Home  › Media › Media Buying

5 Must-Haves for Your 2012 Campaigns

  |  December 22, 2011   |  Comments

The top must-have technologies, placements, formats, units, and properties to consider as you embark on a fresh year of advertising.

The holidays aren't even over and already digital marketers are busy planning their 2012 campaigns. Always this time of year inspires us to reflect on what we've done, what we've learned, and how these things can be leveraged for our next ad buy. With this in mind, I've compiled a list of some must-have technologies, placements, formats, units, and properties to consider as you embark on a fresh year of advertising. Not only have these proven successful in months past, but they're likely to remain effective in the months to come.

  1. Ad exchanges. Throughout the past year we've seen media buying agencies incorporate ad exchanges into virtually every kind of campaign. For big brands that require added volume, exchanges can provide more tonnage than working with a regular network alone, and having access to more volume can help brand performance. Throw in the benefit of real-time bidding - with it, you know you're getting a market rate for your buy - and you've got a valuable supplement or alternative to your existing media buys.
  2. Google Media Ads. Why limit your paid search campaign to text ads when you can show active searchers movie trailers? This is an excellent way to present a product in action without having to stray from the familiar search realm. It's different from a Google AdWords buy in that it can be purchased for a flat fee, and Google automates the targeting process instead of requiring advertisers to set keywords.

    So far this format is primarily being used by entertainment companies; Disney, for example, is promoting its movie "The Muppets" with expandable trailers embedded in Google Search Ads. As Google expands its availability, so too will advertisers be able to expand their video reach.
  3. Branded YouTube channels. Arguably the king of branded video content, YouTube has seen an upswing in branded content channels from companies eager to promote their products through video while also engaging consumers in an online conversation. Because YouTube is, in essence, half video player and half message forum, it allows brands to meet a dual objective.

    It also comes with a positive reputation that attracts consumers to consumer-generated content and heartens them to stick around for the branded stuff. Advertisers like Disney, Swiffer, Victoria's Secret, Walmart, and Pepto-Bismol are all actively maintaining YouTube channels, along with countless others. Walmart is currently using the space to promote its, "12 Days of Giving" program, while Pepto-Bismol has updated its channel with funny seasonal videos that encourage consumers to, "Eat, drink & be covered" during the holidays.
  4. Shoppable mobile ads. If you aren't already making your mobile ads "shoppable," you could be doing your brand a disservice. Studies show that consumers are ready and willing to shop by smartphone, so companies would be wise to incorporate buying functionality in their mobile apps and tablet-based digital catalogues, as well as to establish one-click buying through mobile banners.

    Also worthy of consideration for upcoming campaigns is QR codes. According to a study from InsightExpress, more than 50 percent of smartphone owners can now identify a QR code. As more brands incorporate these into their print materials, they should make them highly visible, place them in the "natural eye flow" of the ad, and succinctly explain what consumers stand to gain from scanning the codes. InsightExpress says 32 percent of heavy smartphone users are already scanning them in-store.
  5. Banners that can be saved. In the spotlight this year was the idea of saving banner ads so that consumers could revisit them at their convenience. Through platforms like AdKeeper, brands stand to boost engagement rates…if not control when consumer engagement actually takes place. AdKeeper says that once kept banners typically receive a 5 percent click-through rate, and brands need only incorporate the company's code into their display ads in order to participate.

It will take some time for the concept of saving ads to reach mass penetration, but in the meantime, facilitating this activity will give early adopters the chance to interact with your brand and product without immediately having to leave the site page on which they originally find your ad. In other words, this easy embellishment is worth experimenting with in 2012.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Tessa Wegert

Tessa Wegert is a business reporter and former media strategist specializing in digital. In addition to writing for ClickZ since 2002, she has contributed to such publications as USA Today, Marketing Magazine, Mashable, and The Globe and Mail. Tessa manages marketing and communications for Enlighten, one of the first full-service digital marketing strategy agencies servicing such brands as Bioré, Food Network, illy, and Hunter Douglas. She has been working in online media since 1999.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...