Benefits of Display Advertising + Where to Start
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Pathlabs Marketing |
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May 12, 2023 |
Are you tired of pouring money into advertising campaigns that don't seem to yield any results? Have you considered the power of display advertising? Display ads can be a highly effective tool at every stage of the buyer's journey, from raising brand awareness to driving conversions. With its ability to visually showcase products and services and its versatility, display advertising has become a staple in the world of online advertising.
In this article, we'll explore the benefits of online display advertising and provide tips on how to get started with creating effective display ad campaigns that can help boost your business's online presence. So let's dive in and discover how display advertising can help you reach your marketing goals.
What Is Display Advertising?
Display advertising is a type of online advertising that involves visual elements, such as images, graphics, animations, and other multimedia content, to promote products or services to potential customers. It is called "display" advertising because the ads are displayed on various websites, and mobile apps, where a large audience can see them.
One of the key advantages of display advertising is its visual appeal. Compared to other forms of advertising, such as text-based or audio ads, display ads are more eye-catching and engaging, making them more effective at grabbing the viewer's attention and conveying the advertiser's message. Display advertising can take various forms, such as banner ads, which are rectangular or square ads that appear at the top or bottom of a webpage; rich media ads, which are interactive ads that allow users to engage with the content.
“Display is key to any advertising campaign. It allows brands to visually showcase their products or services, which can help attract more customers and increase conversions.”
Display advertising is one of the most common forms of online advertising. Businesses of all sizes and industries use display advertising to promote their brand and attract potential customers. Display advertising can be a powerful tool for increasing brand awareness, driving website traffic, and generating leads, conversions and sales. When advertisers field their messaging in front of the target audience effectively, they can leverage display advertising to achieve their marketing goals and grow their business.
Display ads provide businesses with a powerful platform to create visually compelling advertisements that stand out from the competition and resonate with their target audience. By leveraging the power of visual elements and targeting the right audience, businesses can effectively leverage display advertising to achieve their marketing goals and drive business growth.
What Are the Benefits of Display Advertising?
Here are the top eight benefits of display advertising:
Increase Brand Awareness and Improve Visibility
Display advertising allows businesses to reach a broader audience, increasing brand awareness and visibility. By displaying ads on high-traffic websites, companies can expose their brand to potential customers who may not have heard of them before. By displaying ads on niche websites, companies can expose a very targeted audience, who are most likely to be interested in the product or service. This makes display advertising one of the most cost-effective channels for increasing brand awareness and visibility
Give Your Brand a Visual Identity
Display ads help establish a brand's visual identity, making it stand out from competitors. By using a unique visual style, businesses can differentiate their brand and create a lasting impression on customers.
Target Your Preferred Audience
Display ads are targeted based on various parameters, such as demographics, location, interests, or behavior. This makes it easier for advertisers to reach their preferred audience and increase conversions.
Eliminates Size Limitation Barriers
Unlike other forms of advertising, display ads are customized to fit different ad sizes and formats, making them more versatile and adaptable.
Retarget Your Customers
Retargeting is a powerful feature that allows advertisers to show ads to users who have previously interacted with their brand or visited their website. Retargeting is an effective way to increase conversions, drive potential customers down the marketing funnel, and encourage repeat business.
Makes A/B Testing Easy
A/B testing allows businesses to test different ad creatives or targeting parameters to see which performs better. This can help companies to optimize their campaigns and improve their ROI.
Supports Creative Automation
Display advertising supports creative automation, allowing businesses to create personalized ads using dynamic creative optimization (DCO) or programmatic creative. This can help companies save time and resources while creating effective ads.
Makes Real-Time Updates Easy
Real-time updates are helpful for display advertising. They allow advertisers to quickly change ad creatives or targeting parameters based on their campaign's performance.
“Display ad campaigns bring efficient impressions for all layers of the marketing funnel. It’s both versatile and efficient. With a range of targeting options, ad formats, and automation tools, display advertising is a valuable channel for businesses to showcase their brand and attract potential customers visually.”
How to Get Started With Online Display Advertising
Here are some tips on how to get started with online display advertising:
Choose the Right Programmatic Advertising Platforms
When choosing a programmatic advertising platform, there are several factors to consider. One important consideration is the level of audience targeting and segmentation capabilities that the platform offers. The more targeted and granular the audience targeting options, the more precise and effective your ad campaigns can be.
Another consideration is the platform's ad format options. Different platforms offer different ad formats, such as video ads, native ads, and display ads. Specific ad formats work better than others depending on your business goals and the type of product or service you are promoting.
Finally, it can be beneficial to work with a media execution partner, such as Pathlabs, who has experience working with various programmatic advertising platforms and can provide guidance on which platform would best fit your business goals.
Create Effective Ad Creatives
When creating effective ad creatives, it's essential first to understand your target audience and what type of messaging will resonate with them. This can include using language that appeals to their interests and pain points and visual elements that capture their attention and spark their curiosity.
By creating ad creatives that are both visually appealing and on-brand, you can establish a strong brand identity and increase brand recognition among your target audience. It's also essential to ensure that your ad creatives align with your brand's identity. This includes using consistent branding elements such as colors, fonts, and imagery that reflect your brand's personality and values. Additionally, clear and concise messaging can grab the viewer's attention and encourage them to act, whether clicking on your ad or making a purchase.
Measure and Optimize Your Campaigns
Measuring and optimizing your campaigns is essential to ensure that your display ads effectively reach your target audience and achieve your marketing goals. By using analytics and reporting tools, you can track your ads' performance and identify improvement areas.
Continuously monitoring and optimizing your campaigns based on the data is the key to achieving long-term success in display advertising. Some key metrics to consider when measuring your display ad campaigns include impressions, clicks, click-through rates, and conversions. These metrics can help you determine which ads resonate with your audience and which ones must be optimized. Once you have collected enough data, you can start adjusting your ad creatives, targeting, and bidding strategies to improve the performance of your campaigns.
Display Advertising With a Programmatic Partner
Programmatic advertising is a complex and ever-evolving field, which can be overwhelming for businesses just starting to explore this method. By partnering with an experienced media execution partner like Pathlabs, companies can benefit from their team's valuable insights and expertise.
For instance, the team at Pathlabs helps our partner agencies choose the right programmatic advertising platform that aligns with their goals and has the necessary features and capabilities to create effective display ads. Additionally, they guide clients in creating visually appealing ad creatives that are on-brand and have clear and concise messaging that grabs the viewer's attention and encourages them to take action
Moreover, Pathlabs' team can provide clients with the necessary tools and resources to measure the performance of their display ads and optimize their campaigns based on data analysis. By leveraging analytics and reporting tools, advertisers can track their conversions and identify areas for improvement, which can help them increase their return on investment (ROI) and achieve their marketing goals
By working with a media execution partner like Pathlabs, advertisers can streamline their programmatic advertising process, reduce their workload, and benefit from the expertise and insights of experienced professionals in the field.
In Conclusion
In conclusion, display advertising offers a range of benefits for businesses looking to increase their brand awareness, engage with their target audience, and drive conversions. From giving your brand a visual identity to retargeting your customers, display advertising can be a versatile and effective tool in your marketing arsenal.
If you're new to display advertising, the key is to start small, test different strategies, and optimize your campaigns based on the data you collect. And if you need help, Pathlabs is here to support you every step of the way. With our end-to-end media execution services, we help our clients create, manage, and optimize display advertising campaigns to achieve business goals.
Contact Pathlabs today to learn how we can transform your media execution, together.
