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5 creative techniques for creating effective ads for HPC products

Yosi Cemel, January 31, 2022

HPC products, home & personal care, HPC industry, best creatives

The home & personal care (HPC) industry is very lucrative. In 2020 it was a $483B industry, in 2021 it jumped to $511B — and with an annual compounded growth rate of 4.75% worldwide — it’s predicted to exceed $716B by 2025, and $784.6B by 2027. With this huge business opportunity, it’s no wonder that there are so many players in this industry, and the challenge is to differentiate oneself from the competitors. 

Part of this challenge is in finding new ways to advertise these products because they are so widely used. But we’re here to help. We have studied the latest advertisement industry trends and tactics of top-performing home and personal care advertisers and would like to share with you our insights so your creativity can stand out! 

Avoid complexity!

Product quality is one of the main criteria consumers use to judge products, yet the need for a creative message is also crucial. Regardless of the content of your ad, it always helps users to simplify the language or concept with easily understandable words instead of complex terms. Rather than explaining the technical aspects of a product, starting from a universal experience that everyone can relate to, will lead you down the right path.

For example, rather than explaining the technical aspects of their product, Liquid Plumr, explains it in a direct test based on a universal experience. In place of explaining the product to the viewers, this advertisement shows what the product can do.

Make sure you understand what matters

Instead of trying to address the entire marketing funnel with a single ad, you can use ad options that will get you to a specific goal. If your goal is short-term sales and performance, the most effective ads are those that focus on products. If, however, you’re looking to do brand building, ads that use a longer, more creative story tend to be more effective. Consumers want to see that the product suits them and their lifestyle.

Launching a new vacuum cleaner model, Bosch has created a 20-second ad that shows the product in action and focuses on one key feature. This was an approach that proved effective in increasing sales in the short term.

The ‘me’ inside of us

Personal care products are personal, consumers want to see that the product suits them and their lifestyle. Think about the characters you will include in your campaigns to reach all of your consumers. Incorporating more ethnicity, age, and gender will create more interest and help consumers identify with your brand’s products.

All Good, a diaper brand, managed to attract parents with this campaign. In the campaign, they show all kinds of families from different races, ages, and family structures, emphasizing that many difficulties parents face are universal. The audience can establish a real connection with the brand because they have been recognized and acknowledged.

Create a story

Users do not always form strong emotional bonds with products. This is especially true for everyday products used in household and personal care. Building those bonds is important and can help the brand stand out. A story created with creatives that go beyond the product can be very successful in capturing consumers’ attention.

Veet France‘s campaign features compelling short stories of various women lying in bed with their friends, attending a summer evening party, laying on the lawn, and admiring their body hair. Showcasing a variety of body types and body hair, the ad tells a story of the many different ways one can express one’s femininity.

Try using the sound of the product to promote your ad

Using your product’s audio in your ads can bring back memories to customers, help you put things in context, or increase the impact of your message. While audio is one of the most effective ways to increase brand awareness, it’s not a very well-known resource in video ads. Using audio increases the impact of brand names and your messages. A sound can also give clues about how a product is used – for example, when spraying a bottle of aerosol or pouring the product. Creating that aural connection is helpful to catch users’ attention because users don’t always have a strong attachment to a specific product.

Look at Nokia for instance. Nokia used the jingle as the default ringtone for its mobile phones right from the start of the brand. There’s hardly a person who doesn’t recognize it, even if they don’t quite remember where it’s from.

HPC products: Conclusion

These five techniques will maximize the creativity in your ads and help you get more effective results. These techniques will serve as a starting point for you to build a solid foundation as you implement your creative ideas for your brand. By experimenting frequently with your ads and trying different techniques, you’ll maximize the impact of your ads and achieve the best results.

This article was written by Yosi Cemel, Programmatic Media Specialist, at Total Media Solutions.

Want to learn more about Google’s policies and how to keep your ad inventory up to speed with the latest? 

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Advertisers to Spend $18 Million on Video in 2019

Brian Blondy, May 6, 2019

iab advertiser

A recently published report by the iab states that a global increase in digital video consumption has motivated increased investment in video marketing across platforms.

The new report titled “Digital Content New Fronts: 2019 Video Ad Spend Report” writes that brands are expected to increase video spending by more than 25 percent in 2019 compared to 2018 (14.2m).

The report stated exciting findings of the growth of video in 2019 and onwards:

• 60% of ad buyers plan to increase their TV spend in the next calendar year.
• Buyers are increasingly using a significant portion, often 50% or more, of their ad budget to buy video.
• New and innovative digital video ad formats are emerging in the industry and are expected to be significantly adopted by premium advertisers.

Read more from the IAB Research report here

Did You Know that You Can Earn Premium Monetization from Every Impression You Serve?

Build Your Ad Stack – The video platform will provide your website with a new, highly profitable revenue stream that works seamlessly alongside your current ad units.

Plug and Play Solution – Enjoy video monetization without having to face the complexities or demands of producing original video content for your website.

Expert Management – Total Media’s in-house team of programmatic professionals will expertly manage and maximize your fill-rates and floor prices.

Click here for more about our video monetization solutions for publishers.

The Power of Outstream – Mobile Interstitial

Brian Blondy, August 22, 2018

 

Mobile View

This format is a mobile format, in order to view properly please enter using your mobile phone. Alternatively you can use the developer toolbar in Chrome by pressing Ctrl + F12 and clicking on the mobile icon as per the below.

 

Outstream for Publishers

Unlike pre-roll, mid-roll, and post-roll formats, outstream is not dependent on existing video content. All types of publishers can increase monetization opportunities with video outstream because it allows publishers to enjoy revenue from video without having to face the complexities or demands of producing video content while at the same time ensuring an excellent user experience on the site.

 

Mobile Interstitial – Ideal for Smartphones

A top fixed slider is designed to open up when there is demand, in the top center area of the user’s screen, and remains anchored there when the user scrolls. The player will close when the ad completes. In addition, there is an option for the user to close the ad.

Total Media’s outstream tags are connected to buyers from hundreds of dynamic demand sources. Any publisher can use outstream within their content as a means of creating website monetization on desktop and mobile.

Implementation of outstream onto a webpage is simple- webmasters simply need to add a universal, simple tag which will take a small footprint onto the web page.

Click Here to View Our Outstream InRead Demo

The Power of Outstream – Mobile Top Fixed Sticky

Brian Blondy, June 28, 2018

 

Mobile View

This format is a mobile format, in order to view properly please enter using your mobile phone. Alternatively you can use the developer toolbar in Chrome by pressing Ctrl + F12 and clicking on the mobile icon as per the below.

 

Outstream for Publishers

Unlike pre-roll, mid-roll, and post-roll formats, outstream is not dependent on existing video content.

All types of publishers can increase monetization opportunities with video outstream because it allows publishers to enjoy revenue from video without having to face the complexities or demands of producing video content while at the same time ensuring an excellent user experience on the site.

 

Top Fixed Sticky – Ideal for Mobile

A top fixed slider is designed to open up when there is demand, in the top center area of the user’s screen, and remains anchored there when the user scrolls.

The player will close when the ad completes. In addition, there is an option for the user to close the ad.

Total Media’s outstream tags are connected to buyers from hundreds of dynamic demand sources. Any publisher can use outstream within their content as a means of creating website monetization on desktop and mobile.

Implementation of outstream onto a webpage is simple- webmasters simply need to add a universal, simple tag which will take a small footprint onto the web page.

Click Here to View Our Outstream InRead Demo

The Power of Outstream – Sticky

Brian Blondy, April 23, 2018

 

Outstream for Publishers

Unlike pre-roll, mid-roll, and post-roll formats, outstream is not dependent on existing video content.

All types of publishers can increase monetization opportunities with video outstream because it allows publishers to enjoy revenue from video without having to face the complexities or demands of producing video content while at the same time ensuring an excellent user experience on the site.

Sticky Video Monetization – Ideal for Desktop

A sticky ad is designed to open up when there is demand, in the bottom right-hand side the screen, and is anchored there when the user scrolls.

The player will close when the ad completes. In addition, there is an option for the user to close the ad.

Total Media’s outstream tags are connected to buyers from hundreds of dynamic demand sources.

Any publisher can use outstream within their content as a means of creating website monetization on desktop and mobile.

Implementation of outstream onto a webpage is simple- webmasters simply need to add a universal, simple tag which will take a small footprint onto the web page.

Check out our video monetization demos for publishers:

In-Article VCU

Corner VCU

In-Article Outstream

Inside of Outstream, Taking a Closer Look at InRead

Brian Blondy, April 23, 2018

Outstream for Publishers

Unlike pre-roll, mid-roll, and post-roll formats, outstream is not dependent on existing video content. All types of publishers can increase monetization opportunities with video outstream because it allows publishers to enjoy revenue from video without having to face the complexities or demands of producing video content while at the same time ensuring an excellent user experience on the site.




InRead Video Monetization

InRead is a type of outstream video format that is designed to open up when there is demand and expands to show between text. Publishers have the option to choose whether the player will pause if the player becomes less than 50% viewable or the player can continue in the bottom right-hand corner of the page in a minimized size.  In both cases, the video player will close upon the completion of the advertisement.

Total Media’s outstream tags are connected to buyers from hundreds of dynamic demand sources. Any publisher can use outstream within their content as a means of creating website monetization on desktop and mobile.

Implementation of outstream onto a webpage is simple – webmasters simply need to add a universal, simple tag which will take a small footprint onto the web page.

 

Check out our video monetization demos for publishers:

In-Article VCU

Corner VCU

Sticky Outstream

Have You Added HTML5 Video to your Website?

Brian Blondy, November 27, 2016

html5

Moving from Flash to HTML5

As web users continue to increase their daily video consumption online, the underlining technology powering video is continuing to evolve as publishers are shifting from using Flash to instead adopting HTML5 for driving and delivering their video content on their digital properties. 

HTML5 is the latest standard of HTML, and the first update of the standard since 1997 (HTML4). It features new elements, attributes, and behavior which create clear advantages for publishers seeking new, streamlined solutions for delivering video content. In contrast to previous versions of HTML, HTML5 supercharges websites, applications and video to be more powerful, cost-effective and faster loading on the internet.

For streaming video, HTML5 has begun to be supported by billions of mobile, desktop and connected devices across the world. For the world’s most visited sites (e.g., Facebook, NYTimes, YouTube, etc.) which feature video content, HTML5 has replaced Flash as their standard for delivering web and mobile video. In particular, Alphabet’s YouTube dropped Flash as the video standard back in January 2015, in addition to Chrome transitioning to HTML5 later in 2015.

Common Reasons to Switch to HTML5 for Video

The industry pivot from Adobe Flash to HTML5, the once go-to software designed to take files and display them in a browser or on a website to play content like GIFs, animations, and videos, is due to Flash having critical security vulnerabilities, system, browser instabilities, and lack of mobile support for its users.

For video, we are seeing publishers transitioning over to HTML5 most commonly for the following reasons:

  • Improved Functionality
  • Maximize the Full Use of APIs in HTML5
  • Support from All Modern Web Browsers
  • Coverage on Android and iOS
  • Simplified Coding for Web Developers

HTML5 video is triggered through browser support for video and audio playback, Javascript extensions for audio adjustment, and ecosystem support for ensuring essential functions such as content protection and advertising. HTML5 also provides publishers with a fully modifiable viewer experience which allows for customizing bitrate and frame-rate formats.

Valuable Benefits Gained for Publishers

In clear contrast to Flash, by adopting HTML5 for video, publishers automatically experience massive benefits which eventually trickle down to improving the overall user experience as a result:

  • Easy ImplementationFor developers, HTML5 offers a much simpler coding experience due to the software’s add-ons and extras available. HTML5 is also much less expensive and more accessible for developers to begin using than Adobe Flash Professional CC.
  • Less complexityAbility to create a single player solution and experiences across desktop and mobile web
  • Cost savingsBy using advanced codecs, lower distribution and storage expenses
  • Improved user experienceShorter start times provide instant gratification for users on a website. This results in a much smoother and rich browser experience. Whereas Flash brought a cadre of security issues due to Adobe’s add-ons, HTML5 offers a much more stable and secure web experience.
  • Longer video consumptionFaster video load times motivate more content viewing per session due to higher frame-rate transfer
  • Reduced battery wasteUser power consumption on mobile devices is significantly reduced while watching video on a mobile device

 

Next Steps – Moving Towards HTML5

We would be incorrect not to state that moving from Flash to HTML5 is not as simple as just modifying a few lines of code on your website.  The transition to HTML5 involves many inter-connected decisions regarding your video-related specifications and set-up decisions that spans throughout all the layers of your digital technology stack. Here are a few pro-tips in order to set the agenda and your expectations correctly as you begin.

  • Moving to HTML5 video can be a lengthy process so it’s a good idea to allocate enough resources and time to the change.
  • Speak with browser vendors and check online industry forums to seek out verified solutions for handling the entire Flash to HTML5 migration.
  • When moving from Flash to HTML5, a full inspection of your website will potentially uncover the less obvious elements that are still using Flash, your website logo, bookmarks, title metadata, and chapter markers.
  • The move to HTML5 video will also affect advertisers as they will now need to submit HTML5 friendly creatives that will display on your video content. Be sure to inform them of the change and recommend creatives that will work on the new format.   
  • Converse with your web developers to ensure that the potential advertising requirements will work well with the new technology on the website.

Additionally, if you need any assistance during your HTML5 transition, whether you are a publisher or an advertiser, you are welcome to reach out to us and we will assist you in any manner that we can.

Brian Blondy is the Marketing Manager at Total Media.  You can contact Brian by email at or on LinkedIn

Video Viewability Will Be Important for Publishers in 2017

Brian Blondy, November 7, 2016

Introduction

Video Viewability Publishers

It is increasingly common for online advertisers to require clear and precise metrics to measure the performance of their advertising campaigns.

Specifically, viewability, an online advertising metric which tracks whether an impression was seen by a user, has grown in importance to become the most important KPI for advertisers who seek transparency regarding the performance and overall viewability of their live campaigns.

But advertisers are increasingly finding that nearly 50% of all ads online today were never seen by users on a website.  The question advertisers are asking today is how can viewability be improved?  Continue reading “Video Viewability Will Be Important for Publishers in 2017”

VAST 4.0 is the Elephant in the Room

Brian Blondy, August 2, 2016

 VAST 4.0

Introduction to VAST

Today we’re looking at VAST, a subject which has received frequent industry coverage since the IAB released its newest version, VAST 4.0, back on January 21, 2016.

In this blog post, we will discuss VAST, its current industry adoption, and then look at how publisher and advertiser decisions are effecting its viability as a standard for the industry.

Continue reading “VAST 4.0 is the Elephant in the Room”

Video is Transforming Programmatic in 2016

Brian Blondy, June 28, 2016

Introduction to Programmatic Video

In recent years, the decision whether to feature video on a website has become an important element for publishers to consider. The question is what is the most effective way to use video to better engage visitors as well as provide eager advertisers a platform for programmatic advertising.

While many publishers jump right in and adopt video, a large percentage of publishers have chose not to, whether due to resource limitations or because of an unwillingness to make changes to their site content, layout or even user experience.

Though the decision to not feature video could be a strategic mistake for publishers.

Continue reading “Video is Transforming Programmatic in 2016”