What is Display Advertising?
Display advertising refers to ads that appear on websites, mobile apps and social media. The new-world version of an ad in a newspaper or magazine, if you like. They can be images or videos and the size varies depending on where you want your ad to sit. Research has shown that the average person sees over 10,000 display ads a year so it’s important that yours is memorable and stands out. Not only will display ads help to increase sales but also build brand awareness and improve website traffic too.
Why Do I Need It?
Display advertising is integral in driving traffic to your website. It allows you to specifically target your customers by choosing where your ad is placed and when it is seen. It also opens up a huge pool of customers for you to connect with rather than relying on organic traffic alone. If you get it right then display advertising can be a great tool for driving brand awareness, website traffic and sales.
How Can I Do It Well?
You need to make sure that your ads are well-targeted. The golden combination of the right customer, at the right time on the right website is key. Take time to ensure that your ad is relevant to what the customer is searching for. Spend on display advertising increases year-on-year as more businesses see the value in it, but it also makes the market more competitive so it’s important to get it right.
With regards to the appearance of the ad, there are a few pieces of key advice to follow to get the best return on investment:
- Get creative with text, colours, and images. You want your ad to stand out but also reflect your brand.
- Make sure your ad is optimised for viewing on a desktop or mobile device. There’s nothing worse than a poorly displayed ad.
- Have a clear message. It’s not all about the look. You only have a few seconds to grab their attention so the message needs to be clear and concise too.
- Showcase your products, service and promotions. Show the customer what you’ve got!
How Is Search Advertising Different?
Display advertising uses a push approach to advertising while search advertising uses a pull approach. That means that in essence, search advertising involves pulling the customer in rather than taking your product or service to the customer. Search advertising tends to be more affordable and therefore is a good place to start your digital marketing journey. But for those with larger budgets who are able to really make the most of it, display advertising can have tremendous results.