How to Use Display & Online Video Advertising for Brand Awareness?
Want to build awareness of your brand, product or service? Display and video advertising are the optimal ways to get the maximum reach for the lowest possible cost.
Many pay per click (PPC) advertisers focus on bottom-of-the-funnel strategies to generate last-interaction conversions. However, upper-funnel advertising is critical for sustainable growth. To get more customers, they need to know about your business, services or products.
Upper funnel advertising is the messaging that reaches users using different formats like display, video, and sponsored content before they know your brand or offerings. The top advertisers create omnichannel journeys that utilize everything ranging from search, display, and video to email, chat, and calls.
Once you have built your brand awareness, targeted advertising will show you in front of the ideal customer before they start searching for competitive services. By using upper funnel advertising, the perfect placement will put your brand across the largest possible area of your target audience.
To start with, one of the easiest and effective ways is to create a cohesive experience between your display and video advertising campaigns for brand awareness. This will help you establish and nurture meaningful relationships with your potential customers.
Let’s dig in deep to understand how these online advertising strategies help target customers at the top of the purchase funnel and create your brand awareness.
Display Advertising
Display ads are a static photo or image ads within the content of a website, video or app. The most prominent display ad network is Google Display Network which has over 2 million sites and a reach of over 90% of all internet users. Wondering how you can best use display advertising?
Use the options available to target people who share demographic information and interests that fit your target customer persona. If your goal is to reach the maximum audience possible, you must set up various different targeting options in separate ad groups to be able to modify bids on each combination without reducing overall reach.
Some basic combinations for Google Display network include:
Affinity Targeting — Affinity targeting is useful for businesses looking to drive awareness and consideration among affinity groups having a strong interest in their offerings. Affinity targeting means adding affinity groups to your audience targeting to reach people who are most likely to buy your product.
Topic Targeting — It is a combination of topics, affinity audience, and placements. It lets you place your ads on website pages matching the topic of interest of your customers. You can also use topic targeting in combination with individual placements and keyword targeting.
Managed Placements — It is the most direct way to target a site you find relevant to your target audience. This targeting option can be used to choose the websites, apps, and videos where you want to target your ads. It can help you have more control over the platforms your ads are placed on.
Custom Affinity Audiences — A more refined version of standard affinity targeting, it gives you the ability to define your audience and has more control over your ad visibility. To set up a custom affinity audience, think of at least five different interests, places, URLs, or apps that best define the audience you want to target.
Online Video Advertising
When browsing social media platforms like Facebook, Instagram, and YouTube, you may have often seen commercial ads created by companies for promoting brands and their products. Video ads refer to ads in a video format on social media, apps, websites, and other digital channels.
Much like display, video advertising also offers high visibility. It provides the opportunity to target the audience based on demographic data, topic, and interest categories. Targeting your audience correctly in the first 5 seconds of your video commercial is important to ensure the effectiveness of your video advertising.
The effectiveness of your video ad can be measured by analyzing the total number of views, drop-off points in the commercial, and view rates. Different social media platforms offer many different types of video advertising options to help increase brand awareness. There are three main types of video you can use to showcase your business, which includes:
Explainer Video — This type of video is usually 1–2 minutes in length to help people understand your vision and offerings. It is good to tell a story in your explainer video while capturing the key messages and USPs of your brand.
Pre-Roll — Usually around 15–20 seconds, these short videos ads appear before a relevant video to help grab the attention of viewers and instill curiosity in them. Adding clickable call to action is a smart way to connect with potential customers.
Vlog or Video Blog — Create keyword-optimized vlogs by picking the question that your customers want the answer for and then posting a video on social network sites by addressing the question with a keyword-optimized title.
To effectively use these upper funnel advertising strategies, work with the best online video advertising agency in Denver, Colorado Digital Experts who will help drive your brand awareness and nurture more leads toward coversion.
