Five Ways to Ensure Advertisers Maximize Ad Spend Investment
With the average American spending more than 6 hours per day online, it's evident that advertisers need to establish a strong presence in the digital space. The digital marketplace offers a plethora of opportunities, but it's crucial to invest wisely. For advertisers, ensuring their online campaigns are strategically set up for success translates into increased performance.
Here are five ways to ensure advertisers get the best return on their digital investment:
Premium Brand Environments: The last thing online advertisers want is to make substantial investments that do not deliver or, even worse, jeopardize their brands. Advertisers seek reputable brand environments, such as local news sites, to ensure their brands are protected and enhanced by trustworthy, reliable, and relevant content. Within these types of environments, advertisers connect with consumers while they are in the right mindset, rather than catching them off guard in unexpected areas.
Targeting: The modern consumer is always on the look out for what is next, this means many want immediacy, which is incredibly advantageous for online advertisers. Using effective targeting strategies, including demographic, behavioral, and/or geographic targeting, advertisers can give consumers exactly what they want and/or need. Relevant targeting creates a speedy, serendipitous connection that consumers welcome.
Appropriate Reach: Along with targeting, advertisers need to ensure they are reaching the right audiences across relevant sites and markets. It’s important to identify multiple high-impact opportunities that will effectively connect advertisers with their target markets. It is a bit like Goldilocks, not to wide and not too narrow because without appropriate scale, advertisers can miss out on profitable opportunities to convert consumers.
Proper Frequency: Increased ad exposure is an absolute must. Why? Message repetition increases message recall (Psychology 101), which results in more actions. The more consumers see a powerful brand, the more likely they will connect with it and keep it top of mind. Strong brands should strive to become an unforgettable, integral part of consumers’ lives. Proper frequency within a short timeframe can act as a reminder throughout various stages of the consumer journey. But balance as key, too pushy and a brand comes off as annoying or even worse — creepy.
Creative Messaging: Stand out in the crowded digital landscape by employing creative and engaging messaging. Advertisers should focus on crafting messages that resonate emotionally with their audience, using storytelling, humor, or unique visuals to capture attention, pique interest and drive action. Creative messaging not only attracts consumers but also builds a memorable brand identity that can drive higher engagement and results.