When it comes to paid media, we usually think of performance and bottom-of-the-funnel campaigns. This is natural, since it's easier to access data and control the campaign.
Even so, there are many opportunities that every paid media manager should explore in order to invest and increase their results at the top of funnel.
When we talk about the top of the marketing funnel, there are the more traditional media such as radio and TV, but there are also the newer ones, such as Tik Tok or even Waze and Mobees Displays, each with different characteristics and advantages.
In the midst of so many channels, it's normal to be a little confused, not knowing which is the best option for your strategy. The good news is that Pareto, with years of experience in paid media automation, can help you!
Investing in paid media with Pareto
A Pareto emerged with the aim of rehumanizing people and robotizing processes. This mission was consolidated where our expertise lies today, in paid media.
In this time in the market, while we have grown and saved our clients months and resources, we have been able to test and validate different forms of investment for all stages of the funnel.
Those that we identified as the most attractive and impactful in paid media strategies, we made a point of bringing to Pareto as official partners.
In this way, we guarantee our clients three major competitive advantages:
- Integrated communication: our account managers know how your paid media budget is being distributed and can ensure that all platforms speak the same language;
- Control and detailed reporting: We take the burden of monitoring the campaign at all times off the client, guaranteeing transparency with detailed reports indicating actions and corrections;
- Special conditions: Because they are Pareto partners, some of these platforms offer different conditions in terms of price, implementation time, among other differentials.
Among the strategies we use, we've listed the 7 best ways to invest in the top of the funnel with paid media, from the best known, such as Facebook Ads and YouTube ads, to initiatives such as car panels and influencers. Check them out!
1. investing in the top of the funnel on YouTube
It is a well-known platform for content creators and also works as a social network for young people.
In this tool, you can impact your audience both with video ads that are relevant to them and by producing your own top-of-the-funnel content, educating and showing a bit of your authority.
- Minimum investment: indicated at least R$20.00 per day for local campaigns;
- Time to implement the campaign: Immediately after approval by the platform.
Check out the YouTube ad formats below to create your top-of-funnel campaigns.
In-stream skippable
They are played before, during or after other videos. After five seconds, the user has the option of skipping the ad.
Non-skippable in-stream
They last 15 seconds or less and are shown before, during or after other videos. The user does not have the option to skip.
In-feed video
It's a thumbnail image of your video with text inviting the user to click to watch the video. Once clicked, the video will play.
Bumper
It lasts six seconds or less and is shown before, during or after another video. The user does not have the option to skip.
Out-stream
Your ad will be played with the sound turned off. Users can tap on it to activate the video sound.
Masthead
For the computer, a featured video in the masthead ad is played automatically with the sound off for up to 30 seconds at the top of the YouTube homepage feed.
As an option, you can include up to two complementary videos in this panel. Viewers can click on the mute icon if they want to hear the audio.
After autoplay, the main video becomes the default thumbnail. When people click on the video or the thumbnail, they will be directed to the YouTube display page.
For mobile devices and TV screens, the Masthead ad can be displayed in different ways, but with the same objective.
2. Top of funnel investment on Facebook
Welcome to Metaverse, the owner of these social networks, which has created a more than robust tool for you to manage your campaigns and keep in touch with your audience.
So if you focus on reach or views, you can achieve good results. Instagram, for example, is a huge digital shop window. Complete your profile and attract your customers with good photos and creatives, and you'll see the difference.
- Minimum investment: at least 1 dollar;
- Time to implement the campaign: Immediately after approval by the platform;
Check out the Facebook ad formats below to create your top-of-funnel campaigns.
Image or Video
Well-done creatives include images and videos that can be shown in ads in the Feed and Stories.
Carousel
It displays up to ten different images or videos in the same ad, each with the possibility of having its own different destination link.
Instant Experience
It's a full-screen experience that opens after someone taps on your ad on a mobile device.
Collection
More usual with products, it opens up as an instant experience, and if you're creative, your customers will be able to discover, navigate and slide to other stages of the funnel through your creatives.
3. Top of the funnel investment at Mobees
Mobees is a new Out Of Home media format: digital, mobile and geolocated. Through the platform you can program your ads to be shown on displays attached to the roof of transport app cars, segmented by: times of day, days of the week, weather, events, etc.
With Mobees you have real-time visibility of the results of your OOH campaign, being able to track information on impressions, audience impacted, best squares, most effective times and budget spent.
Imagine being able to advertise a new promotion in your store to people passing through your region, imagine now being able to publicize an event throughout the state of Rio de Janeiro. With Mobees you can have an impact all day long.
- Minimum investment: from R$ 2,000.00;
- Time to implement the campaign: Immediately after approval by the platform;
- Type of ad: digital out of home: in an exclusive format you can define the best location and advertise on displays installed on the roofs of app drivers' cars.
In this way, your campaign will have an impact on the streets of Rio de Janeiro by being shown on a mobile platform around the city, especially if you select the busiest times.
The entire campaign configuration process can be done through Pareto.io by clicking on the platform's App Store . Request a free demo here.
4. Investing in the top of the funnel on Waze
Yet another marvel of geolocation, with Waze Ads you make your customer's life easier by reminding them that you're nearby.
This can be done in various ways: by displaying a message about your company when you are in front of the car, when you are approaching or when you are stopped for more than 3 seconds in traffic, for example.
In addition, you can make yourself a priority in a Waze search for establishments in the area, for example, through a Search Ads campaign on the platform.
- Minimum investment: from R$ 500.00;
- Time to implement the campaign: Immediately after approval by the platform;
Check out the Waze ad formats below to create your top-of-funnel campaigns.
Arrow
Indicating that your company is nearby and helping customers to increase the association between a location and your brand.
Pin
Like a store sign, Pins inform and remind customers that your company is on or near their route.
Search
The search helps you to be better remembered when customers look for companies like yours on Waze.
Takeover + Reminder
The Takeover is a digital billboard. It is shown when vehicles are completely stopped to raise awareness and action at key moments.
5. Top of the funnel investment with Squid
The type of strategy that has grown in recent years, influencer marketing consists of using the reputation of a well-connected or famous person so that they can endorse your brand.
What do you mean? Imagine you go on your social networks and say that sock "X" is good. What impact would that have? Now imagine Neymar doing the same. That's endorsing the brand. With Squid you can do strategies of this kind on Instagram, the main digital showcase and the favorite of social media users.
Here's how it workshe Pareto platform, you will contact Squid to define your strategy. Squid will open a search on its base of +75,000 influencers.
Then the interests, campaign prerequisites, audience, engagement rate, Squid Score and 70 other metrics will be used to screen the influencers.
Once the campaign has been defined, Squid will contact the chosen profiles to agree on the service, fees, legal contracts and other administrative aspects.
- Minimum investmentThe minimum to hire Squid is 3 influencers, approximately R$15,000;
- Time to implement the campaign: approximately 45 days, following the schedule with meetings and validations with the Squid team;
Check out Squid's ad formats below to create your top-of-funnel campaigns.
Post Feed
Focusing on attractiveness, create a post with a short caption, with the possibility of mentioning the brand in the video, campaign hashtag, website link and discount coupon.
Stories
A sequence of stories consisting of 3 screens with a link to the website, contextualization of the action and a call to action (CTA).
Squid Media Boost
Maximize your reach by boosting with Influencers from different levels and niches.
6. Top of the funnel investment with Weach
Weach is a group that has been operating for more than 8 years and stands out in the market for presenting itself as a Performance based Ad Networking company, specialized in the Lead generation segment, made up of major publishers in the national market.
With Weach you have the option of creating both programmatic and performance media campaigns. In this partnership with Pareto, we bring you the possibility of exploring multiple channels.
Regarding top-of-funnel performance, the group offers the possibility of paying for full video views, for example, with a guaranteed minimum viewability of 75% in a brand-safe environment and with ad verification.
- Minimum investment: Depending on the platform you choose, the amount may change, but in principle there is no minimum investment;
- Time to implement the campaign: The implementation time depends on the collaboration between the Client and Weach, but on average this alignment is done in 1 week or less with Pareto's intermediation;
Check out Weach's ad formats below to create your top-of-funnel campaigns.
Video
For ads on mobile, desktop or connected TV platforms.
Native Ads
For display on native apps with retargeting.
Display
For display on retargeting sites.
Audio
For ads on Spotify and Deezer
DOOH
In street campaigns with Clear Channel and in elevators with Elemídia.
Connected TV
Displaying your ads on streaming platforms and Smart TVs.
7. Top of the funnel investment at Tik Tok
A social network of short videos and challenges that has exploded among young people and has quickly gained popularity due to its entertainment appeal.
This application covers 150 countries and regions in 75 languages, present in Asia, America and Europe; accounting for more than 2 billion downloads worldwide.
On TikTok, you can exploit this hypnotic trance between short videos, take advantage of the platform's reach and increase your viralization potential by showing a bit of your brand between one influencer and another.
Through the Pareto - Weach partnership, we can advertise on TikTok with no minimum price. Targeting your audience by gender, language, interest, age, device, geolocation and the like.
- Minimum investment: none;
- Time to implement the campaign: Immediately after approval by the platform;
Check out the ad formats on Tik Tok below to create your top-of-funnel campaigns.
Brand Takeover
Grab users' attention with an ad when you open the app.
TopView
Display a premium ad with sound on for the most engaged audience.
In-feed-Ads
Tell your story in TikTok's most native environment, in the For You Feed.
One Day Max
Cost efficiency by placing your ad first in the For You Feed.
Other forms
Hashtag Challenge, to launch brand challenges or Brand Effect, to launch your own personalized filters with engagement incentives for users.
All these ways of investing in the top of the funnel have been tested and approved by Pareto, so our clients can easily apply these strategies with the account manager in charge.
If you don't already know our solutions or don't have a manager to take care of your paid media accounts, take a free demo of the platform and get the full experience.
