Nowadays we live in a continuous advertising offline and online. That’s why many advertisers seek new advertising formats in online media that complete or substitute the traditional banner, MPU, preroll…
Some media already have special action commercials departments to give shape to complex projects that are sponsored by their advertisers but in its majority of the cases still have unidirectional actions that do not contemplate the participation of the media, and therefore, they lose strength and value.
It is important to offer your advertisers an action in which not only transmit the values of the brand or the product advertised, but also the opportunity to the consumers or the brand target audience to participate in these actions. There are many factors for the elaboration for this action. Here are 6 tips to create successful actions with an advertiser:
- Brand objective
We have to be able to configure the action, to give more presence to the brand values, if the goal is to improve the brand image. Or maybe guide the action towards the leads generation for commercial exploitation of the database. There may be different objectives but it is important to have well defined action and aligned to the achievement of them.
- Target of the action
When it is about to involve the audience offering the opportunity of interaction and participation in the action it is very important to be clear if the target audiences is going to be proactive. The young or millennial public, is quite difficult, is an audience that if connected with the action they become the main influencer of it and therefore of the brand.
- Creative Idea
Maybe this is the most complicated part of the process, find the idea or creative concept that responds to the brand’s objectives without losing the freshness, fun and appeal that makes the target audience participate. For that, we recommend the creation of actions where the audiences can participate in video format (UGC Video). The video is not just the content with major impact, but also the one that will make us stay longer in the media. And with which can create more entertaining contents. If you want to connect with your audience through a UGC Video campaign, download our free template.
One recommendation is to do it simple and fun for the person who participates with their video. For example, if the target audience transmits the healthy value of a product, we must relate the campaign with a healthy and fun action so that the people can record themselves, dance a simple choreography and after create a video clip with all the participants with all their healthy movements.
- Mechanism of action
Beside the importance of creative ideas, we have to determinate how it is going to be developed in the action. If it would be different participation phases, what we need to determinate who will be the winners, which prizes can be given as incentive to the participation. It is important to keep in mind that in the action site, in addition the participants can upload their videos, can vote, share the videos on social networks, generate rankings… But do not worry, because you don’t have to develop all these functionalities in your media but there are possibilities in the market that you can integrate into your site quickly and easily.
- Content generation
One of the main advantages of this type of actions is that you will get a lot of content from the participants that will surprise you for its quality, originality and freshness. This content is so close and valuable to the audience that you can use it to generate weekly content during the action that wii bring more traffic to it. And when the action ends, you can create a final content that can become a brand spot created with content generated by the audience or entertainment content for your media (branded content). Even depending on the size of the action that content may be susceptible to be broadcasted on television, in the case of being the action in an online media of a television channel.
- Advertising exploitation
At the beginning of this article we talked about generating new advertising actions that complete the most traditional formats. In this new special action of content generation by the audience for a brand is not exempt in the integration of banners, preroll, postroll or any of the most traditional online advertising formats. But also, you have the advantage of being able to insert a preroll in videos that the public of the brand has uploaded to participate in an action of the same.
In addition, at the end of the campaign, the brand will have a database of participants and people who have interacted with the campaign and with a susceptible content to be exploited commercially and your media, will have increased web traffic and improved the time of visits among a proactive audience.
No doubt there are many advertisers who demand this type of action that makes them differentiate themselves from their competitors, and who are willing to make a greater investment if they get in return, not just an impact, but content in video generated by the users (UGC Video). that they can take advantage of it