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The importance of lockable assets in display advertising

Brands are constantly under pressure to be at the forefront of their industries and deliver eye-catching, targeted advertising which is relevant and engaging for their audiences.

These audiences can be anywhere in the world and therefore it’s important that the messaging is appropriate for them, with the right messaging, offers, currency, sentiment and so forth. Some people believe that using an ad platform which allows complete freedom and flexibility when creating ads will allow local branches and teams to create the best ads for their market.

It’s true that a lot can be done with a fully creative platform but beware, we’ve heard some truly terrible stories about what happens when people can edit all elements of an ad and stop following the brand guidelines. This can result in a deviation from brand style, messaging and imagery leading to all sorts of issues for head office. There’s an important balance between being creative, tailoring ads for specific audience groups and staying true to the brand.

Imagine, if you’re a world-renowned sports apparel brand. You have huge campaigns, certain styles, key messages and pride yourselves on campaigns that are focused on motivation. You work with influencers, invest heavily in photoshoots and want your brand to represent not just products you sell but to inspire active lifestyles and this is known by your audiences.

Now imagine if your Head Office Marketing Team has created a new campaign which will include digital advertising and the creatives are sent to other regional teams without any assets being locked.

What can happen with full edit options?

Colour changes: Studies show that “our brains prefer immediately recognisable brands” and colour plays a significant part in viewers’ memories, when they look at this ad, they will not recognise it as the same brand. That means in the moments when your ad can have the most impact, the viewer hasn’t identified your brand, they have clicked away to something else, your impressions aren’t contributing to building up the brand presence in this market.

Offer changes: What if your local resellers could edit discounts as they wanted? They may want to increase traffic or think this is a good way to increase sales but offering discounts at the levels they chose can result in lower profits, lower ROI on campaigns, unexpected production implications and even customer dissatisfaction if the offers aren’t honoured. What if your branches all around the world were all offering different amounts? How would you manage your accounts, forecasts and explain this to stakeholders?

Message mistakes: there doesn’t need to be very much said here. Spelling mistakes, message errors, offer inaccuracies, regardless of the marketing or advertising channel, are not tolerated by viewers. It is a sign of a lackadaisical company; if a brand is not interested in its advertising and investments, perhaps they are not interested in quality, delivery or service either.

In a busy and competitive landscape, advertising is a mainstream comms channel and as a typical viewer sees up to 5,000 ads in a day, any hint of low-quality will make your viewers disregard your ads and click on a competitor’s. It’s obvious what this can cost a brand.

Image changes: There is a lot of investment needed for photoshoots, to hire the right people, work with the right spokesperson, have everything approved by stakeholders. The image is arguably one of the most important elements of the ad. Now imagine if that investment is wasted by editors who choose to use other images as they see fit, or even, unapproved imagery. There is a huge difference in the perception of the original ad and this product based ad deliver.

As stated before, brands focus not only on showcasing their products but also their style and company ethos. Unapproved and off-brand images will reduce you ROI, frustrate your creative teams and ultimately won’t hit their ad targets.

There is a happy balance in the level of creativity and the amount of restrictions that should be applied to an ad. Based on the brand itself, different elements will be important, it may be the colours, logo positioning, slogan or the CTA. A good service provider will work with a brand to create the best set of templates for their needs, locking the elements that should be and providing enough options that no one feels frustrated working with templates. There are a lot of benefits to using ad templates, they speed up the ad creation process, take the pain away from responsive advertising and show up correctly in every browser. By using ad templates, you can create beautiful on-brand ads without the stress.

If you want to find out more about how Fluid Ads create ad templates or would like to understand more about the benefits, let us know and our Customer Success team will be in touch to discuss how ad templates can benefit your teams.

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