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Digital Adwise T-Mobile Lesson 4 Targeting the audience

Digital Adwise T-Mobile Lesson 4 Targeting the audience. Learning Outcomes. To recognise that different digital ads are directed at different target audiences Understanding of why advertisers use different techniques. Starter What are our favourite digital ads?.

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Digital Adwise T-Mobile Lesson 4 Targeting the audience

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  1. Digital AdwiseT-Mobile Lesson 4Targeting the audience

  2. Learning Outcomes • To recognise that different digital ads are directed at different target audiences • Understanding of why advertisers use different techniques

  3. StarterWhat are our favourite digital ads? • What is your favourite digital advertisement that we’ve looked at in our Media Smart lessons so far? View Page Online

  4. Activity 1What makes a really good digital ad? • What makes the top five digital ads that we have chosen so brilliant? • What do they have in common? • What techniques do they use to attract attention? • Jokes that make you laugh • Your favourite sports star or celebrity • Music • Cool characters • Beautiful images • Good advice • Amazing animation • Clever features that you weren't expecting • Things that you can download or send to your friends • A fun game to play • Being able to personalise or make your own content • Interactive elements

  5. Activity 1What makes a really good digital ad? Are any of our favourite ads targeted at these audiences? How does the ad appeal to them?

  6. Activity 2 Target your audience • Today you will plan an advert to sell a product to a target audience. • What do you think a target audience is?

  7. Activity 2What is a target audience? • The group of people likely to buy the product or be interested in the information being given. • They can be people of a certain age, group or gender or with a particular interest in common. • Let’s discuss these ads and target audiences (click here).

  8. Activity 2T-Mobile Targeting their audience • What do they want to sell? • Who do they want to sell their product to? Remember the T-Mobile brand?

  9. Activity 2T-Mobile Targeting their audience Watch the T-Mobile Dance • http://www.youtube.com/watch?v=VQ3d3KigPQM • Who is this designed to appeal to? • Who is the intended audience? • Why do you think that?

  10. Activity 3How do we make a digital ad? What do we need to think about? • Our target audience • The format, or type, of digital advert • Images – what our advert looks like • Slogan – phrase to remind us of the product • Copy – words to give us information

  11. Example - T-Mobile’s digital ads Young people Life’s for Sharing What formats and images did T-Mobile choose to use? Why?

  12. Who might want to buy milk? Why would they be interested in the product?

  13. Target Audience – an example • You might be asked to sell milk to people aged 50 or over. • How will you persuade this man to buy milk? • Think about your target audience. • What does he buy? • He might buy insurance online. • You might place your advert on an insurance website.

  14. Banner ad for a website Think about the format (type of ad) • Should I make an advergame or a banner ad? • He might not play many computer games? • A banner ad could catch his eye withinteresting animation!

  15. Think about images • What images might appeal to him? • He probably does not need to feed a baby. • He might like milk delivered to his door? • The breakfast might remind him how he uses milk? • Perhaps he would like the bold images? • Perhaps the blue and orange work well together?

  16. Think about the words We need: • a slogan – that appeals to our target audience • copy – to give more important information The slogan: • Which slogan would he like most? • Brilliant Bones? or Stay Slim with Semi-Skimmed? He probably wants to stay healthy and strong. Strong bones are important so let’s use: Brilliant bones.

  17. What copy should we include? • Perhaps the advert should inform him about the health benefits of milk? • Calcium is important for developing teeth. Or • Stay active for longer. Calcium can keep your bones strong? These sentences give useful information and will help explain the slogan. Let’s choose: Stay active for longer. Calcium can keep your bones strong.

  18. Banner ad Let’s put it all together! • TARGET AUDIENCE • FORMAT • IMAGES • SLOGAN Brilliant Bones! • COPY Stay active for longer. Calcium can keep your bones strong.

  19. The advert might look like this: BRILLIANT BONES! Stay active for longer. Calcium can keep your bones strong. DRINK MILK FOR BRILLIANT BONES!

  20. Now it’s your group’s turn: • You will be given a target audience & format • You must decide: - the slogan, the images and the copy. • Remember to think about: • what your target audience would like • why might they buy milk? • what will the ad look like? • will you use music? • how will your ad work on the website? Can you click on it? • At the end of the session you will present your ideas to the rest of the class.

  21. Create your digital advert

  22. Success Criteria

  23. Plenary • Present your ad • Explain why your ad would be successful in selling milk to your target audience

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