Leap out of the box with online adverts

MBOMBELA – Times are tough, and when it comes to your business’s advertising budget, you occasionally have to think outside of the box while measuring your marketing campaign’s return on investment. But should you be spending your budget on digital or on traditional print media? How do you decide without the luxury of a marketing expert?
Today, combined campaigns are gaining importance because consumers connect with more types of media than ever.

This might make it difficult for you, the business owner or entrepreneur, to decide on an appropriate and effective medium. But, if you’re a fan of traditional print media despite the relatively higher cost, it might be worth your while to give your campaign a boost by venturing into the digital advertising sphere – where you might get a lot more bang for your buck.
“The formula for traditional versus digital and social media spend will vary greatly from business to business, so it is important that you consult an established media house which can advise you accordingly,” says Lowveld Media group sales manager, Ms Michelle Botha.
However, online banner ads get a bad rap. “At Lowveld Media we often find that clients are not aware of the pros and cons of digital advertising, and simply dismiss the opportunity to gain a whole new market online. And yes, while click-through rates on them are relatively low worldwide, the success of a banner campaign comes down to creative quality, as is the case with any other marketing campaign,” says Botha.
Google Media Lab’s Mr Bob Arnold, shares this notion in his report Inside Google Marketing: Banner Ads Can Be Creative and Effective. So, can banner ads drive brand objectives or sales? Yes. “We’ve found they can lift awareness and rev up intention. We also see display as a great means to build ‘frequency,’ or how much the consumer sees the ad. Banner ads are relatively cheap to produce and highly targetable. They can be effective when you have the proper objective and utilise the format in the right way,” he says.
Arnold shares a few of Google Media Lab’s insights on how smart creative strategies can improve banner efficiency and performance:
1 Be compelling: Banner ads have to be eye-catching enough to attract attention. Only then does your marketing message have the opportunity to break through. Things like animation, the use of faces, brand colours and clear text help banner ads stand out.
2 Be concise: At any given moment, someone might see a banner ad and only pay attention to it for a moment. In that moment, be concise to make sure your message sticks.
3 Be clear: Banner ads tend to be relatively small, so you don’t always have a lot of space to work with. Don’t try to say too much; the ad may just end up looking cluttered. Instead, clearly communicate a single marketing message about a single product. The need for clarity goes for call-to-actions, too.

In addition to improving your online-ad efficiency, using multiple forms of media helps you because you can analyse and measure each medium’s engagement or response. “By looking at print and online responses, you see what strategies work for which medium and are able to detect patterns in consumer’s reactions to your campaigns, and ultimately, allows you to be more cost-effective with future campaigns,” says Botha.
According to Ms Irma Green, national group editor for Caxton Local Newspapers, it is important to choose the right medium to spread your message, especially if you have a limited advertising budget. “The media industry, like any other, is going through tough times. Worldwide the move into the digital era has altered the game plan and the financial model of the publishing industry. The Lowveld Media team offers specialists with many years’ experience. To be a player in this industry, and remain sustainable, is difficult.

Being part of a media group such as Caxton, makes it possible to invest regularly in new equipment, be exposed to the international media market and regularly train staff at the Caxton Academy. Trust the brand that has been around for many years. We are here to stay and remain committed to offer advertising and publishing solutions.”