Consistent branding drives awareness, engagement, and marketing success

In a constantly evolving advertising landscape, marketers are faced with strategic decisions on where to allocate their budgets and how to maximize their return on investment. Amidst the buzz around targeted campaigns and new advertising technologies, the tried-and-true approach of always-on campaigns continues to hold significant importance.

As B2B marketers grapple with budget constraints, the temptation to scale back always-on display advertising in favor of more targeted and cost-effective alternatives is growing. However, recent data reveals that this approach may be counterproductive. In fact, the importance of maintaining always-on campaigns, highlighting their ability to increase engagement, drive email response rates, and gain an edge over competitors who have halted their advertising efforts.

A comprehensive analysis of TechTarget advertisers confirms this performance impact. Email content engagement rates increased 151% for advertisers running 100K+ impressions per month

Driving engagement and shortlisting

According to TechTarget's research, consistent exposure to a vendor's banner through always-on display advertising led to a significant boost in engagement and consideration by buyers. Buyers who regularly encountered a vendor's banner were found to be 84% more likely to engage with that vendor and 32% more likely to include them on their shortlist for future purchases. These statistics clearly demonstrate the powerful impact of continuous visibility throughout the buyer's journey.

The competitive advantage amidst economic uncertainty:

Interestingly, much of this research was conducted during a period when many marketers were forced to pause their always-on display advertising due to economic concerns. As a result, those marketers who persisted with their campaigns found themselves benefiting from reduced competition. The sudden lack of rival ads resulted in their campaigns becoming even more impactful, capturing the attention of prospects and generating valuable leads.

An always-on campaign refers to a continuous advertising presence that ensures a brand's message remains consistently visible to the target audience across various platforms and touchpoints. In an increasingly cluttered market, where consumer attention spans are stretched thin, maintaining brand visibility is paramount. By employing always-on strategies, marketers establish a strong brand presence that keeps their products or services top of mind, fostering familiarity and trust among consumers.

The impact of visuals in always-on display advertising

One key element that plays a crucial role in always-on display advertising is the use of visuals. As analytics forecasted earlier, the demand for visual content is expected to grow exponentially, making it a vital component in capturing and maintaining audience attention. Visuals have been proven to be more engaging and memorable compared to text-based content, making them essential in creating impactful advertising campaigns.

In today's digital age, where consumers are constantly bombarded with information, visuals serve as a way to cut through the noise and make a lasting impression. Whether it's eye-catching graphics, striking images, or compelling videos, visuals have the power to convey a brand's message in a more memorable and effective way. This is especially important in always-on display advertising, where brands are looking to maintain a consistent presence in front of their target audience.

Visual content also plays a significant role in driving brand awareness and recall. Studies have shown that visuals are processed by the brain much faster than text, making them more likely to be remembered and associated with a specific brand. In the context of always-on display advertising, this means that brands can leverage visuals to create a strong brand identity and leave a lasting impression on viewers.

Furthermore, visuals have the ability to evoke emotions and connect with viewers on a deeper level. By using compelling visuals that resonate with their target audience, brands can create a sense of relatability and build a more personal connection with potential customers. This emotional engagement can lead to increased brand loyalty and higher conversion rates, making visuals an indispensable tool in the always-on advertising arsenal.

Incorporating visuals into always-on display advertising also allows brands to effectively convey complex messages in a simple and digestible format. Visuals have the power to communicate ideas and information quickly and efficiently, making them an ideal medium for delivering key brand messages and product information to viewers. By using visuals strategically in their advertising campaigns, brands can ensure that their message is not only seen but also understood and remembered by their target audience.

Tools and resources to design and produce compelling visual assets

In order to create compelling visual assets for always-on display advertising, marketers can leverage a variety of tools and platforms that offer easy-to-use features and high-quality resources. Tools such as Unsplash and Pexels provide access to a vast library of royalty-free images and videos that can enhance the visual appeal of advertising campaigns. Design platforms like Canva offer customizable templates and intuitive editing tools to create professional-looking graphics and layouts for paid social. For more advanced design needs, Figma provides collaborative design capabilities and prototyping tools. Additionally, Viewst offers a platform for creating interactive and engaging visual content, such as animations and mobile app previews. By harnessing the power of these tools, marketers can elevate their visual assets and effectively communicate their brand message to their target audience.

In today's digital landscape, capturing the attention of consumers through display advertising has become increasingly challenging. Banner blindness, a common frustration for advertisers, refers to the tendency of users to ignore or overlook display ads, hindering the effectiveness of campaigns. To combat this phenomenon, brands must adapt their strategies and create visually captivating ads that stand out among the clutter and keep updating these visuals on a regular basis.

One powerful tool that can assist in overcoming banner blindness is the Viewst platform. Designed to streamline the process of creating display ads, Viewst enables designers to generate a multitude of variations quickly and easily. By leveraging this innovative platform, brands can maintain brand consistency, quality, and relevance while crafting engaging visuals that resonate with their target audience.

One of the key advantages of Viewst is its ability to generate variations of an original mockup at lightning speed. This feature allows designers to experiment with different layouts, colors, and imagery, ensuring that each ad is fresh and engaging. By continuously testing and refining their creatives, brands can stay ahead of the competition and deliver impactful campaigns that drive results.

Overall, the inclusion of visuals in always-on display advertising is crucial for brands looking to maximize the impact of their campaigns and stay ahead of the competition. As the demand for visual content continues to grow, brands that prioritize visuals in their advertising strategies will be better positioned to capture audience attention, drive engagement, and ultimately achieve marketing success in a crowded and competitive landscape.

Furthermore, Viewst helps brands maintain brand consistency by providing a centralized platform for creating and storing design assets. By ensuring that all ads adhere to brand guidelines and standards, companies can build trust and familiarity with consumers, reinforcing their brand identity and message.

Conclusion

The power of consistency in driving brand awareness, engagement, and overall marketing success cannot be overstated. Always-on display advertising, when maintained effectively, can significantly boost engagement, drive email response rates, and set brands apart from competitors. By ensuring continuous visibility to the target audience through always-on campaigns, marketers establish a strong brand presence that fosters familiarity and trust among consumers.

Incorporating visuals into always-on display advertising is crucial for capturing and maintaining audience attention in today's competitive digital landscape. Visual content has been proven to be more impactful, memorable, and emotionally engaging than text-based content, making it essential for creating successful advertising campaigns. Leveraging tools and resources to design compelling visual assets can further enhance the effectiveness of always-on campaigns and help brands cut through the noise to make a lasting impression on viewers.

By embracing the power of consistency, maintaining a strong visual presence, and utilizing the right tools, marketers can navigate the evolving advertising landscape and achieve notable success in driving brand awareness and engagement. Stay ahead of the competition, connect with your target audience, and maximize your marketing efforts by incorporating these strategies into your always-on display advertising approach.

FAQ

1. What is always-on display advertising?

   Always-on display advertising refers to a continuous advertising presence that ensures a brand's message remains consistently visible to the target audience across various platforms and touchpoints. It involves maintaining a strong brand presence throughout the buyer's journey to foster familiarity and trust among consumers.

   
   

2. How does always-on display advertising impact engagement and consideration by buyers?

   Consistent exposure to a vendor's banner through always-on display advertising has been shown to significantly boost engagement and consideration by buyers. Statistics show that buyers who regularly encounter a vendor's banner are more likely to engage with that vendor and include them on their shortlist for future purchases.
   
   

3. What is the significance of visuals in always-on display advertising?

   Visuals play a crucial role in always-on display advertising as they are more engaging, memorable, and capable of evoking emotions compared to text-based content. Visual content helps in driving brand awareness, recall, and establishing a strong brand identity. It also allows brands to convey complex messages in a simple and digestible format.
   
   

4. How can marketers create compelling visual assets for always-on display advertising?

   Marketers can leverage various tools and platforms such as Unsplash, Pexels, Canva, Figma, and Viewst to design and produce high-quality visual assets for their always-on display advertising campaigns. These tools offer easy-to-use features, customizable templates, and a vast library of resources to enhance the visual appeal of advertising campaigns.
   
   

5. How can brands combat banner blindness and create engaging visuals for their campaigns?

   Brands can overcome banner blindness and create engaging visuals by continuously updating their creatives, experimenting with different layouts, colors, and imagery, and maintaining brand consistency. Platforms like Viewst can assist designers in generating variations of an original mockup quickly, ensuring that each ad is fresh and captivating to the target audience.