How To Create Engaging Banner Ads

Advertising
Display Ads
Content & Messaging
Site & eCommerce
January 1, 2021
Food & Beverage

Key Takeaways

Paid Channel Focus Allocation — Display: Oatly launched a display ads campaign called “It’s Like Milk, But Made for Humans” with a total advertising budget of $630K. As a result of this display ad campaign, site traffic from display ads increased by +13,965% from 26 to 3,861 site visits MoM. 

Oatly implemented the following tactics to create an engaging display campaign:

  • Posed a question to the audience: Oatly spoke directly to the viewer by asking a question in their banner ads  (“i.e: You’re still here?) to grab attention.
  • Ran multiple display ads on the same website: Oatly ran multiple display ads on the same website which interacted with each other through the use of arrows and humorous copy such as “What the banner above said”. This is a clever strategy to take up more real estate on a website rather than just publishing one banner ad.
  • Highlighted product packaging: The packaging of the product was clearly communicated to the consumers to increase brand recognition when consumers are shopping at the grocery store.
  • Created mobile-specific banners: Oatly created ads that were specifically designed to run on mobile devices by using copy such as “We’re inside your phone now”. In addition, Oatly created ads that were specific to news websites, with copy such as “is this a long article or what?”.
  • Directed consumers to interactive landing pages: Each landing page for the campaign was interactive and featured an activity that consumers could participate in such as a tutorial on how to create a puppet out of an Oatly milk carton.
  • Rewarded consumers for clicking on display ads: The headline of each landing page rewards consumers for clicking on a banner ad and includes fun stats about display advertising such as “0.01% of people click on ads”. By acknowledging the fact that the viewer clicked on a banner ad and rewarding them with interactive content, Oatly is conditioning them to click on more of their ads in the future.
  • Bold and humorous brand voice: The copy used in the banner ads showcase Oatly’s brand personality through the use of bold and humorous copy such as “Wow, you actually clicked on that banner ad. Cool.”

In February of 2021, Oatly launched a display ads campaign called “It’s Like Milk, But Made for Humans,” with a total advertising budget of $630K.

Monthly ad Spend
Spend is a directional approximation and does not include retargeting, or behavioural targeting

With the launch of the new display ads campaign in February, site traffic from display ads increased by +13,965% from 27 to 3,861 visits MoM.

Monthly Traffic Driven

The “It’s Like Milk, But Made for Humans” display ads campaign generated 95M impressions in total with an average CPM of $5.29.

It's like milk

Each display ad was dynamic and spoke directly to the viewer to increase engagement and click-through rates.

Oatly runs multiple display ads on the same website which interact with each other through the use of arrows.

Multiple Ads

The packaging of the product was highlighted in the display ad. The goal was to increase brand recognition when consumers are shopping at the grocery store.

Packaging

Oatly created ads that were specifically designed to run on mobile devices.

There were 6 unique landing pages for the “It’s Like Milk, But Made for Humans” display campaign:

Dance Tutorial, Wow No Cow Radio, Jingles
Pack Puppets, Nacho Boat, Ring-a-Ding Roulette

The headline of each landing page rewards consumers for clicking on a banner ad and includes fun stats about display advertising such as “0.01% of people click on ads.”

Rewards consumer for clicking

Each landing page was interactive and featured an activity that consumers could participate in such as a tutorial on how to create a puppet out of an Oatly milk carton.

Wow No Cow Radio, Pack Puppets

The Ring-a-Ding roulette landing page encouraged people to share their own stories, allowing Oatly to gather user-generated content that could then be used for future campaigns.

Ring-a-Ding

A common theme throughout this campaign was that Oatly didn’t hide the fact that their ads were a part of a marketing scheme, they pointed it out and poked fun at it.

Common Theme

100% of the top 10 display sites are news sites, with nydailynews.com taking the lead with a total spend of $216K.

Total Ad Spend


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