3 Creative Ads Type for Digital Marketing
Traditional advertising is actually isn’t that different to that of the Digital Advertising. But what makes digital advertising more beneficial to your business? Essentially, traditional advertising only covers limited market since it is advertised only in newspapers, magazine, radio station, and mass media. Those potential consumers that were not covered with the local media won’t be aware of the product or services you offer. Whereas in digital advertising, there’s a lot of opportunities for potential consumers since in not only covers local advertising but also international.
In today’s generation, marketers have come up with an effective digital advertising that achieves strategic goals all along the marketing funnel. The digital advertising is divided into three branches: Concept ads to attract interest and awareness, content ads that turn interest to desires, and lastly, commerce ads that bring these desires to tangible actions.
The first branch is the concept ads. Concept ads lie on the top of the funnel. Aspiring to match the impact of the very best advertising and upper-funnel goals that they fully produces, carefully crafted and finished products to generate brand awareness and intent to purchase.
They used those ads to continue grow and drive by marketers that need to create new desire and demand. The most used concept ads are Digital video ads and IAB Rising Stars that are full-page Flex and Billboard.
Online brand impact ads were the most common method of evaluating success. They typically measure the things such as awareness, brand affinity, and purchase intent, and also the change in attitudes towards the understanding of brands.
There is also a growing body of evidence that is not widespread. It suggest the in-view time which strong correlate with brand effectiveness. In short, the longer the ads in viewport of the target audience, is the stronger the lift of the brand.
On their research, Goldstein, McAfee and Suri made a compelling case concluding the exposure times of up to one minute that there’s a strong and casual influence of exposure time on the ad recognition ad recall, with the decrease of the marginal effects to the durations beyond to this level.
Chartbeat is a digital attention analytics company that observed the same results by finding out that when the visitors saw “read more.” they recall more on the brand next to the content that they just consumed.
Nevertheless of how success is measured on a campaign basis, there’s still a widespread understanding that digital concept ads work to drive brand. Independently, they still continue to be in demand.
However, we are now living in a world where content is fluid across screens, and must be digital concept advertising. The reason of this was on 2015 the IAB was creating Flex Ad Standards to be the creators to deliver a responsive brand concept ads and buyers and sellers to transact on a single cross-screen ad equivalent. One of the early examples of a Flex Standard is the IAB Full-Page Flex Rising Stars.
The second branch is content ads. This enhances the consumers to understand the brand or the product. It accomplishes by providing high-quality content which the viewer can engage by reading or viewing, sharing, or commenting.
These content ads frequently deliver as a stream of assets in a vertical ad format or in a stream of content which currently called native advertising because of the dominant form of content advertising.
The third branch is the commerce ads which dominate the display today, especially the ubiquitous retargeting types that persistently follow consumers across the web. This is typically rendered in a previous generation ad standard. These ads tend to reflect the focus on their design.
However, the smart marketers, agencies, and publishers are strategically apply all the three types of Digital Advertising to achieve objectiveness across the purchase funnel.