The effect of internet advertising "Great Leap Forward" strategy

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Guide: Online ads are trapped under the line of thinking?! Some people think: this is a Urumqi. Network-can infinitely wide, unlimited depth of the multidimensional world, why should the law of the plane? Two-dimensional leap to three-dimensional, simple two plus one, but may make the whole industry prospects for wide. As the network advertising industry veteran front-line fencing, Harry Gold has the most current experience of industry ills, the most aggressive reflection.

He thought: "When offline advertising wants to play on the line, I'm sorry, please listen to professional online advertisers." Clearly reveal the nature of the industry, only in order to deeply explore the value of the industry. Ten years of practice, Shari. Harry Gold's five recommendations are of extraordinary practical value. Advertisers (both online and offline) must read!

As a network of advertising media experts, I always to those in the "online" call to jump to the top of the big ads care times to. No one doesn't care! In my personal online advertising career, there are always the accompanying-flashing, popping, flowing, inserting. Through these constant observation, I see the difference between two-dimensional and three-dimensional advertising activities more and more clearly. Two-dimensional creativity should be said to be a line of creative fine-tuning-to make the offline ads into the banner of the size of a simple correction. Three-dimensional advertising in the design of the beginning or the adjustment process have a completely different theme. This is to benefit from data mining, brand interaction and customer analysis. Are these benefits not exactly what the online media must offer and are naturally adequate?

Two-dimensional and three-dimensional, the difference between the two kinds of advertising activities is enormous. One is simply to let you think about it, feel it or know something. In this kind of activity, the click Rate is only accessory. Another kind of advertising campaign, not only to complete all of the above tasks, but also to stimulate the ad customers are particularly eager for the network behavior-to promote the desire to buy, or to introduce participants into the sales "trap". And all of these expected behaviors can be measured completely.

I occasionally work with offline companies, despite being a purely media expert on online agencies. These offline companies will look for us when they want to increase the online "part" of an ad campaign for a client. They will require a performance evaluation model for interactive activities. It is often assumed that interactive advertising should be required. Therefore, our media buyers, in the negotiations often have to face very tyrannical requirements. We are required to promise countless value-added and exemption clauses. And we, make every effort, apply all the banner advertising service technology, advertising campaign tracking technology, trying to perfect tracking and analysis.

There is a contradiction here. As an online media agency, we are always asked to assume 100% of the responsibility for the success of the advertising campaign. In fact, we are not at all interrupting the idea of what we are managing and running through the entire online campaign. Often, these ads themselves lack interest, unattractive, difficult to cause clicks or interactive behavior, and the activity page that the advertisement points to also does not have the clear, can induce the user to participate in the behavior plan. It seems that people have forgotten that even the best media programs can only deliver your ads to your target audience, and that the resulting clicks and behavioral results are still advertising ideas.

What's even more depressing is the fact that online advertising campaigns, usually just mirrors, are mirroring the ongoing offline activity. Different versions of the banner ads are so alike, assuming that one sinks, the rest will sink. If, in an advertising campaign, all the banner ads, are the same, in addition to the temporary freshness does not provide other value, then its inevitable result is not to generate clicks. At this point, you can do to the ongoing advertising creative optimization?

No!

I've heard too many online ads that can effectively promote brand awareness. I totally agree. When I meet some customers, the brand awareness of the set, as a measure of online advertising is the only criterion for success, no one more than I like to advertise this. Some customers and agencies do not care: what is the difference between a "click" and an "action" approach to an online ad compared to those on a highway billboard? For these people, the "click" and "action" considerations are completely superfluous. I did work with clients who completely ignored the metrics of clicks and actions. The brain "lingering" is this: as long as a little brand effect, enough son!

But for those of you who are more concerned about the results than the "impressions", your creative discussion table is a good place for our professional media professionals. After all, we are the people who follow the results of the idea, and in the last ten years, more or less always learn something.

Here are some ideas for the "House of Representatives", the representatives of the interactive media represent the suggestions that can help offline people to apply interactive three-dimensional logic to online advertising campaigns.

Diversification: Under the premise of paying attention to the brand, in the brand and advertising activities to maintain a consistent balance, remember to have a large number of significant differences in banner ads. The greater the difference, the better the execution, which allows you to sifted out the real gold--those that can bring high clicks.

Benefits: Impact rate has two major elements, interest and action invitations. Online creativity must be able to say, "This is what we can do for you", "You can get these benefits immediately". The use of these value-focused quick-impact tricks can bring miraculous rewards and effects.

Shortcut: Avoid too long import process, from the outset to provide benefits. If your advertising interests and actions are hidden in the fifth level page, and 20 seconds after the ad is displayed, then the user is not likely to hang with you, waiting for you to return.

Theme: To ensure that the user landing page is highly focused. Continue to build the "benefits" that have been announced in the banner ad, and immediately provide the benefits you promised in your action invitation.

Measurable: If the customer wants to be judged by the CPA (rate of action), don't listen to the customer telling you it's a brand building ad. Make a list of the behavioral elements that can enhance or disrupt the effectiveness of the ads in the CPA model, and then plan the banner ads and landing pages based on this.

Always invite online media teams to participate in the creative meeting. Whether it is to bring the creative outline or the idea will be held in accordance with the above five points. In the end, you'll have a chance to see a scene where a client smiles when he sees a tracking report. This is the result of multidimensional advertising campaigns.