Why such growth?
Between 2014 and 2015, the number of online consumers increased by 14%. They now spend an average of six hours a day online.
Digital is taking the lead in omni-channel advertising plans.
Display is the most dynamic segment of digital mixed marketing, particularly thanks to the growth of mobile advertising. It is estimated that the purchasing of space for banners (Display Ads) could overtake those of sponsored ads (Search Ads) in 2016.
What is "Display"?
It's online advertising on targeted third-party sites. It can take several formats (animated banners, videos, wrapping, interstitial ads).
Display contributes to brand recognition and strengthens brand image.. In the customer experience, it often plays an assisting role in converting the consumer.
The advertiser must think about how the various channels complement the brand and structure its Display campaigns in advance, even more so if they are international.
Headquarters proposes a global communication strategy and a campaign concept, with an eye on minimising production costs and accelerating time to market.
Subsidiaries concentrate on local business issues, while optimising the roll-out of the master material and the purchase space.
International roll-out can occur in two ways, depending on the countries.
Decentralisation addresses the constraints of:
- Local management of Display budgets
- Positioning difference depending on the countries
- Total mastery of local event calendars
- Overly specific content
Centralisation should be chosen for:
- Complete control of the brand image
- Synchronisation of global product launches
- Production synergy and process viability
- International KPI reporting
While international Display can prove more complicated than broadcast to set-up, it yields excellent results from the moment the campaign production process is mastered in its entirety.
Some tips for a successful international display campaign
Plan your international campaigns at least three months in advance
Concept creation, placement negotiations, media planning and the validation process for creative are long but particularly complementary steps.
As for production, the lead times between delivery and diffusion vary depending on the country. In general, publishers request 5 working days from reception to asset display for banner tests. Asian publishers stipulate a margin of 10 days. Certain in-app ads require even more time between delivery and diffusion.
Select quality partners
Take the time to gather the necessary skills and experience around your project.
For banner production, it is essential to select someone who can guarantee quality and speed in line with the financial stakes. For management, a solid organisational ability and good cross-cultural flexibility are indispensable.
Entrust a facilitating partner to guarantee the project's delivery, oversee deadlines and identify possible difficulties in order to notify concerned parties. This facilitator will monitor progress until the end of the campaign (on-site QA).
Define your KPI in advance
Headquarters needs an overall vision of the results, with regards to both media purchasing and creation performance.
Subsidiaries favour more digestible reporting that they can correlate to their omni-channel communication plans with a more ROI-centred vision.
Setting up tagging guidelines is crucial. It allows centralised data to be read precisely. On-site web-analytic tools and Adserver tools work in complement, as they measure actions (return rate, page views, etc.) in a different way.
Agree on each person's deliverables and responsibilities
From the very start of the project, it is recommended that the creative agency be provided with streamlined, technical guidelines in order to respect costs, with, for example, the IAB's 4 standard formats and six "Rising Stars". For internationalisation:
- Ensure that the message is sufficiently clear and effective and can be localised to every market.
- Provide high-resolution assets that may be exploited for the production of all banner formats (re-framing, etc.).
- Take into consideration the rates of profusion of texts in typographic composition. A short text localised from English to German will require 50% more space.
Consider local specificities
Listen to your subsidiaries. If they resort to a local media agency, you must collect local specificities from publishers and Adserving. The subsidiaries will need media guidelines to ensure your campaign is rolled out smoothly.
Banners must take into account the technical specificities of target markets: personal mobile equipment and infrastructures are not the same in China and the USA, for example. File size, video quality and banner dimensions are a few elements that will impact the heterogeneity of equipment.
Verify and validate that the message and format match
As much as diffusion formats must be chosen in accordance with the message, the concept and the visual must be adapted to the format, display context and device (desktop, tablet, mobile).
For each market, media purchases position the banner selection in accordance with local objectives (new product release, etc.).
Ensure the continuity of the user journey
Do not repeat the same message. Instead try to create complementary content. A banner displayed via re-targeting must match the previously visited pages and a landing page must enhance the banner's promise to optimise conversions.
For mobile campaigns, the landing page often resembles a completely separate "mini-site" (also called "H5" in China).
Manage the project rigorously
An international campaign can involve over fifty different publishers. Each subsidiary sometimes works directly with its own media agency. All these players must be coordinated diplomatically, and even firmly at times.
Test, measure and optimise your campaigns
Compared to the investment involved in their display, asset tests are a negligible cost. Systematising optimisations allows for the continued improvement of banners, as well as of placement, targeting and landing pages, during and after each campaign, for every market concerned.
Today, smartphones are a major channel for diffusion, representing more than a third of time spent online. They create new uses, new ways of consuming (online and offline) and, of course, new forms of advertising.
A marriage of culture and technology, e-Multiculturalism increases your cross-cultural agility for the smooth roll-out of international Display campaigns.
Datawords is by your side for the multi-device internationalisation of your digital advertising campaigns. For more information, please contact our international display advertising specialists.