Are you tired of spending money on advertising initiatives that don’t seem to produce results? Have you evaluated the effectiveness of display advertising? Display ads may be a very efficient tool at any point of the buyer’s journey, from brand awareness to conversions.
Display advertising has become the norm in the world of online advertising due to its ability to graphically display items and services, as well as its versatility.
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In this article, we’ll look at the advantages of online display advertising and provide you with tips on how to get started with building efficient display ad campaigns to increase your company’s online visibility. So, let’s dive in and see how display advertising can help you achieve your marketing objectives.
What Is Display Advertising?
Display advertising, sometimes known as banner ads, is a type of online marketing in which firms sell their products or services using graphics and text. Display ads are frequently posted on websites around the internet to entice clients. Companies can increase brand awareness and site engagement to generate leads for future growth.
Types of display advertising
When considering display advertising, it’s important to look at the various types of targeting and ad formats to effectively reach and engage the desired audience.
Targeting types include:
- Traditional display ads: Based on geography, interests, or demographics, ads land on websites or applications.
- Reactive ads: To match various ad placements and screen width, responsive advertising constantly change their size, form, and look.
- Retargeting ads: Show viewers who have past interacted with a brand display advertising.
- Native display advertisements: Advertisements that fit the surrounding content offer a non- disruptive user experience.
- Social display advertisements: Ads created especially for social media channels, fit for the user behavior and visual style of the site.
Some types of ad formats include:
- Banner ads. Rectangular or square ads are typically displayed at the top, bottom, or sides of a webpage.
- Rich media. Interactive ads that incorporate elements like animation, audio, video, or expandable features.
- Video ads. Ads in video format—often inserted before, during, or after online video content.
- Pop-up ads. Ads that appear in separate windows or overlays on top of the main content.
- Rewarded ads. Ads that offer users incentives, such as in-game rewards or access to premium content.
- Interactive content. Ads that allow quizzes, games, or product configurators.
With a variety of targeting types and ad formats comes flexibility and opportunities to tailor display advertising campaigns according to the needs of different businesses.
Benefits of Display Advertising
There are several advantages to using display advertising. Among other benefits, using display advertising helps businesses:
1. Visually appealing And Eye-Catching
Display advertising with graphic information that is created to match the aesthetic of your company or brand. Display ads allow you to be as imaginative as possible. Bright colors, large text, video, audio, rich media, and even animation can help your display ads stand out. The idea is to focus viewers’ attention on the content you want them to see and then move them in the desired direction.
2. Retarget Interested Consumers
Showing display adverts to consumers based on their past activity online—including those who have visited your website but did not become a customer—is known as display retargeting.
You most likely have this experience. Say you are looking for electric drills on a home improvement store website. You look for something else totally on Google, and when you come upon a blog or website from Google, you see adverts for electric drills on those pages, highlighting a discount at the same home improvement business.
You expressed interest in a product they offer already. Not only are their name showing up once more in your field of view, but you also find a lot of material there that could be the last push you need to decide what to buy. Engaging these customers who already know about your company and going that extra mile to close the purchase is best done using display retargeting.
3. Brand Awareness & Visibility
That customer has to be aware that your company exists if you want a new one. And based on Localogy, consumers must come across a brand ten times before they consider doing business with them – up from seven just a few years ago.
Display advertising lets you attack and reach customers before they require a certain commodity or service from you. They have seen your name over and again online, thus by the time they need what your company offers, you have a larger chance of being who they consider.
4. Track and monitor your ad engagement
Google Display Network and Facebook Advertising provide thorough reports on display ad performance and value. The GDN includes a view-through window that tracks who saw your display ad and if they became a customer or lead within a specific time limit.
GDN’s view-through window shows you whether your display and video advertising are driving conversions. Research indicates that seeing an ad leads to higher conversion rates than clicking on it. Therefore, the view-through window is a valuable tool.
Display ads can find mobile consumers
Geofencing is still another effective display advertising tactic. Delivering ads to mobile devices depending on a consumer’s present location allows you to target consumers with high purchase intent who are already out buying. Geofencing allows you to build a fictional border around a physical location, say the headquarters of your company or one of your rivals.
From there, you may send mobile users visiting that area offers and bargains as geofencing ads for their device. Geofencing helps you to bring in surrounding possible new clients who could be searching for what you have to offer or entice returning business with a timely campaign.
Challenges of display advertising
Display advertising can create some challenges that compromise its efficacy even if it has advantages. Among these difficulties include ad blockers restricting ad exposure, banner blindness causing low click-through rates (around 0.1%), and random clicks—particularly on mobile devices.
Advertisers have to be careful of certain hazards under their influence, such bad targeting leading to unsuccessful ad placements and ineffective creative techniques failing to enthrall consumers. By means of strategic actions, addressing these issues improves the effectiveness and impact of display advertising campaigns.
Conclusion
Display advertising offers companies various benefits. Display advertising may be a flexible and effective marketing tool from defining your company’s visual identity to retargeting your clients.
If you have never heard of display advertising, start small, investigate numerous strategies, and adjust your campaigns depending on the results.
Komal is a dynamic and results-driven digital marketing professional with a passion for leveraging innovative strategies to drive business growth. Her expertise spans across social media marketing, content creation, SEO optimization, and data analytics, making her a valuable asset in the ever-evolving digital landscape.