The Importance Of Advertising To The Right Audience

With all that we are facing on the daily given the pandemic, we could use some major boost. Especially companies, brands and even consumers need motivation – whether it is promoting new products, identifying target audiences (TG), getting the attention of consumers or even structuring workable online strategies. It is a sensitive situation.

However, it does come with a fresh set of opportunities. Brands or companies may have to look with delicate care to spot their prospects in the sea of digital audiences. A workable marketing strategy will not only compute the budget but also carefully define audience segments that need to be targeted.

More lasting impressions can be created if data forms the base of marketing. How? It helps you predict the behaviour of your target audience. Not taking your customer’s digital footprints into account when strategizing can put you on the back foot.

BPRISE realized this since it began buying inventory and serving ads two years ago. So, to better equip you, as a platform user (digital marketer or media planner), BPRISE got data integrations done. This means you can now attract prospects who exhibit characteristics similar to your existing customers.

Here’s What’s New:

Audience! Audience! Audience!

BPRISE’s integration with global data providers like Oracle’s Bluekai, Lotame, Dun & Bradstreet, ComScore, Visa, Mastercard, Forbes and a bunch of other powerful players, gives you just what you need to shrink your expenses while still reaching out to your desired audience segments.

This new power packed data integration gives you easy access to buying millions of impressions and also helps you narrow down your reach to those (prospects) that matter. An addition like this to a programmatic ad buying platform like BPRISE, came as a natural evolution after listening to the needs of our existing platform users (agencies and ad consultants).

Use Cases:

While you set your marketing cadence taking into account the happenings of the world, we also suggest that you keep an extra eye out on that campaign performance. Getting your inboxes stuffed with Excel sheets and reports may be inevitable but you need real answers about your campaign performance.

BPRISE’s dashboard comes fully equipped with real-time reporting on campaigns that are in-flight. Imagine that you have just launched a CPM campaign across Tier 1 Indian cities targeting online shoppers and audiences who use ecommerce apps.

While the natural tendency is to set the campaign live and wait for the numbers to soar, our Campaign Managers do it a bit differently. They not only monitor your campaign by the hour (or even by minutes sometimes!) and make necessary tweaks – while the campaign is live – in order to keep CTRs from falling. This of course, is part of BPRISE’s Managed Services – wherein we manage your campaigns from start to finish including campaign setup, launching, monitoring, optimizing and reporting.

A few one-line proposals for various industries…

Real Estate/Insurance

Reach out to HNIs spread across India or people looking to buy

Appliances

Advertise to newly weds or parents of school children

Entertainment

Attract users of popular video streaming apps with your ads

Travel/tourism

Run your ads by budget travelers, luxury travelers and frequent flyers

Hospitality

Grab the attention of individuals that frequent clubs, restaurants and cafes

Pharmaceutical

Reach out to health and fitness conscious individuals or healthcare professionals

MSMEs/SMEs

Advertise to decision-makers and high-profile CXOs

B2C Brands

Attract parents, people of different age groups/interests and behaviour segments like nightlife, football, cricket lovers etc.

For You:

Our newly fitted platform feature (audience segmentation) promises to deliver your ads to your most authentic prospect no matter where across the globe they are. BPRISE has upped it’s marketing feat with the Data Management Platform (DMP) integrations and is ready to serve you while you serve the best of what you got to your audiences; while keeping your marketing budgets in check but without compromising on reaching out to your TG.

We believe it is necessary that as a business you are as ready to deliver, for people will heal and the world will get back into motion. One segment at a time!

Grow Your Business With Banner Ads (AKA Display Ads)

Farming for quality results work the same whether on a field or the web when it comes to digital marketing. The stakes are high, the fertilizers are aplenty, the equipment too many. But with everything said and done, you must get your hands soiled if you want your efforts to bear fruit.

We’ve come a long way since the web’s first banner ad published in 1994. Banner ads often called display ads are used to highlight a company or a brand’s product/service/offer. Attractive and informative creatives attract clicks from web users. This takes effort and a lot of thought! Creatives and content are your only players when trying to win clicks.

Increasing clicks on your display ads obviously means that your ads have a healthy click-through rate (CTR). That’s a good thing to have, if you want to direct web users/potential customers to your website or your specially designed “landing pages”.

For e.g. choose display advertising if you’re opening a brand-new ecommerce store that sells organic fertilizers online. This way you can draw interested people to your online store. What’s more is that you could also launch display ads if you’re a store owner and you want to advertise your products/offers to people in the vicinity of your store.

Here’s 5 solid reasons you must consider advertising your business using display ads:

 

1. Increase web traffic and leads to websites

Banner ads make it possible for brands to convey their messages to future customers. Clicks on ads mean you get drive traffic to your website thereby increasing sales potential from web users who’re interested in your products/offers.

 

2. Introduce new products or seasonal discounts

Brands use text, images and more to advertise their latest products, offers and discounts to attract store visitors, web traffic and even potential leads. Catchy creatives make web users want to learn more about your offer.

 

3. Create brand awareness

Display ads bring the brand’s logo, message and offer before potential customers. By repeatedly showing your brand’s ads to web users, you’ll create a sense of familiarity and get them interested. Drive leads to website and conversions as a result.

 

4. Get new customers

Banner ads help businesses bring their brand before newer audiences. Put the right message before quality traffic. Unlike search ads, users don’t have to look for you, your brand or your product to hear about and get interested in your brand.

 

5. Start easily and in the most cost-effective way

Businesses of all sizes benefit from display ads because they get to advertise to a wide audience using display ads. Tools like the BPRISE Manager Platform simplify buying ad space online and running your brand’s display ads. Also, the BPRISE platform has no platform fee!

 

Grow Your Business With BPRISE Manager Platform

BPRISE Manager Platform – multi-functional marketing tool

Marketing tools and strategies are like the farming equipment and fodder you use so that in time your work bears fruit. Digital marketers use the BPRISE Manager Platform to serve ads to people. The result of their strategies create visibility for their brands, reach for some and leads for others. A hospitality client of ours witnessed a CTR as high as 0.40%, read about it here!

With a massive increase in the number of internet users, businesses use digital ads to reach out to potential customers online. Digital ad spends of brands last year amounted to big numbers last year signifying the impact of digital ads on the performance of a business.

With BPRISE, you can not only launch advertising campaigns but also measure it’s impact both online (websites, apps) and even at stores. All we’re saying is that you should have the power to buy ad space from premium websites at rates convenient to you.

How have you been able to generate traffic for your website/store? Share your digital advertising experiences in the comments below!

 

 

 

 

 

 

 

 

 

With Marketers Gunning For Performance, Are Consumer Expectations Compromised?

BPRISE has been working with a number of brands courtesy agencies this year. With a two-year product in the making, we had with us some time to watch the market. It was unnoticeable at first, then with some deliberate effort, the mismatch really stood out. Interestingly, various other industry veterans had the same opinion. Advertisements on traditional media like print, tv, and outdoor billboards had a flavour that us Indians fell in love with. Utterly, butterly? Delicious, right? Talk about dairy products, milk specifically and we’ll have Amul at the tips of our tongues. Countless publications have revered Amul’s work when it came to advertising. They’ve brilliantly maintained contextual relevance and wit in their ads, till date.

Advertising: Evolution & How

Initially we were coaxed to buy stuff and marketed to on tv, radio, billboards and other print mediums. Today we have no choice but to consider digital advertising. At the start of this year it was written in the papers that the share of digital spending is expected to be about 16% of the total ad spends estimated to be around Rs 59,000 crore this year. Clearly brands believe in the power of digital, for advertising. And we do too. Why else would we spend our days and nights working on a technology platform for digital marketers? It is because man has evolved, technology has followed suit. Technology has provided convenience and we’re optimistic that the agencies using our automation platform agree to that. But what’s the one issue in the whole of advertising that’s quite the misfit? What is that one evidence of neglect?

Advertising: What A Miss

Image stills of tv ads reincarnate as poster ads. Video ads that run on tv sometimes show up on websites. Why cut corners with creatives? Disinterested viewers often skip ads that look and feel generic. Tech providers have been investing time and inventing tools to help brands up their relevance in advertising. Then why resort to image stills for poster ads? What about relevance? What about context? Where’s the personalization for ad viewers? Consumer mindset when watching tv and other mediums is different. This is precisely why creative on different mediums need to be treated differently. So how can advertisers be mindful of viewer expectations and needs? We bet that insights can help. Having an idea of what your customer needs (if you’re a brand) and what your content consumers relish (if you’re a publisher) can make a big difference. Experiment with native ads, videos, image ads, social media and more to truly pinpoint what works for you.

Advertising: How To Fix 

The number 1 recommendation is to stick to the basics. Start with ad dimensions, ad relevance and speak with viewers by keeping the context in mind. Of course, nothing replaces customer intelligence. Knowing who the viewers are and what they’re likely to like will be beneficial. You know as good as we do, how consumers are. They want quality and they want brands to cater to their specific needs. In fact, if you’re reading about the top-5 holiday destinations in India, you’d appreciate a tour company’s video ad explaining why they’re the best. We’ve had the privilege of meeting numerous digital experts, genius agencies and lovable brands and what they’ve had in common, apart from BPRISE, is their genuine interest in having ads made exclusively for specific sets of people. So, what does everybody vouch for? Customer insights! And this becomes more important to you as niche your market becomes. So, with growing trends in technology like AI, IoT, digitally-powered-everything and with a pressure to make everything perform, we hope consumer needs are met and not compromised. May ads, email campaigns, sms campaigns speak directly with the customers when it matters to them.