Over the past months, we have been running campaigns for companies across different industries. Like any advertising medium, there were campaigns that were very successful. There were campaigns the need improvement. In this article we will discuss what are the best practices and what should be avoided to maximize this medium.
Do Know Your Audience– understand who your clients are and what keeps them up at night. Know what are their pain-points and aspirations. Creating ads that are geared to that will help resonate your message. Make sure you have a product that addresses people’s need. Align your marketing collaterals to effectively spread your message across.
Do Invest on Quality Marketing Collaterals- The people watching your ads are rideshare passengers. You need to invest on quality materials to resonate with this people. Videos are good ways to tell stories, invest on a video production team that can help you on this. Don’t scrimp on your creatives, it will hurt your campaigns in the long run.
Do Review your Copy– Run a review on the messaging of your copies. Is it too complicated to understand? Does it speak the language of your audience? Does it convey the needs and solution of your target audience correctly?
In a campaign that we ran a few months ago, the client was complaining that they had no conversions for their promos. When we ran interviews with the drivers/riders, it was discovered that there was a minor problem on their copy. When they adjusted their ads, they were receiving tons of traffic to their stores. Don’t assume your ideas is what the market needs, get feedback from people and work on it.
Do A/B Testing– invest on running A/B testing for your materials. Split testing is running multiple marketing collaterals and measuring which one drives engagement and converts. It may be a long and tedious process but being able to identify customer feedbacks will be valuable for your campaigns. Iterate based on the results of these campaigns. Don’t invest on a single collateral, learn to adapt and make it flexible.
Do Exploration on the Medium– In-transit ads is a new and advanced platform. Explore its features carefully on how to leverage it with your campaigns. Targeting ads through facial detection is very powerful. Running ads by targeting per city, zones and establishment is also powerful. Analyze it and leverage it to hit the right audience and right place, time and context.
Author: Bobby Ben Davis Cristuta
Bobby is the CMO and Co-founder for Admov Philippines. He is a serial technopreneur. He is passionate in delivering emerging marketing channels and bring Manila as destination for innovative advertising technologies.