Competitive Advertising | Definition, Types And Examples

Competitive Advertising | Definition, Types And Examples
Competitive advertising is a type of advertising that involves a company creating a visual illustration directly or indirectly showing a contrast between its product and a similar product offered by its competitors.
This is for the purpose of influencing the consumer's buying choice, while hoping to obtain a larger market share.
The different types of competitive advertising include:

• Comparative Advertising

This is an attempt by a company to compare its product with that of a competitor. A good example is when a bank uses the results of an independent test to show why it is more popular than other banks.

• High quality product

You'd easily understand the concept of competitive advertising when you picture a a two-competitor market. For example, if there are two popular noodles in the market, you'd notice that the prices of the products will be similar.
When one of the brands wants compete with the other, it might create an advert showing how it's noodles is is of a better taste (or higher quality).

• Market-wide ranking

In a country like the United States, a brand needs to show the superiority of its product over competitor products in order to influence consumer choice.
It might set up a campaign showing potential customers how its product was ranked nationally in the market by an independent publication or firm.

• Negative advertising

Negative advertising is when a brand skips the comparison, and instead talks on how a competitor does not represent the right choice for the consumer.
In some instances, the advertiser might offer its own product as an alternative without commenting on why it represents a better choice for the consumer.

Examples of Competitive Advertising

Some practical examples of competitive advertising in real life include:

• Auto manufacturers

An auto manufacturer can talk about how its product is the most fuel efficient in its class. A good example of competitive advertising among vehicle brands was the event that took place during the 2019 Halloween when BMW released an ad that read, “Now every car can dress up as its favourite superhero.” featuring a Mercedes with a BMW cover over it. 
The add was very hilarious, and became even more when Daimler AG replied with a tweet saying; “Nice one, @BMWUSA. That’s a really scary costume! Especially that radiator grille…” 
The moral of the story is that you should be careful on whom you launch competitive ads against. Your competitor might stil be able to use the ads against you.

• Phone brands

Huawei Gives Free Powerbank To People Queuing For IPhonesSometime ago, Huawei gave out free powerbanks to people queuing to purchase the newly released iPhone XS Max. According to the news, the packaged power banks had a message: "Here's a power bank, You'll need it."
This wasn't the first time the Android community will be dissing Apple for the iPhone's unsatisfactory battery life despite the high prices of their products.

Samsung has also in the past, launched campaigns criticising Apple for creating smartphones without features like microSD card slot and on-screen multitasking. They also targeted the iPhone notch in some of their ads.

Earlier entries criticised the iPhone’s the lack of a fast charger, need for a headphone dongle and a camera that gets lower test scores than the Galaxy S9.

• Web hosting companies

A web hosting company can talk on how competitor brands fail in protecting their customers from hackers or how they make customers pay for an SSL certificate which they offer free.
A brand can find out popular negative reviews from customers for use in advertising their own brands.

• Political advertising

In a political advertising, you'd see a candidate publishing an ad describing the negative voting record of an opponent and then say "Vote for me" at the end of the ad.
If the other candidate fails to address the issue very well, you'd see the consumers (voters) casting their votes in favour of the first candidate.

• Banks

Even financial institutions launch competitive adverts against each other. Take a look at the photo below:
Competitive Advertising
It is an ad that was created by Sterling Bank in 2018.
It clearly represented the other bank's symbols with Sterling Bank heading towards the moon.
First Bank was symbolised with an elephant
GTBank was symbolised with their orange background logo
Union bank was symbolised with the horse
Access Bank symbol was also represented in the image, with some other banks.

FCMB, First Bank, Access Bank and Union Bank all reacted to the diss while GTB took the matter up.

Native advertising like Taboola

Native advertising is another way to access your goals and definitely increase your audience in a short period of time. By using this concept, you may be more productive. That’s probably the reason why many providers put their trust on it.

What is native advertising?

A native ad is new brand concept that aims at suggesting natural ads to a specific site. In fact, it relies on the notion of cohesion with the page content, the assimilation into the design but also on the adoption of the platform behavior in order to bluff the viewer at first sight. Actually, this last will just notice that the ad is a detail that belongs to the site itself. For that, native ads don’t gather common advertisement words like purchase subscribe or sign up, etc.

Among the most popular examples of native ads, promoted search results and sponsored social media posts are to be noticed. These formats bring a certain value to users like the organic search results and user-generated social media posts. You can also consider Taboola, a native ad platform that publish recommended contents in various famous sites and spaces.

Native ads have been launched to go beyond the consumers ‘resistance to traditional ads. Generally, it relies on the notion of supplies and demand where publishers and advertisers meet. In fact, the supplies are about the publishers that have their own audience and reach and who want to make most money from their site. As far as the demand is concerned, it is all about the advertisers that are in a need of reaching an audience and attract goals related to awareness, sales or lead generation.

Taboola: the main advantages

By using this specific advertising ad, you may encounter different advantages of making use of a native advertising process. First of all, it remains a reliable and easy-to-set-up ad delivery platform. It has great publisher partners such as Tribune, MailOnline or Business Insider. Every novice can handle it with success as it offers an easy-to-navigate interface and gives an easy-pixel implementation. After, notice that the features of selection of its audience are complete and focused on the details.
Besides, it also allows you to get many options of targeting. Then, you also have to take into account the quality of its cherrypicked placements that are very helpful to the users as far as experience quality traffic is concerned. But, to get more informations related to Taboola, its account reps answers quickly to all your questions.

Before you leave, also check out the 7 types of advertising every business owner should know.
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