Interesting Advertising Experiments HubSpot Tried in 2020 [+ Takeaways for Marketers]

前几天，我正在跑步，听我可信赖的Spotify播放列表。瞧，在我最喜欢的两个泵送果酱之间，我听到了Hubspot Audio Advertisement在我的耳机上滴滴的滴滴。

我在社交媒体或Google上看到Hubspot广告并不少见，但是Spotify是一个新的。

这种经历使我对我们在HubSpot今年进行测试的其他类型的广告感到好奇。因此，我与一些广告和社论团队的人坐下来。

Below, they share some interesting lessons and takeaways regarding the different platforms and audiences they tested in 2020.

Advertising Experiments HubSpot Tried in 2020

“While HubSpot has traditionally been relatively direct response-focused (with software signups being the main acquisition goal), one of the biggest takeaways from our advertising in 2020 actually revolves around driving awareness through brand advertising,” sharedRex Gelb, Director, Acquisition Analytics & Paid Advertising at HubSpot.

在2020年初，团队意识到，他们在许多现有广告渠道上的回报率降低，即搜索和社交广告，并将其视为分支机构的机会。

他们基于指导原则，率领这项努力，即Hubspot观众由具有不同媒体习惯的人组成。

“对一个人有用的东西可能不适合所有人，因此我们可能只通过[直接响应广告]到达其中的一小部分。”Jillian Hope，HubSpot品牌广告高级营销经理。“但实际上，我们的听众是在听播客，他们正在阅读《纽约时报》或《华尔街日报》中的文章，他们正在观看Hulu，他们全天在做所有这些不同的活动。”

So, by expanding where they showed HubSpot ads, the team hypothesized they could reach a much larger segment of their audience and make new consumers aware of HubSpot.

当我与这些专家聊天时，一些关键平台脱颖而出。

1. Audio Advertising

“2020年,我们开始翻倍(播客)。It started as more of an awareness play, but we’ve invested in this really neat tool called Podsights,” said Jillian.podsightsis a podcast attribution tool through which the team measures when someone hears a podcast ad and returns to the site, and becomes a lead.

该团队已经测试了一些直接购买的特定播客，例如NPR我如何构建这个和规模大师. They’ve also done some national radio buys on NPR and a few Spotify Audio Everywhere ads (for those Spotify users who don’t pay for premium).

2. Hulu Advertising

吉利安分享道：“除了播客广告外，我们还在新渠道中多样化，并寻找机会来真正衡量和磨练什么，甚至从包括Hulu在内的直接响应角度（包括Hulu）进行了工作。”

That’s right — this year, consumers turned on their TV to see some of HubSpot’s first advertisements on streaming channels. The team found that Hulu has high completion rates (about 99%) because the network’s ads are unskippable. “This made it a great tactic for testing out more creative messaging and executions because our audience was tuning into the full ad,” sharedAlicia Collins, Copywriting & Brand Strategy at HubSpot.

艾丽西亚（Alicia）从事HubSpot 2020年品牌广告活动的大部分工作，包括Hulu Push。

3. YouTube Advertising

Video as a whole gave the team more room to deliver value through education, entertainment, and inspiration, especially compared to a display or static social advertisement.

“Because YouTube is a Google-owned property,” Jillian said, “we had the ability to target people who are actively searching for content related to our products, so our ads are relevant to their work.”

实际上，雷克斯（Rex）分享了他们进行的最成功的测试之一：YouTube的“亲和力受众”，亲和力受众是Google算法所识别的受众群体，可能对您的产品感兴趣。

“While the algorithm is a bit of a black box, trusting their data ultimately paid off for us, generating some of the most cost-efficient, high-quality impressions and video views, which in turn yielded a great brand lift (as reported by surveys), and a measurable increase in incremental Google searches,” reported Rex.

那么，开发这个品牌广告活动的创意是什么样的？

According to Alicia: “When you're thinking about brand awareness advertising, you have to think about who you're coming in contact和。”

Most people who interact with HubSpot’s brand awareness advertisements have never heard of HubSpot — versus those who see the typical direct response advertising. “There's a reason why people are getting targeted with [direct response] ads; they've seen our content, they've been on our website, and they've interacted with our posts.”

The same can’t be said for this new brand advertising push. Alicia and her team are trying to reach a completely new audience, meaning they have to create clear, direct ads that communicate what HubSpot is and who it's for.

艾丽西亚分享道：“ [我们的目标是]引人注目的和引人入胜的，因此人们要么被吸引到点击以学习更多信息，要么只是停下来，然后再看一下。”

说到第二个外观，艾丽西亚只是学会了howdifferent the brand advertising strategy can be. “[It’s a] bit different because, again, people don't see one social ad and immediately remember your brand. It takes like seven or eight impressions for someone to start recalling.”

In her opinion, brand awareness work is unlike a lot of other bottom-of-the-funnel work. “It's not that there's only a science to it, but there's also a bit of an art,” she shared. “It's [all about] trying to find the right balance between solving for the data and the short-term results, and thinking about where you want to be in the long-term.”

她鼓励那些想投资品牌知名度的人要耐心等待。“移动[品牌知名度]指标可能需要很长时间；提高品牌知名度可能需要数年和数百万美元，”艾丽西亚说。

In her experience, people who want to invest in new channels and audiences tend to put their money in one place. But Alicia and her teammates have found that no one spends all their time on one channel.

例如，您可能更喜欢开始听播客的一天，在午餐时阅读一些文章，并观看您最喜欢的Hulu表演，以便在下班后放松身心。但是，您的同事可能想开始一整天观看有线新闻，在午餐期间滚动浏览社交媒体，然后在下班后去健身房（通过多个广告牌）。bob官网官方网站艾丽西亚说：“您只是全天获得多个接触点，并以新的独特方式分享您的故事。”

吉利安（Jillian）同意：“对某些人有用的东西不会对所有人有用。如果我们限制渠道，我们冒着不吸引大量受众的风险。”

消费者可以看到HubSpot的渠道越多，他们就越有可能记住和返回。

阅读更多有关开发自己的跨通道或者omnichanneladvertising strategy on the HubSpot Blog.