CREATIVE STRATEGY
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Ad Formats
The Creative Studio team can help you choose the right formats for each stage of your campaign, allowing you to tell a compelling story through a mix of channels.
Leverage two or more different channels to increase your reach and boost campaign performance.
Native
- Copywriting and Editing
- Image Selection
- Custom Image Creation
Display
- Ad Creation from Pre or Post Concept Stage
- Reformatting to Additional Sizes
- HTML5 & Rich Media Unit Creation
Video
- Trimming & Stitching
- Adding Captions
- Adding Logos, Text or CTA's, etc.....
Audio
- Script Writing
- Voice Over Production
- Audio & Music Editing
- Final Composition Production
Creative Studio Performance
The metrics being shown are pulled from live campaigns in the higher education vertical. To summarize the charts, Creative Studio-built units have a 23.73% CTR lift. In addition, animated in comparison to static units show a lift of 17.99%. In terms of time on site, Creative Studio has a 77.12% lift in comparison to client-built creatives.
0.111%
CTR % - Client built
0.138%
CTR % - CS built
0.138%
CTR Lift
00:00:39
Avg. ToS - Client built
00:01:10
Avg. ToS - CS built
77.12%
ToS Lift
0.111%
CTR % - Client built
0.138%
CTR % - CS built
27.39%
CTR Lift
0.111%
CTR % - Client built
0.138%
CTR % - CS built
0.138%
CTR Lift
0.128%
CTR % - Static units
0.151%
CTR % - Animated units
17.99%
CTR Lift
Connected TV
Brand Awareness | Prospecting
Unlike Linear TV, CTV has the ability to target specific audiences so you can reach relevant and engaged viewers. As well, this medium provides the ability to assess campaign progress during the live period so you can adjust and optimize your campaign in real-time. Currently, CTV has a 98.51% video completion rate.
About
Within your video or script, highlight features of your brand service, or product that will align and resonate with your audience.
Creative Tactics
- Get noticed and build rapport amongst your audience.
- Educate your audience on Bethel University˙s values
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Spread awareness of Bethel University specific programs and benefits
Objective
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With the use of CTV, your videos will be placed on both streaming devices (Chromecast, Roku, Apple TV etc.) and smart TVs
Placements
Audio
Brand Awareness | Prospecting
Connect with your audience wherever they're listening - on the go, in the car, at work or at home. Track the impact of your audio campaigns in the same manner as your other programmatic buys. Metrics include cost per completed listen, audio completion (AC), audio completion rate (ACR), quartile AC and more.
About
Reinforce your audio message with clickable companion banners so listeners can tap to visit your online destination and take action. Be able to leverage audio from your CTV units to easily extend your reach into audio inventory.
Creative Tactics
- A screen free moment for delivery of message
- Immerse your audiences in a personal experience and command their full attention
- Deliver a clear narrative with a value proposition and strong CTA
Objective
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Audio units at 0-15 seconds have a 95.68% audio completion rate. At 16-30 seconds the audio completion rate slightly decreases to 94.86%.
Performance
Online Video
Brand Awareness | Prospecting
About
Online video can be used through interstitial video and in-stream video. In addition, online video can also be in the form of an online native video where a headline and copy can be attached alongside of it.
Creative Tactics
- Get noticed and build rapport amongst your audience.
- Educate your audience on Bethel University˙s values
- Spread awareness of Bethel University-specific programs and benefits
Objective
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In-App Interstitial Video
The use of online video widens your reach, being able to target users from a mobile and desktop placement. These videos help increase awareness of your brand by being present seamlessly in an article or video. Currently, online videos of 15 seconds or less have a 79.84% video completion rate.
Interstitial video is placed in articles where the whole mobile screen is taken up. In-stream on the other hand is placed before a video is played. Native video is placed within articles to make them as seamless and non-intrusive as possible.
Placements
In-Banner Video
Brand Awareness | Prospecting
Utilize video assets in display inventory to generate lasting impressions. These units are ideal for brands that want to extend video reach outside of the in-stream environment or those who want to take their standard display banners to the next level.
About
Leverage In Banner Video to maximize your prospecting efforts. This unit is served using standard display inventory, therefore CPM's remain low and scale remains high. Users that come from the online and CTV videos can be served this unit coming from the retargeting pool. This unit is also very flexible in terms of changing direction. The focus being shown is more catered towards the general consumer, although if the focus of the campaign was to be related to a specific course or school were able to switch out video and messaging easily.
Creative Tactics
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- Generating awareness for Bethel University
- Educating users on the benefits they unlock at Bethel University
- Extending video reach
Objective
Data gathered from 1 month shows that the In-Banner Video has an average CTR percentage of 0.18% in comparison to a 0.11% running static.
Creative Studio Data
Carousel
Engagement | Retargeting
Show a variety of programs and offers provided by Bethel University to gather interest from more consumers. Carousels are highly customizable with a number of options for navigation, frame transitions, timing and more.
About
This unit is highly effective in keeping the user engaged letting them interact with the carousel to dive deeper into the brand and explore more collections. The carousel being shown gives the user a great idea of how Bethel shapes their graduates to be successful. Showing statistics can help solidify the user's doubts about programs and schools. This carousel can also be customized per school to show programs or unique benefits.
Creative Tactics
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- Driving engagement
- Pushing further down the funnel
- Retargeting users
- Driving to the site
Objective
Data gathered from 1 month shows that the Carousel has an average CTR percentage of 0.14% in comparison to a 0.11% running static.
Creative Studio Data
Discovery
Engagement | Retargeting
Discover the preferences and perceptions of your target audience with discovery ads. Discovery ads enable users to respond to questions by way of buttons, a checklist or a dropdown menu, allowing you to retarget users based on their responses.
About
Being able to collect data from users and which academic they are most interested in gives us an idea of what needs to be focused on for future campaigns. With the use of discovery, we are also able to retarget users depending on their responses. Those who choose the Undergrad option will then get served a native unit that includes messaging around undergrad benefits and options.
Creative Tactics
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- Driving engagement
- Pushing further down the funnel
- Retargeting users
- Driving to the site
Objective
Data gathered from 1 month shows that the Discovery has an average CTR percentage of 0.18% in comparison to a 0.11% running static.
Creative Studio Data
Native
Retargeting
Native ads are consumed the same way people view editorial content which could attribute to consumers looking at native ads 53% more frequently than display ads and why they tend to register higher lift in purchase intent at 18% and brand affinity at 9% than display ads.
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About
These natives are focused on the different levels of education. Users that come from the discovery can be retargeted the following native units depending on which response they chose. This strategy will help keep the user in the funnel and keep them exposed to the brand.
Creative Tactics
- Drive higher CTRs through organic-looking placements
- Customized retargeting based on audience interests
- Expand prospecting and retargeting reach through the native channel's inventory placements
Objective
Thank You!
Don't hesitate to reach out if you have any questions
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Bethel University <> Creative Strategy
By Mark Erwell Protacio
