Only by fully understanding the principle of exposure can we reasonably trace the effect of exposure.
Editor’s note: This article comes from WeChat public account “General Liang” (ID : Liangjiangjunisme), author General Liang.
A few days ago, I saw that a person in charge of the marketing department of Party A sent a circle of friends, which roughly said: “This wave of advertising plans, we exposed 3 billion times in a week, covering a total of 300 million independent users. It is expected One in five Chinese people see our ad … “
“It is expected that one in five Chinese people will see our advertisement …” This description may be intended to give the boss a more vivid understanding of the delivery effect, but if your boss really stops pedestrians on the street to ask How many people will say that he has seen his ad?
The odds of saying “watched” may be so low that it makes you doubt your life, and it will make you stigmatize on your boss’s back. In the face of the boss’s accusations, you may feel innocent, because the data is indeed 300 million independent users! Could it be that the media and the third-party monitoring company are counterfeiting the traffic together?
The data in the media may contain a little water, but it is not so high as to allow us to drink soup. So, why have n’t they bought billions of advertising exposures?
With regard to advertising exposure, let ’s explore the three most common questions that may answer your doubts.
01 Is exposure the same thing as exposure?
02 What are the most overlooked factors in advertising exposure?
03 Why can the exposure of other people’s homes be overwhelming?
01 Exposure and exposure may be different things
How does the media count exposures? To put it simply: The ads on the page are refreshed once, even if it is an exposure. In other words, as long as the ad is released, it is considered an exposure.
So exposure is not the same as being seen, being seen is not the same as being remembered, being memorized is not the same as being remembered.
1. Exposure is not the same as being seen
Let’s explain a little bit the same idiom as above. First, why is “exposure not equal to being seen”?
This is a home improvement ad on the homepage of Sina. When I opened Sina, this ad was counted as an exposure, but did I see this ad? The answer is: I just “saw” the ad, but I didn’t “see” the ad.
Our users are already in an environment of advertising explosion. They have developed the ability to filter advertisements among many advertisements.
This home improvement advertisement on Sina’s homepage may be taken seriously by people who need home improvement, and may also be clicked to buy it; but for most users, their eyes only glance over this advertisement.
So, this ad exposure = glance
2. To be seen is not to be remembered
“Every five Chinese people expect to see our ad …” The most misleading description of this description is that many people equate watching an ad with remembering it.
For example, compared with graphic advertisements, video advertisements are generally easier to remember, because it has the strongest visual impact on us. It combines the two visual and audio stimuli and takes up a long time for you.
To be seen is not to be remembered, just because it is also exposed, but there is a difference between strength and weakness. Some exposures are just scratching the consumers a little, and some exposures are a stab in the hearts of consumers.
For 2019, the biggest trend in the form of advertising is that major media have launched “immersive” ads.
This kind of immersive advertising, firstly, pursues aesthetics visually, requiring advertisers to produce exquisite video materials to form sufficient visual stimulation; secondly, in the advertising environment, it monopolizes the entire screen and also grabs the first The “virgin” vision at a glance eliminates information interference; the third is the seamless connection with several advertising forms, which lengthens sensory stimulation.
So, the exposure of this kind of ad = watching
3. Being memorized does not mean you will not forget
I asked you which ads have you seen this week? You might recall “I’ve seen the Vipshop in” Elite Lawyer “,Festival … “
But if I ask you again every other week, “Which ads have you seen last week?” You may look blank because you forgot. Advertising is passively instilling information, and consumers are still subconsciously rejecting it. There is a huge time gap between an advertisement and being noticed and remembered.
Information noise is getting louder and louder, and advertising is harder to remember. After a consumer shakes the vibrato for 30 minutes, he doesn’t necessarily remember what he saw. How can we make him remember an advertisement?
The most basic way to remember one thing is to repeat it. In advertising terms, there is a corresponding vocabulary called “frequency”, which specifically counts how many times the user has seen the advertisement.
Many advertisers default exposures of 3 times / month are effective memories, and exposures of 8 times / month or more are wasteful. But I think this standard is invalid in today’s media environment. Hard and wide exposure should be set at 10 + / month to achieve effective memory .
Don’t be afraid that consumers will dislike your ads, because he has never liked ads.
So this kind of ad exposure = enhancement
Gaze, fixation, enhancement … The difference between exposure and exposure is because different forms of exposure can cause different stimuli to users.
02 Exposure intensity: One of the most overlooked factors
In the past, the exposure effect of ads was calculated by this formula:
Exposure effect = reach × frequency
This formula actually divides the exposure effect into two dimensions, namely breadth and depth. But I think this formula is not enough to verify the exposure effect, we need to add a new factor-exposure intensity.
Exposure intensity refers to: To what extent a certain advertising form can give users a sensory stimulus and the probability of ad memory.
Ad effectiveness = breadth × depth × intensity
For example, this advertisement is expected to cover 20% of the female population aged 25-35 in Henan. The average person saw the advertisement more than 8 times. Everyone watched the advertisement for more than 5 seconds. / strong>.
At this time, we ca n’t accurately measure the intensity of ads. But there are several basic dimensions that can roughly assess the intensity of advertising.
The first dimension is the visual center.
That is,, Is your ad in the center of the consumer ’s line of sight? For example, which of the following ads is more likely to attract consumer attention?
Obviously, the patch ad above is better than the information stream below, because the patch is right in the center of your vision.
The second dimension is dwell time.
Is the consumer’s gaze on the ad staying for 1 second or 5 seconds? The latter may be five times stronger than the former. At present, the short video media has the concept of “effective playback”, that is, if an advertisement is played for less than 5 seconds, the media does not charge; the user sees it for more than 5 seconds to count as an effective exposure.
But this effective playback method is not applicable to all commercials. Because sometimes, our advertisement must instill a concept, such as “ideal life on Tmall”, but this concept consumers ca n’t like it, so he will not actively watch for more than 5 seconds; and sometimes, our advertisement can be done Become a creative story and attract consumers to stay, such as NB’s “Every Step Counts”.
The third dimension is ad exclusivity.
Sakamoto Ryuichi’s music is wonderful, but if he puts his music on a construction site, we will only feel upset when listening. How many ads are mixed with your ads and delivered to consumers? This directly determines the effectiveness of the ads.
What is the best advertising environment? That is, the entire space is full of your ads, there are no other ads, it is better to have no other information, and the only thing users can see is your ads.
So there are two requirements for exclusivity, one is filling, and the other is exclusive.
The fourth dimension is sensory mobility.
The senses are the eyes, ears, nose, tongue and body. The Buddhist name is six. These six are our six gateways to the outside world. The more portals an ad can open, the deeper the user becomes infected with the ad.
The previous three dimensions are talking about the visual impact of advertising exposure on people. In advertising exposure, vision is the first, but not the only one.
For example, in the earliest years, many customers who placed TVC ads in the early years often played a little careful thinking in the production of advertisements, and they turned up the sound when they were synthesized later. When an advertisement is shown on TV, the audience will be suddenly “stunned” by an advertisement, so they will notice the advertisement subconsciously.
A few years ago, ASMR (Intracranial Orgasm) became popular in China for a while,IKEA has also followed suit to make commercials with ASMR effects, allowing users to get a sound massage when they listen to the ad.
In addition to audiovisual language, some senses, in common sense, are difficult to achieve through advertising exposure. Examples are smell, touch, and taste.
But in fact, we can activate the imagination of users through advertising content, and let them “brain supplement” sensory stimulation. For example, in instant noodle advertisements, white smoke is often shot, which is fragrant when passing noodles.
Some food brands, in packaging design and advertising materials, often ignore sensory stimulation to induce consumers. For example, which of the following two hot pot base materials is better?
If it is purely from a design perspective, of course, this one on the right has a more sense of design. The advertisement on the right does not have a real picture of hot pot, and it is not easy to stimulate your tongue; while the one on the left, although very vulgar in design, successfully uses the pictures to stimulate your taste.
Visual center, dwell time, exclusivity, and sensory movements together strengthen the exposure of an ad. Why is it also billions of exposures, others’ effects are more effective? Because the exposure of other people’s homes is more “powerful.”
03 Why is the exposure of other people’s homes overwhelming? All you have is your exposure?
Do you often have such emotions: “Who is really rich! Everyone’s advertising!” But if you use third-party monitoring software to run their ads, or with this company People in the market contacted you and found that their advertising budget for one year is not an astronomical figure.
You may think that the third-party data is inaccurate, or that this company is private and does not tell you the truth. However, based on my experience over the years, there is only one reason for that “overwhelming advertising effect”: that people’s advertising is more reasonable.
Why can the exposure of other people’s homes be overwhelming? And your exposure is only a pile of cold data? Let’s disassemble the secret in the black box.
First, we must understand that “overwhelming” is just a perception, not a fact. So why can the exposure effect of others’ homes break the objective facts?
Although the world is big, our life circle is not big. Or, to be more precise, the world we perceive is equivalent to our life circle, including the physical world and the spiritual world.
Let’s take the 2020 New Year’s Eve program as an example. The world felt by friends in different circles in the circle of friends is different.
On December 31, 2019, if you open my circle of friends, you will see the New Year’s speech of Teacher Luo Zhenyu’s “Friends of Time”. There are reposted Jiugongge, reposted articles, commented, and intercepted sentences … In short, in my circle of friends, you will feel that the whole world is watching New Year’s speeches.
But if we open up the ratings of the day, this knowledge live broadcast of New Year’s Eve is far behind the New Year’s Eve Party of Stars of the Mango Litchi Tomato Stand.
I think a friend circle of Li Yuchun’s fans, the world she felt that day should be the whole world licking the screen, looking forward to her idol appearance.
Advertising is overwhelming, just because it has paved your sky and your ground. Therefore, the first way to make advertising overwhelming is: Advertising exposure should be converted from the reach of the target group to the management of the circle group.
For example, the target group of the home appliance industry is generally married people in the family aged 30-45. However, this target group is still very broad. When we place advertisements, we can only exclude some younger audiences and white-haired people. With such a huge crowd size, the exposure of the advertisement is only enough to spread a few bricks on the floor.
But we can actively circle the audience and say different things to people in different circles. Using a new method, we can be more efficient.Reach consumers.
For example, for a brand of mite remover, the initial definition of the crowd portrait is: white-collar workers in 1-3 tier cities, interested in the latest technology products, have searched or purchased online mite remover, vacuum cleaner, air purification Household appliances such as household appliances.
This mite remover brand divides the population into different labels, such as sensitive skin allergic people, health punk, advocating for storage control …
Although these labeled circle crowds seem to be far from the functions of the mite remover itself, the sense of purpose of the advertisement is very strong, and the final conversion rate of the advertisement is also very high.
So, the first basic principle to make advertising overwhelming is to find ways to expose the advertising circle in layers.
In addition, this kind of circle is not only the circle of the crowd, but also the circle of the region, and even the circle of time.
On the surface, time is only a measure of how we measure the world, but you haven’t thought about it. Everyone’s time schedule also represents his lifestyle.
For example, if two food brands, Quanjude and Ma Xiao, advertise, when should their ads be released?
Quanjude’s ads should focus on Friday, Saturday, and Sunday. Because Quanjude is an old-fashioned restaurant environment, the restaurant has a family round table of about 10 people, which is suitable for family gatherings and private dinners, and such gatherings and dinners are more likely to happen on weekends. Quanjude’s advertisement should be promoted to those people who have a stronger family concept.
How about hemp? It is a crayfish takeaway in itself, it is very suitable for advertising exposure at midnight between 10 midnight and 2 o’clock, the core is to reach the “patients with difficulty sleeping late” in the city.
Because the food of hemp is originally a standard food stall, it is the source of evil in the middle of the night! Putting a small ad at night time can even attract people’s maggots, even if the audience can hold back tonight, they can’t resist tomorrow! He is more likely to stay for a night and get up next morning to place an order.
We said that “overwhelming” is just a perception, not a fact. Let’s take a look again. What kind of “perception” can make consumers feel “overwhelming”?
1 Overwhelming = “Everywhere is their ad”?
Let’s look at the picture below. Which picture is more representative of “everywhere?”
The number of cats in the picture on the left and the picture on the right are the same, but if you go throughThe observation experience in the picture on the right, you will feel that this cat seems omnipresent.
This “everywhere” perception is because you see the same ads in different places. Because of the strangeness of different places and environments, it magnifies your feelings about familiar things.
Let’s think about it again. If you see a female colleague in the office corridor every day, rub your shoulders about five or six times a day. You probably think this is normal because you are all colleagues of a company. . But what if these five or six times passed by and were arranged to different locations?
For example, I saw it once in the elevator in the morning, I saw it once at 711 when I bought a meal, and met again in the tea room in the afternoon. I found she was also working overtime at night. When you finally got off work, you stopped at the same intersection …
If this is the case, your feeling will be: Cupid finally opened his eyes, I’m going to take off!
We do integrated marketing. One of the key points is: Can we reach the same audience across media? For example, when a coffee brand was launched, when the new product was launched, it felt like “everywhere”. They use coffee shops as a radius to target customers within a few kilometers of the media.
-
First of all, elevator advertisements for nearby neighborhoods were placed;
-
Then, LBS targeted advertising in the circle of friends;
-
Following, H5 / Applet Fissure Fission.
With a set of advertisements, coffee consumers in this area will feel as if their ads are overwhelming. Because I can see it on the elevator every day at work, and I can see it when I swipe the circle of friends. My friends are still forwarding the coupons of his home, and they can see their store on the way home …
Remember, one of the ways you want advertising to be overwhelming is to have the same customer group see the same ad in different places.
2 Overwhelmingly = “seems to see their ads often”?
Overwhelming advertisements give people a second perception: they seem to see their ads “often”.
Everyone pays attention to the word “often”. This is a concept of time. Good advertising will make consumers feel that their ads are online every day. Is this “common sense” just a dense schedule for advertising?
Of course not, because their ad exposure is “pulse” and yours is “tiling.” Let’s use a picture to explain what are the “pulse” and”Tiling”.
The picture above and the picture below have the same advertising budget, but the time point at which the ads are released, and the magnitude of the release at each time point are very different.
The upper part seems to be kicking the drum, hitting it, and stopping for a while; the lower part seems to be blowing the suona, and it’s been blowing all the time. What’s so good about the pulse type above? Fortunately, it is more in line with the memory principle of the human brain.
We can remember one thing, there are two basic conditions: one is that this thing gives us enough stimulation, which is the principle of exposure intensity that we talked about in Chapter 2.
Another is to repeat in time before we forget. This is different from the frequency of exposures we talked about earlier.
Think about how we memorized English words back then. The most efficient way to memorize words is not to memorize them every day, but to review the memorized words in a timely and regular manner.
The effect of advertising on people is the same. With the same budget, the “pulse” ads release more each time than the “tiled” ads, so they can give consumers a greater signal stimulation; while the “pulse” ads seem to be sparsely distributed, But as long as it meets the person’s memory curve, it reduces advertising waste.
Representative customers using “pulse” ads are platinum. The advertising cost of melatonin is actually not as much as the outside world thinks about it. The trick is in “pulse” advertising.
When Melatonin began to advertise across the country, it was first broadcast during the high season and not during the non-peak season. They will bombard the Chinese New Year and Mid-Autumn Festival for about 15 days, leaving consumers with the deepest impression.
Later, Melatonin extended this advertising model throughout the year. In the whole year’s advertising arrangement, it will be broadcast intensively in the first 3 months and then every other month. It will even broadcast every other day. The cost of every other day will be reduced by 50%, but the effect has not decreased.
So, if you “see an ad from a certain brand often”, it’s not that they have more money, but that they are stepping on the point.
Summary
-
Exposure is not the same as being seen, being seen is not the same as being remembered, being remembered is not the same as being remembered. Different advertising forms will have different exposure effects;
-
In advertisement exposure, the most overlooked is the exposure intensity. You can use “visual center”, “dwell time”, “advertising exclusivity” and “sensory movement” to measure exposure intensity;
-
Some exposureThe reason why light feels “overwhelming” is that users see the same advertisement in different places, amplifying the strangeness of the advertisement; and the pulsed advertising method can make people feel that they often see it.
Exposure is the most basic function of advertising, but because it is too basic, it is often not seen. For example, the people who practice martial arts must first learn to take a step, and then they can practice the shadowless feet and the dragon’s eighteen palms when they settle down.
Bought billions of ad exposures, why did n’t they work? Many advertisers often use this question to question the media, but in fact, the company should question itself.
Only by fully understanding the principle of exposure can we reasonably trace the effect of exposure.
In the past, the exposure effect of ads was calculated by this formula:
Exposure effect = reach × frequency
This formula actually divides the exposure effect into two dimensions, namely breadth and depth. But I think this formula is not enough to verify the exposure effect, we need to add a new factor-exposure intensity.
Exposure intensity refers to: To what extent a certain advertising form can give users a sensory stimulus and the probability of ad memory.
Ad effectiveness = breadth × depth × intensity
For example, this advertisement is expected to cover 20% of the female population aged 25-35 in Henan. The average person saw the advertisement more than 8 times. Everyone watched the advertisement for more than 5 seconds. / strong>.
At this time, we ca n’t accurately measure the intensity of ads. But there are several basic dimensions that can roughly assess the intensity of advertising.
The first dimension is the visual center.
That is,, Is your ad in the center of the consumer ’s line of sight? For example, which of the following ads is more likely to attract consumer attention?
Obviously, the patch ad above is better than the information stream below, because the patch is right in the center of your vision.
The second dimension is dwell time.
Is the consumer’s gaze on the ad staying for 1 second or 5 seconds? The latter may be five times stronger than the former. At present, the short video media has the concept of “effective playback”, that is, if an advertisement is played for less than 5 seconds, the media does not charge; the user sees it for more than 5 seconds to count as an effective exposure.
But this effective playback method is not applicable to all commercials. Because sometimes, our advertisement must instill a concept, such as “ideal life on Tmall”, but this concept consumers ca n’t like it, so he will not actively watch for more than 5 seconds; and sometimes, our advertisement can be done Become a creative story and attract consumers to stay, such as NB’s “Every Step Counts”.
The third dimension is ad exclusivity.
Sakamoto Ryuichi’s music is wonderful, but if he puts his music on a construction site, we will only feel upset when listening. How many ads are mixed with your ads and delivered to consumers? This directly determines the effectiveness of the ads.
What is the best advertising environment? That is, the entire space is full of your ads, there are no other ads, it is better to have no other information, and the only thing users can see is your ads.
So there are two requirements for exclusivity, one is filling, and the other is exclusive.
The fourth dimension is sensory mobility.
The senses are the eyes, ears, nose, tongue and body. The Buddhist name is six. These six are our six gateways to the outside world. The more portals an ad can open, the deeper the user becomes infected with the ad.
The previous three dimensions are talking about the visual impact of advertising exposure on people. In advertising exposure, vision is the first, but not the only one.
For example, in the earliest years, many customers who placed TVC ads in the early years often played a little careful thinking in the production of advertisements, and they turned up the sound when they were synthesized later. When an advertisement is shown on TV, the audience will be suddenly “stunned” by an advertisement, so they will notice the advertisement subconsciously.
A few years ago, ASMR (Intracranial Orgasm) became popular in China for a while,IKEA has also followed suit to make commercials with ASMR effects, allowing users to get a sound massage when they listen to the ad.
In addition to audiovisual language, some senses, in common sense, are difficult to achieve through advertising exposure. Examples are smell, touch, and taste.
But in fact, we can activate the imagination of users through advertising content, and let them “brain supplement” sensory stimulation. For example, in instant noodle advertisements, white smoke is often shot, which is fragrant when passing noodles.
Some food brands, in packaging design and advertising materials, often ignore sensory stimulation to induce consumers. For example, which of the following two hot pot base materials is better?
If it is purely from a design perspective, of course, this one on the right has a more sense of design. The advertisement on the right does not have a real picture of hot pot, and it is not easy to stimulate your tongue; while the one on the left, although very vulgar in design, successfully uses the pictures to stimulate your taste.
Visual center, dwell time, exclusivity, and sensory movements together strengthen the exposure of an ad. Why is it also billions of exposures, others’ effects are more effective? Because the exposure of other people’s homes is more “powerful.”
03 Why is the exposure of other people’s homes overwhelming? All you have is your exposure?
Do you often have such emotions: “Who is really rich! Everyone’s advertising!” But if you use third-party monitoring software to run their ads, or with this company People in the market contacted you and found that their advertising budget for one year is not an astronomical figure.
You may think that the third-party data is inaccurate, or that this company is private and does not tell you the truth. However, based on my experience over the years, there is only one reason for that “overwhelming advertising effect”: that people’s advertising is more reasonable.
Why can the exposure of other people’s homes be overwhelming? And your exposure is only a pile of cold data? Let’s disassemble the secret in the black box.
First, we must understand that “overwhelming” is just a perception, not a fact. So why can the exposure effect of others’ homes break the objective facts?
Although the world is big, our life circle is not big. Or, to be more precise, the world we perceive is equivalent to our life circle, including the physical world and the spiritual world.
Let’s take the 2020 New Year’s Eve program as an example. The world felt by friends in different circles in the circle of friends is different.
On December 31, 2019, if you open my circle of friends, you will see the New Year’s speech of Teacher Luo Zhenyu’s “Friends of Time”. There are reposted Jiugongge, reposted articles, commented, and intercepted sentences … In short, in my circle of friends, you will feel that the whole world is watching New Year’s speeches.
But if we open up the ratings of the day, this knowledge live broadcast of New Year’s Eve is far behind the New Year’s Eve Party of Stars of the Mango Litchi Tomato Stand.
I think a friend circle of Li Yuchun’s fans, the world she felt that day should be the whole world licking the screen, looking forward to her idol appearance.
Advertising is overwhelming, just because it has paved your sky and your ground. Therefore, the first way to make advertising overwhelming is: Advertising exposure should be converted from the reach of the target group to the management of the circle group.
For example, the target group of the home appliance industry is generally married people in the family aged 30-45. However, this target group is still very broad. When we place advertisements, we can only exclude some younger audiences and white-haired people. With such a huge crowd size, the exposure of the advertisement is only enough to spread a few bricks on the floor.
But we can actively circle the audience and say different things to people in different circles. Using a new method, we can be more efficient.Reach consumers.
For example, for a brand of mite remover, the initial definition of the crowd portrait is: white-collar workers in 1-3 tier cities, interested in the latest technology products, have searched or purchased online mite remover, vacuum cleaner, air purification Household appliances such as household appliances.
This mite remover brand divides the population into different labels, such as sensitive skin allergic people, health punk, advocating for storage control …
Although these labeled circle crowds seem to be far from the functions of the mite remover itself, the sense of purpose of the advertisement is very strong, and the final conversion rate of the advertisement is also very high.
So, the first basic principle to make advertising overwhelming is to find ways to expose the advertising circle in layers.
In addition, this kind of circle is not only the circle of the crowd, but also the circle of the region, and even the circle of time.
On the surface, time is only a measure of how we measure the world, but you haven’t thought about it. Everyone’s time schedule also represents his lifestyle.
For example, if two food brands, Quanjude and Ma Xiao, advertise, when should their ads be released?
Quanjude’s ads should focus on Friday, Saturday, and Sunday. Because Quanjude is an old-fashioned restaurant environment, the restaurant has a family round table of about 10 people, which is suitable for family gatherings and private dinners, and such gatherings and dinners are more likely to happen on weekends. Quanjude’s advertisement should be promoted to those people who have a stronger family concept.
How about hemp? It is a crayfish takeaway in itself, it is very suitable for advertising exposure at midnight between 10 midnight and 2 o’clock, the core is to reach the “patients with difficulty sleeping late” in the city.
Because the food of hemp is originally a standard food stall, it is the source of evil in the middle of the night! Putting a small ad at night time can even attract people’s maggots, even if the audience can hold back tonight, they can’t resist tomorrow! He is more likely to stay for a night and get up next morning to place an order.
We said that “overwhelming” is just a perception, not a fact. Let’s take a look again. What kind of “perception” can make consumers feel “overwhelming”?
1 Overwhelming = “Everywhere is their ad”?
Let’s look at the picture below. Which picture is more representative of “everywhere?”
The number of cats in the picture on the left and the picture on the right are the same, but if you go throughThe observation experience in the picture on the right, you will feel that this cat seems omnipresent.
This “everywhere” perception is because you see the same ads in different places. Because of the strangeness of different places and environments, it magnifies your feelings about familiar things.
Let’s think about it again. If you see a female colleague in the office corridor every day, rub your shoulders about five or six times a day. You probably think this is normal because you are all colleagues of a company. . But what if these five or six times passed by and were arranged to different locations?
For example, I saw it once in the elevator in the morning, I saw it once at 711 when I bought a meal, and met again in the tea room in the afternoon. I found she was also working overtime at night. When you finally got off work, you stopped at the same intersection …
If this is the case, your feeling will be: Cupid finally opened his eyes, I’m going to take off!
We do integrated marketing. One of the key points is: Can we reach the same audience across media? For example, when a coffee brand was launched, when the new product was launched, it felt like “everywhere”. They use coffee shops as a radius to target customers within a few kilometers of the media.
-
First of all, elevator advertisements for nearby neighborhoods were placed;
-
Then, LBS targeted advertising in the circle of friends;
-
Following, H5 / Applet Fissure Fission.
With a set of advertisements, coffee consumers in this area will feel as if their ads are overwhelming. Because I can see it on the elevator every day at work, and I can see it when I swipe the circle of friends. My friends are still forwarding the coupons of his home, and they can see their store on the way home …
Remember, one of the ways you want advertising to be overwhelming is to have the same customer group see the same ad in different places.
2 Overwhelmingly = “seems to see their ads often”?
Overwhelming advertisements give people a second perception: they seem to see their ads “often”.
Everyone pays attention to the word “often”. This is a concept of time. Good advertising will make consumers feel that their ads are online every day. Is this “common sense” just a dense schedule for advertising?
Of course not, because their ad exposure is “pulse” and yours is “tiling.” Let’s use a picture to explain what are the “pulse” and”Tiling”.
The picture above and the picture below have the same advertising budget, but the time point at which the ads are released, and the magnitude of the release at each time point are very different.
The upper part seems to be kicking the drum, hitting it, and stopping for a while; the lower part seems to be blowing the suona, and it’s been blowing all the time. What’s so good about the pulse type above? Fortunately, it is more in line with the memory principle of the human brain.
We can remember one thing, there are two basic conditions: one is that this thing gives us enough stimulation, which is the principle of exposure intensity that we talked about in Chapter 2.
Another is to repeat in time before we forget. This is different from the frequency of exposures we talked about earlier.
Think about how we memorized English words back then. The most efficient way to memorize words is not to memorize them every day, but to review the memorized words in a timely and regular manner.
The effect of advertising on people is the same. With the same budget, the “pulse” ads release more each time than the “tiled” ads, so they can give consumers a greater signal stimulation; while the “pulse” ads seem to be sparsely distributed, But as long as it meets the person’s memory curve, it reduces advertising waste.
Representative customers using “pulse” ads are platinum. The advertising cost of melatonin is actually not as much as the outside world thinks about it. The trick is in “pulse” advertising.
When Melatonin began to advertise across the country, it was first broadcast during the high season and not during the non-peak season. They will bombard the Chinese New Year and Mid-Autumn Festival for about 15 days, leaving consumers with the deepest impression.
Later, Melatonin extended this advertising model throughout the year. In the whole year’s advertising arrangement, it will be broadcast intensively in the first 3 months and then every other month. It will even broadcast every other day. The cost of every other day will be reduced by 50%, but the effect has not decreased.
So, if you “see an ad from a certain brand often”, it’s not that they have more money, but that they are stepping on the point.
Summary
-
Exposure is not the same as being seen, being seen is not the same as being remembered, being remembered is not the same as being remembered. Different advertising forms will have different exposure effects;
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In advertisement exposure, the most overlooked is the exposure intensity. You can use “visual center”, “dwell time”, “advertising exclusivity” and “sensory movement” to measure exposure intensity;
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Some exposureThe reason why light feels “overwhelming” is that users see the same advertisement in different places, amplifying the strangeness of the advertisement; and the pulsed advertising method can make people feel that they often see it.
Exposure is the most basic function of advertising, but because it is too basic, it is often not seen. For example, the people who practice martial arts must first learn to take a step, and then they can practice the shadowless feet and the dragon’s eighteen palms when they settle down.
Bought billions of ad exposures, why did n’t they work? Many advertisers often use this question to question the media, but in fact, the company should question itself.
Only by fully understanding the principle of exposure can we reasonably trace the effect of exposure.
First of all, elevator advertisements for nearby neighborhoods were placed;
Then, LBS targeted advertising in the circle of friends;
Following, H5 / Applet Fissure Fission.
With a set of advertisements, coffee consumers in this area will feel as if their ads are overwhelming. Because I can see it on the elevator every day at work, and I can see it when I swipe the circle of friends. My friends are still forwarding the coupons of his home, and they can see their store on the way home …
Remember, one of the ways you want advertising to be overwhelming is to have the same customer group see the same ad in different places.
2 Overwhelmingly = “seems to see their ads often”?
Overwhelming advertisements give people a second perception: they seem to see their ads “often”.
Everyone pays attention to the word “often”. This is a concept of time. Good advertising will make consumers feel that their ads are online every day. Is this “common sense” just a dense schedule for advertising?
Of course not, because their ad exposure is “pulse” and yours is “tiling.” Let’s use a picture to explain what are the “pulse” and”Tiling”.
The picture above and the picture below have the same advertising budget, but the time point at which the ads are released, and the magnitude of the release at each time point are very different.
The upper part seems to be kicking the drum, hitting it, and stopping for a while; the lower part seems to be blowing the suona, and it’s been blowing all the time. What’s so good about the pulse type above? Fortunately, it is more in line with the memory principle of the human brain.
We can remember one thing, there are two basic conditions: one is that this thing gives us enough stimulation, which is the principle of exposure intensity that we talked about in Chapter 2.
Another is to repeat in time before we forget. This is different from the frequency of exposures we talked about earlier.
Think about how we memorized English words back then. The most efficient way to memorize words is not to memorize them every day, but to review the memorized words in a timely and regular manner.
The effect of advertising on people is the same. With the same budget, the “pulse” ads release more each time than the “tiled” ads, so they can give consumers a greater signal stimulation; while the “pulse” ads seem to be sparsely distributed, But as long as it meets the person’s memory curve, it reduces advertising waste.
Representative customers using “pulse” ads are platinum. The advertising cost of melatonin is actually not as much as the outside world thinks about it. The trick is in “pulse” advertising.
When Melatonin began to advertise across the country, it was first broadcast during the high season and not during the non-peak season. They will bombard the Chinese New Year and Mid-Autumn Festival for about 15 days, leaving consumers with the deepest impression.
Later, Melatonin extended this advertising model throughout the year. In the whole year’s advertising arrangement, it will be broadcast intensively in the first 3 months and then every other month. It will even broadcast every other day. The cost of every other day will be reduced by 50%, but the effect has not decreased.
So, if you “see an ad from a certain brand often”, it’s not that they have more money, but that they are stepping on the point.
Summary
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Exposure is not the same as being seen, being seen is not the same as being remembered, being remembered is not the same as being remembered. Different advertising forms will have different exposure effects;
-
In advertisement exposure, the most overlooked is the exposure intensity. You can use “visual center”, “dwell time”, “advertising exclusivity” and “sensory movement” to measure exposure intensity;
-
Some exposureThe reason why light feels “overwhelming” is that users see the same advertisement in different places, amplifying the strangeness of the advertisement; and the pulsed advertising method can make people feel that they often see it.
Exposure is the most basic function of advertising, but because it is too basic, it is often not seen. For example, the people who practice martial arts must first learn to take a step, and then they can practice the shadowless feet and the dragon’s eighteen palms when they settle down.
Bought billions of ad exposures, why did n’t they work? Many advertisers often use this question to question the media, but in fact, the company should question itself.
Only by fully understanding the principle of exposure can we reasonably trace the effect of exposure.