'KNOW YOUR ENGLISH' WEB BANNERS|短视频,海报/平面|广告营销案例【ADGuider广告指南】

“了解你的英语” 网络横幅

案例简介：创意执行: “了解你的英语” 横幅跟踪用户在网上阅读时突出一个特殊单词的自然网络使用行为。通过观察其分配的媒体空间之外，横幅能够跟上用户的阅读活动，实时刷新自己，并揭示各自单词背后的含义。它还提供音频发音，帮助学习者克服陌生术语的障碍。在整个体验过程中，横幅保持在网站上的一个非侵入性但一直存在的位置，随时准备在需要时被调用。该活动在新加坡、马来西亚和上海三个市场进行，在 3 天内接触了 15861 多名潜在客户。平均交互速率是平均富媒体的 51.8%-19.5 倍，是标准横幅的 272 倍。横幅上花费的平均时间是 2 分钟 14 秒，是富媒体横幅上花费的时间的 11 倍。 31.9% 的潜在客户使用了横幅内的音频发音功能，证明他们不仅更好地理解了单词的含义, 他们也在提高对英语的掌握。这是一场关于世界上最大的英语教学组织英国文化委员会将字典和直观的网络行为结合起来，将网络横幅放置变成一个创新的学习工具，帮助提高其在目标受众中的知名度。互联网是一个方便的、无限的资源，对于不精通英语的工作专业人员来说，通过阅读来提高自己。英国文化委员会意识到，一种新语言的学习者在上网获取信息时会遇到不熟悉的单词，而获取物理或数字词典的麻烦阻碍了他们语言进步的进展。这使得有机会在潜在客户的需求时刻伸出援手，并通过以一种易于理解和相关的方式分享他们所陌生的单词背后的含义，让他们的生活变得更加轻松。

“了解你的英语” 网络横幅

案例简介：Creative Execution: The 'Know your English’ banner tracks the user’s natural web usage behaviour of highlighting a peculiar word when reading online. By observing beyond its allocated media space, the banner is able to keep up with the user’s reading activities, refresh itself in real-time and reveal the meaning behind the respective word. It also provides audio pronunciation to help learners overcome the barrier of an unfamiliar term. Throughout the entire experience, the banner remained in a non-intrusive but ever-present spot on the website, ready to be called upon when needed. The campaign was executed in 3 markets - Singapore, Malaysia and Shanghai, reaching out to over 15861 prospects within 3 days. The average interaction rate was 51.8% - 19.5 times more than the average rich media and 272 times more than the standard banner. Average time spent on the banner was 2 minutes 14 seconds, 11 times more than time spent on rich media banners. 31.9% of the prospects used the audio pronunciation feature within the banner, proving that they were not only getting a better understanding behind the meaning of a word, they were also improving their grasp of the English language. This is a campaign about how the British Council, the world's largest English-language teaching organisation, combined the dictionary and intuitive web behaviour to turn a web banner placement into an innovative learning tool to help raise its profile amongst the target audience. The Internet is a convenient, unlimited resource for working professionals who are non-proficient in English to improve themselves by reading. British Council realised that learners of a new language will encounter unfamiliar words when they surf the web for information and the hassle of getting hold of a physical or digital dictionary halts the progress in their language advancement. This gave rise to the opportunity to reach out during the prospects’ moment of need and make life easier for them by sharing the meaning behind a word that is foreign to them in an accessible and relevant way.