benefits of display advertising
Post on 20-Jan-2015
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Display Advertising From branding to direct response
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Visually Dynamic Capture a3en4on Engage your audience Influence decisions
Display adver4sing gives marketers the opportunity to reach prospects at every stage
Image source: Bizo
Branding Audience Connec4on • Build trust and rela4onships
In the US market the Online Publishers Associa7on found an increase of nearly 30% in site visita7on and 55% more 7me spent on the brand’s website due to online branding campaigns on average.
Online Publishers Associa4on: The Silent Click: Building Brands Online, 2009
Direct Response Drive conversions • Generate leads
US research conducted by Nielsen analyzed 400 digital campaigns and found a 32% average increase in offline sales, while also showing that online display adver7sing was able to create a 157% average ROI.
Nielsen: Net Effect US, 2009
Build an Effective Campaign 1. Iden4fy goals and an4cipated outcomes 2. Establish target audience 3. Establish budget – suggested 15% of total adver4sing budget
4. Design custom ad 5. Measure, adjust and op4mize
Best Practices 1. Include a clear message 2. Create a prominent next ac4on visual 3. Include promo4ons/offers if available 4. Experiment with colors 5. Balance ad content – clean and easy to read 6. Visible brand name and URL 7. Measure performance and op4mize
Flexibility Test different colors Try different templates Play with sizes Adjust Call-‐to-‐Ac4on
Considerations Demographic reach Geographic reach Behavior targe4ng Ad scheduling Remarke4ng Mobile reach
Combining display with other forms of adver4sing results in a more powerful campaign. • Enhance the impact of other forms of marke4ng • Expand marke4ng reach • Reinforce message
Cross Media
Cecilie Burleson, Sept. 2012
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