Imagine: you are scrolling through your news feed and you are caught by a headline promising “the secret of youth” or “an amazing discovery”. You click to find out more and end up on a website with an advertising offer. In this article, we talk about teasers, their potential benefits for business and pitfalls.
A teaser is, in simple terms, a game of intrigue and curiosity. A teaser does not reveal all the information at once, but only hints at something interesting, forcing the user to click and find out more.
Let’s list the main components of a teaser:
- Enticing headline: makes a person click the button to find out what the mysterious headline hides.
- Intriguing image: A photo of an attractive model, a mysterious landscape or a bright collage can complement the headline and increase curiosity.
- Incomplete information: Teaser online ads do not disclose all the details of the offer, enticing the visitor to find out more.
Where and why teasers are needed
A teaser is an advertisement suitable for certain tasks, the main ones being:
- Selling goods and services in mass demand: An online teaser is a reminder to customers of the need to buy a product or service in mass demand.
- Drawing attention to a sale or promotion: advertising creates an atmosphere of urgency and great deals – this is where the corresponding trigger is triggered .
- Increased website traffic: Teaser advertising can be used to attract visitors to a company’s website, for example: an intriguing headline “What’s in your email?” can encourage a person to click on the link and find out more.
- Selling unusual products: introduces customers to unusual and rare products and services on the market that they may not have known about, such as a new or rare type of tea.
- Impulse Selling: Stimulates impulse purchases that customers make now or never.
At the same time, a teaser campaign can be used to promote the most ordinary products, for which, it would seem, risky techniques are not needed, but standard contextual and targeted advertising is enough. When advertising ordinary products, you can use a teaser as an additional tool that can make everyday life interesting or even create a viral effect.
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Teaser: what does it mean and what types are there
Teasers are divided into several types, firstly, by format, and secondly, by payment model.
By format
Here are some of the formats in which teaser advertising is implemented:
- Banner advertising on websites: a bright and intriguing banner with an enticing title and picture promises something unusual.
- Video ad: a short video that begins with a mysterious frame or unusual sound. Such a video makes you wonder what will happen next and press play.
- Notifications: These are pop-up messages on the screen that promise incredible discounts or amazing discoveries. Sometimes they are disguised as notifications from popular social networks. The legality of this method is highly questionable, since someone else’s design and brand are used.
- News articles: texts with enticing headlines that lead to an incomplete news story. If a person wants to read further, he or she ends up on an advertising offer.
- Advertising on VKontakte and Odnoklassniki: teasers on social networks are made in the form of advertising creatives in specially designated areas of the interface. But social networks have a stricter policy regarding advertising – there are restrictions on the subject of goods: advertising of dietary supplements, tobacco products, alcohol, financial pyramids, gambling, intimate goods is prohibited.
- Outdoor advertising: billboards with mysterious slogans or pictures that make you want to reveal the secret. One of the implementation options: two images on a banner, replacing each other, where the viewer sees an enticing teaser on the first, and the offer itself on the second.
By payment model
We list the models that are used in teasers:
- CPM (Cost Per Mille): this is the cost per thousand ad impressions;
- CPC (Cost Per Click): this is the payment for each click on the advertisement;
- CPA (Cost Per Action): this is payment for a specific action by the client, for example, ordering a product or service;
- CPL (Cost Per Lead): this is the cost to obtain a lead.
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Advantages and Disadvantages of Teasers
Teasers are a rather risky genre of advertising that involves tricks and can jeopardize customer loyalty. Therefore, this genre has its own disadvantages and risks, but we will start with the advantages.
Advantages
What makes teaser advertising attractive:
- High engagement: Compelling headlines and images grab customers’ attention and make them interact with the ad.
- Low cost: Teasers are often more affordable than other formats, especially for small and start-up businesses.
- Flexibility: the teaser can be adapted to different platforms and devices.
- Broad reach: Teasers are usually launched to the widest possible audience, since teaser networks place them on mass sites, such as entertainment sites, online cinemas, etc.
- Unconventional approach: A teaser is an unconventional approach that can stand out from non-teaser advertising, attract the attention of customers and make them think about the product or service.
Flaws
Here are some of the disadvantages of teasers:
- Non-target visitors: the breadth of coverage, as well as the frequent lack of product specifics in creatives, lead to the fact that many non-target visitors may come to the site. One of the negative consequences is that the visitor quickly leaves, therefore, the behavioral factors of the site deteriorate.
- Low conversion: it is not always possible to convert the visitor’s interest into a real purchase or action. One of the reasons is described in the previous point. Intrigue can be a trap that attracts attention, but does not force action.
- Risk of irritation: an excess of teasers can cause irritation and a negative attitude towards advertising. Many people ignore such advertising on principle.
- Potential for fraud: Some teaser ads may involve unfair practices, such as redirecting to sites with questionable content. This can damage a brand’s reputation and turn off potential customers.
- Negative impact on reputation: A poor quality teaser can damage your reputation. If the teaser is perceived as something uninteresting or even offensive, customers may start to feel negatively about the product.
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Setting up and launching teasers
We will tell you step by step how teaser advertising platforms and networks work.
Network selection
Define your goals – what do you want to achieve with a teaser? Increase brand awareness, get leads, increase traffic to your website, or promote a new product? Your goals will determine which network you choose.
When choosing a network, focus on special ratings, as well as on the parameters of these networks that are relevant or not relevant to your product: geotargeting, target audience, advertising format, cost and payment model, quality of visitor flow.
Teaser networks are divided into two categories – news and product. News sites have a large target audience, so the ad can be shown to a large number of people. Readers of such a site often show greater involvement in the content, therefore, the chances of clicking on the ad increase. Also, news networks often offer lower advertising costs than product networks.
However, due to the lack of direct connection with purchases, conversion in news networks may be lower than in product networks. Therefore, news networks may be more suitable for promoting informational content than for advertising products for the purpose of selling them.
Product networks have a higher conversion rate. In addition, you can choose networks that specialize in a specific niche of goods and services – this way you can attract exactly those customers who are interested in your offer. But visitors to product sites are often looking for a specific product or service and do not always pay attention to advertising.
Teaser product networks often offer higher advertising rates than news networks.
Registering online as an advertising customer
The registration process online is usually simple and intuitive:
- Fill out the registration form: the form will ask you to provide the necessary information, such as your name, email, password, company or brand name.
- Complete online verification: you may be asked to confirm your email or phone number.
- Attach required documents: In some cases, you may need to provide documents confirming your identity or right to conduct business.
It is important to record in the system that you will use the teaser network as an advertiser.
Adjusting account settings and creating a campaign
Before you start running ads on the network, it is important to set up your account correctly. The settings usually set the general parameters of the ads you will be running.
When you go directly to creating a campaign, you will most likely have a new menu with new settings. Here you can set more detailed conditions for a specific campaign – for example, a spending limit, display geography, cost per click. Target audience features and display schedule can also be configured, they can be changed later based on the statistics on the campaign results.
Creating teasers
The setup is complete, and now it’s time to create the teasers themselves. Most teaser marketing networks offer convenient templates that will help you quickly create attractive creatives. Upload an image, write a title, and write the text.
It is important to properly optimize advertising activity, for this:
- Choose your cost per click: don’t be afraid to set your price a little higher than the suggested one, this will help you get into rotation faster and get impressions.
- Attach a hyperlink to your website: the link must work correctly and lead to the correct page.
- Use network recommendations: Teaser networks have a vested interest in the success of each campaign, so they often share helpful recommendations for creating effective ad posts.
You can create multiple teaser variations and test them to see which ones attract more attention and generate better results.
Launching a campaign and monitoring results
Now you need to monitor the progress of the campaign. Carefully analyze the statistics: how many people clicked on the ad, how much money was spent, how many of those who clicked performed the desired action (conversion).
Teaser networks usually provide convenient tools for analysis, with detailed instructions on how to use them. But if you need a deeper picture, you can connect external analytics systems. Add UTM tags to links manually or contact a specialist – this will allow you to get more accurate and detailed data on customer behavior.
A useful tool that shows not only the effectiveness of any advertising, but also its payback at any distance is the end-to-end analytics service . It allows you to receive data on each creative in any sections that interest the marketer – clickability, quality of visitor flow, communication with the client by phone and in chats, conversion to sales, return on investment, lifetime value of the client