Grilling ad roadblocks drive sales
ADOTAS — The US Memorial Day Weekend flags the start of summer and the start of BBQ and Grilling season.
In backyards across America, barbecues and grills are fired up for the first time after the winter chill. For those in the BBQ business it makes sense to undertake Memorial Day Weekend advertising to drive sales of products. Ideally it should start early to mid May generating branding and consumer interest initially, then gearing up for increased activity to the few days prior to the Memorial Day Weekend.
When advertisers and advertising agencies are tasked with reaching mass audiences online like that, many undertake roadblock advertising because it’s an effective tactic for gaining user attention and engagement.
Add to this when run across an advertising network, roadblock advertising provides a wide reaching media buy with similar metrics to those of TV media buy.
For those that don’t know, roadblock advertising allows advertisers to own 100 percent of voice for a given period, usually a day. In other words, an advertising campaign would run exclusively across all the advertising units on a page reinforcing the advertising message. With road block advertising (sometimes referred to as sponsorship) all the available ad spaces are taken by the campaign. One can roadblock on every page or site the consumer visits within a network. Or you can limit the roadblock to an advertising unit such as an Island (MREC 300 x250).
Like all forms of advertising, roadblock advertising can be run with some or a number of other campaign targeting options such as day-part targeting and geo targeting ensuring that advertisers don’t waste any of their advertising budgets.
One of the strategies when undertaking roadblock advertising is to develop a campaign where each ad unit works in concert to deliver a unique and powerful rich media
advertising experience. As the ads are delivered concurrently, these coordinated ad placements can interact with each other in a myriad of ways. By creating engaging and attention catching campaigns like this, will reinforce the message.
Roadblock advertising campaigns are typically booked by date or even a week and given their exclusive ownership are typically priced higher than buying one or two media placements.
For instance, using a roadblock campaigns over the Memorial Day Weekend days can help drive sales.
Highly focused at men, some of the products ideal for promoting over the Memorial Day Weekend include;
• BBQs and Grills
• Charcoal / Wood
• Lighter fuel
• Grilling utensils and accessories
• Steaks / Seafood
• BBQ Sauce / Hot Sauce
• Marinates
• Beer and Spirits
Your Memorial Day Weekend Advertising doesn’t have to be just about barbecues and grilling, there is also significant opportunities to target women with outdoor related products such as outdoor settings, tablecloths, BBQ crockery as well as specific ingredients like salad products, dressings and mustard.
Lastly and essential to every backyard barbecue on Memorial Day Weekend is wine. This is a great opportunity for a wine brand to do heavy advertising activity at the start of the season to make their wine the must have for every BBQ. By positioning your white or red wine as the essential BBQ wine, it will immediately become the must have for each and every BBQ. Make an impression here at the beginning of summer and consumers will use your wine throughout the entire summer period ensuring multi-month sales.
– Express your opinion, comment below.
Reader Comments.
No comments yet
Leave a Comment
Article Sponsor
More Features
-
Loading ...
Latest News
- Infographic: HootSuite Analyses Social Media Impact of Super Bowl Ads February 7th 2012 ADOTAS - So, it’s the Tuesday after the Super Bowl, [...] more »
- Facebook to Serve Mobile Ads in Coming Weeks February 6th 2012 ADOTAS – According to a Financial Times report, Facebook will [...] more »
- Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile February 6th 2012 ADOTAS - During the Super Bowl yesterday, mobile ad network [...] more »
- Sponsormob Leads the Way Into RTB for Mobile February 3rd 2012 ADOTAS – For more than half a decade, Berlin-based tech [...] more »
- Weird Study: Mobile Purchasing While in the Bathroom on the Rise February 3rd 2012 DM CONFIDENTIAL - According to 11mark, three-quarters of Americans with mobile [...] more »
- This Week’s New Hires February 3rd 2012 ADOTAS – Another week, another round of new gigs. Here [...] more »
- Two Surveys: What Are We Doing with Mobile Devices During the Super Bowl? February 2nd 2012 ADOTAS - With the Super Bowl fast approaching and the [...] more »
Features
- How Social Targeting Can Lead to Discovery February 7th 2012
- Video: “The Future of Engagement” Looks at Audi’s #solongvampires Campaign February 7th 2012
- Three Best Practices for Increasing Subscriber Engagement February 7th 2012
- Reaching the Multi-Tasker in 2012 February 6th 2012
- Fuel Social Conversation with Web Content February 6th 2012
Spotlight
Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...
Reader Favorites
Classifieds
- PS Technical Writer - SEO Data Analyst
- Interactive Project Manager
- Media Buyer
- PHP Software Engineer (Facebook Platform/Social AP
- SEO/Marketing Internship at Green Education Startu
Recent Comments
- Tuesday, February 7 | Duncan/Day Advertising: [...] Messages Ever Work Online? [Econsultancy] 39% of Mobile Users Responded to Super Bowl Ads
- Influencing the Influencers – Joining the Circle of Trust | | SpongecellSpongecell: [...] We must admit, we love talking about interactive marketing, and we jump at the
- Dave Young: You're absolutely correct. However, it can be tough for the smaller brands to generate the
- Cory Grassell: Interesting research that aligns well with recent data that Twitter set an all-time record for
