On October 27, 1994, the first banner advertisement was posted on a tech website called Wired. Long story short, AT&T paid Wired $30,000 for a three-month subscription to their banner ad. As a result, the click through rate was 44%, being higher than today’s average click through rate, which is typically around 0.5%. I guess we can say that this story was how display advertising made a breakthrough in the marketing industry.
You’ve seen them everywhere. Animations, logos, photographs, GIFs, you name it! Display advertising is a form of online advertising where advertisers seek the opportunity in conveying a message through visual aids. This can also be known as, “banner advertising”.
When it comes to search results, display ads will not show up due to how it functions.
Now, why is that? Well, the next time you look at a display ad, notice how the banner ads on a website feature promotional interactive displays. Sometimes, these display ads feature random things that might have been a part of your search history! However, in hindsight, these types of ads are not the easiest visuals to be found on the internet. Hence, the different functions of display ads.
If you think about, “how do businesses attract consumers?”, consider these two main reasons that will help you out.
Display advertising is seen as an effective acquisition channel because every business needs to get the attention of every customer. It’s important to create solutions to get a consumer to buy a product and also make sure that they come back again the next time around. After all, customer loyalty is one of the important aspects to having a good brand for your business.
A picture is worth more than a thousand words. Yes, in this case, all it takes is the big picture of your product. Don’t be afraid to be creative with your promotional strategies, especially when it comes to coming up with visuals for ad campaigns. Engagement is key when it comes to instantly getting the attention of your audience.
Analyzing the data behind display ads is another essential to consider when using display advertising. The following metrics that you need to have when using display ads are: reach, click through rates (CTRs), bounce rates (BCRs), conversion rates and return on investments (ROI). For more information about metrics, please read “25 Key Advertising Metrics Digital Marketers Should Track”(1). You won’t regret it.
Aside from the typical banner advertisements that can be seen on web pages, display advertising has grown a lot since then. Here are the following types of display advertisements.
Now, here are the perks of display ads.
Although there are benefits to having display ads, there are also setbacks that come along with it.
Here are a few things to consider before planning out campaigns for your display ads.
Coca-Cola featured interactive ads with a call to action button that would allow users to send a can of Coca-Cola to a random stranger anywhere in the world. This was inspired by Coca-Cola’s Hilltop ad and helped the brand establish the idea of web-enabling vending machines!
Since 2007, Apple has been creating display ads that simply feature high quality photos of Apple products. The key point to Apple campaigns: “less is more.” Because of this tactic, Apple has become the simple and sleek brand that we know it as today.
Wordplay and audience interpretation were one of top ways Mailchimp execute this campaign. They chose phrases that rhymed with their brand Mailchimp and became creative with the overall concept that sparked interest for anyone that landed on their company’s landing page.
Another way that you can set up display ads is through ad networks. The following softwares can easily assist you with advertising inquiries.
Even though these are the top ten platforms to use for display advertising, don’t let yourself stop here. You can learn more insight about more platforms from 10 Best Display Advertising Networks for 2020
A. Placing your ad in the right spot is a big deal. When making placements for your ad, you must find the exact location of your ad on a certain page of your website.
A. Native ads are known as “recommended content” that pop up into your feed or search engine results. They attempt to mimic articles and pages that surround it. With display ads, it’s just a traditional banner ad that’s used to promote your product or brand. Therefore, it clearly serves a different purpose than native advertising.
A. Search ads only appear when you use a search engine, allowing it to appear in your results. Search advertising typically caters to a local market and provides short sales cycles that trigger urgent needs of potential customers that need a business’s service.
Display ads fill up the ad spaces on websites. Unlike search ads, display ads cater to niche or luxury buyers, and use more photos and videos to promote a product. Display ads have a longer sales cycle and focus more on building brand awareness with consumers.
A. Typically, it can range up to the thousands when working with an ad agency. However, it solely depends on what kinds of services you’re looking for in terms of marketing your business. For example, if you want an ad agency to work on social media marketing, then you would be looking at $15,000 per month.
At the end of day, when hiring an ad agency, you want to find the biggest bang for your buck because every business wants to have a high-quality image with high quality advertising.
A. This can increase your potential with your return on investments (ROIs). Display ads give you more access to increasing awareness for your brand as well as ring in more engagement from your target audiences.
When maximizing display advertising for your business, just remember the significance behind every product that’s being promoted through this type of marketing. First thing’s first: Always be creative. Creativity is important during this process because you need to have that sense of visual appeal for your audience. Just think about how you can grab the attention of someone in just a few seconds in order to make a bigger difference towards your work.
The second piece of advice to remember is choosing the right platform for your brand. There will always be a platform for every company. You just have to find the right fit for your display advertisements. Consider social media platforms when increasing strategies. Lastly, keep in mind all of the analytics behind your ad.
Keeping track of the numbers on a daily basis will assist you in optimizing your goals and pave the way for improvements that you can make with display advertisements overtime.
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by Aileen Padua
source: TECH FUNNEL
