6 Key Strategies For Great Entertainment Display Campaigns
The Entertainment industry is progressing towards using more advanced forms of display advertising. Yet, what are the strategies that can help your brand move ahead of the competition?
Indeed, there really is no time like the present when it comes to putting new strategies into action, with consumers now firmly digital-first thanks to the impact of the global pandemic.
In this article we suggest the following strategies to help your brand create its best ever entertainment focused display ads:
- Increase consistent ad production via automation
- Take control of localisation with cloud-based translation management
- Use real-time technology in your display campaigns
- Use Rich Media widgets to beat banner blindness
- Combine display and social ad production
- Find your best performing ad with creative optimisation tools
1. Increase consistent ad production via automation
Sustaining a powerful brand presence requires consistency across your display advertising and accuracy at high volume.
However, in order to achieve these two essential factors you need the ability to create pixel perfect ads fast. And when it comes to display advertising, making sure your team has the production automation tools they need is a dealbreaker when it comes to delivering.
What does this mean in practice?
Use a powerful ad creator, such as Bannerflow’s Creative Studio and you are able to create ads fast. Not only that but you are able to preset brand guidelines across campaigns. Meaning that regardless of designer or location, your ad creative will always display the correct typeface, logo and imagery.
And where does automation come in?
Automated production is the ace up your sleeve when it comes to brand consistent ads at volume. Imagine total creative freedom including animation and interactivity, but with the benefit of scaling at volume too. Automated production can support your team through:
- Smart scaling – Replicating a master design to all sizes and formats you need, at huge volume.
- Not needing to code – Creative automation tools code help duplicate the HTML of individual ads, meaning designers can create rich media campaigns easily.
- Collaboration – Benefit from a world-spread team and share content edits, sign offs and flawless campaigns on-brand and at record speed.
- Speed – Combine collaboration, campaign management, and streamlined production to go from concept, to published, multi-market campaign in a day.
2. Take control of localisation with cloud-based translation management
Today, attracting audiences across the globe has never been simpler, or as easy to manage – and at the heart of this is powerful localisation tools. The old ways of long email chains are just not good enough.
Indeed, campaign management software is supporting display advertisers in being more productive across formats and channels, in any language, and in any market around the world. And, at the heart of this capability are functions and tools that make translation management a simple process.
How does translation management work?
Platforms such as Bannerflow offer localisation features that enable your team to assign entire ad campaigns to colleagues or professional translation teams wherever they are in the world. Meaning that can accurately adjust text in the ad, via the cloud and in-platform, with speedy results.
But language is just one localisation consideration to take care of. You will also need to make sure that your team has a tight grip over brand consistency and local cultural nuances too.
This is important as one misstep here, and the damage could be consequential. Therefore using cloud-based platforms to oversee the localisation process across teams is a smart move. Meaning content can be reused and localised effectively.
3. Use real-time technology in your display campaigns
Acting in the here and now is essential for your brand’s ability to react in an agile way, without limitation. By using real-time solutions you can update live display ads instantly with the latest offers or products.
However, limitations in real-time working for entertainment campaigns can come in the form of regulatory processing or having a complicated ad production process across lots of teams, or agencies.
However, there are ways to overcome this. Here are two strategies your brand can adopt:
Firstly, using integrated publishing, or direct publishing, means your display ads can be updated, across ad networks even while live – ensuring your messaging reflects current offers or situations.
Seamless integrations between a campaign management solution and ad networks not only streamline the publishing process but enable full real-time control too. Thus, copy and ad creative in live ads and entire campaigns can be updated or replaced in an instant across markets.
Data feeds are a great way of making your entertainment display ads even more relevant. They offer the ability to present consumers with ‘live’ content and you stay relevant.
- An automatic data feed uses a spreadsheet to regularly update the content in an ad. These can contain data such as words, and sentences, numeric values, image URLs, and links.
- While, a live data feed offers the ability to pull live data from your product and pricing inventory, and display that too.
What makes these campaigns notable is their relative ease to create and control via premium campaign management software. All you need to do is connect a data feed to your master creative! This will then show the products or offers you want displayed across all ad sizes and variants of a display campaign.
4. Use Rich Media widgets to beat banner blindness
Owing to the need to create ads at a large quantity and quickly, engaging ads and interactive ads have been dropped in favour of static or basic creatives. Thus, banner blindness can be a real issue.
But, when using a powerful ad creator, such as Bannerflow’s Creative Studio you no longer need to make sacrifices like this. Instead, your team’s creativity levels will increase as they gain access to a library of rich media assets which they can simply drag, drop and customise to your brand.
Enter drag and drop Rich Media
Interactive campaigns work best when using HTML5 Rich Media widgets – these enable interactivity and remove the need for expensive manual coding. Indeed, Creative Studio offers designers the ability to drag and drop interactive elements and customise them to the needs of their brand.
Meaning interactive ads can come in many forms, with basic interactivity including, using a scroll, adding a video, slider, or hover effect. Or you could use more advanced features, such as seasonal campaigns with dramatic countdowns or even games.
Use the power of rich media to bring your brand to life, and make banner blindness a thing of the past.
5. Combine display and social ad production
We suggest now is the time to combine the design and production of entertainment display and social campaigns to increase ROI and stay consistent across channels.
Instead of using multiple production tools to create a multi-channel campaign, streamline your design tools and stay in one platform. Simplifying production and saving precious hours of tedious design tasks.
Automate display and social production
Making use of the ad creator of a Creative Management Platform (CMP), means you can use the smart scaling feature to create and export social media ads based on the same master creative.
Not only does this save your designers time but it means you can create entire cross-channel campaigns for any of the major social or display networks at high speed.
This is particularly useful when you are running multiple campaigns across display and social channels. Thus meaning you can seamlessly connect your strategy, stay consistent, and streamline workflows.
6. Find your best performing ad with creative optimisation tools
Creative optimisation refers to the process of optimising display ad creative and copy based on data. And for some marketing teams it’s also one of the hardest elements of performance marketing to get right.
You may be familiar with A/B testing but there are now many other methods to increase your ad performance using creative optimisation.
Scheduling and creative rotation
A scheduling tool means you can run (at a minimum) two different campaigns at the same time, using the same media placement, plus analyse results in real-time.
Using scheduling, such as Bannerflow’s, enables you to give each campaign a different weighting according to either results. Or choose how often you want a version of an ad displayed. This means you are able to run your campaigns at the same time and analyse which is performing best according to the metric of your choice.
Through a scheduling tool, you can weight one creative set in favour of the other too. Or you could set up one offer to start a few days after another. Simply, drag the desired campaigns to the desired dates, sit back and watch the impressions roll in.
Auto-optimisation is a method used to improve the performance of ad creatives which cuts testing time in half.
An auto-optimisation algorithm considers each ad impression as a unique test. Minimising the number of impressions served to underperforming ads and maximising performance instead. Begin with as many ad variations as you want and quickly the auto-optimisation will find your best performing creative.
By using this tool, you have the opportunity to uplift conversion by 50-150%, simply by finding your most engaging display design.
Imagine you are launching a brand new game to the Swedish market for 18 to 25 year olds and you want to test, which of the new characters in your game is the most popular amongst – now you can do this live!
Next steps for entertainment campaigns
If you would like more info about how your brand can achieve its goals, download our market’s guide to entertainment display ads now, or get in touch with Bannerflow to see how our platform can help!