Teaser advertising in Russia: particularities
There are many methods to promote your product in Russia, but one of the most effective – teaser advertising.
In our new article we will explain you what is it in Russia and its particularities.
What is teaser?
Teaser advertising is a marketing system that uses special teasers to attract the attention of consumers. Teaser from the English word means something shocking, interesting or intriguing. It usually appears as a teaser image with some shocking name. It is due to this point (human curiosity) that this type of ad has a fairly good clickability.
Teasers as an Internet marketing tool are used for different tasks. For example:
- 1. Promotion of a brand or product in the network;
2. Lead generation, client base replenishment;
3. Inсreasing the target audience’s loyalty to the company’s new products;
4. Promotions and sales, elimination of goods at a reduced price;
5. Generating traffic to a site or individual landing pages;
6. Direct sales and more.
Today, teasers with a reasonable approach and careful preparation of an advertising campaign can give up to 30% of traffic to the site. Considering that teaser ads are cheaper than contextual ads – this is a good result.
Advantages of teaser networks
Teasers are used by many advertisers due to the following advantages of the format:
Low cost
Teaser networks, compared to contextual advertising services, are heaven and earth in terms of click price. If a click in search or in the Yandex costs from 10 to 1000 rubles and higher, then it is much cheaper in a teaser campaign.
Just create and run it
The teaser is the same post on the social network. To produce an advertising message, you need an enticing image + an intriguing title and a small description with CTA. Everything. If you have the knowledge and skill, you can build a “teaser” yourself. Another option is to contact a Pro for help. The launch of the teaser banners in the network is a matter of 2-3 minutes.
Keep up the great work
An advertiser can easily configure the display of an ad block on their site or on a partner’s resource. Teaser networks provide a maximum of tools for adjusting the banner to any display format.
High efficiency
Good clickability rates for teasers are the result of intriguing content.
Wide coverage of target audience
Popular teaser networks show ads to a huge contingent of users in Runet. Owners of commercial projects in the network quickly receive thousands of visits.
Minimum restrictions on keywords
In contrast to contextual advertising, where most transaction requests (profitable, cheap, for a song, and others) are blocked by the system.
Types
Teaser ads are classified in three areas: payment methods, time period, format of the banner. Let’s take a closer look.
Payment methods
For ad views
It works according to the CPM model, which means a fee is charged for 1000 banner views. The CPC does not matter in principle, since the price is fixed for a different parameter.
Pay per click
It works on the CPC model – the advertiser pays for the clicks to the action buttons. Accordingly, the number of teaser views is not so important to him.
In the field of Internet marketing, “teasers” differ in the duration of the campaign:
One-time or short-term advertising
The most popular option in the field of Internet business. Everything is simple here. The user sees the teaser, clicks on it and gets to the site. Then it makes a target action or leaves. The strategy is well suited for quick promotion of the project in the media or on web portals.
Long-term advertising
This format is usually used by large companies when promoting a new product on the market. The point is that the stages of familiarizing the target audience with the offer are started gradually. First, an intrigue is created. The audience is warmed up, for example, by a movie trailer. Then comes the moment of calm and “explosion” – revelation (disclosure of information about the product). The time interval between the build-up of intrigue and the disclosure of the essence can be 1-2 weeks.
Depending on the scope, teasers can take the form of a trailer, for example, in the film industry. “Teaser” easily adapts to the format of a street banner with a flashy title and image. The cover of a magazine or the first page of a newspaper can be used as an advertising space for a teaser. There are plenty of options.
Promotion methods
Teasers are promoted much cheaper than contextual ads. The cost of a click on” teaser ” varies from 1 to 10 rubles, whereas in the context of such a price tag, you will not find it even in a non-competitive niche.
Three strategies are used to promote the teaser:
The lowest cost per click
It is important to understand what teaser advertising is on the Internet at a minimum cost. This is primarily the volume. Cheap banners will lose to expensive campaigns, but they will be able to take their own number. If you choose this strategy, make a hundred or two teasers and place them everywhere. The frequency of placement is 100-200 banners per day.
The highest price per view
Teaser networks naturally prefer expensive views, so even a banner with low clickability can quickly gain popularity. After the first stage – overclocking the teaser, you can gradually reduce the cost of views depending on the increase in CTR.
Average price on the site + exclusion from targeting of target territories
The teaser is shown at a competitive price everywhere except the required territory. For example, a product is promoted in Moscow, and a banner is displayed throughout Russia minus the target city. This way, the banner’s popularity increases in page views and the cost per click decreases. Then the heated ad is switched to the desired region with a high CTR and a low price per view.
Components of teaser ads
The classic teaser format is an image + title + text description. All three elements are important for effective promotion:
Image
A square image of 300 by 300 pixels is usually used. The image is necessary to attract the attention of users, so it is always bright and intriguing in the teaser. Otherwise, the banner’s clickability will be zero.
Header
An image without an intriguing title will not work. This has been proven repeatedly in practice. The header is the second element that the user scans. It scans, not reads. Therefore, brevity and conciseness are the main conditions for the success of the teaser. If the user is attracted by the title, the banner gets a click as a reward.
Description, text, offer
In addition to the title, the teaser often prescribes additional information. Usually, the text is artificially limited to 200 characters, which allows you to give only the essence of the advertised product or service.
Why is the text in teaser important? The answer is simple – if you can intrigue a user with an offer, you will get a potential lead to your site. The teaser’s clickability rate depends on the text by 60%.
Most of the texts, of course, have already played their part. But when they first appeared on the web, their popularity went through the roof. A high-quality offer in a teaser is always an intrigue, an omission, a scandal.