For some reason, display advertising has become surrounded by myth that verges on the ridiculous. As a method of marketing, display advertising offers digital, online advertising that works to promote your message to targeted potential customers. Unfortunately, it’s rather lack-lustre beginnings have seen it’s potential unrealised by many. But it’s time to debunk those myths, so here’s five reasons why display advertising isn’t as bad as you think.
It Doesn’t Work
Perhaps the easiest to convince potential advertisers of the error of their views: The IAB reported that display advertising has seen online ad revenues increase by 17% in the United States of America in the last financial year from 2012. That’s a whopping $42.78 billion in the US alone for 2012-2013 campaigns. Now tell us it doesn’t work.
By using view-through attributions, with a properly set conversion window, you can effectively measure the success of your campaign by seeing who converts at all, rather than who clicks on your ad. Where it does fall down is on the complexity. Display advertising is not necessarily a simple process, and to get the most out of it will require planning, objectives and research – everything you should be doing anyway!
For some reason, the myth that display advertising is only great for raising brand awareness, and little else, is persisting amongst marketers. Big data, mobile usage, and modern technologies have revolutionised how online marketing can be promoted. By targeting demographics, user history, geographical location, and even real-time data, your ads can be seen by people more likely to convert than just utilising a sweeping display such as billboards.
Which leads nicely into:
It Doesn’t Display to the Right People
As mentioned above, thanks to significant improvements in technology, data collection and processing power, advertising online can now be specifically targeted at the kinds of people who’ll want to see that banner ad. Based on their browsing history, search behaviour and demographics, your ads won’t spam a single potential customer, but will instead be delivered to people predisposed towards purchasing. Create campaigns designed with those people in mind, is relevant, engaging and (most importantly) clear about what you want them to do, and let display advertising do the rest.
It’s Too Expensive to be Cost Effective
Not related solely to display advertising, expense seems to pop up when any new method is introduced. And, yes, if you go direct to sites, costs will be higher than when utilising an ad exchange. Designed to help sites offload remnant inventory through auction, you can pick up advertising space at ad exchanges remarkably cheaply, especially when compared to the cost of search engine marketing. With the ability to target, your campaign can reach thousands at the same time, and all without a heart-stopping rise in cost.
And it’s not just for the big boys, local businesses can benefit from display advertising too. Thanks to the rise in smartphone use, location-based apps are on the rise. With the release of iBeacon last year, those location-based apps can now target users to within a metre of their physical location, so your ad could pop up as they walk past your store.
Display Advertising is on the way out
If anything, it’s getting more popular. But people are convinced marketing methods are dying, even when they’re not: just look at what people say about print. But both print and display advertising are here to stay, at least for the foreseeable future. And while it’s probably not the best idea to stick all your eggs in one basket, incorporating display advertising into your overall marketing scheme can only help produce results.
One thing to keep in mind is that hundreds of advertisers are using display advertising successfully, something to keep in mind the next time you start thinking it may not be worth it: perhaps you should ask yourself why, if it’s so bad at converting sales.