Texas Tourism Friendly Advertising Part 3

Summary

This script outlines best practices for mobile and audio advertising, emphasizing the importance of action verbs, simplicity, and clear call-to-action (CTA) styling. It advises using high-contrast colors for CTAs and recommends click-through actions with verbs like 'discover' and 'explore.' For audio, humor and engaging storytelling are highlighted to create memorable experiences. Display ads should be diverse, with clear fonts and imagery, and AB testing is crucial. The marketing funnel is discussed, suggesting different ad types for awareness, engagement, and action stages to effectively guide potential travelers to visit a destination.

Takeaways

• 🔍 Use action verbs in ad copy to inspire action and resonate with the audience's stage in the marketing funnel.
• 📝 Prioritize simplicity in creative design by using bold, readable fonts and limiting text, especially for smaller ad sizes.
• 🎨 Ensure high contrast colors in call to action (CTA) styling to make it stand out and encourage clicks.
• 📱 For mobile ads, use click-through actions effectively with verbs like 'discover', 'explore', and 'visit' to inspire action.
• 📊 In larger ad formats, utilize the space for clear visuals and prominent CTAs, while smaller formats require simplicity and focus.
• 🌟 Incorporate gentle, non-distracting animations in mobile ads to enhance user experience without overwhelming the viewer.
• 🎧 In audio advertising, use humor to create a memorable impact, as it's more likely to be remembered by listeners.
• 👂 Leverage the 'theater of the mind' in audio ads to paint vivid pictures and tell compelling stories using words and sounds.
• 🎵 Establish a consistent sonic identity for your brand in audio ads, including script, music, tone, and mood.
• 📈 Implement AB testing for display ads to gain insights into audience preferences and behaviors, and use clear, legible fonts.

Q & A

What is the significance of action verbs in mobile ad copy?

Action verbs are crucial for driving engagement and conversions. They inspire action and should be chosen based on the audience's position in the marketing funnel.

How does simplicity contribute to effective mobile ad design?

Simplicity ensures that the message is clear and easily digestible for viewers, especially important for smaller ad sizes where text and design elements need to be concise.

Why is high contrast color important for call to action (CTA) styling in mobile ads?

High contrast colors make the CTA stand out, encouraging clicks by guiding viewers towards the desired action.

What should be the focus when creating CTAs for smaller mobile ad sizes?

For smaller ad sizes, the focus should be on simplicity, with an emphasis on the destination name, a simple message, or iconography.

How can animations be effectively used in mobile ads without overwhelming the viewer?

Gentle, non-distracting animations that enhance the user experience without detracting from the message are recommended.

What is the role of humor in audio advertising, particularly on platforms like Pandora?

Humor is a powerful tool in advertising, with most listeners more likely to remember an ad if it's funny or entertaining.

How can audio ads create an immersive experience for listeners?

By tapping into the listener's imagination through the 'theater of the mind' concept, audio ads can paint vivid pictures and tell compelling stories using only words and sounds.

Why is it important to establish a consistent sonic identity for audio ads?

A consistent sonic identity helps solidify the brand signature in the audience's mind, making the ads more memorable and impactful.

What are the key elements to consider when crafting compelling audio messages?

The key elements include making the message relevant and conversational, using simple and impactful words, and triggering memories through audio.

How should display ads be tailored for different stages of the marketing funnel?

Display ads should be diverse, undergo AB testing, and employ suitable font choices to create compelling campaigns that cater to different audience preferences and stages of engagement.

What are the best practices for images and call to action buttons in display ads?

Images should be clear and high-resolution, and call to action buttons should be simple, straightforward, and relevant to the audience to drive engagement and prompt action.

How does the marketing funnel guide the types of ads used for different stages of audience engagement?

The marketing funnel, with stages of awareness, engagement, and action, guides the selection of ad types such as audio, connected TV, social platforms, and programmatic targeting to effectively reach and engage the audience.