Brand growth is a priority for any marketer. Respected and renowned academics continually emphasize the key factors necessary for successful growth and how marketing plays a crucial role in its pursuit. When the science of marketing is applied, brands will start to see their green shoots.
These rules for brand growth are very familiar to anyone in a marketing role.
Additionally, with mobile having exploded over the past decade, it has emerged as a dominant media channel with enormous potential for reach, creativity and commerce. The opportunities for mobile advertisers are endless. It must therefore play a key role in the growth strategy of any brand. But can these growth rules be effectively enforced in a mobile environment?
Public and environment
If you want to catch fish, fish where the fish are.
According to GWI, average daily mobile usage increased by 13 minutes in 2020 and mobile now demands 30% of consumers’ daily media time. Mobile ads placed in premium editorial environments allow for deeper memory encoding on both left and right brain (the rational and emotional response to an ad, e.g. “I understand the message and I feel positive about the brand ”), and deliver higher emotional intensity and engagement.
Premium environments are also inherently more visible and safer for the brand than social environments, which has a halo effect on the brand’s impact (The source: GroupM, 2018 and Newsworks & AOP, 2018). A lot of research has taken place in recent years that links the impact of high-end environments to the impact of the brand. In July 2021, Think Premium Digital released a major study, aimed at proving the hypothesis that when people consume quality information and entertainment, their memory passages are more open to brand messages. The results were revealing, as high-end environments generated 2.4 times more spontaneous callbacks. In addition, he also conducted research on light shoppers and found this effect to be even greater, with three times the spontaneous recall, highlighting the importance of a premium environment for brand growth.
Additionally, our Teads Brand Pulse AB testing showed us that ads placed in contextually relevant environments have an overall brand impact of + 35%. Context is the media magic that makes a good campaign a great campaign and will continue to matter more as the cookie goes.
Creativity is the key
Creativity is the most important factor a marketer can influence. Our in-house creative team, Teads Studio, works closely with advertisers to ensure brands tailor their marketing strategy and effectively reach their audiences through their mobile devices.
The Cannes Lions and Warc article, “The Code of Efficiency”, identified that video creation is still the best way to connect a brand with a consumer. Storytelling and emotional strategies are also best for brand building results. A mobile-friendly video should capture attention from the first frame, be 15 seconds or less, and be able to tell the story without audio. Traditionally, storytelling creations are not designed for mobiles; rely on length and audio (dialogue or voiceover) to tell the story.
Mobile ads placed in premium editorial environments allow deeper memory encoding.
Teads Studio treats each video in a unique way, using techniques like 3D effects, smart branding, creative captions, and responsive elements to showcase the creation and dramatically improve impact.
We design to attract attention; our formats are 10 times more viewed and offer + 53% longer viewing times than standard formats (source: Dentsu UK In The Wild Fieldwork Q4 2020, 1,038 panelists, 63,640 ad impressions). This is important because the longer an ad is viewed, the more likely it is to be remembered and the greater the impact on brand choice.
Les Binet and Peter Field’s flagship study “The Long And The Short Of It” stresses the importance of investing in the brand over the long term; emotional strategies with long term commitment. A 60:40 balance between branding and activation strategies is widely accepted, but difficult to achieve in practice. Success depends on doing both tasks well and finding the right balance for your brand.
Strong emotional responses build memory structures, giving your brand mental availability with the audience. To create brand bias, positive memory structures must be strengthened and maintained through long-term branding, media investment, and measurement.
While decisions are emotionally driven, they are driven by a goal or need. For a purchase to happen, the customer’s goal must align with the product. If the right message doesn’t reach the peak of need, a sale is less likely to happen, even if there is an existing emotional connection.
As a medium that offers strong short- and long-term results, “outstream” is the ideal channel for complete solutions.
In “The Effectiveness Code,” James Hurman and Peter Field urge marketers to invest in creative engagement; for creativity to have a significant business impact, it must stay in the market.
Marketers have three key activation levers (spend, duration, and number of media channels) and leveraging one of them will give their work an efficiency advantage.
Digital advertising reveals results very quickly. It can be tempting to take a campaign break if the immediate results aren’t as positive as you might expect. But short-term results are not always indicators of the creative’s potential.
A long-term commitment to a mobile strategy that uses a robust testing and learning program across audiences, environments, creativity, activation and measurement is essential to establish and sustain brand growth over the long term. term.