Transcript
Page 1: Benefits of Display Advertising

Display Advertising From  branding  to  direct  response  

Click  To  Learn  More  

Page 2: Benefits of Display Advertising

Visually Dynamic Capture  a3en4on  Engage  your  audience  Influence  decisions  

Page 3: Benefits of Display Advertising

Display  adver4sing  gives  marketers  the  opportunity  to  reach  prospects  at  every  stage  

Image  source:  Bizo  

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Branding Audience  Connec4on  •  Build  trust  and  rela4onships  

Page 5: Benefits of Display Advertising

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  

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Direct Response Drive  conversions  •  Generate  leads  

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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  

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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  

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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  

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Flexibility Test  different  colors  Try  different  templates  Play  with  sizes  Adjust  Call-­‐to-­‐Ac4on  

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Considerations Demographic  reach  Geographic  reach  Behavior  targe4ng  Ad  scheduling  Remarke4ng  Mobile  reach  

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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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