How we achieved a better brand reach for Sundaram Mutual with DV360

Branding Campaigns with YouTube Trueview on DV360

 

YouTube Trueview campaigns on DV360 provide more precise tracking with comprehensive targeting abilities. Advertisers can leverage Google audiences, 1st Party and 3rd Party data and create combined audiences to reach just the right target audience. It can track even view-through-conversions along with click-through-conversions at scale, completed views and the cost for a completed view while automatically optimizing for lower CPCVs and higher view rates using AI & ML. 

 

About Sundaram Mutual

 

Sundaram Mutual is an Asset Management Company that manages funds that cater to the investment needs of investors with different risk, reward and liquidity preferences. It is committed to making mutual funds accessible to everyone and is backed with a strong research team and robust processes. It is also an innovative thought leader that is the first to launch funds in new themes like Mid-caps, Capex, Leadership, Rural India, and Micro caps and Services that enhance value for stakeholders while upholding the highest degree of ethics. 

 

Campaign Objective

 

Sundaram Mutual wanted to launch a new fund called Sundaram Equity Fund and wanted to maximize the awareness of the NFO. It also wanted to increase consideration for the fund and drive conversions with the audience created in the branding campaigns to push them down the marketing funnel. 

 

Objective for TrueView Campaign on DV360

 

  • Maximize brand awareness and reach 
  • Drive more views on the video at a lower CPV
  • Effectively measure the impact of the campaign 

 

Campaign Execution and Optimization 

 

Tested different videos – In the beginning we created the campaign with 2 videos; one with a voiceover and the other without a voiceover. We ran the campaign for 2 days and evaluated which video had a higher view rate at a lower CPV and then directed the budgets of the campaign to that video.

 

Leveraged various audience types and optimized budget allocation – We leveraged broad upper funnel audiences like Google audience lists, created custom audiences of competitors and investment platforms, alternate investments, 3rd party lists and combined audiences. After this, we evaluated which audience lists worked better and directed more budgets to that audience list.

Automated Bidding – We used an automated bidding strategy of “Maximizing Views” to leverage AI & ML to drive more completed views at a lower CPV and higher view rates. 

 

Frequency and View Caps – We leveraged campaign level frequency caps to avoid over-exposure of ads to a single user across multiple targeting options and maximized the number of unique users reached with the budgets. 

 

Results 

 

87% of the views were completed views 

63% decrease in CPV which drove 0.6x incremental views 

66% decrease in CPM which drove 0.7x incremental impressions 

50% higher views compared to YouTube Masthead in the previous campaign 

161% increase in brand search queries on Google Search 

 

6 Best Case Practices For Creating Thumbstopper Videos

Why Thumbstopper?

The rapid rise of mobile devices as a medium of advertising has challenged all we know about how to capture attention and tell stories. 

Research has shown that the average attention span of a consumer is barely 8 seconds. To put it in context, one a second less than that of a goldfish.

According to Facebook, “Consumers take just quarter of a second to process an ad on mobile.”

Commensurate with this revelation, marketing professionals throughout the world are creating shorter, more attention grabbing content.

Recently, Malabar Gold and Social Beat came up with a campaign for International Men’s day to promote Malabar Gold’s ‘Men in Platinum collection’. Two thumbstopper videos were released which aimed to break the stereotype of the ‘macho culture’ and how all men should be appreciated for who they are. The video reached around 13 lakh people across Facebook, Instagram and Youtube. Malabar Gold’s Facebook page saw an increase in user engagement by 450%! This proves that thumbstopper videos, when done right, can change the way brands can connect with their target audience. 

 

Mobile Marketing Association (MMA) and Facebook came out with what they described as the “first-of-its-kind initiative to redefine short-form mobile video creativity in the country”, called the thumbstopper.

What is a Thumbstopper? And how to make an effective Thumbstopper?

The thumbstopper is essentially a 10 second long, vertical, short-form video creative built around a strong emotional core to narrate a brand’s story. 

This fascinating new content format solves every marketer’s problem of addressing short attention spans in an era of growing mobile advertising.  Here are ways to nail thumbstoppers for your brands.

A successful thumbstopper video should meet the following 6 critical criteria:

  1. Video Duration
  2. Brand Placement
  3. Striking Visuals
  4. Sound effects 
  5. Grand Opening
  6. Surprise element 

1. Video Duration

“52% of the total brand lift driven by video comes from impressions that were short-view, or under views under two seconds.” – “Video Viewability and Sales Lift Research” by Facebook and Oracle, Sept 2017. 

As a thumb-rule thumbstoppers should not be longer than 10 seconds.It may be challenging to complete your story in such a short time. You can try and showcase a moment, a reaction or a visual representation of the product’s benefit.  For more complex stories, you can use more quick, multiple “chapters” that have a greater impact. 

2. Brand Placement

“Thumbstopper videos had a 2x lift in ad recall if branding occurs within the first three seconds” –  Stand Out in Feed: Optimizing Video Creative on Mobile” by Facebook IQ, Dec 2017 . It’s best to showcase your brand in the first 3 seconds of your thumbstopper. You can do this by showing a logo, well known spokespeople, striking colors, products or visuals. Also make sure that you communicate your brand promise in a simple & attention grabbing way to obtain the best results. You can do this by using cutaways to showcase multiple product colors or variants. 

Front-load your concept or script  – put your brand promise and key messages up front, in the most direct way possible. 

3. Striking Visuals 

MMA’s research shows that when an ad first appears on the screen (one tenth of a second), it is mostly seen as a blur but even this instant blur is enough to evoke an emotional response.

Make the most of the colors at your disposal: The usage of colour in advertising is often a very important strategy, since colours have a tremendous psychological impact on people. Our brain makes associations with certain colors that bridge the gap between your brand and your TG.

As a best practice, use of contrasting colors. This will make your creative stand out in a sea of monotony. 

And most importantly, embrace your brand colors. Use them repeatedly for your audience to associate your brand with those colors

4. Sound effects:

Facebook has created a system wherein you don’t have to turn up the volume to enjoy videos. This has got many brands and content creators thinking on how to embrace silence and find ways to grab viewers’ attention without sound: The thumstopper is no exception

  • Use knots and screenplays that do not involve dialogue and which are instead highly visually appealing.
  • Make good typography your best buddy. Text and graphics make your message easier to understand in a muted environment.
  • Make sure you always caption your thumbstopper video in case it contains dialogues. 
  • Make sure that the background score is soothing, feel-good and charms the viewer, just in case they decide to turn up the volume. 

5. Grand Opening 

MMA’s cognition study shows that people responded strongly to human faces, body parts or even icons that are shaped like bodies.

To get the maximum output, include a human element that is high on emotion. The hero should be at the center of the story. With all of us swiping quickly through our newsfeeds, your brand must make a real impact in just under 10 seconds. Hence, bring your most exciting frame upfront.

Capture attention with branding or text, quickly. An interesting way to open would be to use the hero element of your brand right in the beginning. You can also use vernacular videos as thumbstoppers with a grand opening as part of your video marketing strategy! 

Try using text captions to emphasize core messages at the outset. You can also add an interesting copy at the end of the thumbstopper so that the message is etched in your viewers’ memories. 

6. Surprise element:

Top-performing mobile ads always have a surprise element. Introducing surprise design elements may seem counter-intuitive, but it can transform the ad completely! 

Use the different creation tools that are already available on platforms such as Facebook and Instagram. Can the thumbstopper be a Boomerang or Hyperlapse? Have you used an IG sticker or Poll in your ad? The possibilities are endless! 

You can write a creative scene. Is it possible to use time as a creative device? Will a fresh copy approach work? 

There are several ways through which you can innovatively approach Thumstopper videos. In the end it’s all about creating a huge, positive impact for your brand.  The idea is to create memorable moments and create a lasting impression on your customer’s mind.

Through the Malabar Gold Campaign, Social Beat successfully managed to do this. Not only did the thumbstopper campaign create a visual impact, but also a social impact which aimed to change the way people currently perceive certain practices in society. Social Beat, one of India’s leading digital marketing agencies is helping several brands across the country leverage their video marketing efforts through innovative, path-breaking and high impact methods such as creating unique thumbstoppers. 

If you want your brand to reach out to millions of people, try the thumbstopper approach. You will not be disappointed!  

7 Image SEO Tips To Follow in 2020 For Improved Ranking On SERPs

Even if you’re new to the concept of image SEO and do not understand why an article would choose to talk about image SEO tips, hang on! Correct SEO practices are a goldmine waiting to be unleashed. I’ll just start by saying – all your digital marketing efforts will go in vain if you do not leverage this integral marketing element – SEO. 

Before jumping to image SEO tips, let’s first deal with the basics. 

What is SEO? 

The unpaid strategy that goes into making any given website rank higher on a search engine is called SEO

Search Engine Optimisation is essentially optimising your site so that it gets picked up by search engines and gets displayed on relevant searches leading to higher traffic. The strategy is unpaid and thus focuses on ‘organic’ results. Under this, the design, content, images, links, and writing – everything needs to be optimised in a way that search engines (Google, 90% of the time) show the website as a top result when someone searches for a related keyword. 

Why does SEO matter in the digital marketing world? 

Not a secret: Yout website visitors are your potential customers!

SEO matters because: 

  • To welcome an influx of online traffic, you need to rank higher on Google. 
  • 33% of clicks on a search engine are on the first ranking page, and 75% of all clicks are on the first five listings. SEO is the way to go if you want users to click on your website.
  • The higher your rank, the better will be your brand’s visibility and thus credibility.
  • High ranking builds trust and digital authority like nothing else. 
  • Once users trust your brand, sales are bound to follow. 
  • The indirect advantage of SEO is that when you spend time optimizing your website, you also end up enhancing its usability and fine-tuning user experience.  
  • SEO helps you build and sustain a quality relationship with your audience. 
  • It gives you the much-needed competitive edge which is a tough nut to crack in present times. 
  • SEO gives you an edge and shoots up your conversions.
  • All of this adds to more sales, a loyal customer base, and substantial business growth. 

                                                                      Image Source: Backlinko

Why is it important for images to be SEO optimised?

Image optimisation matters because: 

  • They extend contextual information to the search engine which directly affects the page ranking. 
  • Your page loading speed is enhanced which in turn increases user engagement. 
  • Images consume significantly higher bytes than any other component of a website. This emphasizes the fact that their size and complexity is bound to influence a site’s performance.
  • Aberdeen Group’s study suggests that even a second’s delay in page load time leads to a 7% drop in conversions. Also, around 40% of individuals will abandon your website if it takes more than three seconds to load. Image optimization comes to the rescue here. If you can reduce the size of your image, maintaining their quality, your page loading time will improve drastically. 
  • Improved page load time = improved user experience. This will encourage conversions and enhance your customer retention rate. 
  • Optimised images require less storage on the server and thus site backups are quick and efficient.

Here are 7 Image SEO tips to keep in mind while optimising images:

1. Name it right: 

This has to top the list of image SEO tips because it’s so obvious and straightforward and yet most of us miss out on it. Google must be clear about what your image’s message is – without even looking at it. How does that happen? By naming your image. Use your focus keyword/keyphrase at the very beginning in the image file name. For example, if your image displays dogs, the file name shouldn’t be GDS5654.jpg, but dog.jpg.

2. Format it right: 

When speaking of crucial image SEO tips, formatting is what will follow. Here’s how to zero-in:

  • JPEG offers color and clarity with a comparatively small file size.
  • PNG to keep background transparency intact
  • WebP for a combination of high-quality results and small file sizes. 
  • SVG especially for logos and icons. 

 3. Scale it right: 

The quicker a page loads, the better it is for SEO and user experience. Images have a huge role to play in the loading time of a page. The maximum width of your images can be 720 px, no matter what your screen size is. Images wider than 720 px are then automatically resized to fit the screen. 

Note that the browser still has to bear the burden of loading the image in its full-size i.e., if your image is 3500px, the browser would load it entirely and then display it at 720 px. To avoid this, resize your images effectively to suit the width you need. 

4. Dial down the size: 

The next in the list of image SEO tips is to compress the image and offer the smallest file size. Keep experimenting with various file sizes without being afraid. The visual quality usually faces little to no noticeable difference while the file size numbers dial down remarkably. 

5. Leverage Responsive images: 

Speaking of image SEO tips, we cannot miss out on the magic of srcsetthe HTML code to instruct the browser to load different versions of an image in accordance with different screen resolutions. 

Suppose you upload a 620 px image and someone visits your webpage using a smartphone with 420px display, then their browser has to unnecessarily suffer the load of 620 px when it can do so perfectly with 420 px. That is where responsive images drop in. For instance, here it will dial down your 620 px image to 420 px to suit your smartphone display.

6. Add captions and alt text: 

We all are used to skimming and scanning through an article. Another point in image SEO tips, therefore, would be to include captions (text) with your image when needed. KissMetrics stated that an average reader goes through the captions under images 300% more than the copy itself

Apart from this, add alt text to your images – it ensures that all information is intact even if the image isn’t available to the user. This alternative text must include an SEO keyword so that the image is clear to the search engine as well as to the user.

7. Include structured data: 

It’s simple – you can use structured data to show your users what kind of content is associated with your image on your webpage. By doing this, you will encourage better quality traffic to your website. Currently, the 3 markups that Google gives you are products, recipes, and videos. You can use the markup that describes your content the best. 

I’d like to leave you with the maxim: Knowing isn’t enough, you need to take action. Now that you’re aware of the strategies that go into making your page rank higher, make sure you experiment effectively. You can now incorporate the best images and leverage these image SEO tips to welcome quality traffic, sales, and growth to your business. 

About the Author:

Vinayak Agarwal is the co-founder of myHQ, a startup with a mission to revolutionize the way millennials work. They are creating a network of beautiful & inspiring coworking spaces and work cafes for people to work, network, and co-create from. myHQ is also a vibrant community of 10,000+ entrepreneurs, freelancers, and working professionals.

An entrepreneur at heart, Vinayak is an IIT Delhi alum and he worked with Goldman Sachs for 2 years before starting myHQ.

How can you make the most of your marketing budgets with Programmatic Advertising

Programmatic advertising leverages the power of automated bidding for inventory in real time, which helps advertisers in delivering faster and smarter campaigns. India has seen exponential growth in programmatic advertising with 80% of the advertisers seeing efficient gains due to its effectiveness and the control it gives. The adoption of programmatic advertising in India is projected to grow by 52% till 2021. Programmatic advertising is the future of advertising in India and it is about time that advertisers start leveraging programmatic advertising to make the most of their advertising budgets. In this blog we’re going to talk about 

  • How programmatic helps advertisers make the most of their marketing budgets 
  • What advertisers can do to help programmatic drive maximum ROI 

How Programmatic helps in making the most of your advertising budgets

  • Automated & Smart Bidding 
  • Data-driven creatives for personalization
  • Brand Safety
  • Advanced Targeting Options on DV360
  • Advanced Tracking with DV360 and Campaign Manager
  • Transparency in PG deals 

Automated & Smart Bidding 

Programmatic Advertising through DV360 offers bid strategies that leverage machine learning to improve campaign performance by serving impressions or increasing bids for users based on the likelihood of achieving the KPI set by the advertiser. DV360 gives advertisers control over setting a goal for their campaign example CPA goal – 500 and tell the system what to optimize for example – maximize clicks/conversions and also choose what to bid on example – spend the entire budget while minimizing CPA or set a target CPA. 

Advertisers have various goals to choose from for Branding which include CPM, Viewability, and CTR while optimizing their campaigns for maximizing their impressions or minimizing their CPM and Performance campaigns include goals like CPA, CPE, and CPI while optimizing their campaigns for either maximizing clicks or conversions with bidding strategies focusing on a specific CPC/CPA or spending the budget while achieving the CPA/CPC the system can achieve.

Use the right bidding strategies for your campaign to show ads only to relevant users helps to make the most of our budgets and maximizing results 

Pro Tips 

  1. Start with CPC as a goal for a performance campaign, optimizing for maximum clicks and bid on spending the entire budget while minimizing the CPC/maximizing clicks, to let the system gather learnings for better optimization. Once you have enough conversion data in your campaigns, move to smart bidding strategies like setting a CPA goal or maximizing conversions. Starting with bidding can have an impact on the delivery of the campaign or will not have enough data to bid smartly to generate desired results. The same strategy method can be used for branding campaigns as well. 
  2. Leverage OBB (Outcome Based Bidding) to only pay for clicks and not to impressions served to save campaign budgets.

Data-driven creatives for Personalization 

Programmatic advertising campaigns on DV360 lets advertisers leverage the power of personalization with data-driven campaigns and creatives paired with rich media formats for increased performance and engagement. 

Advertisers can choose from various formats, upload images and copies suitable for different personas of their target audience and set the target audience for a campaign. The system automatically serves the most relevant combination of images and copies for each user based on machine learning. It involves using data to sub-segment audiences showing the right creative to the right audience at the right time instead of going the traditional route of showing one ad to an entire audience segment. This enables personalization and automation at scale, which means we don’t have to work on 10 different creatives with different copies and create different campaigns for each audience segment. Instead, we can easily do that with data-driven creatives on DV360 paired with interactiveness which helps maximize relevant engagement with the target audience and increases ROI. 

An example of personalization with data-driven creatives 

Data driven creatives for Personalization

 

Brand Safety 

DV360 offers various brand safety control options to advertisers to prevent their ads from being displayed on sites with content that is not good for the brand’s image like Adult, Drugs etc. and tools like Ad Fraud prevention which can be used to exclude either High Risk or Medium Risk or High and Medium Risk Websites. Excluding high risk has worked the best in terms of minimizing ad fraud, however, excluding high and medium might impact the delivery of the campaign or increase the CPC. TRAQ Score is like a credit score for a website, the higher the TRAQ score, the safer the website. The scores range from 250-1000. Using scores between 500-1000 has worked the best for our campaigns, which helped prevent ads being displayed on spammy websites in just a few clicks without a huge impact on the cost for each click. 

This helps advertisers make the most of their advertising budgets by reducing irrelevant clicks which in turn reduces wasted advertising budgets and gets more clicks from relevant users.

Advanced Targeting Options on DV360 

DV360, one of the biggest digital innovations in recent times, offers various targeting options to advertisers to choose where they want their ads to be served to who they want to and do not want show their ads

Placing Ads – Advertisers can pick the environment like website or apps, categories and placements, choose specific apps or app categories, browser, viewability on the browser, above or below the fold, devices and even the connection speed of the browsers. The ad exchanges can be used to eliminate environments that are not relevant or generating ROI. Example – If ads placed on apps are generating too many accidental clicks and reducing the ROI, apps can be excluded in just a few clicks. 

Audience Targeting Options – Along with Google Audiences and custom audiences, advertisers also have access to 1st party lists, premium 3rd party lists and created combined audiences of any Google Audience, Custom Audience, 1st party or 3rd party list. For example, if you want to target CEOs of companies with employees of more than 5000, we can target those audiences using a combined audience of 3rd party lists. This helps advertisers reach the most relevant audience however niche it is and save impressions served to users that might not be relevant.

Audience Exclusions –  Exclude any 1st or 3rd party list, Google audience and also create an audience of users based on impressions already served to exclude them from your campaigns. For example A user has been served 3 impressions for one offer. You can create an audience for this and exclude it from the other offer to avoid overlap and save impressions and clicks which can be used to engage with more users. 

Advanced Tracking Options using DV360 and Campaign Manager

Programmatic advertising offers advertisers advanced tracking options when Campaign Manager is used. A few of these are:

 

Tracking Frequency & Journey across Platforms

Campaign Manager lets advertisers track the number of impressions a user is served across platforms like Google, Facebook, OTTs, Publishers and cap it across all platforms. This helps advertisers get a single view of a user and track the entire journey across platforms and avoid overexposing ads to a single user, since they are tracked as different users on different platforms, save wasted impressions and reach more users in the same budgets. 

Audience Overlap

Campaign Manager lets advertisers evaluate the overlap of audiences across platforms and helps make better media planning decisions. Example – we ran campaigns on two different platforms but the overlap of the audience on both the platforms is 85% which means the audience on both the platforms are the same and one of these can be removed from our media plan for the next campaign. 

 

Transparency in PG Deals 

Leverage programmatic advertising for placing ads on different publishers like Moneycontrol or NTDV has several benefits that can lead to optimizing the efficiency of campaign budgets:

  1. Tracking a user across platforms and capping frequency at a user level
  2. Programmatic offers 100% transparency of impressions served and clicks received, whereas in a direct deal, advertisers have to depend on reports shared by the publishers. 

What advertisers can do to help Programmatic drive maximum ROI 

  • Set clear objectives 
  • Use the targeting options in the best way to reach your audience 
  • Test, evaluate and optimize
  • Give the system time to learn and start working for you 

 

Set clear objectives

Setting clear objectives before starting the campaign helps in better optimization. The objective of the campaign shapes the entire structure of the campaign right from the goal, what we are optimizing for, the bidding strategy, the audiences that are targeted and creatives that are used. Making too many changes to these elements of the campaign can have a negative impact on the learnings. 

Use the targeting options in the best way to reach your target audience

With so many targeting options available on DV360, we can target even very niche audience segments to reach relevant audiences, paired with the relevant placement of the ads with data-driven creatives to be as relevant and interactive as possible. 

Test, Evaluate & Optimize 

Check which creatives work – Leverage rich media creatives and see which format and communication works better 

Check with audience works – Test different custom audiences, combined audience, look at the audience analysis report to check which audience list has an overlap with your 1st party list and define your target audience

Check which frequency works – With advanced tracking options advertisers can analyze which media platforms and which frequency works the best to drive ROI and optimize campaigns accordingly. 

Check which publishers have an overlap of the audience and choose the one which is more cost-effective – Analyze data from existing campaigns to make better media decisions and budget allocations based on the cost-effectiveness of each channel to reach the same audience.

Analyze Campaign Performance – Check all elements of the campaign like which environment, age, geo, day of the week, time of the day, placement, ad exchange, position, the bid strategy works the best for increasing ROI from a campaign. 

Give the system time to learn and start working for you 

A lot of times, advertisers initiate campaigns but pause it if there are no immediate results, however programmatic advertising, like any other advertising platform, requires machine learning to generate results and ROI. Advertisers should evaluate the performance of a campaign not just by the direct results but also by the impact it creates in terms of the consideration a campaign creates, how does the remarketing to this audience work in campaigns, etc. 

 

Latest Facebook & LinkedIn updates for user engagement

During these times of the COVID-19 pandemic, more brands are trying to reach out to their customers digitally. With so much content floating out there, like thumbstopper videos and engaging vox-pop campaigns, it becomes difficult for a brand to capture the attention of a user online towards their offering. Facebook and LinkedIn, well-known platforms in the social media and networking space, have launched new features on their platforms to get more engagement from users online.

LinkedIn Launches “Poll” Feature

For all those bogged down with content in their feed, interactive content in the form of polls are an excellent way to engage your visitors and make them feel heard. You could ask them to share their opinions or perspectives on various conversations and trending topics. Polls can also help companies in their research to evaluate new introductions to their product line. Polls give an insight into the minds of consumers and what they expect from a brand. 

LinkedIn has joined Facebook, Twitter and other social media platforms with the launch of their new Poll feature. Just follow the steps below to create a LinkedIn Poll:

  1. Create a new post and select the “Create a Poll” option.
  2. Enter the question you wish to ask, along with four answer options and set the duration of the poll which can be up to two weeks.
  3. Write a post to accompany the poll and don’t forget to add hashtags for better visibility.
  4. Set the privacy setting of the poll to either your connections, specific groups or anyone on LinkedIn and then take your poll live.

Once the poll ends, you can get an analysis of the poll with information such as the total number of voters, most preferred option and the selection percentages of all the options. This can help you gain insights on the respondents.

linkedin-poll

Send Marketing Emails via Facebook Pages App (PMA)

Gone are the days when you had to use a CRM tool to send out emails and another to manage your online advertisements. Facebook has now introduced an option to send Marketing Emails right from the Pages Manager App (PMA). Just follow these three simple steps to start sending emails right from your Facebook Pages App:

  1. Confirm the Email Address associated with your page.
  2. Manually upload the email addresses to your database. Facebook asks you to confirm whether you have received permission from the recipients to send email updates.
  3. Fill in all the required fields just like a regular email and send your email.
facebook-send-email

The additional benefit of using the Marketing Emails feature on Facebook is that once you have created your database of email addresses, you can create custom audiences to target those users on the Facebook Ads platform. If you wish to grow your target audience, you can also create a lookalike audience to the users matched through this database, based on their interests, preferences and behaviour on Facebook. These audiences help your advertising campaigns get better results, by increasing the relevance of the ads.

[wpsp]