3 New Ways FieldTest Helps Your Brand Make a Great First Impression With New Customers
For many brands, top of funnel marketing is a challenge. Brands come to us all the time with a great product and quality content but still finding difficulty when coming up with ways to achieve brand saturation and increased brand awareness outside of standard display ads and social media. That’s where we come in! Recently, we have expanded our suite of top of funnel products to help our clients get in front of customers wherever in new and unique ways.
This week we wanted to go through these new products and explain just what they entail for your brand and how you can use them effectively to boost your current ad campaign performance. So, without further ado, let’s discuss the three new ways FieldTest helps brands make a great first impression with new customers.
Newsletter Placements
First up is a product we discussed a couple weeks ago here on the blog, our newly expanded newsletter placements! Every day millions of in-market consumers look to their weekly newsletters to keep them up to date and informed about the latest news and market trends. Market studies have shown newsletter readership to be on the uptick and trending upward month over month. This presents a great opportunity to reach these consumers while they are highly engaged with premium content.
To help you take advantage of this opportunity we’ve expanded our ad inventory to include access to over 12,000 premium newsletters across verticals like news, politics, entertainment, shopping, technology and food & drink to name a few. With placements for top ad sizes like 970x550, 970x250 (mobile web), 320x50 and 300x250 as well as larger high impact banners such as the 728x90, 160x600, 300x600 on premium publishers like NYT, AllRespices, Wired and Martha Stewart, you’re sure to make a great impression on your potential customers.
Buying is as easy as sending your ad units to your FieldTest representative and choosing your key audiences, but we also offer contextual placements in newsletters to give you one more avenue to reach your audience. Contact FieldTest directly and we will help you create a customized plan specific to your needs.
High Impact Takeover
For many marketers, especially those who are new to advertising off of social platforms, the internet can be a scary place to buy ads. Some platforms place their clients’ ads in gutter placements along with ugly clickbait in what some in the industry have come to refer to as “the chum bucket”. We think our clients deserve better than that, which is why we take active measures to ensure that our ads display only above the fold on premium publishers.
Still, our typical strategy is to go after your customers where they browse via Audience Targeting rather than trying to find them through the noise of a particular website. This helps you find your customers based on their targeting data and increases campaign performance, particularly down funnel. This isn’t to say that there isn't a place for direct buying in your marketing campaigns, however. In fact, high impact direct buying can add a prestige element and brand elevation that simply cannot be beat with other display ad placements. We have years of experience identifying the sites that drive the most interest, engagement and purchasing in your target vertical. For this type of campaign, we build a custom whitelist of important sites, or we develop a contextual targeting program via our partners at Peer39 and Grapeshot.
Here at FieldTest we don’t think our clients should be priced out of premium inventory just because they aren’t a Fortune 500 company. That’s why we have expanded our targeting capabilities to create custom whitelists that, when paired with large format creatives such as the 300×600, 970×250, 728×90 or 970×90 create a simulated takeover that gives you all the brand elevation of a takeover on a premium publisher, but without the premium costs.
Connected Television
For decades televised video advertising was dominated by big money buys on traditional television networks, leaving only a few major corporations in a position to take advantage of the brand lift opportunities television provides. These days are quickly coming to an end as more and more people opt to ‘cut the cord’ and get their entertainment from the variety of streaming services available instead. In fact, viewership of ad-supported content accounted for 57% of year over year growth in 2019. The Trade Desk reports that it expects to reach over 80 million households in 2020 and that spending in this sector is up 100% from first quarter last year. This offers a clear opportunity to get your brand in front of highly engaged consumers in a format that will grab their attention and leave a lasting impression.
Many customers still view television commercials mostly as a venue for blue chip and Fortune 500 companies (ie. automotive, large CPG clients, financial institutions); we allow you to plant your brands flag in this space without spending a six figure budget on a television ad buy. FieldTest Connected TV gives you access to all the premium channels you could ever want including AMC, Bravo, Comedy Central, ESPN, FX, Fox Sports, History Channel, NBC amongst others, affordably and effectively. All the usual targeting options you have come to expect from FieldTest are here, along with cross device targeting, meaning if we’ve connected with new customers in a desktop / mobile phone environment, we can leverage the portion of that audience that also has access to streaming media to get in front of them there as well.
While we can work with most budgets, we do typically recommend that you try to set aside at least $3 - 5K monthly spend to make the most of your initial Connected TV buying experience. This will allow us to effectively serve your ad across the relevant networks and follow up with those who loved your ads the most with our full funnel ad campaigns on the FieldTest platform.
Contact your FieldTest representative to find out how you can get your ads in front of millions of television viewers around the world today.
Make a great first impression with FieldTest
Here at FieldTest our aim is to have an offering for every brand in need of a full-funnel advertising solution. We’ve built a tool that makes building a high performing ad campaign quick and easy and we’re always looking for new ways to expand our product offerings to increase campaign effectiveness. For the truly savvy marketer, buying across newsletters, publisher display inventory, and Connected TV really allows you to create an ‘everywhere’ effect with your potential new customers.
With a strong full-funnel marketing strategy and these expanded prospecting products from FieldTest, anyone can grow their brand awareness and connect with new customers wherever they are most engaged.