Ensuring a brand’s messaging and creative are tailored to its target audience is an important piece of building an effective campaign. Provi is a B2B marketplace for retail buyers (liquor stores, bars, restaurants, etc.) and the messaging in advertisements used on B2C marketplaces such as Drizly or Instacart may not resonate with B2B buyers.
Here are suggestions on how to adapt advertising messaging and creative for B2B audiences:
- Copy should appeal to retailers, not end consumers. Communicate the value or uniqueness of a product to the retailer. Describe how carrying this product benefits their business
- Educate Retailers on why they should buy the product with concise product descriptions, product facts, product ratings/awards or how to best serve (recipes)
- Include a retailer-applicable CTA like “View Products”, “Shop Products” or “Order Now”
- Relate messaging to a season, holiday or event (e.g. “Get your NYE Bubbly!”)
- Create urgency for retailers. Describe products as “Limited” or “While supplies last”
- Use lifestyle imagery featuring the product in use, and product photography styling props and backgrounds or locations that evoke a scene or mood that a retailer can connect with
- “Drink Responsibly” messaging is not necessary for B2B ads since these are not viewed by consumers
- Include high-resolution product images and/or logo
Biddable Display Banner Specs
File Type: .JPEG & .PNG
File Size: Max 2.5MB
Resolution: At least 3200px wide (mobile and desktop)
Aspect Ratio (desktop)*: 8:1 (3200 x 400)
Aspect Ratio (mobile)*: 4:1 (3200 x 800)
*both sizes required
BEST PRACTICES
Ad Copy:
- At least 15px (mobile and desktop)
- Bold type recommended at smaller scales
Buttons:
- 3:1 ratio
- At least 100x30px (mobile) or 120x40px (desktop)
Bold type recommended at smaller scale
best practice example
Strategy: New Product or Brand Launch
- Clearly states the product is New/Limited Edition
- Uses a retailer-focused Call to Action
- Product image prominently displayed
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Strategy: Increase Sales of Specific Product
- Reminds retailers about an upcoming event/gives them a use
case for the product
- Copy is retailer-focused and uses a retailer-focused Call to Action
- Product image is prominently displayed
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Strategy: Increase Brand Awareness
- Product image prominently displayed
- Reminds retailers about an upcoming event/gives them a use
case for the product
- Uses a retailer-focused Call to Action