Marketing Pilgrim's "Display Advertising" Channel

Marketing Pilgrim's Display Advertising Channel is sponsored by AdClarity. AdClarity helps online media buyers and planners uncover their competitors’ media plans, campaigns, creatives, best performing publishers, mediators and traffic sources.

KISS SMART: 5 Things You Must Do Better Than Your Competitors



Screen shot 2013-11-11 at 8.30.49 PMScreen shot 2013-11-11 at 8.30.34 PMIn previous posts, we have discussed how competitive the display advertising world is and how to knock out competitors; but today, I would like to revert to the old KISS adage and keep it simple by listing the 5 things you MUST do better than your competitors in order to succeed with your display advertising campaigns.

We like to use another acronym to remember these five: SMART

Styling – The first aspect involves quite a bit. The style of your creative designs, your color choices, landing page layouts…all of these must be better than your competitors.

A quick example of two long-time rival competitors, Honda and Toyota:

Screen shot 2013-11-11 at 8.30.58 PM
Which one compels you to click?

Messaging – of course, your styling isn’t everything. Though it is very important how you look, what you say is also critical and MUST be better than what your competitors say.

Another great example:

Screen shot 2013-11-11 at 8.31.14 PM
Mr. de Blasio is seen in sunlight with bright colors, the words “Progressive” and “Join Us” jump out – looks like an energetic, summery, fun group.

Mr. Lhota, though smiling, appears much more serious. Notice the dark suit, the twilight skyline. He urges you to “Learn More” rather than his competitor’s “Join Us.”

Which appeals more to you?

Adjusting – critical to success of any online campaign (but, specifically, online display campaigns) is how quickly you adjust with the times. If a news story hits that affects your customers, work it into your campaigns! If your competitor shifts their focus, consider adjusting yours.

Reaching – naturally, no matter what you say, how you say it, or how quickly you adjust, you must reach a lot of people. Advertising is a numbers game. The more you reach, the more you convert. You must increase your reach beyond your competitors. Use more (and better!) publishers, run longer, start sooner. Reach more people.

Targeting – But don’t just reach more people, reach more of the RIGHT people. Target your message to your audience: different locations, age groups, gender, socioeconomic status. Here is one last example:

Screen shot 2013-11-11 at 8.31.28 PM

Keep it simple, folks…but be SMART about it. The success of your display campaigns depends on your SMART KISSability.

  • CorrectMe

    And proofread better… An error in the very first sentence of your article is not reassuring. “In previous posts, we have discussed how competitive the display advertising world is and how to Competitive Intelligence for Advertising to knock out competitors;”