Double down on brand development
Posted: Tue Dec 17, 2024 4:47 am
When faced with store closures, L’Oréal USA brand Kiehl’s repurposed existing video creative, paired it with timely messaging, and executed a TrueView for Action campaign, hitting conversion goals and delivering an average campaign 4x more efficiently than other tactics. Gucci drove 45,000 visits to its site with a smart mix of ad sequencing and action formats, including TrueView for Shopping, that connected viewers directly to relevant items, moving customers closer to purchasing.
►3. Combine creative fundamentals with innovative formats.
In the early days of the pandemic, brands had a lot of questions about how to create the most relevant and effective creative for this unprecedented time. What we learned: Business-as-usual ads that focused on core fundamentals, like YouTube’s ABCD creative guidelines, performed better.
While brands didn’t necessarily have to make coronavirus ads to drive results, most recognized the need for agility and tailored creative to be relevant to people’s needs and mindsets. Whether sequencing stories based cash app database on engagement, personalizing at scale with Director Mix, or experimenting with purposeful creative that responds to intent, the brands that drove impact used innovative creative approaches and relevant ad formats to respond to and get closer to customers.
Too often, long-term brand-building investments are cut first during a crisis, even when they are critical to business growth. In a Google-commissioned study by Nielsen and YouGov analyzing sales and brand lift data across 20 CPG brands, we found that advertising delivered an 84% higher ROI when the long-term impact of brand lift metrics on sales is taken into account.
In other words, for every $1 of short-term return on ad spend, changes in brand value generate an additional $0.84. On YouTube, brand building is particularly effective, with lift metrics 2.1 times higher on average compared to linear TV.
Online video is proving to be a powerful medium for brand building, capable of reaching a wide audience while targeting specific products and ROI-driven conversions. “Smart marketing these days involves having the majority of your budget dedicated to brand building,” says Les Binet, Group Head of Effectiveness at Adam & EveDDB.
That’s why his agency’s John Lewis Christmas ads – among the most effective and well-known in the UK – continue to leverage a strategic mix of TV, online video and paid search to achieve broad emotional reach at scale.
►3. Combine creative fundamentals with innovative formats.
In the early days of the pandemic, brands had a lot of questions about how to create the most relevant and effective creative for this unprecedented time. What we learned: Business-as-usual ads that focused on core fundamentals, like YouTube’s ABCD creative guidelines, performed better.
While brands didn’t necessarily have to make coronavirus ads to drive results, most recognized the need for agility and tailored creative to be relevant to people’s needs and mindsets. Whether sequencing stories based cash app database on engagement, personalizing at scale with Director Mix, or experimenting with purposeful creative that responds to intent, the brands that drove impact used innovative creative approaches and relevant ad formats to respond to and get closer to customers.
Too often, long-term brand-building investments are cut first during a crisis, even when they are critical to business growth. In a Google-commissioned study by Nielsen and YouGov analyzing sales and brand lift data across 20 CPG brands, we found that advertising delivered an 84% higher ROI when the long-term impact of brand lift metrics on sales is taken into account.
In other words, for every $1 of short-term return on ad spend, changes in brand value generate an additional $0.84. On YouTube, brand building is particularly effective, with lift metrics 2.1 times higher on average compared to linear TV.
Online video is proving to be a powerful medium for brand building, capable of reaching a wide audience while targeting specific products and ROI-driven conversions. “Smart marketing these days involves having the majority of your budget dedicated to brand building,” says Les Binet, Group Head of Effectiveness at Adam & EveDDB.
That’s why his agency’s John Lewis Christmas ads – among the most effective and well-known in the UK – continue to leverage a strategic mix of TV, online video and paid search to achieve broad emotional reach at scale.