I was having a discussion around Digital Advertising with a client of mine recently. We were debating on what kind of Google Ad to run for her ecommerce business when she made a comment, “Sanjay, who reads a text ad these days? Someone I know only looks ate the Image results while doing a Google Search.” We ended up deciding to launch a Google Shopping Ad. But the comment stayed with me.
A bit of research made it clear to me that what my client was saying was not just a single person’s opinion, but reflective of broader trends in the digital space. Many of us, I am sure, are regular users of the leading visual based social network, Instagram. And, of course, there is streaming video.
Digital marketers who started their careers over a decade ago are likely to be biased towards Search marketing. We have seen the significant and out-sized impact it made on many consumer businesses. Having seen those kind of results, when we tried Display and Video advertising, we came across a few challenges:
- Display and Video could not deliver the same kind of results that Search could, simply because we were able to target users with very high intent to take a specific action.
- Ad Creation was significantly more complex than Search text ads due to the requirements of multiple, high quality image and video content.
- Performance measurement was a challenge. Most users who see a Display and Video Ad are unlikely to click on the Ad and perform the desired action. Yes, we had View through conversion tracking, but there was always a question mark on what was the true impact of seeing the ad on the purchase behaviour.
But, over the past few years, large advertising media players have invested significant efforts in addressing all of the above issues.
Targeting – There are now powerful ways to target users for visual advertising. These include, in addition to demographic targeting, the ability to target users based on their interests and online behaviours, across both a brand’s own website and other websites or apps.
‘Responsive’ ads – Advertisers no longer require to have a team of graphic designers to create ads. As long as you have the basic assets ready, you can use the various automated ad creation systems now available to create a vast number of different creatives across multiple sizes. Even an average smartphone user can create very good video ads these days, as we can see on Instagram stories and other similar sites.
Advanced Measurement Tactics – Smart marketers are able to leverage the multiple data signals available to them across the spectrum of digital channels to have more detailed insights into the impact their visual advertisement is having. In addition, many media agencies are also able to provide ‘lift’ metrics soon after the campaign ends.
If you would like to learn more about how to develop a Visual Marketing strategy, then you might find the following articles helpful: