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
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.
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 about your brands values
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Spread awareness
Objective
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Audio / Companion Banner
Brand Awareness | Prospecting
Immerse listeners in your brand through the power of audio. With audio you're able to access inventory across multiple sellers like SoundCloud and Spotify. Be able to target users with programmatic audio to keep their attention on your brand.
About
Leverage audio and companion banners to extend the reach of your campaign and to help develop the prospecting stage to then push users further down the funnel through retargeting.
Creative Tactics
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- Generating awareness for the brand
- Educating users
- Extending audio reach
Objective
Brand Lift Study
Brand Awareness | Prospecting
A brand lift study is a flexible and cost-efficient way to understand the impact your advertising efforts have on your business goals, through real-time incrementally measurement.
About
Using a brand lift study lets you gather a wide range of data that will help benefit your campaign and brand. With the data given, you can understand your brand perception and retarget/reach new audiences for upcoming campaigns.
Creative Tactics
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- Generating data to benefit future campaigns
- Help understand advertising needs
- To see if your advertising is reaching your goals
Objective
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.
Creative Tactics
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- Generating awareness for the brand
- Educating users
- Extending video reach
Objective
Discovery
Prospecting/Retargeting
Discover the preferences and perceptions of your target audience with discovery ads. Discovery ads enable users to respond to a question by way of buttons allowing you to retarget users based on their responses
About
This is the stage that brings the users into the retargeting pool and for you to know which game is most favoured to specifically curate your next campaign on games that aren't as popular. With the data and retargeting tactic, this discovery unit is versatile in all parts of the funnel. In addition, users that click one of the buttons are taken to the corresponding landing page.
Creative Tactics
- Gathering data to learn more about your audience and bucket users into retargeting pools.
Objective
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Native
Prospecting / 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 catered for general messaging to get users educated on what Washington's Lottery has to offer. These native units can also change messaging to focus more on retargeting users from units like the discovery unit where each native can be focused on the specific responses where you can then server users the native corresponding to which button they clicked from the discovery.
Creative Tactics
- Click or click through rates
- Site visits
- Conversions
Objective
Scratch and Reveal
Retargeting
The scratch-and-reveal unit allows you to help the users engage with the unit to keep them focused on the unit. With the scratch and reveal you're able to create and promote different sales and promotions being scratch a part of the ad to then reveal a new image underneath.
About
This unit is focused lower down the funnel, driving engagements and click-through rates by having the user interact with the unit. This part of the funnel will let you retarget users that come from the upper portion of the funnel. For example users from the CTV and In-banner video units can then be retargeted with the scratch and reveal.
Creative Tactics
- Drive engagement and CTR
- Add a retargeting element in your campaign
Objective
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Thank You!
Don't hesitate to reach out if you have any questions
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Washington's Lottery <> Creative Strategy
By Mark Erwell Protacio
