Picture Perfect Advertising, Best Practices for Using Images in Native Advertising

1Picture Perfect Advertising

Best Practices for Visual Marketing

PICTURE PERFECT ADVERTISING


A PICTURE MAY BE WORTH A THOUSAND WORDS...


BUT CERTAIN ELEMENTS OF THE PICTURE CAN

BE PRICELESS


But you're probably asking yourself...Where do I begin? What works? What doesn’t? And what exactly is native advertising, once and for all?

SO YOU'RE THINKING ABOUT EXECUTING SOME KILLER NATIVE ADS


$OO�JUHDW�TXHVWLRQV��/HWV�VWDUW�ZLWK�WKH�EDVLF�GHȴQLWLRQ��'HSHQGLQJ�RQ�ZKRP�\RXUH�

WDONLQJ�WR��QDWLYH�FDQ�FHUWDLQO\�KDYH�VHYHUDO�GLHUHQW�PHDQLQJV��7R�VRPH�LWȇV�FRQWHQW��

WR�RWKHUV�LWȇV�VRFLDO��6HHLQJ�DV�\RX�GRZQORDGHG�WKLV�QLIW\�ZKLWHSDSHU�ULJKW�KHUH��ZHȇUH�

JXHVVLQJ�\RXUH�LQWHUHVWHG�LQ�WXUQLQJ�LPDJHV�LQWR�DGV��(YHQ�LI�\RXȇUH�QRW��GRQȇW�SXW�WKLV�

GRZQ�MXVW�\HW��\RXȇOO�ZDON�DZD\�ZLWK�VRPH�JUHDW�LQVLJKWV�WRR��$W�7ULSOH/LIW��RXU�GHȴQLWLRQ�

RI�QDWLYH�LV�VLPSOH�Ȃ�LWȇV�DGYHUWLVLQJ�WKDW�DOLJQV�LWVHOI�VW\OLVWLFDOO\�ZLWK�WKH�FRQWHQW�RI�LWV�

KRVW�SXEOLFDWLRQ��bΖQ�RWKHU�ZRUGV��LWȇV�FRPPHUFLDO�FRQWHQW�WKDW�PDWFKHV�WKH�ORRN�DQG�IHHO�

RI�WKH�VLWH�LWȇV�RQ��7ROG�\RX�LW�ZDV�VLPSOH�

:KDWȇV�QRW�DOZD\V�VLPSOH�LV�GHFLGLQJ�ZKDW�W\SH�RI�FRQWHQW�ZRUNV��:KHQ�LW�FRPHV�WR�

LPDJHV�VSHFLȴFDOO\��\RX�KDYH�HQGOHVV�RSWLRQV��VRPH�PRUH�SRZHUIXO�WKDQ�RWKHUV��2XU�

GDWD�WHDP�SXOOHG�VRPH�ODWH�QLJKWV�DQG�GRZQHG�VHYHUDO�FXSV�RI�FRHH�WR�UHYLHZ�RYHU�

��FDPSDLJQV�ZHYH�UXQ�RYHU�WKH�SDVW��PRQWKV�WR�KHOS�\RX�XQGHUVWDQG�WKH�EHVW�W\SH�

RI�LPDJHV�WKDW�JHW�QRWLFHG��:LWK�WKHVH�UHDO�ZRUOG�PHWULFV�DW�\RXU�GLVSRVDO��\RXȇOO�KDYH�DOO�

WKH�LQVLJKWV�QHHGHG�WR�H[HFXWH�D�SLFWXUH�SHUIHFW�QDWLYH�DGYHUWLVLQJ�FDPSDLJQ��

12:��/(7 6�*(7�9Ζ68$/�


PIC TURE THIS

ISOLATED IN-ACTION

Products in action (product set in real environment) vs. products in isolation (product by its lonesome) accounted for 6x more shares.

6x�PRUH�VKDUHV


pump up the CHROMA

pop with tropic BRIGHTS

NEW IMAGE NEW COPY

ΖQ�$�%�WHVWV��ZH�ORRNHG�DW�VZDSSLQJ�GLHUHQW�LPDJHV�DQG�GLHUHQW�FRS\��Swapping the image helped increase engagement by 65%, while copy changes had little to no impact on performance.

IMAGE IS EVERY THING

+65%HQJDJHPHQW


Don’t be so quick to use the photo of that fabulous model on the catwalk. Real-life models in natural settings drove 45% higher CTR and generated 15x more shares than models in posed, studio environments.

MODEL REAL PEOPLE

MODEL IMAGES

15x�PRUH�VKDUHV

+45%&75


Sending users to a product gallery vs. a stand-alone product resulted in 72% more page visits and 164% more time spent on a brand’s site.

GALLERY

PRODUCT

PAVE THE WAY

+164%�WLPH�VSHQW

+72%�SDJH�YLHZV


Women were 2x more likely then men to share an image on social media. Women were also more likely to share products that were targeted to men vs. men themselves.

MEN SHARING WOMEN SHARING

SHARING IS CARING

2x�PRUH�OLNHO\


62&Ζ$/�6+$5Ζ1*�%8Ζ/7�Ζ172�1$7Ζ9(

SOCIAL AMPLIFICATION

THE POWER OF A SOCIAL SHARE


CTR for in-feed ads were 6x higher than ads on the right rail.(YHQ�ZLWK�ODUJHU�DGV�RQ�WKH�ULJKW�UDLO��PHWULFV�ZHUH�QRW�DHFWHG�Banner blindness anyone?

IN-FEED RIGHT-RAIL

THE REAL DEAL ON REAL ESTATE

6xKLJKHU�&75


In-feed, below the fold ads still out-performed ads on the right rail, above the fold, with CTR 270% higher. Performance remained constant no matter where the in-feed ad was placed.

BELOW THE FOLD RIGHT-RAIL

RISING TO THE TOP

+270%�&75


CAPTURE THE PICTURE PERFECT IMAGE


Blog & Social Media Pages

Where images are being used to tell brand stories.

Product Galleries

The product says it all, showcase it!

Social Media Followers Many of your customers are

acting as brand ambassadors.

As you can tell, a picture is worth a thousand words, but every picture has its own value. 7KH�W\SH�RI�LPDJH�\RX�FKRRVH�WR�XVH��DQG�ZKHUH�LW�UXQV��FRXOG�KDYH�D�VXEVWDQWLDO�HHFW�RQ�brand awareness and customer engagement.

Worried you don’t have enough images? Don’t sweat it! You don’t have to stage an elaborate photo shoot or hire professional models - chances are your brand assets can be tuned into powerful ads. Keep in mind some of the tips we presented here and pull from the following resources:

SOURCING IMAGES


7ULSOH/LIW�LV�WKH�QDWLYH�DGYHUWLVLQJ�SODWIRUP�EXLOW�IRU�WKH�YLVXDO�ZHE��/HYHUDJLQJ�SLRQHHULQJ�DG�DQG�FRPSXWHU�YLVLRQ�WHFKQRORJ\��7ULSOH/LIW�VHDPOHVVO\�LQWHJUDWHV�D�EUDQGȇV�PRVW�HQJDJLQJ�LPDJHV�DORQJVLGH�FRQWH[WXDOO\�UHOHYDQW�FRQWHQW��DFURVV�DQ\�GHYLFH��DW�VFDOH��)RXQGHG�LQ��7ULSOH/LIW�LV�FUHGLWHG�ZLWK�GHYHORSLQJ�WKH�ȴUVW�YLDEOH�DOWHUQDWLYH�WR�WUDGLWLRQDO�EDQQHU�DGYHUWLVLQJ�DQG�LQWURGXFHG�WKH�LQGXVWU\ȇV�ȴUVW�SURJUDPPDWLF�H[FKDQJH�IRU�SUHPLXP�QDWLYH�LQYHQWRU\��7KH�XVH�RI�ELJ��EHDXWLIXO�LPDJHU\�WR�WHOO�EUDQG�VWRULHV�KDV�GHOLYHUHG�PHDQLQJIXO�LQWHUDFWLRQ�DQG�HQJDJHPHQW�IRU�PDQ\�RI�WKH�ZRUOGȇV�OHDGLQJ�EUDQGV�DQG�SXEOLVKHUV��7ULSOH/LIW�ZDV�QDPHG��1<&�DQG�7KH�1HZ�<RUN�7LPHV�$G�7HFK�6WDUWXS�RI�WKH�<HDU��DQG�ZDV�D�ȴQDOLVW�LQ�$G:HHNȇV�6WDUWXS�RI�WKH�<HDU�DZDUGV�

BRING YOUR ADVERTISING INTO FOCUS


[email protected]

Picture Perfect Advertising, Best Practices for Using Images in Native Advertising

Business

Transcript of Picture Perfect Advertising, Best Practices for Using Images in Native Advertising