Digital Adwise
T-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
Starter
What 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 1
What 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?
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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 1
What 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 2
What 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 2
T-Mobile Targeting their audience
Remember the T-Mobile brand?
• What do they want
to sell?
• Who do they want
to sell their product
to?
Activity 2
T-Mobile Targeting their audience
Watch the T-Mobile Dance
• http://www.youtube.com/watch?v=VQ3d3Ki
gPQM
• Who is this designed to appeal to?
• Who is the intended audience?
• Why do you think that?
Activity 3
How 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?
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
Banner ad
• IMAGES
• SLOGAN
Brilliant Bones!
• COPY
Stay active for longer. Calcium can keep your
bones strong.
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:
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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