Introduction

An effective digital marketing strategy generates qualified benefits and therefore significant ROI.
To achieve this, such a strategy is based on two pillars:

  • Target audiences in line with your customers / prospects profile
  • Engaging visuals aligned with your needs.

As such, an appropriate visual format combined with strong staging constitutes an essential performance driver. The aims are firstly to improve user engagement and also and above all to optimise the results of your marketing operations.

Going beyond mere visuals, genuine creative experiences need to be delivered. These should be immersive enough to capture the attention of users, for any need or event.

Let's take a look at how visuals can constitute effective solutions to meet the main needs of advertisers.

Promotional Event

  • Animated visuals showcasing a promotional event in order to attract the attention and arouse the interest of users
  • Possibility of customising the visual by including the address of the point of sale located closest to the user to help them project themself and thus increase their level of engagement

Product Promotion

  • Carousel format highlighting a section or a shelf by scrolling through a selection of products (max. 5 products)
  • Intuitive and engaging format leaving plenty of room for visual-user interactions
  • Possibility of customising the visual by including the address of the point of sale located closest to the user to help them project themself and thus increase their level of engagement

Digital Circulars

  • Mosaic format particularly suitable for commercial operations including a wide range of products (max. 12 products)
  • Immersive visual allowing users to easily scroll through the items as with a traditional "paper catalogue" encouraging them to interact to discover the products
  • Unique opportunity to customise the visual by including the contact details of the closest point of sale

Awareness

  • Embedded video (max. 15 seconds) in IAB display format shown in an exclusive environment (no pre-roll ads, no other types of background content)
  • Ability to highlight your brand universe in a premium advertising environment
  • Unique opportunity to customise the video's content with the contact details of the closest point of sale

Cross-cutting recommendations

Mix up different
sizes of creatives

  • Interstitial ads and square banners enable a message to be conveyed in its entirety. User engagement is only reinforced.
  • Pencil banners provide an adequate solution to increase reach (the available inventory is often larger). They offer the double advantage of intensifying the repetition of the message while not being too intrusive.

Make the visual
more interactive

  • Adding a geocontextualisation component (DCO) indicating the nearest point of sale with redirection to GoogleMaps is particularly suitable for Drive to Store operations because it improves the user engagement rate and the number of point-of-sale visits.
  • Adding a “Go” or “Learn more” call to action directing the user to the advertiser's site increases the CTR by around 11% to 22% depending on the creative format used, demonstrating the strategy's impact on the level of user engagement.

Opt for simple,
powerful phrases

  • The amount of text on the visual should be limited, to make it easier to read. The content of the visual should not saturate the mind of the user.
  • The visual should only present key information concerning the offer or product (e.g. promotions, product name and price, dates or periods).