Underrated effective paid media channels

Effective paid media strategies should always be looking for ways to test and explore new channels to reach audiences at different touch points across the customer journey. Giants like Facebook, Google, and Instagram dominate the paid platform scene. However not every product or service sees a positive ROAS, due to the time, effort and cost. But, there are several underrated platforms and strategies that, when utilized correctly, can yield remarkable results for businesses. Diversifying ad spend across new platforms not only enhances visibility but also provides a competitive edge in an increasingly saturated market. Some channels are often overlooked but are highly effective placements for certain audiences and products across full funnel strategies. By strategically leveraging the unique strengths of underused paid platforms, brands can reach highly targeted and engaged audiences, often at a lower cost and with higher ROAS. Here are some examples of channels that need more consideration in paid efforts:

1. Pinterest Ads: Visual Discovery Engine

With over 450 million monthly active users, Pinterest might not be the first platform that comes to mind for paid media campaigns, but it boasts a highly engaged user base primarily interested in discovering new ideas and products. Pinterest Ads enable brands to reach users in the discovery phase of their buying journey, making it particularly effective for lifestyle, fashion, home decor, and DIY brands.Pinterest ads, particularly Promoted Pins, blend seamlessly with organic content, making them less intrusive and more appealing to users.

Why It Works:

• High Intent Users: Pinterest users are often in the planning stages, whether it’s for a project, event, or purchase, making them more likely to convert.
• Visual Appeal: The platform’s focus on images and videos aligns perfectly with visually-driven ad campaigns often showcasing products, enhancing engagement.
• Cost-Effectiveness: Compared to more saturated platforms, Pinterest ads can be more affordable, offering a better ROI.

• Evergreen Content: Pins have a long lifespan and can continue driving traffic and sales long after the initial promotion.

Example Success Story: A home decor brand saw a 150% increase in online sales by leveraging Pinterest's promoted pins to showcase their products in home inspiration boards.

2. Reddit Ads: Tapping into Niche Communities

Reddit is a platform known for its vibrant and diverse communities, or subreddits, where users share interests ranging from technology to hobbies. With over 52 million daily active users, Reddit offers a treasure trove of niche communities (subreddits) where users are passionate about specific topics. Advertising on Reddit allows brands to target these specific communities with tailored and personalized messages.

Why It Works:

• Community Engagement: Ads that resonate with the specific interests of a subreddit can generate high levels of engagement and trust, as they are more receptive.
• Targeted Reach: With thousands of subreddits, advertisers can precisely target niche audiences who are passionate and knowledgeable about specific industries.
• User Feedback: Reddit users are vocal and honest, providing valuable insights and feedback that can refine marketing strategies around targeted audiences

• Cost-Effective: Reddit ads are typically cheaper than Facebook or Google Ads, offering a higher ROAS.
• Unique Ad Formats: Options like promoted posts and display ads allow for creative and interactive campaigns.

Example Success Story: A small fitness equipment company saw a 300% increase in site traffic and a significant boost in sales by targeting fitness and home workout subreddits with engaging, community-focused ads.

3. Quora Ads: Leveraging Question-Based Marketing

Quora, the question-and-answer platform, offers unique advertising opportunities through its Ads. These ads can appear in users’ feeds, on question pages, or in related questions, making them highly relevant to the user’s current interests. Businesses can target users based on the questions they ask and the content they engage with, making it an excellent platform for educational and solution-oriented advertising.

Why It Works:

• Intent-Based Targeting: Users on Quora are actively seeking answers and solutions, indicating a high intent to engage with relevant ads.
• Educational Content and Positioning: Ads that provide value and education are well-received, fostering trust and credibility. Brands can position themselves as industry experts by providing valuable insights alongside their ads.
• Diverse Formats: Quora offers a variety of ad formats, including text, image, and promoted answers, allowing for versatile campaign strategies.
• Contextual Targeting: Ads can be displayed alongside specific questions or topics, ensuring high relevance.

Example Success Story: A software company specializing in project management tools achieved a 200% increase in lead generation by targeting questions related to project management challenges and solutions.

4. Podcast Advertising: The Power of Audio Content

Podcast advertising is an underrated gem, and is growing as a way to reach highly engaged audiences. With the rising popularity of podcasts, advertising on these platforms can effectively reach an attentive audience and allows brands to connect with listeners in an intimate and trusted environment.

Why It Works:

• Loyal Audiences: Podcast listeners tend to be loyal and highly engaged, often trusting the recommendations of their hosts due to the personalisation.?
• High Attention: Unlike visual ads, podcast ads can capture the listener’s attention without competing with other distractions.
• Integration: Ads can be seamlessly integrated into the content, often read by the hosts, enhancing authenticity and trust.

• Niche Targeting: Podcasts cater to specific interests, allowing for precise audience targeting.

Example Success Story: A direct-to-consumer mattress company saw a 250% increase in sales by sponsoring popular podcasts and having hosts share personal testimonials about their product.

5. Spotify Ads: Music to Marketers’ Ears

Spotify offers a variety of ad formats, including audio ads, video ads, and sponsored playlists. With its extensive user base and advanced targeting options, Spotify ads can be incredibly effective as a form of TOF placement.

Why It Works:

• Personalized Targeting: Spotify’s data on user listening habits allows for highly personalized ad targeting.
• No skipping allowed: Spotify isn't muted or skippable, meaning listeners have a better opportunity to engage with the content.
• Non-Interruptive: Audio ads play during natural breaks in the listening experience, reducing annoyance and increasing effectiveness.
• Diverse Formats: From 30-second audio spots to sponsored playlists, Spotify offers creative flexibility for advertisers.
• Memorability: According to Spotify, “audio ads are memorable and motivational—they drove 24% higher recall than display ads, and were twice as likely to lift purchase intent.”

Example Success Story: An automotive company experienced a 26% increase in ad recall and 9x increase in brand preference, through a spotify brand takeover.?

6. Amazon Advertising: Capitalizing on Purchase Intent

While Amazon is a well-known e-commerce giant, its advertising platform is often overlooked compared to Google or Facebook. Amazon ads, particularly Sponsored Products and Sponsored Brands, can drive significant sales by targeting users with high purchase intent. Often we don't even know amazon ads are ‘sponsored’, as these often show as ‘Amazon recommended’, which are placed at the top of amazon SERPS.?

Why It Works:

• Buyer Intent: Users on Amazon are already in a shopping mindset, making them more likely to convert.
• Product Discovery: Ads can help new products get discovered in a crowded marketplace, driving visibility and sales.
• Data-Driven Insights: Amazon provides robust analytics, enabling advertisers to optimize their campaigns effectively.
• The Prime effect: Free shipping is a core driver in getting new potential customers over the line to make that all important purchase.?

Example Success Story: An affordable furniture company saw a 273% increase in revenue, 80% of which from sponsored ads, in a? sponsored product ads campaign and optimizing their product listings to make them one of the top sellers. Sponsored ads were placed at the top of Amazon’s SERPs to increase conversions and CTRs.

7. In-Game Advertising

With the growth of mobile gaming, in-game advertising presents a unique opportunity to reach a diverse and engaged audience. In-game ads can take various forms, including rewarded videos, banner ads, and native ads seamlessly integrated into the game environment. Platforms like ESKIMI, (Demand side platform), have been used by huge brands like Disney, Samsung and more, promoting new products and boosting brand awareness.

Why it Works:

• Massive Reach: Mobile games attract a wide range of demographics, offering extensive reach.
• High Engagement: Players are highly engaged, often spending significant time within games.
• Innovative Formats: Rewarded ads offer value exchange, where players receive in-game rewards for watching ads, leading to higher engagement rates.
• Low Bounce rates: users’ average dwell time was 13% higher for the in-game ads than the industry average of 1.6 for online advertising.

Example Success Story: A beverage company experienced a 180% increase in brand awareness by integrating their ads into popular mobile games, where players earned rewards for interacting with the ads.