Online advertising has been the go-to method businesses have been using to reach a broader audience for years. The digital advertising landscape is so vast that experts predict that the total global digital ad spend will surpass $220 billion by 2022. However, not all ads were created equal; some types of ads have been dominating the online world for a while now. Undoubtedly the most popular tool of many digital marketers by far is display ads.
Due to their visual nature, these ads have proven to be perfect for the digital realm. But what are display ads, and why are they so effective? Also, why use display advertising in the first place? Let’s find out!
Display advertising entails using text-based or visual ads on websites or social media networks to attract people to take action or simply raise brand awareness. The prices of these ads are most often calculated following a CPC model. That means you will be charged a specific amount whenever someone clicks on your ad.
Although display ads are most commonly used in programmatic advertising, brands also like to use them in their retargeting campaigns. That means they use display advertising platforms to target users who have previously left their websites without purchasing anything. That way, you entice them to come back and reconsider.
But despite their various uses, display ads remain particularly suitable for targeting potential customers still in the awareness stage of the marketing funnel. The reason is that the users seeing display ads aren’t searching for specific products and services. If they were, they’d be using a search network. That means their search intent isn’t transactional, but informational. Because of that, very few display ad impressions end up in a conversion.
As we’ve already mentioned, there are several different types of display ads. Here are a few of the most common ones:
Now that you know what display advertising is and the different types of display ads out there, let’s address our original question — why use display advertising?
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We cannot emphasize enough the importance of display advertising. Why? Because display advertising provides outstanding benefits for your business. If you don’t use them, you’ll miss out on a cheap and effective way to grow your brand. But don’t take our word for it; here are six reasons you should use display advertising:
If you consider that Google Display Network alone reaches 90% of all internet users, the incredible potential of display advertising should be clear as day. Few other mediums out there can achieve the reach that display advertising has. That is why it is one of the most popular digital marketing tactics out there.
This type of marketing is best suited for businesses looking to build brand awareness. Why? Because these ads are rarely placed in front of users looking to make a transaction. However, display ads are also cost-effective, making them an excellent choice for building an audience.
So when you combine all of the above, you have yourself a potent tool for getting your brand’s name out there. And let’s not forget to mention that you can even exclude your ads from sites you don’t want to be associated with. This high degree of brand-safety advertisers get is why so many turn to display advertising.
Instead of sticking to plain old boring text, these ads utilize engaging visuals. These help you grab your users’ attention and draw it to your brand. You also have plenty of possibilities when designing these ads. So don’t be afraid to play around a bit and experiment!
The technology behind display advertising allows marketers to target specific people with their ads. That has proven to be a real game-changer in the digital realm and is the primary reason so many businesses are flocking to this type of advertising. Regarding the different targeting options you’ll have at your disposal, here are a few:
One of the best perks of display advertising is its flexibility in payment options and its low costs. The two most common paid search engine ads you have at your disposal (we’ve already mentioned one of them) are Cost Per Impression (CPM) and Cost Per Click (CPC) ads. The latter is more popular, though, since you only have to pay for each person that clicks on your ads instead of on a per-impression basis. But overall, both of these methods are cost-effective compared to more traditional advertising forms, so you can’t go wrong with either.
An essential part of every marketing strategy is adapting when necessary. That is why insight into your campaign’s performance is vital for success. And display ads offer just that! With these types of digital ads, you’ll be able to know the exact number of impressions and clicks your ads receive. That will allow you to re-evaluate your tactic on the fly and adapt your strategy.
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Were these reasons sufficient to make you consider using display advertising in your next marketing campaign? If the answer is yes, all you have to do is decide which types of ads you’re going to go for! Will it be traditional banners? Maybe you’d like to go with rich media ads? If you want to stay on top of the latest digital trends, why not go for in-banner video ads? Whichever you choose, we’re sure you’ll get an excellent ROI!
If you happen to settle for video ads and don’t know where to start, we at Brid.TV can help you. Our state-of-the-art HTML5 video player and CMS can help you monetize your video content with instream and outstream video ads. Brid.TV also offers advanced monetization features like video header bidding and ad pods to help publishers maximize their revenue.
Join our platform today and take your video monetization efforts to the next level.
Want to learn more about our platform and what we offer? Send us an email, and let’s organize a live demo to help you get started!