

WHAT ARE VECTOR GRAPHICS:

Vector graphics are perfectly scalable, mathematically-based images and designs that create pictures and logos based on layered shapes, gradients, and patterns. Designers (or business owners), can make images that can be shrunk or enlarged for any print or digital work imaginable. The file sizes tend to be smaller and cleaner than enhanced images making sharing, editing, and updating a breeze.

AS OPPOSED TO WHAT:

You’ve probably seen vector graphics hundreds of times but didn’t realize it; They look as good as any picture or Photoshop project you can imagine. In fact, many designers work exclusively in vectors since they are much easier to edit than photographic images. This is especially true for logo and icon work. Vectors are created using tools such as Adobe Illustrator (or the free-based Vector software). Unlike photography, vector graphics allow you to create pictures that can be duplicated, recolored, and manipulated with no limitations. Check out some ways we’ve helped local businesses do just that.

WHO CARES:

This is important for several reasons. First, it creates seamless brand consistency. Need to change your logo to appear on a dark background versus a light background ? It covers that. Need to adjust the size of your logo to fit on a business card? No problem. Need a web icon that will appear across the site? It’s got you covered. Typical image edits a business needs to make on a day-to-day basis are easy to implement using vector graphics. What might take an hour or two on Photoshop usually only takes a few minutes using vectors. Because vectors are easy to edit and scale, you don’t need to worry about accidentally going off brand or radically skewing your image. Every aspect of the image can be easily duplicated or edited down to the very layer.

Vectors are also easy to create. You don’t need to spend hundreds of thousands of dollars for a high-end photoshoot when you can create beautiful images from the comfort of your laptop. It also means you can rely less on generic stock images and more on the creative vision you have for your team. Once you invest in a few great vector graphics, you can repurpose them and edit them for a wide variety of needs giving you the best bang for your buck. Vector images can be customized to your exact liking so you never have to worry about seeing your images on a competitive website or campaign unlike stock photography. And unlike customized photoshoots or artwork, you can cut cost without cutting quality. And we can help.

WHEN TO CALL THE PROS:

Once you have a foundation of vector images to use, edits are easy. We’re confident any business owner or designer can extend the life and relevancy of your vector graphics across channels and creative needs. But, it’s best to leave that foundation to the pros. If you’re unsure what types of vectors would be most useful, give us a call. We’ll help you determine how you plan to use your vectors, what types of edits might be most common to your business, and what your key assets should be. We can build the start of our creative foundation together to use for your brand guidelines, campaign needs, and beyond.

Multi-channel marketing meets tourism & hospitality

The need for strategic, multi-channel marketing has never been more apparent than in the tourism and hospitality industries. Consider these two facts:

  • Two-thirds of both offline and online purchases begin on a mobile device. That is to say that the initial research or product discovery occurs on consumers’ smartphones or tablets.
  • 61% of purchases that start on a mobile device are completed on a different digital device such as a laptop.

When you also consider that the average vacation purchase cycle takes 30-days or more (usually overseen by the female head of household even if she isn’t the primary provider), that leaves a lot of room for your would-be customers to slip in and out of the purchase journey. Don’t let your customers’ natural switch between devices while conducting research, comparing options, and weighing the value of this large-scale purchase, all the while marching through this long-tail sales experience be a recipe for missed opportunities.

Leverage multi-channel marketing in the tourism industry:

Instead, use this reality as an opportunity to create a tailored, multi-channel marketing strategy that blurs lines between devices to enhance – rather than fracture – the shopping experience. According to Forbes, “the vast majority of media interactions are screen-based and so marketing strategies should no longer be viewed as ‘digital’ or ‘traditional’”. And we couldn’t agree more. People are constantly consuming media from their smartphones, computers, email inboxes, televisions, and radios. Trying to keep them separate or hoping to shepherd customers through one, sole channel is simply not realistic.

Tourism marketing hinges on our ability to translate the perceived value of a wholly emotional purchase, which is why it is especially important to reach your customers at exactly the right moments. Retargeting, campaigns that encourage device switching (such as a contest that draws customers from a television spot to your Facebook page), or carefully placed emails and banners can all make this task easier.

Invest smarter, not harder in tourism marketing:

Creating a strategy that touches the most likely places your customers will be starts with data. Most marketers can’t be everywhere at once, so it’s important to invest in the right channels at the right times so your messaging reaffirms your brand values and the unique experience your destination affords. Your local Orlando marketing agency can help with that. There’s no need to reinvent (or reinvest in) the wheel when agency partners like us have access to a wealth of market and behavioral research that can guide and direct these types of decisions.

Make decisions that maximize your reach without maxing out your marketing budget by observing your customers and competitors. Social media, in particular, is a great way to glean information about what your customers are interested in if you need quick insights. Also consider what your competitors are doing. If you want to take them on head-to-head, plan your budget accordingly. If not, think about where these same customers are congregating that they aren’t.

Multi-channel marketing allows you to succeed in a hyper-competitive world with blurred digital lines and fierce pricing strategy. And it’s much easier than you think. Click here to learn more about the types of creative services we offer and how we have helped our clients bridge their media needs with ease.

Why your business should care about Optimal GeoSpace

If you’re a digital marketer, you’ve probably heard the term “geofencing,” which refers to our ability to track and serve location-based advertising to customers. But, since July, there’s a new game in town: Optimal GeoSpace. UberMedia – known for pioneering the customer data and social marketing sectors – introduced a more refined version of geofencing that tracks the nuances of your customers’ behavior in real-time format. These insights reveal granular data about when, where, and how your customer journey evolves.

This information helps marketers determine the type of campaigns that are most relevant to your customers and how they like to shop. Most importantly, it allows us to be at the right time, at the right place, with the right content. These breakthroughs are especially important for direct marketing initiatives as well as business planning and investing. Here’s how.

Optimal GeoSpace for direct marketing:

You wouldn’t email your customers about the hottest new winter coat in July (or maybe ever if your customers are based in South Florida like our team of Orlando marketing agency experts). You probably wouldn’t host a blowout sale on boating supplies in a landlocked, desert community. On the flip side, almost every major electronics store runs a Black Friday or Cyber Monday sale because that’s what customers expect. These are the basics of direct marketing. All promotional marketing should be relevant and timely based on your customers’ expectations, seasonality, and purchasing patterns so they are primed to purchase prior to receiving your offer. This concept is simple when you zoom out and look at annual business trends and sales cycles. But Optimal GeoSpace takes this concept one step farther.

Now, imagine your restaurant’s peak hours are between 6:00 pm – 10:00 pm, but you want to begin offering a happy hour starting at 5:00 pm. Instead of blasting your promotional material to every passerby who may or may not be interested, Optimal GeoSpace can help you determine when your target audience’s foot traffic increases and when they area primed to receive a notification about your happy hour. Maybe your ideal customers take a long lunch nearby, so sending them a discount notice during lunch may increase your happy hour attendance. Maybe your restaurant falls on peoples’ commute home, so an invitation to escape rush hour with discounted drinks may serve your needs better. Optimal GeoSpace boosts location-based direct marketing techniques by refining real-time data so you can narrow your messaging and timing to reach the potential customers you want when they want it.

Business planning and investing with Optimal GeoSpace:

As your business expands, Optimal GeoSpace can also help you determine where to branch out. In the same way that this technology tells you when your customers are ready to receive a discount, Optimal GeoSpace can help you identify other areas where your customers are naturally congregating and conducting business. This type of information will help you perform business forecasting that will determine whether an investment (or even rental or leasing price) is worthwhile for a particular venture or expansion.

Optimal GeoSpace can help you choose the best place to open a business so that your location fits your natural business model by highlight people that behave the way your best customers do. Once you’ve found pockets of like-minded customers, you can expand your business to meet and greet them, rather than waiting for them to discover you.

Knowledge is power. And Optimal GeoSpace gives you deeper, more meaningful insights to understand your customers and satisfy their needs. It can give you a leg up on your competitors and help you plan for the future more carefully. Click here to learn more about the variety of analytics and insights tools our team uses to take your business to the next level.

4 of BIGEYE’s most creative minds spill favorite design advice

We’re about to let you in on a BIGEYE exclusive. Four of our Orlando marketing agency’s most creative minds dish on their favorite design advice. Whether you’re a designer, a business owner, or a production specialist, their advice speaks to the challenges we all face in our fast-paced, marketing-driven world. So sit back, relax, and soak in the good stuff.

Seth Segura, Creative Director: Solve the right problems.

Our Creative Director Seth brings a lot – and we mean a lot – to the table. His experience ranges from copywriting and design, to thought leadership and brand strategy. But at the end of the day, he always leads with results-first, which is why his favorite design advice hinges on solving customer or business problems. As a designer, it’s always tempting to lean into what is aesthetically pleasing; but as a creative marketer, you need to think about what problems you’re solving for your customers through design. When you look at a print ad or a web page: yes, it should absolutely look visually pleasing. Color balance, line, and composition are always king (unless you’re talking to the content folks on our digital team). But, your design must also enable customers to experience a new emotion or help them accomplish a specific task. For this reason, designers who specialize in user experience (UX) creation and page layout are some of the most highly sought-after talent in the marketplace. In addition to having a strong creative eye, these types of designers are trained to think about how customers will interact with their work. For them, that webpage button isn’t just red because it looks good … It’s red because it draws the customer’s eye to your business call to action and signals how they can complete a task. Fashion, meet function.

Rhett Withey, Lead Designer: Be up for the challenge.

Rhett has amazing intuition about what creative elements will work, and which will fall flat. In addition to having a natural sense of design principles, part of his success stems from tackling challenges head on. When thinking about his favorite design advice, he knows that chasing new design trends and emerging media every time something new comes out can turn a designer into a jack of all trades and a master of none; but that getting stuck in a rut, or resting on your portfolio’s laurels isn’t enough to stay on cutting edge of the design world. Rhett balances his own deep expertise against stretch goals and challenges that cultivate his leadership and design skills. To do this in your role, spend at least 15% of your time experimenting with new design media, raise your hand to lead a challenging new project, add research spikes into your work flow, take a class to explore new techniques, or partner with other creatives on your team. There are literally hundreds of ways to polish your skill set without compromising your current projects once you commit to doing it. While it’s always tempting to stick with the status quo, taking on new challenges fine-tunes your intuition and will make your work even sharper.

Dani Alfonso, Designer: Value your work.

One of the best pieces of design advice we can offer is to be passionate about and value your own work. Dani’s passion for her work shines through in both her professional output and in all areas of her life. Whether she’s traveling, enjoying time with her miniature schnauzer, working at her desk, collaborating with our team, or finding inspiration in the world around her, Dani lives with earnest passion that embraces creativity around her. And that is critical when designing for a living. As Chris Spooner, design blogger and theorist once said, “the clients aren’t always right. It’s okay to disagree with their demands if you can back up your own opinions with professional theory.” There will be times, as a designer, you will need to throw away work that you love, or defend work your clients hate. The trick is recognizing those situations when they arise and handling them with grace and confidence. Designers are one part creative expert and one part translator, charged with interpreting their clients’ business needs against the background noise of opinions, deadlines, and resource constraints to create something beautiful and functional. To do this, a designer needs to be confident in their knowledge and skills — and not afraid to share them.

Matt Hutchens, Video Producer: Manage the madness. 

As a video producer, Matt needs to manage crew members, wrangle environmental factors like lighting and weather, anticipate unexpected snafus, capture the perfect angle, balance timing, and weave together tone and messaging … to just name a few. It makes sense that his design advice is about having a design process that inspires creativity and ensures quality work. To help manage the madness that inevitably arises as business needs change and situations evolve, have a design “Q&A checklist” that covers the basic checks and balances necessary before signing off on a project such as spacing, spelling, contrast, and color in line with your brand guidelines. Designers often bear the brunt of the creative burden, so don’t be afraid to consider time savers such as collaborating, outsourcing, or finding good ways to use stock photography or video (when appropriate). Strategic time saving techniques free you up to do your best, most inspired work. Put some space around your creative process so your ideas stay fresh and your focus on point. Whether that means creating a design den for your creative team or letting people work from home once a week, figure out what your business needs to thrive and don’t be afraid to do something unconventional to enable your most talented minds.

Still want more from our star-studded team? Check out examples of their work here, or give us a call to discuss how we can add a little inspiration to your creative process. We are always eager to share design advice with our customers, but would love to hear what works for your team as well. Shoot us a message or share a comment on how your design team works best. Two heads are more creative than one!

It’s all Roman to me: Understanding CPM campaigns

CPM stands for “cost per thousand.” As in Roman numeral M. And if that sounds like Roman – we mean Greek – to you, you’re not alone. CPM advertising leverages the desire brands have to be seen. In advertising, media vendors charge brands based on every 1,000 impressions, or views, of a given advertisement. For example, a media vendor may charge $50 cost per thousand. Translation: that’s $50 for every 1,000 times your ad appears on a variety of websites, blogs, and digital news sources. But, just when you think you’re becoming fluent in digital ads, a vendor may charge $300 for that same cost per thousand. And you thought all roads led to Rome.
The trick to understanding CPM units is realizing they are priced based on a variety of somewhat ubiquitous factors, including how often viewers tend to click ads, how narrow your ad audience is (i.e., did you choose the “spray and pray” model or hone in on blogs your target market engages with), or the ad placement itself. Even the ebb and flow of your own brand popularity may play a part in your vendor’s media pricing. To help you navigate your strategy, we’ve created a cheat sheet of all the basic information you need to know before launching any digital spend.

BATTLE ROYALE: CPM vs. CPC CAMPAIGNS:

Before we go any further, let’s get one common point of confusion out of the way. CPM is not the same as CPC. CPC stands for “cost per click.” In other words, this represents the actual price you pay each time someone clicks your digital ad and has no bearing whatsoever on CPM exposure. While these two terms may seem similar, they are as different as the Greeks and Romans. When launching digital advertisements, you can choose either a CPM strategy, or a CPC strategy. Not both. On average, CPM units tend to be cheaper than CPC units. For example: $50 CPM vs. $1.05 CPC, which would be $1050 per thousand. The reason is because even though your ad may appear on a page one thousand times, that doesn’t mean every viewer sees, notices, or interacts with your advertisement. In this way, a click is more valuable because it represents higher intention and a more engaged user. Sometimes. The distinction comes from knowing the goal of your media spend. If you simply want brand exposure, CPM may be the perfect, most cost-effective strategy for your organization. If you’re using digital advertisements to close a revenue gap, CPC may be more effective in getting you to your bottom line.

SO WHY CHOOSE CPM CAMPAIGNS:

We love CPM campaigns to help build broad exposure, increase loyalty, or generate interest and excitement. CPM campaigns are great for established brands hoping to keep their products at top of mind and new brands looking to grow their customer base. They are great for all industries and all types of products. Generally, we recommend ads as a complement to any comprehensive end-to-end brand campaign that touches social media, web, and maybe even traditional media such as print or television. What makes CPM campaigns so effective is that you can get hyper-granular about where your ads appear. If you’ve launched a new children’s clothing line, you can feature your ad exclusively on parenting sites and mommy bloggers. If you are a financial advisor, you can introduce your firm on trade sites, bank homepages, and the financial section of the news. Unlike print ads and billboards, you know exactly who is seeing your ads and whether it is aligned with their needs.

HOW TO START YOUR NEXT CPM CAMPAIGN:

We’re excited for you to get started on your next campaign too, which is why our creative team at your local Orlando marketing agency is on call to help you kickstart the work. As you look forward to launching a CPM campaign, make sure you set clear, measurable goals, choose your audience carefully, and time your campaign spend around your natural sales cycle. And remember, your local marketing agency always maintains tight relationships with regional and national media vendors so, when in doubt, call in the experts. We can help you do everything from negotiating fair pricing, to translating marketing jargon, and everything in between.

 

CPM campaigns are the cornerstone of digital advertising; so don’t let confusing terms or uncertainty deter you from taking part in this powerful tool. Click here for more ideas and successful campaign examples.