I was poking around LinkedIn today adding some new friends and reconnecting with some old ones. Generally on LinkedIn I don't notice any of the advertising. Most of the ads are very general and the messages don't reach me in the moment and mindset that I have when I am on the site.
Today, however, I noticed a new set of ads in LinkedIn's rotation and they grabbed my attention. As you may know, Starbucks has recently started advertising online and in mainstream media for the first time. Their online ads are in the same style as the TV spots. It's all very harmonious.
These ads on LinkedIn expand on that campaign, but use a very relevant, timely message, geared right at the target audience. The holidays are on everyones mind and gift giving is a big part of that. You can tell these are from Starbucks, it's in the theme of their new campaign, but the message is completely unique.
This is something that is very easy to do, but few companies do it. How many times have you seen the same ad on a sports news site and on a hobby site or a crafting site? It happens all too often. This is such an easy thing to do if planned correctly. Sites can be grouped to create the messages more efficiently, but sending out one ad for all sites is not going to get you the results you could achieve.
Your audience may or may not change from one site to another, but the context changes as does their mindset. Do you look at how that thinking shifts from site to site? Just having a simple spreadsheet showing the ad's creative, audience and customer mindset will help you plan it out. Think like the customer and you'll see more returns come your way.
Have you seen other examples of relevant messages in display ads that made you take notice?