Does it Work?

The short and simple answer - Yes. If you think about it, can you remember the last time you visited a web site where there were no display ads? When there's is a large amount of something, a quick rule of thumb - it's usually because it works! Display ads work very well which is part of the reason why 84% of marketers invest in display ads.

Increased Accuracy

With display ads there is a better chance of reaching your target groups where it makes sense (and is appropriate) to reach them. Let’s pretend you're selling fishing equipment. For starters, you can reach them accurately if your ads are placed on a site that naturally attracts fishing enthusiasts. These are targets that have actively chosen to search for websites with information about fishing, thus are typically more receptive for ad exposure about, say, fishing rods. In other words, you control both channel, interest, and target segment.

This is where display ads outrank traditional TV commercials. If you had run a commercial about fishing equipment on TV, you could, for instance, have decided to run it during a break in a program about fishing, but it would not have been as accurate as display ads.

Cost Efficiency

Let’s stick with the TV example: Justifying the expense related to running TV commercials can be a challenge. It is difficult to collect data, and even if you did get a calculation on X number of people who watched the show in which your ad was running, it's impossible to know how relevant your ad was to the audience, or how attentive they were during the commercial break.

With display advertising on the other hand, you can be more precise in targetting a relevant audience. Paying for display ads is usually done on a Cost Per Click (CPC) basis. This can represent good value for money, as you know that those who click, are interested. Of course, you are not guaranteed that everyone who clicks ends up buying. Nonetheless, raised brand awareness is achieved amongst those who did click.

Of course, this doesn't mean that you should only focus on display ads. Studies shows that a combination of platforms provides the best results. One survey shows that your ROI’s can increase with as much as 35% if you use a wide range of platforms, including TV. Another survey shows that there is more than 25% probability that you recognize a TV commercial if you have seen it in a digital platform first.

Technology to Strengthen your Display Ads

Creating display ads and administrating them is time consuming. It also requires expertise and knowledge for optimal results, skills that are often in short supply internally. As a result, many may avoid display advertising all together, it's too resource intensive - both internally and externally.

Proper display advertising should lead to instant recognition by potential prospects. By creating ad templates and automating the creation and publishing workflows using the right technology, achieving brand consistency across every digital channel and platform is within reach - delivering brand recognition within your means.

With technology that supports your display ad template administration and creation, you allow anyone in your marketing team to create ads aligned with the brand guidelines, simply and efficiently. Thereafter, the battle to win market share is on - with no need for any display advertising know-how or external support!