Part 1: Banners!
Hello again to everybody, and my apologies for the long break since my last piece. I’ve been far too busy enjoying the incredible summer we’ve just had.
As the British weather has now returned to form, I felt a return to blogging would be a welcome distraction from the torrential downpour and grey skies outside.
So, onto banner campaigns…..
Banners seem to have been left by the wayside as more tactical, fashionable and measurable methods have usurped them over recent years. Consultancies now seem to spend all of their resource on social media, standard job board advertising and industry events as a result of the perception that these methods produce the most tangible return and the least wasted budget.
There’s no big surprise in this, it’s simply a symptom of an industry adapting to increasingly squeezed margins.
What most recruiters don’t seem to realise is that these old fashioned digital methods have also adapted, and as a result banner campaigns are being seriously overlooked in our industry.
Recruitment Consultancy marketers used to identify an online audience and simply buy a specific number of impressions (often linked to a keyword) and then forget about them. The number of consultancies that invested in this technique declined throughout the 00’s as budget moved towards techniques that were more quantifiable.
The big news is that banners are not what they used to be!
Since Google acquired the banner serving company Dart in March 2008 the possibilities have become myriad. Disregarding the numerous ranges of creative mediums now available, the targeting options available are staggering and for recruitment companies this opens up some incredible opportunities.
We recently quoted a client for a campaign with which they were looking to promote the results of some market research to prospective new clients. Our client specified that they wanted to target visitors to our healthcare/ pharmaceutical publications across the US and Europe.
Our total reach for this audience (on Wiley Online Library) runs into 100’s millions of impressions every month! I suspected this might be a little too expensive and less targeted than our client might have liked.
In an effort to reduce potential costs and improve the effectiveness of the campaign, I asked him to identify which companies they were looking to target and in which specific locations. In the end they identified 20 companies across 11 different countries.
After we had identified the domain names of the organisation is question, we ran a report to see how many visits we received from these in the locations we were asked to focus on. Eventually we narrowed our client’s campaign to 1/3 million possible impressions over the course of a month – which fit nicely into his available budget. The only people who will see his banners are those working at his target clients, in the locations his company operates in!
With the advent Ad Remarketing, banner ads have become as tenacious as they have targeted. You can now have banners follow potential clients/ candidates around the web like a particularly talented blood hound.
Today’s banners simply don’t let up until your message has been delivered to the right audience! I’d recommend that recruiters take another look at this old school digital method, its extremely effective – and well worth your budget.