As marketers, we’re often focused on refining keywords, copy, and calls-to-action, even as the people we’re looking to engage are drawn to immersive and visual experiences. With new technology, brands now have the opportunity to adapt and lean into what really engages potential customers.
Let’s have a look at a few different impactful format that can help you deliver your message:
- Virtual Reality /Augmented Reality is a good example of that:
A recent survey conducted by Google found that 6 in 10 people say they want to be able to visualize where and how a product could fit into their lives.
Source: Google Consumer AR Survey, 2019
Furthermore 50% of consumers say they would be more likely to buy from a brand using augmented reality. source: BRP consulting
Take MAC Cosmetics, for example. The beauty brand launched a YouTube pilot, that allows people to virtually try on lipstick colors using their smartphone.
During the campaign, video viewers spent 45 seconds on average virtually trying on lipstick and collectively sampled more than 4.3 million shades. This creator campaign didn’t just drive virtual lipstick trials; MAC also saw a 1.81% shop click-through rate.
Source: Google case study
This shows that the way you deliver your message and stimulate your customer has an impact on all the KPI’s of your campaign.
With an attention span that gets lower and lower, especially with the young generation, it is very important to offer interactive advertisement.
Here are a few innovative format that can help you reach your customer in an effective way:
1) Swirl (available for programmatic buying in Google DV360): It is an immersive 3D display ad format that allows people to interact with an ad in a new way.
In the case of Adidas, they used a swirl format for a campaign for a new sneaker model in Latin America. The ad drove a 4x higher engagement rate than with a regular ad, rich media benchmarks and had an average viewable time of 11 seconds, which indicated that the ad captured user attention. The 3D creatives also drove a return on ad spend (ROAS) of ~2.8 for the Colombia market.
Source: Google case study
2) Parallax is a croll based display experience, it creates the perception of depth which comes from having multiple images move at slightly different speeds, all paired again with the users’ scroll.
3) Social Display ads are authentic recreations of social media posts configured to deliver in traditional banner placements, using programmatic. Social Display ads consistently deliver increased CTR when compared to traditional banner ads. Consumers have a familiar experience in a trustworthy environment making them more likely to convert.
4) Audio advertising is also a great addition to visual advertisement as it targets a large audience in a new intimate environment. Consumers spend now 29% on average of their time in audio. It is also now available on Youtube as people use the platform more and more even as a backdrop to daily life. The first results seem promising with more than 75 percent of measured audio ad campaigns driving a significant lift in brand awareness.
Source: Google Internal data, Global , June 2019-March 2020
More than only the format it is important to keep the device your user will be using in mind. In a mobile first world your advertisement must be tailored for mobile before anything else.
Living in a competitive advertising world, being innovative is key to differentiating yourself from competition and to stay relevant in the years to come.