Boost Your Sales With Digital Circular Ads 8211 Print Leaflet Goes Social Media
Management Summary
Digital Circular Ads are a new advertising solution specifically designed to give advertisers the opportunity toLook and feel of a printed leafletonline on social media – currently on Facebook, Instagram, Pinterest –to recreate. While a print flyer assumes that the viewer is interested in the products depicted or that they are relevant to them, digital circular ads use themUser signals, totailor-made offers, i.e. according to the needs of the respective viewer of the ad. This enables a new type ofdynamic personalizationand thus building meaningful customer relationships. This not only creates a good and familiar feeling among users, but is also reflected in the interaction rate, as offers and advertisements are tailored to their individual needs.
What exactly can digital circular ads do and how do they differ from standard collection ads?
Originally based on classic collection ads, digital circular ads even look like them at first glance. Just by clicking on the ad, an instant experience opens in the Digital Circular Ad and takes the user into the digital world of the classic flyer.
Collection Ads in detail
Collection Ads are structured in such a way that when you click on “More” a kind of product overview page opens within the app, which shows an excerpt of relevant products from the stored product catalog. At the top you can see the static header image or video of the ad, below, listed in 2 columns, product images with the corresponding title and the associated price. At the bottom there is a call-to-action button, which, when clicked, triggers a redirection directly to the landing page.
All in all, a super simple setup that is visually appealing, encourages interaction and, as a mid-funnel measure, has a very strong purchase preparation effect.
Display of collection ad in the news feed
Open mobile view Collection Ad
Digital Circular Ads – that’s what makes them so special
Apart from the option to connect a product data feed, as is already known from the setup of Collection Ads, Digital Circular Ads stand out primarily because of the possibility of integrating numerous functions and overlays.
How exactly can you adjust these functions? Very easy.
- Connect data feed:Store a product catalog and select the product range relevant to the application. For example, weekly offers can be advertised through real-time updates of product information.
Once the catalog and product range are selected, it is possible to dynamically integrate product information and details such as title, product image, price, sales price, size, etc. from the data feed.
- Product overlays:Adding various elements to indicate special prices, percentages or free shipping, for example. This means that actions in particular can be highlighted more clearly and arouse the viewer’s interest.
- Customization of the individual layout:Different product display options, for example using a carousel or several columns arranged next to each other to display different ranges, brands, special offers, product categories, etc.
The aim is to offer every advertiser the opportunity to individually adapt the layout to their product range and CI.
It is important to decide which information from the data feed and graphic elements are actually decisive and relevant for the customer to make a purchase, which visually fits the company and is most likely to lead to the achievement of the goal.
The cherry on the icing
As if all that wasn’t cool enough, there’s even more: Through precise targeting based on stored zip codes and/or radius to the nearest store, it is possible to integrate a map directly into the creative, which shows the nearest shop/pickup point and its opening times based on the user’s current location. This means that a user is shown a digital circular ad with available products at certain locations that correspond to their personal interest.
Let’s assume that a user is interested in summer sandals. While browsing his social feed, he is shown a digital circular ad from a shoe store that is currently selling summer models. As interaction with the advertising material and the shoe offers depicted in it increases, the desire to see the items in person and see them for yourself grows. He scrolls further in the ad and comes across a map that shows him the nearest store in his immediate area, along with the current opening times. He then decides to go straight away and look at and try on the favorite sales models that he had previously discovered in the ad. Due to the connection of the local product inventory to the data feed, only those models that are still available in the store in the user’s immediate vicinity are displayed. Which brings us directly to the next point….
Last but least:Digital circular ads make it possible to automatically highlight different offers, prices and availability across hundreds or thousands of shops without having to create hundreds or thousands of advertisements. So no matter whether the application should take place at regional or state level, there are no limits. We are simply thrilled!
More sales with digital circular ads
As a practical case from Globus, a Swiss department store, showed, outstanding performance could be achieved through the use of digital circular ads.
As part of a sale campaign, digital circular ads, together with carousel ads, were played out in the lower funnel. The aim was to test the impact and interaction of both ad formats and to analyze the developments on the resulting sales.
TheResultsobservation were clearabove all expectations. As part of the communication of the last days of the campaign, Digital Circular Ads achieved aCTRfrom4.39%! Oneincreasefromsay and write ~62%compared to Carousel Ads. The cost-sales ratio was also significantly improved. This is where digital circular ads achieved onealmost 20% lower CURcompared to Carousel Ads.
The campaign achieved much more than just a sales target! Both the above-average interaction rate and the low costs in relation to sales once again signaled that it is definitely worth relying on digital circular ads. An advertising format that all advertisers should now keep in mind when it comes primarily to increasing performance.
Our conclusion:
Even though print offers have always been an integral part of the marketing strategy of many companies, they are also subject to a certain limitation in terms of personal approach.
The following advantages of Digital Circular Ads clearly indicate that it is time to take new paths:
- Real-time automation
- targeted use of media budgets
- Scalability
- Building meaningful customer relationships through ads tailored to needs and interests
It’s time to go beyond print, away from purely classic product catalog ads, which are now lost in the flood of social ads. It’s time to try out new things, test them and go even further towards personalization. Have we aroused your interest and are you just as motivated to test digital circular ads? Our paid social experts advise you on planning/consultation/implementation.
