As a consumer, I’m bombarded by advertising, both targeted or 1:1 and mass or ‘above the line’.
As a marketer, I pay attention to advertising and imagine that I’m subconsciously judging it as well as responding to it as a consumer. You know the metrics; I’m no different and 98% or so of them pass me by for a variety of reasons, some good, some bad.
These days, we’re all conditioned to understand that when an ad for a site we recently visited is presented to us online, this is simply retargeting. Those of us who use webmail are also subjected to a barrage of ads, which is only fair – in my view – for a free app or service.
I use hotmail, amongst others, and see a ton of skyscraper ads to the right of my inbox and emails. I notice them all, but act on almost none.
I do, however, like the one here, that was presented to me a couple of weeks ago. I’m not really in the target demographic, so it won’t have been a retargeting effort, but I liked it all the same. I’ll tell you why:
- Squeeze the Day is a fab line! It’s a call to action in its own right, a play on the famous carpe diem phrase, but most importantly it reinforces one of the brand’s key differentiators, namely that kids squeeze the packs to get all the drink out
- It suggests action, energy, getting important things off your bucket list – and satisfaction, either thirst-quenching or completing something worth doing
- It’s visually arresting, fun and it’s clear what they’re asking you to do
All in all then, in the opinion of this writer it ticks all the boxes. All the boxes except one – the only critical one – which is whether or not it’s received a successful number of click throughs. That I don’t know.
Paul Dilger's blog 