Launch a New Product, Service or Location
When advertisers have something new to share, digital ad tactics can drive audience awareness and engagement. Here are the channels that work best.
Sales Funnel Stages: Awareness and Consideration 
SEM (Search Engine Marketing)
Why it works:
- Unique keywords can deliver conversions when they describe the product or service.
- Location-based keywords and targeting can be helpful for new locations.
- Advertisers can get in front of searchers on the front page without waiting on the long-term returns of SEO (search engine optimization).
Display with Geofencing and Retargeting
Why it works:
- Geofencing allows you to target consumers near the advertiser’s business, which is ideal for new locations.
- Retargeting can also be a great option for display, re-engaging customers who have previously shopped and may be more inclined to check out new products.
- Display ads can be static or video, providing freedom to create impactful content highlighting the new product, service or location.
- A special code to purchase a new product or service can be easily distributed through display ads.
Example: New bakery uses geofenced ad for foot traffic with special code
Social Media Advertising: Pinterest and Facebook
Why it works:
- Advertisers can take advantage of these channels as a “new product discovery” tool, which is common on these sites.
- Targeting by demographic or interest is possible in order to appear in feeds for those most likely to need the product or service.
- Advertisers can add promotions and discounts for new customers.
- Facebook and Pinterest are both product-focused platforms.
- Social ads are often less invasive, providing a more organic introduction to a product, service or location, and they are shareable.
Example: Furniture store debuts new collection
OTT/CTV
Why it works:
- Advertisers can reach individuals outside of traditional media (e.g., cord-cutters).
- Video ads are often more engaging because they preview the experience.
- Ads have numerous targeting capabilities useful for very defined audiences.
- Making a connection through visuals can spark interest in targeted customers.
