Categories
Case Studies e-Commerce

Sea-Band: Pinterest & Facebook

SEA-BAND: PINTEREST & FACEBOOK

INDUSTRY:
E-commerce
MARKET:
UK
SERVICES:
Pinterest & Facebook

Boosting Sales for Sea-Band: A Pinterest and Facebook Story

Sea-band offers acupressure wrist bands that are clinically proven to relieve nausea, motion sickness and morning sickness. They are suitable for both adults and children and the perfect choice for people who want to relieve nausea naturally without side effects.

CHALLENGE

Sea-bands are most frequently used by people suffering from motion sickness but they can also help with post-operative and chemotherapy-induced nausea as well as nausea from playing VR games. 

The target groups we were focusing on for our campaigns were: 

  • Pregnant women with morning sickness
  • Families with children suffering from car sickness
  • Adults frequently experiencing motion or travel sickness

The main aim of the campaign was to increase sales on Amazon where no tracking pixels can be placed. 

SOLUTION

To reach these audiences, we used a mixture of channels including Pinterest and Facebook to allow us to optimise and keep costs as low as possible. 

A detailed structure of the audience was set up using pixels. This allowed us to create funnels and get a good understanding of where users are in the buying cycle and what audience vertical they belong to. Using this setup allowed us to deliver the right creative to the right audience. 

We tested different landing pages and creative assets for the campaign and monitored and optimised throughout the campaign period. Promo codes were sent out as a retargeting push to encourage users to move from consideration to purchase. 

We found that the sales landing page we helped to create was the most effective at driving users to Amazon where they could make the purchase. 

RESULTS

We delivered large volumes of traffic as low as £0.03. 

8% of users went off to Amazon to hopefully make a purchase, effectively we managed to achieve a cost per warmed lead to Amazon at just £0.24.

You might also be interested in
Shoes diadora
Case Studies

Diadora: Make it Bright

We delivered a full suite of programmatic activity in seven markets for Diadora’s brilliant Make it Bright campaign.

Categories
Blog Guide Programmatic

A guide to contextual targeting

A GUIDE TO CONTEXTUAL TARGETING

An ad for a stroller displayed on a site for expecting parents or a shampoo ad shown before a hair makeover video. Makes a lot of sense, right?  The method that allows for ads to be displayed alongside highly relevant content is called contextual targeting and can be done through specific keywords or categories relating to the central theme of a website or page.
Contextual Targeting - Advant Technology - Programmatic Advertising 101
Contextual Targeting – Advant Technology – Programmatic Advertising 101

HOW DOES CONTEXTUAL TARGETING WORK?

Before launching a campaign, we choose a set of specific keywords, topics and themes relating to your ads on the Display Network. Google then analyses the content of publishers’ websites and matches it against your chosen keywords, topics, language and location.  An example would be if you are a restaurant chain looking to run an awareness campaign for your newly-opened branch. If a person is nearby and reading a food blog, your ad might get displayed. Because the ad isn’t disruptive (the user is already interested in this type of content), the user is more likely to respond positively to your ad. 
Contextual Targeting - Programmatic Advertising 101 - Advant Technology
Contextual Targeting – Programmatic Advertising 101 – Advant Technology

HOW TO CHOOSE YOUR KEYWORDS

The Google Keyword Planner is a great starting point to start building your keyword list. There are best practices for how to maximise the success from your keyword list. Typically, Google recommends that each ad group should contain anywhere between five to 50 keywords, and they should be shorter and more to the point than the keywords you’d typically use for organic search. 

PLANNING YOUR CAMPAIGN

For a successful contextual ad campaign, it is also important to consider the buying journey of your target group. Do you want to target users in the consideration phase? What type of content will users who are ready to make a purchase consume? By getting a good understanding of this journey, you’ll be able to draft up a more effective list of keywords. 

WHAT DOES IT LOOK LIKE?

We recently worked with  Bompas & Parr who, together with the Design Museum, organised the competition Fountain of Hygiene to raise funds for the British Red Cross in light of Covid-19. Read more about the campaign.  The aim of the campaign was to maximise the number of competition entries. To do so, we used contextual targeting to get the ad displayed alongside relevant content and in front of designers and creatives who would be likely to enter the competition.  Below you’ll find two examples of ad placements for this campaign.

DESIGN WEEK

contextual targeting example The Design Week placement shows an example of category contextual targeting where a page matches a specific pre-assigned category for which the ad matches. The Design Week has a large readership of designers and creatives and our ad would likely fit well alongside any page on the site.

EVENING STANDARD

CONTEXTUAL TARGETING AD EXAMPLE The Evening Standard  shows a result of keyword contextual targeting where the ad is displayed alongside content that matches a specific keyword. Although the site isn’t  necessarily specifically targeted towards our main target group, we were still able to display out content alongside highly relevant content.

INTERESTED IN HEARING MORE?

Our team are experts at planning contextual ad campaigns, so if you’re keen to try out this method for your next ad campaign, please get in touch and we’d be more than happy to help you plan it. 
Categories
Case Studies Facebook Ads Tourism

Polish National Tourism Board: Facebook Video Ad

POLISH NATIONAL TOURISM BOARD:
FACEBOOK VIDEO

INDUSTRY:
Tourism
MARKET:
UK
SERVICES:
Facebook video
Testimonial

“After winning a competitive tender, the Advant Technology’s team really went the extra mile to make sure that the campaign they created was spot on. Because they are such a great listeners, they understood exactly what I was trying to achieve and I can’t praise their creativity highly enough. The campaign they run for us during the pandemic brought amazing results and hugely exceeded our expectations. I would recommend them wholeheartedly as a company which provides just the right balance of professionalism, creativity and customer service.”

english logo

Dorota Wojciechowska​ 
Head of Marketing, Polish Tourism Organisation​

UK Travelers Inspired: Polish Tourism Facebook Video

We have extensive experience in planning and implementing paid media campaigns in the tourism industry, and over the years, we have had the pleasure of working with many tourism boards across the globe including Canada, Tunisia and Cyprus

Our most recent work was with the Polish National Tourism Board whose campaign objective was to inspire British tourists to one day resume their travels to Poland during a time when the UK was coming out of its first Covid-19 lockdown. 

CHALLENGE

The tourism and travel industry have suffered immensely from the coronavirus pandemic, and tourism boards around the world have seen a massive drop in the number of tourists visiting their countries. To help the Polish tourism industry recover from the crisis, the Polish National Tourist Office (PNTO) in London wanted our help in creating and implementing a creative marketing campaign to inspire British travellers to visit Poland in 2020.

SOLUTION

A memorable, fun and inspiring video was created to encourage shares and conversations on social media. Dubbed “Re-Lose Yourself in Poland”, the theme of the video was focused around the relatable elements of lockdown 1.0 where banana bread making, jigsaw puzzles and Zoom quizzes became our new reality.

We targeted people with an interest in Central and Eastern Europe and who are likely to travel in Q4. With a small budget and a target of 5M impressions, we monitored and optimised the campaign frequently to ensure we were on track to hit the target.

RESULT

  • The video resulted in over 6.1 million impressions (1.1m above target)
  • The ad generated nearly 350,000 reactions on social media, showing clear signs of how relatable the content was

Read our guide on how to promote your destination to travellers with digital advertising.

MORE TO EXPLORE

Digital Marketing Tourism Agency

PNTO vid
You might also be interested in
Categories
Blog Guide Video Advertising

A guide to outstream video advertising

A GUIDE TO OUTSTREAM ADVERTISING

Outstream Video Advertising - Definition - Programmatic Advertising 101 - Advant Technology
Outstream Video Advertising – Definition – Programmatic Advertising 101 – Advant Technology

Ever been reading an article on an editorial site and a video ad starts playing when you scroll over it? This is outstream advertising. As they tend to feel more natural in the environment they are displayed, they are also often referred to as native video ads.

Outstream Advertising - Advant Technology
Outstream Advertising – Advant Technology

What’s so great about outstream video advertising?

  • Capable of achieving 100% viewability
  • Considered less intrusive
  • People view outstream videos for 25% longer than in-stream ads
  • The flexibility makes it compatible with nearly any publisher
  • Increases click-through rates
Benefits of the Outstream Video Advertising - Advertising 101 - Advant Technology
Benefits of the Outstream Video Advertising – Advertising 101 – Advant Technology

What is outstream video advertising?

The word outstream means that this format doesn’t need existing video content to exist. The benefit of this is that publishers don’t need to host videos within their articles to display your ad, and this opens up for a much wider range of publishers to distribute your video ad across.

This ad format offers an engaging ad experience with minimal disruption. The video only plays when the ad is in view. By default, outstream videos are played without sound to cause minimal disruption, but users who wish to engage could opt in to hear the sound.

Outstream Video Advertising - Mockup - Advant Technology
Outstream Video Advertising – Mockup – Advant Technology

Compared to in-stream ad format, outstream offers greater viewable video advertising and longer viewing times.

Categories
Blog Video Advertising

A guide to in-stream video advertising

A GUIDE TO IN-STREAM ADVERTISING

Mastering In-Stream Video Advertising: Types, Benefits

In-Stream Video Advertising - Programmatic Advertising - Advant Technology In-Stream Video Advertising – Programmatic Advertising – Advant Technology[/caption]

In-stream video advertising is the most common form of video advertising and comes in three forms: pre-roll, mid-roll and post-roll. 

The in-stream format is designed to quickly and efficiently grab users’ attention, making it a firm favourite among many advertisers. 

In-Stream Advertising - Programmatic Advertising - Advant Technology
In-Stream Advertising – Programmatic Advertising – Advant Technology

What’s so great about in-stream video advertising?

  • Offers impactful storytelling
  • Increases conversion rates
  • Drives traffic to your website
  • Offers a great return on investment
  • Allows you to increase engagement with your audience
  • Can help explain complex products
In-Stream Video Advertising - Pre-roll _ Mid-roll _ Post-roll - Advant Technology
In-Stream Video Advertising – Pre-roll / Mid-roll / Post-roll – Advant Technology

What’s the difference between pre-roll, mid-roll and post-roll?

Pre-roll
The most common type of in-stream video advertising. As the name suggests, pre-rolls are ads that are played before an intended video starts and are a great option for brands looking to increase awareness, recollection and purchase consideration.

These ads are typically 15, 30 or 60 seconds long and can be both skippable and non-skippable. To create a successful pre-roll video campaign, it is vital that the first few seconds of the video are as attention-grabbing and engaging as possible. In that way, even if a user doesn’t watch the full ad, they’ll leave with a good impression of your brand.

The right targeting can help display these ads in the right context so that users are likely to engage with the ad.

Mid-roll
Mid-roll video ads play in the middle of a video and tend to be shorter than pre-rolls. As the users have already invested time in watching the video, abandonment rates tend to be lower compared to pre-rolls.

Completion rates tend to be higher for mid-rolls and they are therefore a good option for brands wanting their full ad to be viewed.

Post-roll
Post-roll video ads are the least used in-stream format and play at the end of a video. It may seem counterintuitive to play the ad after a video, but under the right circumstances and with the right strategy, this format can go a long way.

Users are more likely to click through to your page after watching an intended video. They’ve already consumed the video they wanted to watch in the first place, and are ready to jump to another page, so why not yours? For this reason, post-rolls are particularly beneficial when you’ve got a clear CTA.

Why In-Stream Video Advertising - Programmatic Advertising 101 - Advant Technology
Why In-Stream Video Advertising – Programmatic Advertising 101 – Advant Technology

Interested in hearing more about in-stream video advertising? Speak to our sales team.

To read more about other types of video advertising, read our posts on outstream video advertising and rewarded video advertising.

Categories
Blog Guide Video Advertising

A guide to rewarded video advertising

WIN-WIN: REWARDED VIDEO ADVERTISING

Rewarded Video Advertising: A Win-Win for Users, Advertisers

Think you crushed your last candy? Think again.
Ever played a game and ran out of lives and got angry birds at your friends for not sending you an extra life? What if we told you there’s an easy, fast and free way to keep on playing? Just watch a video ad and you’ll get rewarded with a new life…or access to premium content…or virtual currency. You can basically crush candy until the cows from Farmville come home.

This is what opt-in, or rewarded video advertising is about, and we’re all over it.

What is so great about rewarded advertising? 

  • The power is with the user. Don’t feel like watching the ad? No problem (but you’ll have to wait a minimum of 30 mins to get a new life. And anyone who has played Candy Crush knows Candy Crush minutes are equal to about 300 real minutes)
  • How great is the brand who just helped you reach that new level? A lot better than your so-called friends who refuse to send you extra lives, that’s for sure.
  • It’s a win-win situation where both user and advertiser gets rewarded. In our case, as advertisers who play, it’s like the best thing ever.
  • The target audience is broader than you may think with the average mobile gamer aged 38 years and female

Still not convinced? These numbers talk for themselves:

  • A Facebook survey showed that nearly three in four gamers would happily watch in-game ads  in order to enjoy free games
  • The average CTR (click-through rate) is 7.5 times higher than display ads
  • They can be 86% less expensive than video ads overall
  •  52% of apps say that this type of video ads are the most lucrative type of in-game advertising
  • 71% of players prefer watching in-game video ads than paying for an app
  • 62% of players regularly choose to engage with rewarded video apps by choice
  • 62% of apps saw user retention increase or maintain after the introduction of rewarded video ads

We’ve had great success with rewarded video advertising for many clients. Check out some of our customer success stories from Shore Projects and Activision Blizzard.

READY TO TAKE ADVANTAGE?

Ready for advertising that really works? Take advantage of our FREE programmatic or paid social review.