Digital AdwiseT-Mobile Lesson 4

Targeting the audience

Learning Outcomes

• To recognise that different digital ads are directed at different target audiences

• Understanding of why advertisers use different techniques

StarterWhat are our favourite digital ads?• What is your favourite digital advertisement that

we’ve looked at in our Media Smart lessons so far?

View Page Online

Activity 1What makes a really good digital ad?• What makes the top five

digital ads that we have chosen so brilliant?

• What do they have in common?

• What techniques do they use to attract attention?

Jokes that make you laugh Your favourite sports star or celebrity Music Cool characters Beautiful images Good advice Amazing animation Clever features that you weren't

expecting Things that you can download or send

to your friends A fun game to play Being able to personalise or make your

own content Interactive elements

Activity 1What makes a really good digital ad?Are any of our favourite ads targeted at these audiences? How does the ad appeal to them?

Activity 2 Target your audience

• Today you will plan an advert to sell a product to a target audience.

• What do you think a target audience is?

Activity 2What is a target audience?• The group of people likely to buy the product or be

interested in the information being given.

• They can be people of a certain age, group or gender or with a particular interest in common.

• Let’s discuss these ads and target audiences (click here).

Activity 2T-Mobile Targeting their audience

• What do they want to sell?

• Who do they want to sell their product to?

Remember the T-Mobile brand?

Activity 2T-Mobile Targeting their audienceWatch the T-Mobile Dance• http://www.youtube.com/watch?v=VQ3d3Kig

PQM • Who is this designed to appeal to? • Who is the intended audience? • Why do you think that?

Activity 3How do we make a digital ad?What do we need to think about?• Our target audience• The format, or type, of digital advert• Images – what our advert looks like• Slogan – phrase to remind us of the product• Copy – words to give us information

               

            

              

               

Example - T-Mobile’s digital ads

Young people

Life’s for Sharing

What formats and images did T-Mobile choose to use? Why?

13

Who might want to buy milk?

Why would they be interested in the product?

Target Audience – an example

• You might be asked to sell milk to people aged 50 or over.

• How will you persuade this man to buy milk?• Think about your target audience.

– What does he buy?• He might buy insurance online.• You might place your advert on an

insurance website.

Think about the format (type of ad)• Should I make an advergame or a banner

ad? • He might not play many computer games?• A banner ad could catch his eye with

interesting animation!

Banner ad for a website

Think about images• What images might appeal to him?

• He probably does not need to feed a baby.• He might like milk delivered to his door?• The breakfast might remind him how he uses milk?

• Perhaps he would like the bold images? • Perhaps the blue and orange work well together?

Think about the words

We need:• a slogan – that appeals to our target audience• copy – to give more important information The slogan: • Which slogan would he like most?• Brilliant Bones? or Stay Slim with Semi-

Skimmed?

He probably wants to stay healthy and strong. Strong bones are important so let’s use: Brilliant

bones.

What copy should we include?

• Perhaps the advert should inform him about the health benefits of milk?– Calcium is important for developing

teeth. Or– Stay active for longer. Calcium can

keep your bones strong?

These sentences give useful information and will help explain the slogan. Let’s choose:

Stay active for longer. Calcium can keep your bones strong.

Let’s put it all together!

• TARGET AUDIENCE

• FORMAT

• IMAGES

• SLOGAN Brilliant Bones!

• COPY Stay active for longer. Calcium can keep your bones strong.

Banner ad

The advert might look like this:

BRILLIANT BONES!Stay active for longer. Calcium can keep your bones strong.DRINK MILK FOR BRILLIANT

BONES!

Now it’s your group’s turn:• You will be given a target audience & format• You must decide:

- the slogan, the images and the copy.

• Remember to think about:- what your target audience would like- why might they buy milk?- what will the ad look like?- will you use music?- how will your ad work on the website? Can you click on it?

• At the end of the session you will present your ideas to the rest of the class.

Create your digital advert

Success Criteria

Plenary

• Present your ad• Explain why your ad would be successful in

selling milk to your target audience