Advertising is the engine of trade. The modern world is hard to imagine without it. So, any manufacturer, releasing a new product, does not even dare to hope that it can become interesting on its own, without additional efforts.
And here all means are good: both presentations and videos on TV. But, since we live in a world where the Internet reigns, your product should appear there.
Teaser advertising has become a completely new trend in the industry of product presentations . Its largest surge occurred in 2013-2014. However, for an ad to work properly for you, it’s worth understanding. To do this, you need to know the possible options for its implementation, the secrets of mastery, because advertising should not only shout: “Buy it!”, It should interest and attract. That is why everything should be harmonious: and texts, pictures for them.
In this article we will try to answer the question: "Teaser advertising - what is it?". For an explanation of the topic, see below.
1. Teaser advertising. What it is?
To be brief, teaser advertising is a mystery. However, our topic requires a greater disclosure of such an unusual term. So, let's try to figure out teaser advertising - what is it?
Since the derivative of this type of advertising is a “teaser”, its structure is based on this element. Teaser advertising is built on intrigue, understatement, riddle. A similar effect is created through the use of short phrases that tell about the object of advertising. There is also an option when teaser advertising does not contain a novelty at all. In such cases, the consumer becomes even more interested: "What is hidden there?"
A good example of intrigue in a teaser is the MTS advertising company. White eggs on a red background - who could know what they were talking about.
In addition to rebranding, teaser advertising is presented in the form of ad units, all kinds of banners that add up to a single picture.
A very important element when creating teaser advertising is a photo or picture. Indeed, in addition to the intriguing text, the external factor is no less important for the consumer.
And here it is very important that the picture is unique. Selecting materials for the teaser, you can use the author’s photographs or pictures created using photo editors.
An indispensable assistant in this kind of activity is the canvas program.
2. Canvas Technology
Canvas teaser ads are an opportunity to supplement content with multimedia without resorting to additional tags.
The Canvas teaser ad designer allows you to create contextual blanks, animations, and just a banner. You can create two-dimensional images using a scripting language (JavaScript). The program by default sets the size 300 * 150, which can be changed. Canvas is used to draw graphs in the field of articles, less often in browsers of the playing field. Additionally, you can use video in your teaser. Canvas teaser ads support .mp4, .ogg formats. All you need in order for the video to appear in your banner is to upload it.
The main plus is the lack of links to go to advertising. The program fixed the problem for you. Thus, you get the most protected banner, which will be available only to live people.
Canvas minimizes the number of random clicks through a special indicator. Additional protection is built in the same way due to the drawn elements - a set of points, the so-called captcha.
Continuing the topic “Teaser advertising - what is it”, I would certainly like to dwell on specific examples of its implementation.
3. Teaser advertising. Examples
Speaking of "riddle advertising", it is worth noting that its structure is based on the principles of pull-advertising.
As an example, you can imagine that you are a manufacturer of diet yogurt for a healthy diet, and your new product needs advertising. Commercials on TV for you at this stage can not afford, banners do not give the desired effect, and tastings do not allow you to capture the right audience. There is an exit! You simply must advertise your product in a teaser.
A good platform would be a women's portal. All that is needed is to post the news on the website: "To lose weight effectively, eat ...". For the best effect, add a message suitable for the topic.
The result of the placement of teaser advertising will be the transition of the visitor to the resource by clicking on the link where, after reading useful information about the methods of losing weight with the mention of your diet yogurt for healthy eating, he will receive a maximum of useful information. Since the topic title is very relevant, numerous clicks on your teaser ads are provided to you. Thus, the goal is achieved. The right audience is notified about the new product, and expenses are minimized.
In order for the audience to be taken to the maximum, the news can be posted on several sites.
Not only products can be presented with teaser advertising. Examples of its use exist for pizza, sushi and other delivery services.
4. The best examples of teaser advertising
Perhaps one of the best examples of such advertising is Nike and its world famous concise logo. Without further ado, he is already a household name in the world of sports. But at the dawn of the formation of the brand, no one knew what the “tick” hides underneath.
In the photo below - a completely unexpected advertising campaign from Nike in city parks.
The very first and rather successful example of teaser advertising was the advertisement of the coffee brand MJB Coffe. Then, back in 1906, mysterious posters appeared on the streets of San Francisco with the inscription "Why?" However, they can not be called teasers, since the company has previously used this phrase in its messages. The answer to the question “Why?” was like this: "MJB makes the best coffee." Then “Why?” became a direct association with MJB.
The best teaser advertisement in Russia is an advertising campaign from MTS. Absolutely laconic logo of the updated MTS - white egg on a red background. Seeing such posters around the city, everyone wondered, “What are they talking about?” So, simply and without a hint of mobile communications.
5. Techniques for effective teaser advertising
For the work to be effective, you need to know the secrets of teaser advertising.
Here are five effective tricks:
- Parallel advertising of goods and services of your partners. The basis of this is the general promotion of goods on similar thematic groups within the same affiliate network. So, let’s say through one affiliate network you can promote clothes, shoes, related accessories. Such networks as Recreativ.ru, Trafmag.com, Tovarro.ru and partly Marketgid.com are suitable for working with such a group. To promote products for body care, face care, cosmetics, it is better to choose a well-known affiliate network for the Ladycenter.ru female audience.
- Landing and Metrics. To begin with, let's determine what a landing is - this is, first of all, your main platform. It is with its help that you will be able to track all the traffic movements of your teaser ads. The best performance of your platform will show statistics. To create statistical information, an auxiliary program such as Metric is used. It exists both on the basis of the Google browser, and Yandex. It is “Metrica” that makes it possible to imagine where exactly the main income comes from, where more clicks are collected. Also, "Metric" helps to find out about the shortcomings of teaser advertising by showing it on the reverse side. Using this program, you get the opportunity to increase revenue from teaser advertising by 2-3 times.
- Qualitative descriptions for teasers. In addition to attractive and intriguing text, it also includes animated images of the teaser. Particular attention should be paid to the title. It should be bright, noticeable, but be sure to contain the essence of your advertising and the advertised product in it. The brighter the headline, the greater the likelihood of clicks.
- Define the target audience for your product. Once you clearly identify the audience for which your product is prepared, you can create maximum conditions for attracting it. First of all, the essence of this secret of teaser advertising lies in the limited ability to advertise on the Internet. To be effective, you need to clearly understand which sites your teaser advertisement will be visible on.
- The last secret is analysis. This is the most important condition for the effectiveness of any business, since the correct analysis of the test version of the company will help to understand and present the future of advertising and the likelihood of its restarting. It is these findings that will make it possible to understand future earnings. Here you need to track everything: starting from the number of clicks, profit from registration. Analyze the attractiveness of certain headings.
6. Teaser advertising. Stages of creation
In fact, the practice of Western companies has shown that "mysterious" advertising can be used even at the stage of production launch. That is, it is precisely when the audience has no idea what is at stake. But it’s more important not to think, but to surprise, to intrigue.
Often, the issue of teaser advertising was the first step for all new advertising companies. Companies of such products deployed with all kinds of BTL projects.
If you need teaser advertising, how to do it? It is important to distinguish two main stages of its creation:
- The appearance of the teaser. The essence of this step lies in creating directly the intrigue itself, which will lure the consumer.
- Revision release. This stage involves a detailed acquaintance with the content of the teaser, that is, it provides a story about a product and service that is subject to advertising.
Sometimes it’s enough to organize advertising movements once, and after that only keep their success.
Examples of such instant teasers are Burma Shave Shaving Cream Ads. The company's slogan read: “Girls pray / So that men / Have faces / Without stubble / Burma Shave”. The company was held in 1925 in the United States.
Another example is the advertisement of the Starbucks coffee company, which for a long time did well without advertising. And by the new 2005, she decided to launch a teaser. An advertisement was placed by the New York Times. The essence of the advertisement was that from page to page the number of coffee mugs (the company’s brand name ) grew until it formed the Starbucks corporate calendar for 2005.
When creating a teaser, it is important to remember that the written text should not contain errors, it must be urged to action. As mentioned above, teaser advertising with its content should promise to solve the problem. So, the transition from the heading you are interested in should immediately lead to a text with an answer to an exciting question.
Do not pay much attention to highlighting text with signs. It’s enough to make a few selections to attract an audience. A teaser should be simply noticeable, designed for a specific audience, then the result will be what you need.
So, we hope you understand the essence of teaser advertising (what it is).
If you want a positive result from your campaign, then you should remember the main secrets of its creation. Do not forget about the simplicity of slogans, riddle, intrigue. Choose high-quality, unique pictures. Remember that your teaser advertisement must be such that you yourself react to it.
Advertising doesn't have to be boring. It should be a real work that will find its audience. Make high-quality advertising - and the result will not be long in coming.