Traditional ads or smarter ads?

In our many years of working with communicators from Brussels’ trade associations and NGOs, we have noticed they have one thing in common – they want to get the most out of typically limited communications budgets.

This will especially be true during the economic crisis that comes in the wake of the COVID shutdown.

So we are still surprised when we come across a client who is hesitant to invest in promoting a video or post because they are short on budget. Something like:

“We have a partnership with [enter a name of an EU news site], let’s publish a banner there”.

They publish the banner, it gets a couple of thousand impressions (number of times the banner is seen), a few clicks and zero impact.

Sure, there might be some credibility value in appearing in the news media. But banner ads are not perceived by readers as news items — so they are just as often ignored or, worse still, seen as a nuisance.

If “news media credibility” is what you are aiming for, then sponsored content is a much better way to go.

TRADITIONAL V SMARTER ADVERTISING

Recently, in agreement with one of our clients, we decided to spend just over 200 EUR on Google Ads, and for 2 weeks we ran a campaign in parallel with an ongoing banner ad campaign the client was running on one of the prominent EU news media sites.

First of all, by adjusting targeting possibilities, we made sure the campaign was seen by people the client actually wanted to reach – MEPs and their staff. This was already different from the ‘pay & spray’ approach of running banner ads directly with media sites.

The Google Ads campaign reached nearly 300,000 impressions, making the CPM (cost per thousand of impressions) 0.73 EUR. At the same time, the client was paying around 40 EUR for 1,000 impressions with the news site, which made Google Ads over 50 times cheaper!.

We knew that the difference was going to be significant, but even we were surprised by how big it actually was. And the client was astonished.

More importantly, the campaign had a real impact – resulting in a tangible increase to website visits and campaign video views. Google Ads in this case not only made it cheaper to advertise, but more effective as well. This was due to:

  • Precise targeting, making sure only relevant people see the ad
  • Around 30% of people in Europe use ad blockers, which block banners by news media sites, meaning that nearly a 3rd of the desired audience doesn’t even see tha ad

Following this test case campaign, and after talking with other clients, we realised how most communicators in the Brussels bubble are simply unaware of the best digital advertising possibilities.

Recently we hosted a free webinar on this very topic. Leave us your email address and we’ll send you the presentation slides, or contact us directly to learn more.

That’s right! There’s always more.

Related stories

MEP EDITION

Measuring the digital impact of Members of the European Parliament.

total score

11.0/11.0

Max.
The Right Street prediction point
1.0

Social media

Twitter
Max.
Follower/Following ratio divided by 10
1.0
Add 0.1 for every 2k followers
0.5
Add 0.1 for every tweet with 10+ interactions in last 7 days
0.5
Linkedin
Max.
Add 0.1 for every CEO or Page/Community post with 20+ interactions in last 30 days
0.5
TikTOk
Max.
Add 0.1 for every post published in last 7 days
0.5
Add 0.1 for every post with 20+ interactions in last 30 days
0.5
Facebook
Max.
Add 0.1 for every post published in last 7 days
0.5
Add 0.1 for every post with 20+ interactions in last 30 days
0.5
Instagram
Max.
Add 0.1 for every post with 20+ interactions in last 30 days
0.5
Subtract 0.1 for every hashtag found in latest post caption
0.5

Digital content

DESCRIPTION
Max.
Published original video and/or audio content on YouTube in last 30 days
0.5
Published live video and/or audio content in last 30 days
0.5
Hosted a live virtual event in last 30 days
0.5

Website

DESCRIPTION
Max.
Website appears on first page of name Google searches conducted in Brussels and home country
0.5
Website has newsletter signup or other email capture form
0.5

Accessibility

DESCRIPTION
Max.
Has a Contact area/box on website
0.5
Has a newsletter signup form on website
0.5
Replied to a public user question/comment on Twitter, Instagram or Facebook in last 7 days
0.5
Has a Wikipedia page
0.5

Trade Association EDITION

Measuring the digital impact of EU Trade Associations based in Brussels.

total score

11.0/11.0

Max.
The Right Street prediction point
1.0

Social media

Twitter
Max.
Divide Follower/Following ratio by 10
1.0
Add 0.1 for every 2k followers
0.5
Add al for every tweet with 10+ interactions in last 7 days
0.5
Linkedin
Max.
Add 0.1 for every 100 connections/followers of Secretary General’s personal Profile
0.5
Add 0.1 for every 200 Page/Community followers
0.5
Add 0.1 for every Profile or Page/ Community post with 20+ interactions in last 30 days
0.5
Facebook
Max.
Add 0.1 for every post with 20+ interactions in last 30 days
0.5
Instagram
Max.
Add 0.1 for every post with 20+ interactions in last 30 days
0.5
TikTOk
Max.
Add 0.1 for every post with 20+ interactions in last 30 days
0.5
Other
Max.
Profile spotted on other community platforms (e.g. Reddit)
0.5

Digital Content

DESCRIPTION
Max.
Published branded content on website or social media in last 30 days
0.5
Published original video and/or audio content on YouTube in last 30 days
0.5
Published live video and/or audio content in last 30 days
0.5
Hosted a live virtual event in last 30 days
0.5
Advertising spotted on social media, Youtube or Google
0.5

Website

DESCRIPTION
Max.
Website appears on first page of Google search conducted in Brussels
0.5
Website has newsletter signup or other email capture form
0.5
Has a Wikipedia page
0.5

NGO EDITION

Measuring the digital impact of EU Non Governmental Organisations based in Brussels.

total score

11.0/11.0

Max.
The Right Street prediction point
1.0

Social media

Twitter
Max.
Divide Follower/Following ratio by 10
1.0
Add 0.1 for every 2k followers
0.5
Add al for every tweet with 104 interactions in last 7 days
0.5
Linkedin
Max.
Add 0.1 for every 100 connections/ followers of Secretary Generals personal Profile
0.5
Add 0.1 for every 200 Page/Community followers
0.5
Add 0.1 for every Profile or Page/ Community post with 20+ interactions in last 30 days
0.5
Facebook
Max.
Add 0.1 for every post with 20+ interactions in last 30 days
0.5
Instagram
Max.
Add 0.1 for every post with 20+ interactions in last 30 days
0.5
TikTOk
Max.
Add 0.1 for every post with 20+ interactions in last 30 days
0.5
Other
Max.
Profile spotted on other community platforms (e.g. Reddit)
0.5

Digital Content

DESCRIPTION
Max.
Published branded content on website or social media in last 30 days
0.5
Published original video content on YouTube in last 30 days
0.5
Published live video and/or audio content in last 30 days
0.5
Hosted a live virtual event in last 30 days
0.5

Website

DESCRIPTION
Max.
Website appears on first page of Google search conducted in Brussels
0.5
Website has newsletter signup or other email capture form
0.5
Has a Wikipedia page
0.5

B2B EDITION

Measuring the digital impact of B2B companies in Europe.

total score

11.0/11.0

Max.
The Right Street prediction point
1.0

Social media

Twitter
Max.
Add 0.1 for every 1k followers
0.5
Add 0.1 for every tweet with 10+ interactions in last 7 days
0.5
Linkedin
Max.
Add 0.1 for every 100 followers connections to CEO’s personal profile
0.5
Add 0.1 for every 100 Page followers or Community members
0.5
Add 0.1 for every CEO or Page/Community post with 20+ interactions in last 30 days
0.5
Facebook
Max.
Add 0.1 for every post with 20+ interactions in last 30 days
0.5
Instagram
Max.
Add 0.1 for every post with 20+ interactions in last 30 days
0.5
TikTOk
Max.
Add 0.1 for every post with 20+ interactions in last 30 days
0.5

Web content

Branded content
Max.
Consistent audiovisual identity on all digital platforms
0.5
Published branded content on website or social media in last 7 days
0.5
Audiovisual content
Max.
Website includes a video featuring company and/or product/s
0.5
Published original video and or audio content on YouTube in last 30 days
0.5
Website & Newsletter
Max.
Website appears on first page of Google search in home country
0.5
Add 0.1 for every customer testimonial on website
0.5
Website has newsletter signup or other email capture torm
0.5
Sent out a newsletter in last 30 days
0.5

Digital tools

Advertising
Max.
Ran an ad campaign in last 30 days
0.5
Add 0.1 for every digital platform where an ad campaign has been implemented
0.5
Online events
Max.
Organised an online event for a community and/or prospects in last 30 days
0.5
Add 0.1 for every online event attended in last 30 days
0.5

THE CORPORATE EDITION

Measuring the digital impact of inhouse EU Public Affairs teams.

total score

11.0/11.0

Max.
The Right Street prediction point
1.0

Social media

Description
Max.
Has a verified (blue tick) profile/page on Twitter, Facebook or Instagram
0.5
Twitter
Max.
Follower/Following ratio divided by 10
1.0
Add 0.1 for every 2k followers
0.5
Add O for everv tweet with 10+ interactions in last 7 days
0.5
Facebook
Max.
Add 0.1 for every post with 20+ interactions in last 30 days
0.5
Instagram
Max.
Add o for every post with 20+ interactions in last 30 davs
0.5
Linkedin
Max.
Add 0.1 for every 100 connections/ followers of the Head of Office persona Profile
0.5
Add 0.1 for every 200 Page Community followers
0.5
Add 0.1 for every Profile or Page/ Community post with 20+ interactions in ast 30 davs
0.5
TikTOk
Max.
Add 0.1 for every post with 20+ interactions in last 30 davs
0.5
Other
Max.
Profile spotted on other community platforms (e.g. Reddit)
0.5

Website

Description
Max.
EU webpage appears on ist page of Google search (in Brussels) for company name
0.5
EU webpage has newsletter signup or other email capture form
0.5
EU office is mentioned on the company’s Wikipedia page
0.5

Digital content

Description
Max.
Published branded content on website or social media in last 30 days
0.5
Published original video and/or audio content on Youtube in last 30 days
0.5
Published live video and or audio content in last 30 days
0.5
Hosted a live virtual event in last 30 days
0.5
Advertising spotted on social media, Youtube or Google
0.5