Advertising Through Images: Definition, Advantages, Goals, Illustrations
In the dynamic world of marketing, image search advertising has proven to be a powerful tool for companies seeking to optimise their reach and presence. This form of native advertising, which places ads on images on web pages or the internet, has been historically significant and continues to evolve with digital and moving image formats enhancing communication effectiveness.
Image search advertising acts as a hooking point, drawing customers in with its visual appeal and recognizable symbols. It is a process used to create a mental picture of a product or service in a customer's mind, fostering brand awareness and equity. According to MDG Advertising, 67% of consumers consider clear, detailed images to carry more weight than product information or customer ratings.
The psychological effect of image search advertising is the creation of an informational effect in the brain by looking at the images, which helps in creating awareness about the message or product. For instance, in Apple's Mac image search advertisement, the company uses words like 'cool' and 'uncool' to differentiate their product, appealing to the emotional side of the consumer.
Image search advertising is not just about aesthetics; it serves a practical purpose as well. It can be beneficial for communicating with those people who cannot read or hear, making it an inclusive marketing strategy. Examples of image search advertising can be seen in campaigns by Honda, Mac, Bacardi, Adidas, and Quit smoking campaigns, to name a few.
Content with compelling images can generate up to 94% more views than content without images, according to a study by HubSpot. This increased visibility is not only beneficial for raising numbers for a company but also improves its reputation and market value in the industry. Marketers have observed that incorporating high-quality visuals into advertising strategies not only enhances brand perception but also boosts conversion rates.
Moreover, image search advertising adds to the success rate of a company by providing a different perspective. By focusing on drawing a parallel between the product or service and specific values, it helps in engaging the audience and making customers keen on the product, developing an urge in them to even try it.
Some networks or platforms used for image search advertising include Imonomy, GumGum, Inuvo, Vibrant Media, PopMarker, and Znaptag. As we move forward, it is clear that image search advertising will continue to play a crucial role in promoting products and services, reaching a broader audience, even where words cannot flow.
