People who are more online and more active online are also more likely to see online advertisements. That is logical, of course. But this group also recognizes the better storytelling, the result of new advertising formats and better integrated multimedia campaigns, sooner and appreciates it more. This online active group says twice as often that multimedia campaigns have made them think more positively about brands than people who are much less online. The latter group says almost twice as often that they find multimedia campaigns annoying and intrusive.
online ads storytelling
Poorly executed campaigns have undoubtedly contributed to the negative image of online advertising. But don't immediately reverse your planned investments in online. In general, online advertising allows you to build your brand much more cost-efficiently than traditional media. You just have to approach it carefully. Marketers need to understand their (online) target groups better and adapt their strategy to the preferences of the different target groups.
By properly mapping the online behavior of your target group(s), you will not only learn how many ads people see on average. More importantly, you will also learn where they see the ads, what they expect from campaigns and how they are likely to respond to a campaign.
The people who are least online only use websites israel telegram data and social media channels if it gives them a very concrete advantage. They are the last to embrace new trends and still watch a lot of linear TV. The group of active users, on the other hand, mainly orients themselves online and then buys the next pair of trendy sneakers in the webshop.
The contrast between these two groups will continue to exist for a while. The more mature the market and media choice, the more a brand will have to deal with the different digital behavior of different target groups. It will then become increasingly important to do something with these differences.
Three simple ways to incorporate these insights into your online advertising strategy
As a marketer, take advantage of the target group division into 'very active online' versus 'not very active online'.
1. Integrated approach suits everyone
Integrated campaigns are up to 31 percent more effective when it comes to building your brand. Yet our research shows that one in four campaigns fails to meet that criterion at all. Ensure consistent content across every platform and format, so that every expression in your campaign tells the same coherent story. Many campaign elements work for all target groups. Everyone expects multichannel campaigns to contain the same basic elements across the board. The same logo, the same pay off and message, the same story.