The Consumer-Centric Approach to Creating Insight-based Ad Creatives
09 November 2018
As millions of Indians go online in order to socialise, work, browse, research, and most importantly, buy, the internet and its various platforms such as social networks and E-Commerce websites have become great mediums for brands to reach out to consumers.
In my view, a successful digital ad design is one that addresses shopper intent, context, and preference. This will ensure a more meaningful ad experience because it rests on the basic principle of ad relevance.
Understanding Purchase Intent
Mapping the intent of the customer and then delivering an ad tailored around it, is essential to create a relevant and non-intrusive ad experience. Brands need to use monitoring tools to discover whether a brand’s audience is interested in knowing more about the brand, is possibly considering a product, or is seeking the best deal to purchase the product.
The key to identifying a prospect customers is to look into their:
- Intent history along with category levers
- Social influence
- and Context
Once you understand these, the next step to create hyper-personal messaging for your customer cohorts and distribution of the messaging via right channels at right time.
Tailoring to the audience
Owing to our ever-changing content consumption patterns, the best ad experience will be one which keeps pace with these changing preferences in real time.
There are three key factors that influence the content we consume online.
First, is the medium on which the content is consumed. Given the properties of each device and one’s consumption patterns on multiple screen or device types, the same ad cannot be served on all said devices. By using insights on where and how the target audience likes to consume content, one can optimise the same advertisement for different digital environments in order to achieve better engagement.
The second factor is content preference. If your user likes watching content that has more text over video or display, then advertisers can use this information to adapt their advertisements to the user. On Hotstar, for example, people spend 20 to 40 minutes watching videos in various genres. Here, serving a video ad makes sense as long as it is in sync with the genre of the content being watched.
The third factor is the external physical environment. Let’s take something like weather. In a country like India which has varied weather conditions based on geography, we forget how weather influences behaviour. For example, showing a sunscreen ad in the summers or serving an ad about winter apparel in winters will be better appreciated by the audience as it directly addresses the environment-driven need of a consumer. Paradoxically, the assumption that jackets are purchased only in winter may not hold true in all cases because of instances where people plan to go on summer vacations to cold climates, and therefore browse for winter wear. Advertisers need to account for all types of lifestyle choices made by their customers and plan their messaging strategy accordingly.
Thus, being ready and able to modify ad properties to suit the ever-changing customer context is an essential capability that retailers on E-Commerce must be able to build in order to give their target audience the perfect ad experience.
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