The term display advertising refers to ads on applications, social media or websites that are displayed using things like banners.
We’ve all seen them, and we’ve all been annoyed by them – those relentless banner ads that we just can’t seem to get away from.
But advancements in the technology used to buy and sell digital ad space have made these ads much more relevant to those who are exposed to them, meaning they’re also becoming much less annoying, and more successful as a result.
If you’re interested in what display advertising from The Best Media can do for your business, keep scrolling, because we’ve outlined the key benefits below.
Why Display Advertising is Important for Your Brand
The Power of Programmatic
So much of today’s ad space is bought and sold programmatically, which simply means these transactions are being done using software. But it’s so much more than that.
It not only makes the process of purchasing ad space much less time consuming, but the tracking and targeting capabilities of these programs have allowed advertisers to have much more control over who will be exposed to their ads, as well as how and when they’ll see them, making advertising campaigns much more efficient and effective.
With programmatic advertising software, advertisers have a level of control over their ads that marketers could only dream of before these programs were available.
You can target the people who will be exposed to your ads based on demographics, the time(s) of day when you want your ads to be displayed, or where these people are located, just to name a few of the options that are available.
But you can also get way more specific, targeting people based on things like the applications and/or websites they visit, their age, income, gender, interests, education or any combination of these factors.
Not only does targeting benefit advertisers, but consumers prefer ads that are relevant to them. A survey from Adlucent found that 75 per cent of people prefer more personalized ads.
According to AdRoll, only two per cent of those who visit an online store will actually buy something on their first visit, and retargeting works to bring back the other 98 per cent.
Retargeting allows you to re-engage those who’ve visited your website. For instance, if they abandoned their cart in your online store, retargeting will track them, serving ads to them as they browse other sites.
While many people despise being followed around by these kinds of ads, there’s no denying that they work.
A case study from Marketing Sherpa shows just how effective retargeting can be. Using retargeting, Lumension, a software company, was able to increase advertising impressions by 81 per cent and homepage views by a whopping 865 per cent, even after slashing its marketing budget.
Programmatic display advertising gives you the ability to track those who are being served your ads.
In the past, you’d only have access to a meager amount of information on how your ads were performing and who was seeing them. But, with programmatic software, you have access to a wealth of data and you can track things that were impossible to measure before this technology was available.
Not only do you know the characteristics of the people who are being served your ads, but tracking allows you to categorize the nature and value of every conversion those ads have provided.
All these metrics allow you to easily measure return on investment, test out different ad campaigns and avoid wasted ad spend by determining what’s working for your brand and what isn’t.
When compared to text-based advertising, such as paid search, display ads have unmatched aesthetic appeal.
When they’re done right, not only are the people you’ve chosen to be served your ads going to be those most likely to be interested in what you’re offering, but they’re going to want to click on your ads simply because they’re so visually alluring.
It’s well known that people would rather view images or watch a video than read text. But a survey from Clutch asked people what kind of digital advertising they prefer, and the results showed that banner ads, one of the most common forms of display advertising, were second only to ads on Facebook (many of which would be banner ads).
By putting your ads in front of the right audience and following them wherever they go, more people are going to wonder what you’re all about and many of them will eventually click your ad and end up on your site out of sheer curiosity.
Research from Harvard Business School on how display ads influence people’s search habits looked at conversion data and spending on display ads from a large U.S. bank that was using online ads to try to get more checking account customers. The study concluded that “display ads have a significant impact on search applications, as well as clicks.”
A case study from WordStream showed that using Google Display Ads, they were able to greatly increase their website traffic, and increase the number of returning visitors by 65 per cent.
To reference the example I gave above, if someone was thinking about buying something on your website, but then decided they weren’t sure about it and left without making a purchase, it’s much more likely they’ll come back and make that purchase if they keep seeing your ads everywhere.
If they never see your ads again, there’s a much higher chance that they’ll forget about it completely, or, when they are ready to buy, they’ll end up buying from someone else.
In a case study from Zuji, an online travel agency, display ad campaigns generated a 14 per cent increase in online bookings and helped them increase their package bookings by 10 per cent. This translated to a 100-fold return on their ad spending!
Do you want to reap the benefits of display advertising but don’t know where to begin? Contact The Best Media for a free demo and let us show you how we can create a kick-ass campaign to help you crush the competition.