Why banner ads are on the moveBy Oona Väisänen
Want to prove yourself in marketing? Get into University admissions because multiple changes in the education marketplace mean that strategies need to adapt. And fast.
Here are our thoughts on the challenges and solutions.
Don’t mention the B-word
Whatever your view on the UK’s relationship with the EU, there’s no doubt that Brexit is having a powerful effect on university admissions. Applications from lucrative international students fell after the Leave vote and haven’t recovered so far.
But the weak pound might yet tempt them back, making premium-priced courses (like MBAs) more affordable. For now though, the only thing that’s certain is uncertainty.
Mobile growth is currently close to 40% in the UK and it’s now where almost 60% of display ad spend ends up. Over in the US, where trends often establish themselves before blowing across the Atlantic, almost 80% of returning students said that mobile played a significant role in their decision to go back to education.
All of this means that any recruitment strategy needs to be developed with a mobile-first mindset. After all, it’s likely to be the first place that Generation Z turns to when beginning to research their options.
But mobile isn’t the whole picture (yet). When it comes to actually applying, the larger format of a desktop browser, still has a UX edge.
Taking the Tube
For anyone aged 16-24, YouTube has been a key part of their life for as long as they can remember. It’s where they go for entertainment, for product reviews and even to share their most private thoughts with the world.
In other words, Gen Z are used to video, which means if you want to catch their attention, you need to show them something that moves.
Do mention the B-word
Not everyone has the budget to produce retina resolution video with surround sound. But here’s the good news: you don’t necessarily need to. If you’re clever, you can still create a hard-working banner campaign that’s far from static.
That’s exactly what we’ve been doing lately for the London School of Economics (LSE). Using lots of lateral thinking and a dash or two of wit, we put together a series of eye-catching animated banner ads.
Across four different LSE Master’s courses, we harnessed the power of foreign languages, novel alphabets, spring-loaded catapults and a plant that flowered in a very on-brand way, to create compelling online banner ads at a fraction of the cost of video. Click here to read the case study.
Talk to us
So if your student marketing strategy is something you’d like us to consider, please get in touch. I’d love to hear from you.
Oona is a genuinely creative strategic thinker - as adept with the bigger picture as she is with the most minute detail. Simply put, she gets it. Oona began her Consider career as an Account Manager, but now also takes the lead on strategic projects - pushing our strategic offering further with every job. Find out a little more about Oona over on the Consider blog.