Time and again, digital advertising evolves and so do the consumers. Only a few companies dare to do something different in digital advertising and the rest follow them once it becomes a trend. A no-risk approach with whatever gains they can achieve. The early adopter companies risk a lot and fail too quite a few times. But when they succeed, it surpasses all the harm the failures did.
What’s new in digital advertising?
Most of the digital advertising strategies adopted by Indian companies are inspired by the international market. Few companies may fine-tune it to make it relevant to the Indian market, others will simply “ctrl c” and “ctrl v”. Needless to say Indian digital footprint is gaining pace faster than ever. With the significant increase in the user base, the digital market is bound to grow. So is India’s digital advertising market, it is going to double in the next few years. India is already one of the largest digital advertising markets in the world (eMarketer, March 2021).
Digital advertising growth
Display advertising is cost-efficient than print, but it also enables advertisers to design engaging experiences online to influence consumers. Brands in India are becoming creative with new ad digital advertising formats on Display & Video 360.
Here are some examples of creativity with the new ad formats implemented by Samsung India, OnePlus and Oppo. All these three companies adopted new digital tools to create an engaging online experience:
Go 3D
A new digital advertising format called “Swirl” was adopted. It is an immersive 3D display format created as a part of the mobile web experience. Shoppers can browse and interact with the 3D display advertisement to get a 360-degree overview of the products before purchasing. It helps the brand to stand out in the clutter of digital advertisements.
What is 3D Swirl creatives?
3D Swirl is an immersive display format with an interactive 3D model. When people see a 3D Swirl ad, they can explore a 3D rendering in a mobile banner by rotating and interacting with different features. Brands can use Swirl to tell stories.
Samsung India Galaxy Note 20 3D Swirl
In February 2020, Samsung India launched the Galaxy Note 20 series in India. When India endured a series of pandemic lockdowns. This seriously affected customers stores visits. For a premium brand like Galaxy Note 20, physical stores play a vital role in the customers buying process.
Only 1 in 4 Indians prefer to buy smartphones online.
When the specs and features of the smartphones are prioritized over price, the experience of the product while buying is very important. The primary research before buying a premium phone is done online, but 75% of Indians prefer to buy smartphones offline.
So Samsung India was up for the challenge, to find a creative way to demonstrate the features of its new, premium-priced phone. The central feature of the Galaxy Note 20 is its sleek design. Samsung India was required to design an interactive experience to show the prominent feature of the Galaxy Note 20 to convince customers and complete their purchases online.
3D Swirl display format is responsive to scroll. It enabled customers to interact with the product directly through the phone right inside the ad. They could check out the prime feature of its sleek design by zooming in and out, rotate the device to view it from every angle.
This four-day exercise benefited Samsung India to stand out from other ads. It reached 6.75 million users with three impressions per person average frequency. It achieved a 6 times higher engagement rate, with 300 hours. Setting a new industry benchmark.
Start conversation
Beyond Swirl 3D digital advertising experience, conversational ads further create an interactive experience to lead customers through the purchase journey.
What are conversational ads?
Conversational ads lead the game in one-on-one customer experience!
Conversational advertising provides instant, personal, and real-time engagement with customers right at the beginning of the sales funnel. This enables advertisers to seize focused leads, improving the probability of conversions.
OnePlus 8T conversational ad
When the OnePlus 8T phone, OnePlus India had two aims. The first was to highlight the device’s principal features. And the second was to discover what consumers found fascinating about the product. The team chose conversational ads and designed a conversation flow to educate people on the new functionality of the OnePlus 8T that would be relevant to that individual. As a result, it encouraged real-time engagement and the brand could pinpoint which features customers found relevant.
The brand collected insights about people’s preferences, about their preferences of robust gaming performance or more reliable battery life. And the rise in sales showed the potential of encouraging incremental revenue from its own channels.
There was a 36% increase in time spent on their website. An increase of 12% per session per user on the website. 5 times higher click rates due to conversational ads.
Talk local
To be relevant, personalize and engaging for the local market, ads in the local language have been practised for the past few years. Although economical, content creation can be somewhat complicated because translations take time and comprehending the nuance right is complicated. Automation assists marketers to work at a larger scale and serve the right ads to the right customer.
Local language ads are time tested and have proven to drive bigger engagement among Indian audiences.
Oppo local language campaign
Onam campaign of Oppo was launched in August 2020. The marketing team decided to invest in local language to be used across their creatives. The four-month-long festive season is a time of celebration and shopping – and smartphone upgrades are a central part of the shopping for many.
Using advanced language targeting, the users were served either English or Malayalam creatives. This targeting enabled Oppo to reach a new audience, on diverse vernacular websites. It resulted in a 3 times increase in click-through rates (CTR) for local language creatives. At 82% cheaper cost per click and 44% lower CPM compared to English creatives.
With these new digital advertising ads options like 3D Swirl ads, Conversational Ads and Local language ads, brands can connect with the customers at a personal level. Customers get personalised experiences and can feel the connection with brands easily. Give your digital advertising mix an edge and let your customers enjoy the ads experience.
