Although it may seem like an easy option, Display advertising is often the best choice for an effective online campaign.
For those who want to promote their online store with active advertising methods, Display is a good tool. It’s easy to implement and can reach a large number of users.
At Trilogi we know exactly what Display advertising is and what it’s for. In 2016 we will see an increase in marketing strategies focused on Display advertising.
One of the latest Emarketer reports stated that in the US in 2016, Display campaigns would become the main tool used by online stores, ahead of search advertising.
The main advertising method used until now will be dethroned by banners, video and rich media. These will give companies a higher return on investment, as they are considered less intrusive and achieve greater brand recall.
Seeing how use of this online tool is growing, we have to ask: is it right for our campaign? How can we use it to optimize our results?
The key question: how do you get the most out of Display advertising?
There are many factors to consider to make the most of this advertising boom.
To use Display campaigns well, the most important factors are:
1- Strategy: it seems obvious, but sometimes we overlook it. The company must be clear about the strategy it wants to apply with the tool. If it isn’t, the goal will very likely not be met.
Three important goals to keep in mind:
- Branding: we want to run advertising actions to build awareness and increase our online store’s visibility. The goal is to improve our positioning against competitors and achieve broad reach.
- Traffic: when advertising actions mainly aim to capture users’ attention, seeking an immediate response beyond simple exposure.
- Sales/lead generation: advertising actions aimed at more immediate conversion results. Whether it’s a sale or a completed form, the goal is a shorter-term return.
2- Placement: in Display advertising, companies place great emphasis on placement. Naturally, being in the perfect place at the right time helps attract new and potential customers and win them over with your product or service. We need to be clear about where to advertise.
3- Message creativity. All advertising content must generate engagement with users. It’s vital that the core message reaches potential customers, understanding what they need and how our online store can meet it.
4- The rise of advertising on mobile devices: it’s estimated that between 2013 and 2018, Display advertising on mobile devices will grow by up to 96% and video-related advertising by 73%. These figures show that mobile marketing and interactive image advertising will see the greatest growth, especially to reach more connected users and, above all, capture their attention.
5- Display advertising is a great tool for running online remarketing campaigns. The main advantage is that Display lets us try to recapture the attention of users who already visited the online store without buying. The message can also be tailored to each customer to convince them to return to the online store and buy.
6- It’s a good tool to measure and quantify any action, making it possible to determine advertising effectiveness.
However, all that glitters is not gold… Display advertising also has some drawbacks. We need to be careful and always try to minimize them.
What to “watch out for in Display advertising”
One of the main downsides Display advertising faces is so-called Banner Blindness, users’ blindness to online ads. Due to the extremely high number of ads online, users have developed a kind of blindness that makes them stop noticing ads to the point of ignoring them.
There are even apps like Ad-Blocker that disable and block Display ads on users’ devices.
Added to this, users see this medium as intrusive advertising, so the store isn’t remembered as hoped.
In Display ads, quality and quantity don’t go hand in hand. In fact, it’s been shown that when an online store has too many banners, results drop. The main reason is that with so many banners competing, the customer’s attention span shrinks.
At Solutions Trilogi we can advise you on how to make the most of Display advertising in your online store. If you want to optimize your advertising investment, we’ll guide you. Our eMarketing department will help.
What about you? Ready to run a Display campaign for your online store?
