Animated Display Ads: captivate attention, inspire action

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Are you ready to unlock the potential of animated ads?

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In a digital landscape flooded with information, standing out is crucial for brand visibility. Animated ads on the Display Network excel in this space, not only capturing attention but also etching a memorable impression.

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Throughout this article, we’ll explore practical examples from campaigns carried out with the Castelbel brand. Keep reading!

The key to be remembered

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Consumer preference for visual and animated content is not just a passing trend, but rather a valuable insight that reveals how engaging and appealing this format can be.

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By integrating this approach, brands not only gain visibility, but are also remembered in a dynamic and ever-evolving advertising landscape.

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Every movement, every animation, contributes to a visual narrative that is etched in the minds of consumers, highlighting the brand in a unique way.

However, the question arises: does this strategy always make sense?

Visual impact right away

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When it comes to impact, animated ads prove to be undisputed protagonists on Google's Display Network. In an environment where attention is contested every second, these ads stand out as a strategic choice, capable of engaging and capturing the target audience.

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Here are some of the advantages:

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• Visual movement instantly captures users' attention, standing out amidst a sea of static content.

• They empower narratives with dynamic storytelling, effortlessly delivering profound messages in an accessible way.

• The ability to showcase promotions and offers, in a visually appealing way, enhances the effectiveness of the campaigns.

• They are more flexible in the adaptation to different screen sizes and formats, ensuring a consistent experience across different devices.

• Visual movement facilitates information retention, contributing to a longer-lasting recall of conveyed messages.

• They are perceived as more modern and innovative, contributing to the establishment of a contemporary brand image.

• They allow for A/B testing with constantly evolving visual elements, facilitating continuous optimization for improved performance.

Let's discover the example of Castelbel...

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Vibrant ads have proven highly effective in various scenarios, and our campaigns for Castelbel stand as vivid and successful instances of this accomplishment.

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Discover key moments when choosing this format has been a wise choice:

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• Black Friday: in themed campaigns like Black Friday, Animated Ads have proven to be highly effective. Using the header format (970px by 90px), we were able to highlight key products with dynamic animations, present visually impactful promotions and incorporate a prominent call-to-action (CTA) button.

• Christmas: in seasonal campaigns, such as Christmas, Animated Ads in the rectangle format (336px by 280px) created an immersive environment through animated GIFs of the products. This format has proven effective in conveying visually appealing messages.

• Example of Tiles Campaign: when promoting specific collections, like Tiles, the skyscraper format (300px by 600px) with lifestyle image animations and clear copy has proven to be highly effective. The animation of the copy  "Tiles" has contributed to reinforce the collection's identity, while strategically positioned call-to-action (CTA) encouraged collection viewing.

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The showcased campaigns delivered outstanding results, boasting a Click-Through Rate (CTR) surpassing 10% in top-of-the-funnel initiatives. This underscores the clear efficacy of these engaging animated ads.

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In the Black Friday, Tiles, and Christmas Times campaigns, the adopted strategy reached nearly 1 million people. Besides, the Cost Per Click (CPC) was 2 cents below the average, indicating not only an in-depth reach, but also effective cost management.

Choosing between static and animated: What makes sense?

While animated ads have numerous advantages, it is essential to recognize situations in which this format may not be the most suitable choice for your campaigns.

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Consider some important factors:

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• If you're on a tight schedule or have limited resources, the complexity of producing Animated Ads can be an obstacle. This format often requires more time, specialized design skills and financial investment.

• If your target audience shows a clear preference for static content or if the nature of your product/service doesn't align with visual dynamism, it might be wiser to opt for traditional ads.

• The animation can compromise the user experience, with slower loading times due to larger file sizes. This can lead to frustration, especially on slower internet connections. In such cases, it is recommended to reconsider this format.

• If your message is straightforward and doesn't require the visual complexity offered by Animated Ads, choosing static ads may be more effective and to the point.

• If you're operating on a limited budget, creating Animated Ads can be more expensive than more simple options. Always evaluate the return on investment before opting for this format.

• In cases where your brand follows a more conservative approach in branding and image, the adoption of Animated Ads may be perceived as inconsistent with the established visual identity.

• If there is evidence or feedback indicating a significant aversion from your target audience to animated ads, it is prudent to respect user preferences and choose more acceptable formats.

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The decision to adopt or avoid animated ads for the Display network should be tailored to the specific needs of each campaign.

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Carefully assess the goals, target audience, campaign context and available resources before embarking on the visual journey of advertisements.

Now that you have a deeper understanding of this strategy, are you ready to boost the next campaign?

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Don't forget that, in many cases, the key to a truly effective strategy lies in a balanced approach, integrating diverse formats!

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Contact us for a dose of innovation and results! 😊

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Autor: Sofia Leite, Copywriter

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‍5 Graphic Design Trends to watch out for in 2023

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The world of graphic design is not watertight, it is constantly changing, especially due to the rapid technological and social transformation happening a bit all over the world. 

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Stay tuned, because in this blog post, you'll discover 5 graphic design trends you can't miss this year. Read on and dive into the world of graphic design in 2023!

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If 2022 was marked by creativity and pragmatism, 2023 is undoubtedly the year of intentional expressiveness in design. 

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We can expect more boldness, extravagant colors, and more advanced technologies in various design styles and personalities. These new digital design trends will bring new life and a more striking personality to your favorite brands, giving a boost to both web and print visual art styles.

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Trend 1: The future of graphic design goes through AI

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Artificial Intelligence (AI) is no longer a novelty in our lives, but the year 2023 has left in store for designers a new way of working. The biggest change in the world of graphic design is, without a doubt, the way designs will be made.

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Plugins and other tools have always been part of the everyday life of graphic designers, but with many reservations regarding their full potential. Tools like Figma have helped democratize the use of plugins, and now the software is used for much more than what it was pre-designed for. Applications such as Runway, have made content that could previously take hours of expert work to design, available in minutes. Tools like Cavalry already allow the procedural and node-based design to be created without the need for expensive 3D software. In addition to these tools, we could not fail to mention Midjourney. This AI-based tool allows any user, with or without design knowledge, to create incredible and realistic digital images in a matter of minutes.

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AI will undoubtedly be an impressive support to elevate the work of graphic designers, but it will also impose new challenges on them that they must be prepared to face!

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Trend 2: In 2023, we follow a new paradigm – More is More

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The shift from Gen Y (Millennials) to Gen Z has had a profound impact on the design world. The minimalism that marked the visual communication of our favorite brands in recent years is now giving way to "maximalism". More and more designers are opting for more chaotic approaches to visual expression.

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This new concept mixes analogue and digital techniques, confronting color and photo overlays with expressive type and illustrations, integrating multiple design styles, in a futuristic way.

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‍Trend 3: Consumers want MORE authentic designs and brands

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Nowadays, with easy access to all kinds of information online, brands can no longer look at their audiences as uninformed people. Consumers demand more from brands, they look for aspects that convey credibility and trust in their products and services and the way they make them.

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One way for brands to gain the trust of their audiences is through the creation of authentic, high-quality images and videos. Instead of using staged images and artificial content, designers should opt for creating authentic and compelling visual images that convey more sensations than just the need to buy. Consumers want to create personal connections and feel emotions. Only by arousing these feelings will brands gain more and more followers.

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Beyond their visual image, brands that prioritize conveying a transparent and honest message are winning the hearts and choices of consumers. One example to be inspired by is Patagonia. This brand is known for its commitment to transparency and sustainability, and in all its visual content it seeks to show the manufacturing process of its products and promote the sharing of feedback from its customers to improve its operations.

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Trend 4: Eco-conscious design

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The new generations' concern for sustainability and protecting our planet has promoted a positive impact and wake-up call in the way brands communicate and develop their products. The world has woken up to the huge contribution that the digital industry has on our ecological footprint. 

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By 2023, sustainability will undoubtedly mark the world of graphic design with the growing awareness of the environmental impact of consumer goods and packaging. Many designers are already looking at ways to reduce their carbon footprint by using more sustainable materials in their work, less intense colors in packaging development, and opting for more minimalist designs.

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This trend will continue to grow as more and more brands and designers recognize the importance of creating eco-friendly products and packaging.

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‍Trend 5: Metaverse

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Ever since Mark Zuckerberg launched the Metaverse, it has been central to discussions about technology and digital design, and this is already seen as one of the biggest tech trends for this year.

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To create immersive experiences with brands, designers must be able to combine physical and digital environments, through AI, AR, VR, and IRL. These areas are evolving incredibly fast and to stay one step ahead of the competition you should explore more about this new universe.

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The Metaverse also offers great opportunities for brands, who can use this technology to add value to their offering and consistency to their identity. By 2023, it is predicted that there will be more references to metaverse culture in projects such as game-inspired 3D illustrations or AI avatars. 

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If you haven't dived into this new digital world yet, we seriously advise you to find out a little more about what this game developed by the founder of Facebook has to offer.

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The forecasts for 2023 couldn't be more encouraging, at least when it comes to graphic design.

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The new trends that will mark the industry promise to bring incredibly creative designs full of color, boldness, and reality. If you work as a graphic designer, keep abreast of these new concepts to create fresh, modern and visually striking designs. 

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We're looking forward to the color palette that 2023 will bring to liven up our online communication!

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More optimized and efficient campaigns? Explore the potential of AI

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Artificial Intelligence (AI) is changing the digital environment in ways never imagined, not even in the seventh art. Who would have thought that by 2023 we would be able to provide users with more personalized, interactive experiences? Or that AI would be able to optimize our work so efficiently?

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We guarantee that your life will never be the same after diving into all the advantages that this tool will bring to your work. So, keep reading and discover 4 ways in which AI will revolutionize our future.

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As we know, the goal of any ad campaign is always to reach more people and better results, with the recommended budget. The use of artificial intelligence in ad optimization is one of the great promises of the century. Although we still can't imagine all it can do for us, we are starting to get a glimpse of what the future of digital will look like.

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Know your audience like no one else

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Defining the target audience is undeniably an essential point in the creation of any ad campaign. Although there are already a variety of technologies that allow us to collect and analyze a lot of information about our potential customers, it is humanly impossible to process all that data in order to create more efficient campaigns. AI can be used to analyze the demographic and behavioral data of consumers and segment the target audience more accurately. 

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In addition, the data collected and analyzed by this technology will make it possible to understand in real-time which audiences will potentially be the most profitable and target more efficient strategies to them.

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Customization, the big trend of the future

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Customization is undoubtedly a keyword when it comes to the communication of the future. We all like to feel unique and appreciated by our favorite brands, which have already begun to change the way they address their customers, to ensure a service that is more tailored to their tastes and needs. 

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To help with this exhaustive task, AI has at its disposal deep learning algorithms that allow, among many other things:

• Perform AI-based image processing, such as DallE-2 which creates realistic and original images taking into account the content you write, or even videos, based on a script, or Fliki which, in addition, allows you to insert voices; 
• Generate text for ads taking into account the target audience, the most appropriate tone of voice, and the objective of your campaign, for this purpose you can use tools such as GPT Chat, Jasper, customization, or Copy.ai;
• Optimize the design of the ads by choosing, for example, fonts, colors, and images that are more effective, through platforms such as Adobe Experience, Deepcortex, and Adobe Design Space;
• Create A/B tests that allow you to test different versions of an ad to see which is more effective, with the help of OptiMizely;

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Artificial intelligence will enable the creation of more relevant, targeted ads based on the information collected and analyzed from each user. By making ads more customized, it will be possible to increase conversion and engagement rates, since the content developed will especially meet the individual needs of potential customers. It's an undeniably fascinating reality, although somewhat scary!

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Automation is the keyword

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While customization will undoubtedly play a key role in the way brands communicate with their followers in the future, automation will play a no less relevant role. 

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AI will allow the automation of repetitive and time-consuming tasks such as ad creation and targeting, freeing up time for marketers to focus on more strategic tasks. As they say, “time is money” and every second left over can be used to develop new marketing strategies or investigate new tools to enhance our work.

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In addition, AI tools can automatically create copies of successful ads and use them to generate new, even more, effective ads. Through data analysis, it will also be possible to create different versions, with minor changes, to understand which ones generate better results and the times of day the ads should be displayed to show the highest performance. This will take A/B testing to the next level!

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Better applied resources equal more efficient campaigns

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As we said before, defining the target audience is an essential step to the success of the campaign, but the keywords chosen, and the budget implemented will have no less relevance. After ensuring that we know who we are targeting and that the content we create is relevant, we should take into consideration the amount we are willing to spend. ‍

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‍Through AI, it will be possible to reduce the costs imputed to campaigns. As we explained earlier, by better segmenting the target audience, we will be less likely to show our ads to users who will not convert. While maximizing the return on investment (ROI) by automatically adjusting bids to reach the users most likely to click on the ad.

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Still not convinced?

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AI is set to revolutionize how marketers create their strategies, making them more efficient and effective. Through these new tools that are emerging, it will be possible to make better use of available resources and achieve better results. It is an exciting time for the industry, and we can expect more advances in the near future.

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Would you believe it if we told you, that this article you have just read was conceived with the help of artificial intelligence tools? Yes, the use of AI provides a great leap forward in creating digital campaigns that are more effective and personalized to their recipients!‍

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‍Let yourself be seduced by the future, we are already surrendered!

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