Display advertising is a type of online advertising that comes in several forms, including banner ads, rich media and more. Unlike text-based ads, display advertising relies on elements such as images, audio and video to communicate an advertising message. By 2017, Forrester Research anticipates that the online advertising market will reach $28 billion, with 17% annual average growth over the next five years. Display advertising is an effective way to increase brand awareness, lead generation, site traffic, and interaction time on your site and overall dollars spent online - making it a worthwhile investment for your business.
This is How We Can Help you:
- Create enticing ads using rich media with clear call-to-action, increasing your conversions
- Create ads that are displayed correctly on every screen size
- Perform 're-targeting' to retain your customers and 'CRM targeting' to transform prospects to customers
- Serve ads at the right time, enhancing the probability for prospects to perform action
Basic Principles of Display Advertising
Target Your Audience at All Levels in the Marketing Funnel
Make sure that you reach out to everyone in the marketing funnel as 'display advertising' is all about building a brand with your target audience. Along with targeting the new audience, nurture the prospects already in the funnel and retain the existing customers by providing them discount etc.
One of the benefits of display advertising is its ability to ‘remarket’ to users who have previously visited your site. It also allows you to target prospects based on the topics they are interested in. Ads will only show up if the page contains content relevant to your keywords. Display also allows you to target user demographics by Age, Location, Gender, Income level, Education level, Marital or family status, Occupation, Ethnic background information, specifically age and gender and other Psychographics of your target audience like Personality, Attitudes, Values, Interests/hobbies, Lifestyles, and Behavior etc..
Be Crisp, Clear and Precise
The display ads are most effective if you have a clear call-to-action on the message. This is possible by having an enticing image, an alluring headline and, very short copy - the fewer words the better. This will help you to drive the target audience to perform the action you want.
Use Rich Media to Intrigue Your Audience
People react and perceive formats in different ways. Hence, it is important to choose the right format to help making the most of the medium. In display ads, you can use video, rich media (flash files that may expand when user hovers on the ad), overlays, interstitials etc. A recent study from AdForm indicated that users were three times more likely to click on rich media ads than traditional banners.
Detectable Call-to-Action on the Landing Page
Always remember that an effective landing page is a pre-requisite with clearly marked call-to-action that delivers on the promise of the display ad.
Multiscreen Display Advertising
Most of the people nowadays use their cell phones or pda's for surfing internet, purchase etc. A well-known statistic from Google says, that 90% of our media interactions are screen-based. Hence, you need to make sure that your advertisement displays the right size on the dozens of different screens sizes which are used today.
Perform Testing to Optimize Your Campaign
Perform A/B test on your display ads to see which offers perform best. Also analyze the campaign to see which websites are delivering the best engagement. It's also wise to analyze as to when the campaign is working best. For instance, some campaigns perform better in the middle of the week, while others – in markets where workers have limited access to the Web during the day – may perform better in the evenings or early mornings.
Analyze Various Metrics
Choose proper metrics to gauge the effectiveness of your advertising campaign. Along with checking the CTR (Click-Through Rate), analyze other metrics as well such as cost per conversion or cost per lead etc.
Contemplate Retargeting, CRM Targeting and Company Name Targeting
Once a visitor has engaged with your online advertising in any way, you can "retarget" them based on their interaction. 'Retargeting' should take into account their previous interaction with your brand. For instance, if viewers visit a specific product page, they may be served an ad offering a discount on that particular product.
Another way is CRM targeting, where ads can be directed to prospects in your database if they visit various websites. Additionally, company name targeting can serve ads only to those viewers from a particular company or industry.