In today's fast-paced digital world, brand advertisers face the challenge of capturing consumers' attention and driving sales across multiple channels. According to a 2023 Nielsen study, campaigns with strong creative impact have shown a significantly higher return on investment (ROI) and effectiveness compared to those with low creative impact.
In this blog post, Maurice Rahmey, Co-Founder & Co-CEO of Disruptive Digital, a Performance Agency focused on strategy and buying of advertising across Facebook and Instagram, Google, TikTok, Pinterest, Snapchat, and LinkedIn, explores how advertisers can create compelling ads that drive sales in the omnichannel retail landscape.
To ensure your ads resonate with the target audience and achieve marketing objectives, it is essential to address several strategic considerations:
- Clear Marketing Objective: Define a clear marketing objective or media key performance indicator (KPI) that aligns with your product or service. Provide the audience with a compelling reason to consider your offering promptly.
- Relevance to the Audience: Tailor your creative to be relevant to the specific audience segment targeted in your campaign. Understanding your audience's needs and preferences will enable you to create content that resonates with them effectively.
- Call to Action: Incorporate a clear call to action (CTA) in your ad that aligns with your marketing goals. It should be evident to viewers what action they need to take after engaging with your ad.
- Clear Destination: Make it clear where viewers can take the desired action. For example, if your product is available in a grocery store, ensure the ad indicates this clearly. Bonus points if you highlight the specific retail partner.
- Brand Presence: Your brand should be prominently featured in the creative. Building brand awareness and recognition is crucial for long-term success.
Tactical Considerations for Different Ad Types
Different ad formats require specific creative considerations. Here are some tactical tips for feed-based video ads, Reels (and Story) video ads, and image ads in the feed:
1. Feed-Based Video Ads:
- Design with sound off in mind, as most video consumption in feeds occurs without sound.
- Capture attention within the first few seconds since most viewers watch less than 3 seconds of a video.
- Showcase your brand early and consistently throughout the video.
- Optimize for the 4:5 aspect ratio to maximize screen real estate.
- Experiment and try new approaches to engage viewers effectively.
- Keep it simple and highlight a single benefit or product.
- Try unconventional angles or perspectives to make your content stand out.
- Use varied layouts and interesting compositions to make the ad visually appealing.
- Create a focal point in the foreground to guide viewers' attention.
- Consider the mobile best practices mentioned earlier.
- Tailor the messaging to resonate with the target audience's needs.
- Focus on your core products that drive the majority of omnichannel sales.
- Pay attention to merchandising to enhance the appeal of your ads.
Creative + eCommerce Enablement = Big Results
Now that you’ve got creative best practices down, it’s important to also use a multichannel
eCommerce platform like MikMak which allows you to easily sell via several online avenues instead of one. An eCommerce platform like this can unlock many benefits, like the ability to:
- List your products across more marketplaces
- Shorten and optimize the path-to-purchase from ads to retail partners online:
- Optimize the path-to-purchase from your website to retail partners online and offline:
- Improve targeting and marketing effectiveness to retail partners
- And more!
By following the strategic and tactical considerations outlined in this blog post, advertisers can create ads that resonate with their target audience, deliver a clear message, and drive sales across multiple channels. As the retail landscape continues to evolve, it is crucial to stay agile, experiment with new approaches, and optimize creative strategies to succeed in the omnichannel space.
Check out Disruptive Digital’s report, How to Drive Omnichannel Sales on Meta, to learn more.