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(Re)discover the essential digital Advent Calendar

(Re)discover the essential digital Advent Calendar

by | Sep 15, 2023 | Audience engagement, Collect data, Engagement, Lead gen strategy

The digital advent calendar, that essential tool that takes us back to our childhood memories, is the ideal way to celebrate the festive season. Setting up a digital advent calendar in your marketing strategy is offering you a unique opportunity. Celebrate this special time of year while strengthening the relationship with your audience.

Against this enchanting backdrop, invite your users to take part every day during the month of December. It’s a great opportunity to engage, recruit and qualify your prospects!

In this article, we explore the benefits of the digital advent calendar, how it can be used in a campaign, and some concrete customer use cases. Let’s dive into the fairytale world of these interactive campaigns that transcend the boundaries of time to connect brands with their audiences throughout December.

SUMMARY

1. Why choose a digital advent calendar?

When the lights are twinkling and the excitement around the holidays is building, brands can find a unique opportunity to connect with their audience. By the way, the French spend around 5 hours online every day. The digital advent calendar is emerging as a powerful marketing strategy.

Creating a strong commitment

Christmas is a great time for engagement, and a digital advent calendar offers a unique opportunity to spend time with your audience throughout December. Last year, an average of no less than 8 games per user were played on Adictiz’s December calendars!

Every day, a new offer or mechanic is unveiled (from a wide choice of game mechanics and customisable content), encouraging participants to return to the campaign regularly.

Recruter et qualifier des leads

A well-designed Advent calendar campaign is the ideal way to recruit and qualify leads. Beyond the fun and festive aspect it brings to the festive season, this type of campaign stands out for its ability to recruit and qualify leads strategically.

What’s more, the daily offers and surprises encourage visitors to sign up and take part, enabling brands and chains to develop a prospect base. In 2022, Adictiz recorded 800k registrations for all December calendars!

Thanks to customisable forms and a variety of mechanisms, it’s easy to qualify your database!

Collect opt-in leads

Placed on a homepage, the advent calendar will be an excellent data-gathering tool. A well thought-out form will help you transform your web traffic, which is often higher before Christmas, into opt-in leads. What’s more, this first-party data is invaluable, enabling the information gathered to be used to target future campaigns more effectively.

The more attractive they are, the more likely you are to convert visitors into subscribers. So to optimise your performance, think 100% winner and give away discount vouchers to use in the shop or on your website!

2. How to use a digital advent calendar in a marketing campaign

Now you know the advantages of the digital advent calendar. Cette deuxième partie vous plongera dans les détails de sa mise en place, révélant les astuces qui vous permettent de réaliser des calendriers performants.

Taking care of the calendar’s design

The online advent calendar is fully customisable, giving you the choice of the number of boxes, the type of content and its distribution (Facebook, iFrame or dedicated domain). The possibilities are vast, from varied game mechanics to text, image, video or downloadable content. Your visual identity is the key to an attractive campaign.

Creating a coherent story

Advent calendars allow brands to create an in-depth storytelling experience, offering users an immersive experience at the heart of their brand universe. By offering prizes to be won every day for 24 days, you can multiply the amount of contact and time spent with users. Each day has its own box and a chance to communicate with your prospects. Vous pouvez ainsi raconter une histoire ou partager les valeurs de votre marque pour toucher votre audience.

Stimulate sharing thanks to the social gauge

Some features, such as the social gauge, help to stimulate the sharing of the game between users. Encourage participants to invite their friends to increase their chances of winning. This feature generates qualified traffic and improves the return on investment (ROI) of the operation.

3. Les exemples de calendrier de l’avent digitaux par nos clients

Floa’s interactive advent calendar: A winning strategy for raising awareness and qualifying prospects

Floa-calendar

Floa Bank cleverly opted for an advent calendar to raise its brand awareness while qualifying its prospects. The results speak for themselves, with an opt-in rate of 36% and no fewer than 1,000 shares on social networks. The campaign is proving to be an undeniable success for the online bank. By implementing this creative approach, Floa has set itself apart by offering its customers an interactive and engaging experience. The advent calendar is proving to be an effective way of strengthening its presence and attracting consumer interest.

How Class’ Croute won over 50k prospects with a digital advent calendar

example-calendar

The advent calendar can be a powerful tool for attracting leads, as shown by the Class’Croute experience. Using a simple calendar with a scratch-off system, the company succeeded in recruiting no fewer than 50,000 subscribers during their campaign. This clever device captivated users, who played an average of 4.5 times each. Undeniable proof that this fun, interactive strategy is bearing fruit in terms of acquiring new prospects.

Find out how Savencia achieved a 41% opt-in rate

Savencia has set up a digital advent calendar aimed at recruiting leads for its Qui Veut Du Fromage website. With an impressive opt-in rate of 41%, the success of this initiative is undeniable. What’s more, the neat, gourmet design immerses users in the world of the brand. The digital advent calendar has proved to be an effective way for Savencia to communicate with and engage its consumers. This interactive strategy demonstrates the importance of innovation in creating lasting links with its community.

How Speedy’s campaign attracted 37k new leads

speedy-calendar

Speedy has chosen an advent calendar to attract new leads. Highlighting its various shops throughout France, the company stood out with an original and attractive campaign. The results were immediate, with the campaign attracting no fewer than 37,000 subscribers.

This strategy demonstrates the effectiveness of the advent calendar as a means of capturing the attention of prospective customers and arousing their interest in the brand. Speedy was able to take advantage of this initiative to increase its visibility and strengthen its links with prospective customers throughout France.

Conclusion

Thanks to its customisability, this traditional game mechanic can be adapted to any story you want to tell. As well as delighting your prospects and customers at the festive season, it will also enable you to achieve your various objectives. In short, this timeless device is sure to end the year on a high note!

Ready to engage your community in an unforgettable festive adventure? Then go ahead and offer your customers and prospects a memorable digital Advent Calendar!

4 tips for creating a successful winning moment

4 tips for creating a successful winning moment

by | Sep 14, 2023 | Audience engagement, Engagement, Engagement, Audience engagement

Is your brand looking for new marketing levers to engage and retain its audience? Gamified and interactive campaigns are effective levers for achieving these objectives, particularly when they rely on the interactive mechanics of the winning moment.

This game lets participants know immediately if they’ve won a prize or a gift. This is just as addictive as it is beneficial for the brands that organise it. They stand out from fake games where participants never win anything (spam, scams).

In this article, we reveal the advantages that a brand can gain from creating an instant win game online and how to run a successful campaign in 4 steps.

What is an instant win game?

The principle behind instant win games is simple: it’s a mechanic in which participants know immediately after playing that they have won a prize. This distinguishes it from another type of marketing game, such as a prize draw, where you have to wait an amount of timebefore finding out who the winners are.

The first advantage of this aspect is that it makes you want to participate because you’ll know immediately whether you’ve won a prize or not. It’s also simple for the company. The instant win game works by time slots designated as ‘winning’. So all you have to do is enter at the right time to win a gift. And outside these time slots, all participants will lose.

Companies can also opt for a 100% winning mechanism. All they just have to distribute a promotional code at the end and offer larger prizes in certain time slots.

Instant win competitions have become popular because of their immediacy and simplicity. Companies set them up on social networks or websites to engage their audience, build customer loyalty or promote a new product.

The different types of instant win games

The popularity of instant win games is due to their versatility. It is possible to choose from different game mechanics depending on your target audience and the objectives you have.

For example :

  • Create a wheel of fortune. This is a must-have instant win game. Participants spin the wheel to try and win a gift or promotional code.
  • The scratch card game: games of chance such as scratch cards, lotteries, are also instant wins. Participants will know whether or not they have won after scratching an image. Quick and fun, scratch cards can also be used to reveal a new product.
  • The one-armed bandit). Inspired by casino games, this instant win allows you to distribute gifts to your audience at random. Once again, you can personalise the signs so that they represent the prize to be won (a promotion, a product, etc.).
  • The dice game; very popular in many cultures (where it is known as Yams or 421), the dice game is also a very popular format in gamified marketing.

Why launch an instant win competition?

Instant win competitions offer a number of advantages to the companies. The first is that their ultra-simple game mechanics allow you to maximise participation and commitment.

The ability to find out immediately whether you’ve won or not encourages members of your community to take part or even share this interactive animation. This makes the marketing game an excellent way of boosting visibility. What’s more, there are plenty of customisation options available, so you can boost brand awareness while enhancing your image.

Creating an instant win competition is also an effective way of generating leads. Participants can be asked to fill in a form before rolling the dice or the wheel of chance. In this way, the company collects first-party data easily and can learn more about consumer habits.

Finally, instant wins are particularly well suited to companies that want to increase their conversion rate or build customer loyalty. By distributing promotional codes to the winners, they can encourage participants to visit their site and place an order.

Shared in a reactivation email, this marketing game can encourage a customer who hasn’t bought from the brand for a while to discover a new collection, etc. Or simply reward a loyal customer with gifts/promotions.

How do you run a successful instant win campaign?

Creating an instant win game is very simple. However, to ensure the success of an interactive marketing campaign it’s important to think it through and plan it well. Here are the steps to follow to organise a successful interactive game.

Choose the right game mechanics for your objectives and target audience

For an instant win game to be effective, it is important to clearly define your marketing objectives and target audience. If the aim is to build audience loyalty over the Christmas period, an Advent Calendar-style game will be the appropriate format.

The target audience you wish to engage is also an important factor to take into account when choosing the right game mechanics. Some worlds may be more effective with one audience than another. 

Choosing the best prizes

The whole attraction of the instant win game is the chance to win an attractive gift. That’s why it’s important to choose the right endowment. Promotional codes are a good idea, especially during shopping periods like the festive season or Black Friday.

Companies can also boost engagement and conversions from their events by offering exclusive prizes. The prizes in the tech world are the ones that work best. Ahead of the launch of a new collection, participants can win items that are not yet available in their online shop.

Define clear conditions for participation

To create an instant win, it is essential to clearly indicate the conditions of participation to avoid unpleasant surprises for participants. The conditions are set out in the entry form. This is another key element in a successful instant win, as it will enable the company to collect data about its audience.

Promote an instant win game

Once the company has created its instant win game, all that’s left to do is promote it to the public. Social networks, QR codes in shops and banners on the website are good ideas for raising the profile of the game. Influencers can also be good relays for boosting the participation rate.

Whatever the communication channel, the key is to focus on :

  • The immediacy of the game,
  • the fun, interactive aspect of the instant win game,
  • and above all the possible prizes to be won!

Want to create an instant win? Discover our different game mechanics and customise your marketing campaign!

Sports marketing: how to engage your audience

Sports marketing: how to engage your audience

by | Sep 1, 2023 | Audience engagement, Engagement, Engagement, Audience engagement

The 2024 Games in Paris promise to be a global event, attracting millions of fans. As a result, brands are looking to position around this sports marketing event to engage their audiences with content around the games.

Sports brands and clubs are not the only ones who can communicate around sporting competitions. Whatever sector your brand operates in, it’s possible to launch a campaign or organise marketing games to the event.

Adictiz shares tips and ideas for sports marketing competitions so that you too can join in the momentum of the 2024 Games.

SUMMARY

Why your brand can’t afford to miss out on sporting events

Major sporting events are always high points for brands. Fans have their eyes riveted on the matches, share their fervour with other fans and turn to brands that support their athletes.

The Games, along with the football World Cup, are the most unifying sporting events. Just read the study carried out by Kanta and ACPM for #DemainLaPresse 2 years ahead of the Paris 2024 Games.

The results of this survey of more than 2,000 French people show that 68% believe that the use of games in brand communications is positive for their image. It attracts public attention, when celebrities are featured in campaigns.

The list of advertisers positioning themselves on the games is made up of the various partners of the event (EDF, Caisse d’Epargne, Coca Cola and Visa). But all players can take advantage of fan engagement to expand their audience and increase their visibility.

The communication strategy around games, by organising a sports event or game, is more effective given that 2 out of 3 French people say they are preparing to follow the Paris games. And they will be doing so via digital channel. 58% of those questioned said they preferred live or replay television broadcasts (compared with just 9% who watched the games in person).

Sport and gamification adictiz

Affirming your valued and commitment to sport

Because of the various formats and contexts in which you can set up a game, gamification offers advantages to your brand. But the benefits you can reap are:

Above all, the games are an opportunity to assert values, keeping with the philosophy of this age-old event. Parity, equal opportunities, courage, determination. The sports world is an ideal place to communicate the idea of surpassing oneself, to encourage people to take up sport, for their physical and mental health, and to promote a message of benevolence and acceptance of differences.

Brands that commnunicate around a sporting event take great care with their storytelling. The FDL Group Encourages women’s sport and intends to support at least 400,000 women by promoting female ambassadors. As an offical partener of the Games, Cisco has launched a program to encourage 8-16 years olds to take up sport. The fist event enabled hundreds of people to meet athletes from a Cisco team, take part in training sessions and challenges.

Over and above the values associated with sport, companies are campaigning for a more environmentally-friendly organisation and committing their audience to green initiatives. Renault is providing athletes with electric vehicles to transport them from the athletes’ village to the sports facilities. Maif organised a General Assembly focusing on sport and set up projects on the theme of water. Its partnership with swimming coach Philippe Lucas aims to raise fans’ awareness of water conservation through dedicated actions.

sports marketing

Engaging your audience with game marketing for a sporting event

The two key ingredients of a marketing campaign to engage fans during a sporting event are:

  • Position your brand on strong values linked to sport’s world;
  • Associate your image with that of sports celebrities to promote your brand to a wider audience.

Beyond the advertising and initiatives organised around the 2024 Games, the way to engage your audience on this occasion is the use of sports’ mechanics. Gamified marketing makes it possible  to bring a more playful and interactive dynamic to campaigns (video games, scratch cards or board games).

With the Paris 2024 Games, gamification takes a step further by combining games’ mechanics sport. Your brand will be able to organise competitions, create Playable ads or challenge the audience around games.

Here are a examples and ideas for sports competitions to inspire you.

A scratch card game to win tickets for athletics events

On 3th July, La Française des Jeux launched a scratchcard game offering participants the chance to win tickets for the athletics events. The short-lived game, entitled “Mon ticket for Paris 2024” (My ticket for Paris 204), will give players the chance to win “highly-placed” tickets, as well as transport to Paris, accommodation and catering. Ten million tickets will be drawn and the brand has announced around a hundred winners.

Example of a sporting event game

A sports video competition to challenge game fans

The instant win is a Christmas competition that’s easy to sept up. It’s also engaging, as participant know instantly if they’ve won a prize.

For this year’s Olympic Games, the organisers have launched a video competition hosted by French tennis star Jo-Wilfried Tsonga. Tsonga is challenging his fans to make a 30 second video of their jongles. The winner could win a training session with Tsonga.

This sport competition has enabled the committee to increase its visibility among a younger audience. But it also increased the commitment of its community thanks to UGC (User Generated Content).

Create a playable ad on the theme of a sporting event

The Olympic Games launched a number of mini-games on the Paris 2024 Club. The aim is to promote the platform and grow the Olympic Games community. Your brand can use this inspiration to create playable ads on sporting disciplines.

Make your mini-games more engaging by adding difficulties. With each game played, participants can collect points that unlock benefits (discounts or free gooies for the Olympics).

Looking for ideas for a sports competition? You can organise:

  • A photo competition to encourage your customers to show their support for the sportsman with a dedicated filter and hashtag;
  • A quiz in the hostory of the Olympic Games and the sports represented;
  • A competition with a random drawing or a wheel of fortune to win tickets for the Olympic Games, goodies, etc.

Discover our solution to launch your sports game!

Engaging audiences at Christmas through gamification

Engaging audiences at Christmas through gamification

by | Aug 1, 2023 | Audience engagement, Engagement

Christmas is undoubtedly one of the most important times in your marketing calendar. But it’s also a time when consumers are bombarded with advertising messages. Why not take advantage of this by offering Christmas competitions to your audience?

Gamified marketing is a highly effective way of setting yourself apart from the competition and achieving your objectives.

Find out how gamification can maximise your brand’s visibility and your audience’s engagement during the festive season. We also share some original ideas for competitions to set up, depending on your audience and your objectives.

SUMMARY

What do we mean by gamification?

Let’s start with a quick reminder

Gamification is a marketing strategy that involves incorporating animations and/or games into traditional marketing campaigns (email, display, website, etc.). The aim is to boost the engagement of your audience your business objectives (such as increasing your sales, for example).

Let’s take an example. At Christmas, gamification generally takes the form of an interactive advent calendar. Every day, from.1 to 25 December, participants discover a new box behind wihich a mini-game is hidden, giving them the chance to win a gift.

It’s an excellent way of captivating your audience throughout December. But it’s also a great way to vary the fun activities by inviting your prospects to spin a Wheel of Fortune, take part in a Christmas Quiz or win an instant prize.

Why create a Christmas competition?

Because of the various formats and contexts in which you can set up a marketing game, gamification offers many advantages to your brand. But the main benefits you can reap are:

  • Capture the attention of your prospects and boost your visibility. La gamification est en effet un excellent moyen de se démarquer de la concurrence. D’autant plus lors de temps forts comme Noël, le Black Friday, etc.
  • Engage your audience. The fun aspect and the possibility to win a reward encourage users to interact with your brand.
  • Incease your conversion rate. Providing free prizes or toher benefits can encourage your prospects o buy more from your brand. As well as bringing them to your site, you can offer them a promotion to trigger a purchase.
  • Collect and activate customer data. The marketing game is also an excellent way of collecting first-party data. You can then use it to refine your marketing strategy, adapt your offer to your customer’s expectations, etc.
Christmas competition

Christmas games ideas to engage your audience

Gamification is a simple and effective way of achieving your sales objectives in the run-up to Christmas. But what format should you choose? If you’re short of ideas for Christmas competitions, here are a few examples to inspire you.

1. Create a digital advent calendar for Christmas

The most popular Christmas device is undoubtedly the virtual Advent Calendar. This digital version of the traditional calendar allows you to immerse your audience in the world of your brand by creating a reccuring appointment from the first to the 25th of December.

Every day, participants discover a new game and can win prizzes (material or otherwie). In exchange, all they have to do is fill in a form on your site.

Brands that have opted for this marketing strategy and created an online Advent calendar game are gaining in visibility and boosting their conversion rate.

Click here for more advent calendar ideas.

2. The survey

The Christmas survey is a Christmas competition based on the classic survey. You ask your customers to answer a series of questions or give their opinion. Each participant can win points or advantages on your online shop. The best answer, for example, will be rewarded with an exclusive price.

This format is an excellent way of engaging your audience and gathering feedback about your brand. You can ask thel what they would like you to improve, etc. This data is a real goldmine for refining you marketing strategy and your offering.

3. Christmas competition

Another ultra-interactive feature you can offer your audience at Christmas is a competition. It’s an excellent way of stimulating the creativity of your community and generate UGC (user-generated content).This content is valuable for your brand because 97% of buyers under the age of 30 say that content by other consumers influences their purchasing decisions.

For example, you could launch a Photo Contest and invite your subscribers to post photos with your Christmas-themed products. You can also take advantage of the opportunity to get your teams involved to create an even stronger bond with your audience and share with them what goes on behind the scenes at your company.

4. Instant Win

Instant wins are Christmas competitions that are easy to set up. It’s also highly engaging, as participant know instantly if they’ve won a prize.

You can integrate them directly into your e-commerce site, but also via your marketing emails or social networks. The one-amed bandit, the wheel of fortune or a Flip and Win mechanism are excellent examples of instant prizes to engage your audience.

our tips to maximise the impact of your Christmas games

Now all you have to do is launch your Christmas competition. To maximise its impact, remember to follow these best practices:

  • Launch your competition at the beginning of the month : get ahead of the game to grab your audience’s attention as early as possible. But also to ensure that your gifts arrive before Christmas;
  • Optimise the distribution of your Advent calendar. Utilisez tous vos canaux de communication pour amplifier l’impact de votre jeu concours. Mobilisez vos réseaux sociaux, mais relayez également votre campagne via votre newsletter, votre site web, en magasin (via un QR code) ou en vous associant à des influenceurs ;
  • Choosing the right rewards : be relevant in your choice of prizes. And be generous to encourage your audience to take part (for example, by offering delivery costs to the losers on the final page).
  • Think retargeting: increase audience retention by sending instant, personalised emails to participants to build loyalty.

Launching Christmas competitions is therefore a powerful marketing strategy for engaging your audience, generating leads, collecting qualified data and boosting your sales. To create your own interactive Christmas game and gain a significant competitive advantage during this busy period, discover our gamification platform.

Influencer marketing campaign: the example of Celio

Influencer marketing campaign: the example of Celio

by | Jul 28, 2023 | Audience engagement, Engagement, Use Case

Social networks have transformed the way brands communicate. Influencer marketing is adapting to these new codes and is focusing on levers such as gamification, interactivity and influence.

The brands that come out on top are those that take advantage of these levers to create engaging campaigns. This is true for Celio, the men’s ready-to-wear brand.

In the run-up to Father’s Day 2023, Celio has organised a campaign which combines the ingredients we’ve mentioned. La caisse des Pères combines gamification, interactivity and influencer marketing in collaboration with content creator GMK.

Launched via our gamified marketing platform, we take you behind the scenes of an original and effective competition. You’ll also find some practices for launching your own campaign.

SUMMARY

La caisse des Pères: a perfect example of an influencer marketing campaign

To celebrate Father’s Day and promote its collection of t-shirts created for the occasion, Célio opted for a marketing game. The principle was simple: participants had to :

For the version of the competition on the Celio website (and not on social networks), participants had to fill in a form. In-store, the brand’s customers could simply scan a QR code to go straight to the entry form.

influencer marketing game competition campaign

The prize for this no-obligation competition is a second-hand (77,990km) 2017 Audi RS6 avant performance 605, registered in France and with a street value of €81,900.

And the results are in: in just 3 days, 780,000 people signed up for the competition and Celio’s Instagram account registered over 800,000 new followers! It’s an example of an original marketing campaign that results in a boost in visibility and engagement!

Marketing game mechanisms to borrow from Celio

If Celio’s competition has had such a huge impact, it’s because the brand is serious about Father’s Day and has pulled out all the stops for the occasion, as it explains in its press release.

Above all, it’s because it has an understanding of gamification mechanisms to apply to a campaign. You can take inspiration from this by following the practices that have been applied for this game.

Choosing the right prize

The success of a competition depends on the appeal of the prize. In the case of Celio, the brand had put a car up for grabs, presented as every father’s dream car. Valued at over €80,000, the prize is tempting indeed.

What’s more, to maximise the impact of its campaign, the brand teamed up with an influencer specialising in sports cars. The community that was redirected to Celio’s competition was obviously interested in the chance to win an Audi.

Simple (for participants) and effective (for the brand) participation conditions

As mentioned above, the Celio competition was open to everyone, with no obligation to buy. So you didn’t have to buy from the brand to win the car. Celio is thus widening its audience and proving its generosity (in exchange a gift, it expects nothing more than a strength on the networks or the sharing of personal data).

In addition to its marketing campaign on Instagram, Celio also ran its competition on its website via a form. This was an effective strategy, as it was easier for the brand to implement. While at the same time allowing it to redirect participants to its site (and encourage them to place an order).

So it kills two birds with one stone and collects more :

  • visibility and engagement on its social networks;
  • traffic to your website and potential sales.

A multi-channel competition for even greater impact

In addition to the very accessible participation conditions, Celio succeeded in multiplying the impact of its marketing campaign by launching it across several channels. Audiences could participate via social networks, directly on the brand’s website, and also in-store by scanning a QR code to access the form.

This multi-channel strategy makes it possible to reach a larger number of potential participants. It also helps you to achieve a number of different objectives: gather data on your target audience, boost sales, increase your profile on social networks and expand your audience.

Influencer marketing: an effective lever for your marketing games?

The great strength of Celio’s original competition was also its partnership with an influencer. Comme on l’a déjà mentionné, le choix de GMK est particulièrement judicieux puisque sa communauté est naturellement intéressée par le lot à remporter, et donc plus susceptible de participer.

But above all, with almost 4 million followers on Instagram, Celio is considerably increasing the reach of its marketing campaign among an audience of young men who are a good match for its buyer persona.

The partnership with GMK was not limited to announcing the marketing game, as the influencer regularly posted updates on the random drawing and the discovery of the car by the winner and his father. Celio has perfectly understood how to maximise the impact of influencer marketing.

influencer marketing

The brand is banking on a privileged, long-term partnership with the content creator. And she’s taking advantage of GMK’s publications to tease a new competition in the near future to win another car!

Want to launch your own gamified marketing campaign? Discover our solutions for creating a marketing campaign as powerful as Celio’s.

4 AdTech trends to incorporate into your marketing strategy

4 AdTech trends to incorporate into your marketing strategy

by | Jul 5, 2023 | Audience engagement, Engagement

The way we communicate online is constantly evolving, notably with the use of AdTech. This applies to individuals and for brands, which need to adapt to new marketing channels and strategies to stay one step ahead of their competitors.

In the space of just a few years, we’ve moved on from ultra-scripted television advertising inserts to native marketing campaigns on social networks, created and driven by consumers. Brands are adopting an authentic and engaging approach to communication, relying on levers such as marketing games, challenges on social networks and UGC.

These marketing strategies are based on the use of new advertising technologies, also known as AdTech. What are the key trends for optimising the way your company communicates with its audience? And how can you incorporate them into your marketing calendar? We’ll answer all your questions!

SUMMARY

What is AdTech?

Adtech refers to a range of technologies and solutions that enable your brand to create and deliver advertising campaigns. These may be software or SaaS platforms offering different functionalities. Or more targeted tools that focus on personalising, targeting or monitoring your digital advertising.

A very good example of AdTech is the header bidding system. This is a computer programme that manages bids and sets the fairest price between the advertising network (e.g. Google or TikTok) and the advertiser (e.g. your brand).

4 AdTech trends to be aware of in 2023

The world of AdTech is evolving at breakneck speed. To boost your brand’s visibility and maximise its acquisition rate, it’s crucial to keep an eye on the new advertising technologies you can incorporate into your strategy.

Here are the key trends to watch in 2023:

Advertising programming

Programmatic advertising involves automating the buying and selling of advertising space across a wide range of distribution channels. But also for a wide choice of display formats (including responsive display ads, which adapt to the user’s device).

This technology enables your company to allocate its budget effectively and ensure that its campaigns achieve the expected results (number of clicks, conversion rate, etc.).

Display advertising is set to continue growing strongly over the next few years. In 2019, over 86% of display ad spend was programmed. This percentage will rise to over 91% by 2023.

Artificial Intelligence and AdTech

AI is playing an increasingly important role in the AdTech sector. It makes it possible to optimise segmentation, refine targeting and personalise your message according to the behaviour of each consumer.

Netflix, for example, uses artificial intelligence to automatically determine which of several thumbnail selections is most likely to encourage users to watch a film or series.

Mobile-first advertising solutions

Advertisers are increasingly recognising the importance of meeting the needs of consumers who primarily use their mobiles to connect to the Internet. AD Tech companies are therefore developing mobile-specific formats and strategies, including in-app advertising.

The gamification boom in AdTech

AdTech is increasingly linked to online gaming. This connection is happening at every level. There is a real boom in native advertising in games, particularly in free game applications. Users are invited to view an ad before they can start or continue their game. This practice is becoming increasingly popular, especially for applications that are partners of the Twitch streaming platform.

At the same time, advertising is incorporating a gamification dynamic. As consumers are exposed to more than 1,200 advertisements every day, they have developed a form of banner blindness (i.e. ignoring the information shared in traditional advertising banners).

To win the battle for attention, brands have had to invent new, more entertaining formats. This is the context in which Playable Ads have emerged. These interactive display formats are ideal for increasing the visibility of campaigns, boosting advertising performance and raising brand awareness.

In practical terms, a playable ad is a mini-game that runs for a few seconds. This format has become so popular that it is no longer confined to game applications, but is also used by generalist brands. They can capture the attention and engage their prospects through a marketing game.

The benefits of Playable Ads for your brand

Playable ads advertising format offers your brand a number of advantages. Firstly to capture the attention and boost the acquisition of your targets by offering them unique and entertaining content.

In the world of gaming, playable advertising is a bit like the interactive trailer for your mobile application. But for a brand in another sector, such as beauty, telecoms or sport, this gamified format is an extension of your game marketing strategy.

Your playable ad allows you to promote a new product or service by letting players discover it in an immersive virtual environment.

Playables ads help you to achieve several objectives:

  • Brand awareness: by raising awareness of your offer and demonstrating its added value;
  • Engagement: by encouraging users to interact with your brand. Playable ads attract 47% more attention than traditional video ads.
  • Conversion: by boosting traffic to your application or website.
  • Qualification: by gathering insights that will enable you to capitalise on consumer preferences.

Examples of interactive and playable displays

When it comes to gamification scenarios, you’re spoilt for choice. Memory, Battle, Swiper or Rattrape-Tout. Your brand can draw inspiration from different game mechanisms depending on the product to be promoted and its target audience.

Annonces jouables memory red sfr

To give you an example of a promotional campaign in the form of Playable ads, RED by SFR recently used the Memory game mechanic to present its range of packages. The interactive format makes the advertising more engaging. But the very nature of the game also encourages better retention of the information presented (and in particular the value delivered by the company).

Tape taupe | RED by SFR

Tape taupe | RED by SFR

Mystery word | Qonto

Mystery word | Qonto

Wheel of Fortune | Nickel

Wheel of Fortune | Nickel

Swiper | Cetelem

Swiper | Cetelem

Scratch-off | FDJ

Scratch-off | FDJ

Slot machine | Carrefour

Slot machine | Carrefour

Catch them all | Uber Eats

Catch them all | Uber Eats

Glutton | Orange

Glutton | Orange

Memory | Sowee

Memory | Sowee

Scratch-off | Wamiz

Scratch-off | Wamiz

Slot machine | SFR

Slot machine | SFR

Wheel of chance | Tiime

Wheel of chance | Tiime

Whack-a-mole | Allociné

Whack-a-mole | Allociné

Penalty | Carrefour

Penalty | Carrefour

Pinata | Casino Max

Pinata | Casino Max

Slicer | SFR

Slicer | SFR

Battle | Dordogne

Battle | Dordogne

Memory | Eden auto

Memory | Eden auto

Swiper | Carrefour

Swiper | Carrefour

Outrun | Sowe

Outrun | Sowe

Whack-a-mole | SFR

Whack-a-mole | SFR

Slicer | Nickel

Slicer | Nickel

Catch Them All | SFR

Catch Them All | SFR

Outrun | Carrefour

Outrun | Carrefour

Battle | Del’Arte

Battle | Del’Arte

Quiz | Floa Bank

Quiz | Floa Bank

Battle | easyVoyage

Battle | easyVoyage

Battle | Maison du monde

Battle | Maison du monde

Scratch-off | Monster

Scratch-off | Monster

Scratch-off | Lotus

Scratch-off | Lotus

Playables Ads catalog

Conclusion

The new advertising technologies (or AdTech) enable your brand to meet its key marketing challenges and stand out from the competition. Your ability to create unique interactive experiences will be a powerful lever for attracting and converting new customers, as well as gathering and activating valuable insights into your market. Discover our turnkey solutions for creating your Playable ads or opt for customised support for your next campaigns.