Conversational Advertising
Demos
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What is Conversational Advertising?
A 360 digital advertising solution where people can actively participate in a curated “clickable conversation” with a brand. This provides a personalized micro journey in the ad, driving deep, positive engagement and strengthening effectiveness across the funnel.
What to expect from Conversational Advertising…
- Longer engagement compared to traditional display advertising
- High-quality traffic with selected audience choosing to click through
- Lower bounce rate with already interested audience
- Higher conversion rate in the site traffic
- Acquire valuable first-party data that can be leveraged in any/all marketing efforts
- Conversational advertising also creates brand recognition, positive associations with the brand, improved consideration, and unique insights via our granular Flow Analytics.
Conversational Best Practices
What would online advertising look like if the customer experience came first?
Conversations are how we naturally engage with each other. Written or spoken, they are our primary form of communication.
Conversations tick the boxes of what online advertising should be:
- Personal & engaging
- Provide value or utility
- Not disruptive; respectful of our time and attention.
Speak to consumers via your ads, the same way you would speak to them in person or your customer service:
- Make it about them, not about you
- Use a simple, informal language
- Be respectful, not pushy
- Use guided responses to help steer them in the right direction
Conversational Tactics
Inspiration
Serves to inspire people on anything related to a product or brand. How to better use a product, or something relevant to the product category itself.
Information
Educates people on a service or product. Usually involves a FAQ-style approach.
Personalization
Taking into consideration only the most important factors of a users tastes, preferences and priorities present customized output that will delight and intrigue.
Recommendation
Recommends the right product from a product family. The chat asks people a series of questions to find out what they need, to then offer the right product.
Configuration
This creative approach lets people configure a product to their liking, e.g. building their
dream car.
Quiz/Trivia
Creates engagement with the brand. The quiz can either be centered around learning more about a product or service, or about a relevant theme to the advertiser.
Poll/Survey
Engages people by asking them to participate in a real-time poll. By sharing current results and other people’s aggregated answers, they will be tempted to partake.
Gamification
A interactive ad unit/online presence that is more of a mini-game than a regular conversation.
Site Advisor/Site Assistant
Curate an “avatar-like” conversation that will act as an expert system taking detailed user input in order to make highly relevant suggestions.
Conversational Approach for Travel
Why?
Conversational ads enable two-way dialogue between your travel brand and potential travelers.
When you’re introducing new concepts or topics to people, it’s challenging to deliver all the needed context and information in a single creative.
Personalized conversations are the perfect tool to answer exactly the questions people need about their travel plans, providing inspiration and relevant information offering the travel experiences that people want.
How?
- Communicate rich and complex topics in one ad
- Inspire travelers by allowing them to use conversations to build their perfect trip
- Inform travelers by helping to answer any pressing questions they have about your travel service
- Use conversations to ensure travelers have a relevant advertising experience – for example identify business travelers or leisure travelers in the conversation
- Drive meaningful engagement and real-world ROI for travel brands
Case Study: Barceló Resorts
Objectives:
- Performance: Learn relevant information about audiences’ travel preferences
- Brand: Re-engage audiences after a long travel break
Creative:
- Conversational Display Ad
Results:
“Asking people what they are interested in enables a personalized and positive brand experience, in which individuals feel respected and heard. By enabling dialogue with brands, quality traffic improves and bounce rates diminish. In a respectful and privacy-guaranteed environment, people are guided through the sales funnel in a natural way. This has improved conversions and led to great results.”
Manuel Martínez Rodríguez, programmatic activation consultant at BMind
“The conversational ad solution has allowed us to interact with users in a novel way. In addition to having obtained valuable insights about individual interests and concerns, it has helped us to attract qualified users who advance through the booking process; something that does not always happen in formats that are not so focused on performance.”
Ruben Vinagre, performance marketing manager at Barceló