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Which channels can be used for retargeting?

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Photo: Adem AY on Unsplash" > Photo by Adem AY on Unsplash
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Photo: Adem AY on Unsplash" > Photo by Adem AY on Unsplash

Digital marketing

A sales-triggering retargeting campaign can consist of various types of digital marketing. However, it's an advantage to have maximum visibility in the channels that will have the greatest impact, rather than spreading the budget across many different formats.

Which channels should you choose? 

We are happy to provide you with advice on which channels you should prioritise based on your investment level (link to article 4) but the decision is yours to make, of course.

There are two important things to consider:

  1. What kind of content do you have?
  2. What kind of goals do you have for the campaign?

What kind of content do you have? 

If you have a lot of nice photos, Facebook and display advertising are the best options. 

If you have interesting editorial content, native advertising may be the best option. 

If you have good videos, then you can in theory use the entire toolbox. 

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Photo: Malte Helmhold on Unsplash" > Photo by Malte Helmhold on Unsplash
Content_chaos_retargeting .
Photo: Malte Helmhold on Unsplash" > Photo by Malte Helmhold on Unsplash

What kind of goals do you have? 

Although the media agency can report on several different measurement criteria (KPIs – key performance indicators), it can only optimise one KPI per campaign. So you must quite simply decide the following:

Visible ads

If you initially want as many people as possible to see your ads, it's best to use display advertising and video (both on Facebook and so-called in-banner video ads).

Generate traffic

If your goal is to generate traffic to your site and convert it into purchases, we recommend display advertising, native ads og link posts onFacebook.

A red thread

It's important that the communication you have in the showing and telling phase is recognizable in the selling phase.

Both must use the same language and design so that the customer experiences a red thread throughout the customer journey. 

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Photo: Roma Kaiuk on Unsplash" > Photo by Roma Kaiuk on Unsplash
read_thread_retargeting .
Photo: Roma Kaiuk on Unsplash" > Photo by Roma Kaiuk on Unsplash

Facebook ads

These are sponsored posts in feeds and stories on Facebook, Instagram and Messenger. They are completely identical to ordinary posts, but are labelled “sponsored”. 
Facebook advertising is optimised according to specific goals such as scope, completed video viewings, traffic to the website and/or purchases. Although the ads are bought at auction in order to ensure the lowest possible cost per desired result, we base ourselves on a price that will give you 677,048 viewings or 5,266 clicks based on a media investment of NOK 50,000. 

Technical specifications

  • Photo/ video in 1:1 and 4:5 is optimal
  • Max. 15 seconds of video to utilise as many placements as possible
  • All videos should work without sound
  • .srt-files are optimal for subtitles, but hard-coded is OK
  • Close-ups, action photos and quick edits capture and maintain attention
  • Landing page with a UTM tail for Google Analytics

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YouTube advertising

YouTube is the world's second biggest search engine, and is by far the world's biggest video viewing platform. Here, we recommend 6-second long videos for the best possible effect, but you can also use 15-second long videos. 

The purchases are optimised for complete viewings, but we include a call to action button in the ad in order to achieve as many clicks as possible.

Although the ads are bought at auction in order to ensure the lowest possible cost per desired result, we base ourselves on a price that will give you 488,678 viewings if the recommended 6-second length is used.

Technical specifications

  • 16:9 format 
  • 6 sec or 15 sec
  • Also submit the desired call to action (CTA = max. 10 characters)
  • Include the desired graphics in the video
  • Landing page with a UTM tail for Google Analytics

 

Online video/iVideo

Online video is video content that is played on a website before/during/after a video the user is watching on websites like vg.no, db.no or seher.no.
 
The price depends on the length of the video: 15 seconds costs NOK 1.90 kr per showing, while 6
seconds costs NOK 0.80. A media investment of NOK 50,000 will thereby give you 231,479 viewings of a 15-second video or 549,763 viewing of a 6-second video.

Technical specifications

16:9 format 

Format: 16:9, mov, mp4 eller mpeg, minimum 1280x720 resolution. Sound: Adjusted -18 LUFS.

100 MB max. 2,500kbps minimum bitrate.

6 sec or 15 sec

Add desired graphics and subtitles 

Both videos should preferably work without sound

Logo visible throughout the video

Landing page with a UTM tail for Google Analytics

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Display ads

These small and big ‘posters’ are found on almost all websites and are perhaps the best known digital advertising format. Your ads can be both with and without animation, and we target them towards an audience that has already shown relevant interest in Norway as a destination. In addition, we can optimise purchases based on what you want the target group to do; for example, spend time on your website or buy a specific product.
 
Although the ads are bought at auction in order to ensure the lowest possible cost per desired result, we base ourselves on a price of NOK 0.60 per viewing, which will give you as many as 733,017 viewings for an investment of NOK 50,000 kroner. 

Technical specifications

  • Format: 320x400, 580x400, 300x600, 980x600, 980x300
  • Format: JPG, GIF or HTML5
  • Max. 100 kb
  • The ads must contain “In cooperation with Visit Norway”
  • Landing page with a UTM tail for Google Analytics


 


 

In-banner video

In-banner video is a variation on ordinary display advertising in which we use high-quality video instead of photos or animation. The content must work without sound, and there is a small technical price supplement. Not all video is suitable for the format, so we would like to discuss this with you in order to make the right decision on whether to use video or static material.
 
The ads are purchased in the same way as traditional banner ads, and can be optimised in accordance with your goals for the campaign. A media investment of NOK 50,000 will give you approx. 628,301 viewings.

Technical specifications

  • Video in 16:9, 9:16 and 4:5, if possible
  • Clean version, i.e., no graphic elements
  • Video length: 6 - 30 seconds
  • Submit the desired logo and other graphics separately along with a clear call to action
  • No file format limitations
  • The ads must contain “In cooperation with Visit Norway”
  • Landing page with a UTM tail for Google Analytics

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Native

Native are ads on vg.no, dn.no or db.no, for example, that use editorial techniques to attract the attention of potential customers. The ads can be bought based either on the target group that one assumes has the most interest for your product or service, geolocation, behavioural data of users who have visited your website and who you wish to follow up with an ad in order to get them to complete an action or purchase. 
 
The advertising purchases are optimised towards the desired behaviour, which could for example include time spent on your website or completed purchases of products/services.  This is a very effective type of advertising, however it is priced accordingly. An investment of NOK 50,000 will give you 3,791 clicks.

Technical specifications

  • Photos: 1200 x 627. Max. 100kb and up to 3 photos.
  • The photo must contain “In cooperation with Visit Norway”
  • Your brand will be displayed as the ad's originator and it will of course point to your website
  • Text: Max. 50 characters and up to 3 texts
  • Submit the desired logo as a .png file
  • Landing page with a UTM tail for Google Analytics

Contact

Sandra Olsson
Sandra Olsson
Key Account Manager Visit Norway