Successful Online Brand Advertising Campaigns: Promoting Consumer Packaged Goods
The online medium can be an effective brand building tool for marketers promoting consumable goods, ranging from food and beverages to footwear and apparel. Leveraging the same brand lift measurements used in the offline world, CPG marketers can take advantage of a unique aspect of the online medium to maximize their return on advertising spend - the availability of real-time data on overall campaign performance and that of the creative, placement, and frequency levels driving that performance. These real-time metrics provide a unique opportunity to optimize online brand advertising, allowing advertisers and the publishers they work with to create impressive results. Take the following campaign, for example, promoting a morning breakfast special at one of the world's largest fast food chains:
Promote a morning breakfast offering
|BRAND LIFT OBJECTIVE
21% increase in awareness of the offering
How to Replicate their Success
- As with any brand advertising campaign, measure and optimize against relevant brand lift metrics. For CPG campaigns, these mirror the entire purchase funnel , including awareness, attitudes, favorability, intent, or preference. Click-through rates are irrelevant.
- Awareness is often correlated with frequency of exposure, as was the case in this campaign. Monitor the brand lift generated at different frequency levels, and if you see this classic positive correlation, avoid using frequency caps.
- Rich media often outperforms standard display advertising, as was the case in this campaign a premium push-down unit outperformed all others. Rich media, however, also costs more; in this case, the additional cost was justified by the superior performance.
- Take advantage of a unique aspect of the online medium the availability of real-time data on the elements of the campaign driving brand lift to make in-market adjustments that optimize brand lift. Invest in technology that gives you access to this data.