A master guide in mobile and digital ad units and specs
Reposted from Globe My Business Community |
Investing in a well-packaged digital ad unit can be a very effective tool for any company. According to Homer Nievera, CEO at Heartshaper Asia, “Investment in digital ads is more cost-effective than traditional advertising based on the performance metrics and smaller amounts needed to target specific audiences.”
Digital ad units usually takes the form of mobile and web to accommodate the ads in the said platforms.
Depending on its intended use, companies may choose from a variety of ad types and sizes. “There are many different ad types and sizes, which vary mainly because of the nature of the sites that require them. The sites range from search, social, video, and others,” Nievera explains. While there are many types and sizes to choose from, most if not all, bring the user to an advertiser’s site.
MarketingSherpa.com lists the most popular ad types include static, animated, interactive and video.
Static display ads are simple images hyperlinked to an advertiser’s site which may contain a combination of still images and text.
Animated ads usually take the .GIF or Flash formats which can be animated in part or in full.
Interactive display ads include a long list of tools and games offering fuctions that will eventually lead users to the adverstider’s site.
Video ads makes use of a short video which may play automatically or activated by the user.
Nievera says all ad types are generally effective especially if packaged with content such as advertorials. He adds, the use of video as content are also common which is likewise effective. However, mobile ad units and those intended for websites each have their limitation. “Mobile ad units are effective but are somehow seen as more intrusive than those seen on websites, merely because of the smaller screen. For websites, however, PCs with ad blocker software narrows the target audience that can be reached,” he explains.
Nievera suggests investing on ad types which are performance-based (such pay-per-click and pay-per-view or any action done) and simple display which can be paid on a monthly basis no matter how many have seen or clicked on the ad. “Majority of digital ads today are performance-based. The bigger companies who use display ads use ad networks which sell remnant inventory across various sites for more efficient audience targeting.”
Audience targeting is based on pre-set modules such demographics, categories and even behavior. The settings vary per site but usually, those with large volumes of small advertisers such Google and Facebook allow easy navigation and setting of audience targets.
Consider Google and Facebook advertising as these platforms have some of the biggest audience. “The barrier to entry is almost non-existent considering the small amount needed to start,” Nievera explains.
A company may start investing in in digital and mobile ads for as low as $5 (aproximately P234). Facebook for example has what it calls ”boost posts” as a way to advertise which start at 40 pesos for the Philippine market. Transactions are also made easy through credit card or Paypal to name a few.
For those with more budget to spend, consider a visit to a digital agency. Nievera says, “I suggest going to a digital ad agency for budgets above P300,000 for proper consulting and to make sure the budget is maximized. The fees they get varies from the usual 15% ASF (agency service fee) to a fixed rate starting from as little as P5,000 per month.” You may also engage the service of digital marketing consultants as retainers.
Return on investment for digital ads is quick, considering the action you need to achieve. “The cost is pay-per-action so the ROI is more efficient. On Facebook, for example, you can achieve the number of Likes on a post or page based on the estimated ad spent therein,” Nievera explains. Meanwhile, app creators can also have a pre-set amount on the number of app downloads.
Lastly, check on how effective your ad units are through available metrics which are may be viewed real-time through a dashboard or report sent to you.