'Better Practices' for Display Advertising Brand Building for Marketers

At OMMA Global this week, Google Advertising shared a simple framework for brand building that the company developed after analyzing the campaigns of their most successful brand advertisers.Google said a recently conducted Advertiser Intelligence Reports study, by Advertiser Perceptions, revealed that advertisers are planning on spending more digital display dollars in the next 12 months […]

At OMMA Global this week, Google Advertising shared a simple framework for brand building that the company developed after analyzing the campaigns of their most successful brand advertisers.

Google said a recently conducted Advertiser Intelligence Reports study, by Advertiser Perceptions, revealed that advertisers are planning on spending more digital display dollars in the next 12 months for brand goals than direct response.

Google offer "better practices" focused on following three key areas:

Connecting with the right consumer at the right moment. "As consumers continue to access the internet more frequently, it's important for brand marketers to create device-inclusive, rather than device-specific, campaigns. And by targeting a combination of audience and contextual signals, it's now easier to reach the right audience, through Google Display Network or DoubleClick AdExchange," stated Brian Zeug, National Sales Director, Display and Video.

Delivering an engaging message. Zeug says "Our research shows that rich media ads drive significantly better brand performance than standard Flash ads--1.7X for brand awareness, 2.7X in purchase intent, and 5X increase in brand favorability." "We also see that newer ad formats, like mobile display and in-stream video, are even more effective at moving consumers down the brand funnel. Lastly, we've seen masthead ads on the YouTube homepage garner an 11% interaction rate and drive a 4X lift in engagement compared to standard ads."

Measuring the metrics that matter. "Paired with Google Analytics and Multi-Channel Funnels, advertisers can see a complete picture of the chain of online and offline media that drives brand engagement. And to close the loop, many of our brands match geo-targeted display campaigns to offline sales to measure the true impact of a display ad campaign," added Zeug.

Here are a few successful case studies:

Animal Planet attracted 1.6MM viewers for the season premiere of River Monsters, putting it in the #1 spot among its target audience, by running an integrated video and rich media campaign across YouTube, AdMob, and the GDN:

Volvo drove 88% lift in purchase intent for its new S60 sedan by leveraging YouTube homepage and masthead unit, interactive video ads on AdMob, and standard IAB ads on the GDN:

Sealy reinvented its Posturepedic brand using YouTube promoted video ads and in-stream video ads, which drove 46% of its website traffic during the first week of the campaign: