One of the primary benefits of digital advertising is how easy it is to create and launch campaigns.
In traditional advertising, the nature of the media channels limited you to planning for static messages. In digital advertising, everything is dynamic. You have several ways to define and reach your audience, and a system that can rapidly and automatically deliver variations. Bright was built to help you take advantage of this.
When you create your campaign, you’ll have the chance to select your target audience, write your copy and upload your images. Why does Bright ask for 2-10 images per campaign instead of just one? If you know what you want to say, why waste resources commissioning art to say it different ways?
Think of it like this: Every campaign is an opportunity to promote your brand and learn something from your audience.
Suppose you want run a campaign for “Nuts-for-Nuts” almond milk. Here’s what you know:
- On sale
- 50% less fat than regular milk
- 0 trans fats
- No gluten
You’re having a sale to raise awareness of the brand and get more people to try it. The main point is: Buy our almond milk now because it’s on sale.
But note the features. Can you rank their appeal for your audience? Maybe you have the resources to commission studies, maybe not. Maybe you know your consumer, maybe you don’t. Wouldn’t it be best to learn—or confirm—what most interests them?
This is your chance to create and test variations of your ad. Here you have 5 benefits to test. Whether you do it in the copy or in the image is up to you, but remember: if you want clear results, the test should be methodical. To show you the basics, we’re going to create variations of the ad image by combining a product shot with the benefits.
Surprise + Delicious
Sad + 50% less fat than regular milk
Bored + 0 trans fats
Happy + Organic
Neutral + No gluten
When your campaign is running, Bright continuously tests your ad and analyzes results based on your objectives. It creates and runs permutations that fit your budget configurations, using your best performing ad until it’s value is expended, then moving to the next ad and the next… This assures you get optimal value from your campaign.
Bright helps you understand what is and isn’t working about your ads. You can use it as the campaign is running or after it’s finished. Whenever you look at your results, you’ll be able to learn what your audience prefers.
Bright can tell you what worked best in your most successful ads:
- Which ad performed best
- Which facial expressions
- Which words
- What images
- What colors
- What format
Suppose you look at Bright, and your winning ad’s image contains the word “Organic” and a happy face. In the copy, you see that the words “organic,” “wellness,” and “grass-fed” are the most common. In images, you notice that product shots are the most common. In colors you see colors (pictured and named by code) that indicate that white, two types of green, yellow and blue are most dominant.
This informs all of your marketing efforts, including the next round of ads you might choose to run:
Organic is clearly most important to your audience, which means you should probably talk about the organic qualities of your almond milk in most of your communications. You might want to make it a central part of your package design as well.
While it’s no surprise that a happy expression would sell, it’s an important confirmation.
The ad contained a product shot along with someone drinking the milk. Maybe it helps your target to envision themselves drinking the product? And it’s a great way to show how your package looks, so the next time someone’s in the store, they can easily spot it on the shelves. Maybe you could even include someone drinking the product on your next round of pack designs—or even test it in an ad before printing the actual designs.
Now the colors white, green, yellow and blue are interesting… These would be the typical colors you’d see in ads for dairy milk. Imagine the white milk from cows in green fields under a blue sky with a yellow sun. Perhaps your target audience still uses dairy milk as the reference point for almond milk. You could continue to reaffirm these color schemes as a subtle cue, or you can test other associations—use-case scenarios, for example—that linked your product with dairy milk.
And the format—a still image—worked in your best-performing ad. Since you only used still images, this is no surprise, but if you had used a combination of still images and videos, Bright would have told you if one had been more effective than the other.
Again, every campaign is an opportunity to promote your brand and learn something from your audience. But you wouldn’t have been able to discern an audience’s preferences without the opportunity to test options. So providing meaningful variations of your enabled you to connect with your audience and create start a virtuous cycle that can keep you learning and connecting better with your audience. And that will add up to sales.