Online advertising is only going to become more important as organic traffic to web sites, videos and other destinations becomes harder to find and harder to manage. For all businesses, no matter if they’re a startup or a well-established presence on either social media, the process of getting the attention of buyers is the lifeblood of their company. Therefore, the mechanisms of engaging those buyers is a top priority.
Some of those business owners and marketing managers might be wondering how they can incorporate more dynamic media into their advertising. After all, they are competing with similar content on social media sites and in videos. It’s much easier than you might first imagine.
The Book Metaphor
In the world of publishing, customers find their way to a great read by following the exact same path every time. The first thing they see is the cover. If they like it they read the blurb. If they like that they read a sample of the book. Lastly, if they like that they usually buy the book and are very likely to enjoy it.
If the book metaphor is compared with advertising, the cover is the ad. The blurb is the landing page. While there are always steps beyond the landing page, the truth is the basic attraction equation starts with the ad and ends with the landing page.
This is an important model, as it can be utilized as a showcase for dynamic media.
From Hook to Close
Because online ads and especially mobile ads must often be limited to practical sizes and formats, it is often impractical to employ elaborate media in the ads themselves. That said, those ads need to be compelling enough to hook readers and potential customers. They need to lead those people to your landing page, where the magic happens.
On your landing page, you have total freedom, so you can take over the screen, use video, animations, music, and sound effects and even infographic imagery. Landing pages can even be adapted into slideshows or full-scale presentation art.
The key to making the landing page work is for the initial ad to attract an audience.
It is a well-known axiom on the web that audiences are more likely to respond to content with images and video. The conventional wisdom can be further expanded to include posts with an infographic or animation.
Animation in the form of an animated GIF, HTML5 content, or other formats should be of particular note because the human eye is geared to notice movement. By and large, most web pages don’t “move” in the traditional sense, meaning animation is still enough of a novelty that it will attract attention. GIFs can be a particularly powerful attractor, especially those that have achieved virality.
Infographics should also be of particular note because they elicit a curious response from the average reader. Visually interesting images are likely to not only get attention, but keep it. Holding a reader’s attention is the entire point of an online ad. The likelihood your ad will be noticed and get clicks and conversions increases dramatically if these basics can be accomplished.
Even if the initial ad has limited formatting, it can still incorporate the same kinds of techniques as a media heavy landing page. One good technique is to use animation as an eyecatch in the initial ad. Then expand it on mouseover to include higher resolution art along with a click-through to the landing page.
Another good technique is called the “do-re-mi” effect. Tell a story as if playing the first seven notes of a scale. Then invite the reader to click through to “see what happens”. That gets them to the landing page and your more elaborate art.
There are hundreds of ways to use dynamic media in advertising. The key to making it work is to build the media into the right model so as to fit with current publishing standards. This will pique the interest of the audience. If done right, it can lead to tremendously effective marketing results.