CT based campaigns currently provide the most cost effective advertising solutions for clients. Mainly, is not just because the advertiser only pays for interested parties, but also the ROI potential is far higher than the budget requirement. A click costing on average 250-350 HUF can result in the sale of a car worth several million HUF, or several hundreds of thousands of HUF fixed-term deposits. In addition, every appearance that does not result in an interaction has still strengthened the brand’s image and product recognition. In this way, it is possible within budget allocated to a specific channel to reach users cheaply and similar to TV, at an approximate cost of 1 HUF. Not to mention the impact of the publicity a TV spot would have. Therefore, it represents a cost effective solution that also provides extensive coverage. As a result, media owners can be persuaded to display our adverting on surfaces that are relevant and effective, as better and faster results are also in their interest.
This all said, there are some drawbacks to click-based campaigns that need to be considered when planning this type of activity. For example, due to the way that the deals are negotiated, ads can only run in free slots, meaning that campaigns sometimes do not appear for days as the inventory is not available for their placement. Also, as advertisers do not receive fixed placements, our adverting cannot be revisited by consumers and it is harder to develop any form of attachment between content and advertiser. On top of this, for a CT campaign it is harder to use a creative solution, as we have no knowledge of the environment where the message might appear, meaning that agencies are often reduced to using generic banner solutions.
An additional criterion is that on a CT basis, only banners raising attention to some sort of activity or representing a unique discount can run. This is done so as to reach the planned number of clicks from as few appearances as possible. However, the danger is that a very attractive offer may burn budget, meaning that the campaign can finish earlier than predicted as user engagement levels risk finishing the budgets in a short space of time.
In summary, CT campaigns can be very effective for clients but the Pros and Cons need to be considered before booking :
Pros:
- certain and predictable visitor number generation
- campaign appears on pre-defined sites with relevant affinity to key audiences
- cost per click means the campaign targets interested parties
- highly flexible campaign method - can be started quickly, freely rescheduled)
- considerable coverage is likely and high OTS
Cons:
- Campaign duration is limited by click levels
- no continuous fix display presence possible
- restricted use as regards special display forms
- dependent on the appeal of the creative
As regards online brand building solutions, good examples are hard to find . This is partly because advertisers have not, yet, realised the potential of the internet in this respect, as well as the rather ad-hoc way advertising is developed. Currently, too few campaigns focus on developing synergy across media types to deliver complex communication messaging (e.g. building recognition on TV, providing individual codes in the press, online registration). It is also obvious that while companies spend considerable sums on sponsorship, leverage of the potential this offers is not always thought through – especially with regards to the digital environment.
Solutions that go beyond traditional display advertising and take advantage of the online option are the ones that have the potential to be seriously successful when it comes to building a brand. An excellent example of this is the launch of the SME section by K&H, which was created for servicing the information requirements of the given target group, at the same time in the heads of the users, this content is linked to the bank.
There are many options for addressing communities, when the aim is not to reach as large a group as possible, but rather the establishment of smaller and more loyal groups. For example, Nike’s running blog and micro site allows for user customisation so that the experience can be personalised at the same time as users share ideas, routes and other tips. In the same way, FMCG companies are creating thematic content to further engage with their audiences – take a look at Rama – www.sutigyar.hu, Flora – www.szeresdaszived.hu or Knorr – www.fozniakarok.hu.
Naturally there are solutions when it is not the brand that creates the communities, but rather they follow consumers to their chosen environments , such as iwiw and Facebook), although this is not becoming more problematic.
On one hand what is permitted it is very strictly regulated, whilst activity on these community sites has to be a long-term goal. It requires considerable resources, both from the advertiser but also the agency, as day-to-day continuous presence is needed, which cannot be too pushy, as the audience can easily turn against the company resulting in a negative effect.
Lack of innovation from these sites presents an on-going challenge as the sites do not continually develop new opportunities and often existing ideas die out on their side. They claim that “it would disturb the users”, “it would be too pushy”, or “it considerably slows the internet connection” – however the majority of these fears have really never been tested, they rather represent the opinions of editors, sales managers and owners. Naturally we are trying to continuously improve the opportunities, which can be achieved in two ways:
1. we can present a working creative concept that chosen media partner can test – this works for both international and local concepts
2. In Hungary the “anything is possible for money” solution also exists, however these do not represent cost effective solutions
The brand building effect of an online campaign can be demonstrated most effectively when surveys are completed both before and after the campaign. However, in the case of an integrated solution, the independent role that the online option plays can be difficult to show. Consumers recall does not always clearly distinguish between media channels, especially when a campaign has had an audio-visual element – often digital campaigns are mistaken for TV afterwards (approximately 30-40% of people named TV in response to the question asking where they have seen an advert, even in the case of surveys run for campaigns where they were 100% online).
