When you’re starting out with digital marketing it can be difficult to determine where, exactly, you should be spending your ad dollars.
A lot of this depends on your audience – there’s no point advertising on Pinterest, for example, if your target customers are all on Facebook – but there are some ad formats that actually ‘follow’ users around the internet based on their activity, which can make it easier for you to reach them without having to do all the in-depth behavioural research yourself.
Banner, or ‘Digital Display’, ads are one such option. No doubt you’ve seen Digital Display ads as you’re using the internet – display ads are placed on websites or within apps and generally appear across the top of the screen.
When a user clicks on the ad, they’re then taken to the advertiser’s website. It’s a process that helps boost brand awareness, ad recall and ultimately, consumer actions.
What’s more, display ads are multi-channel – you place a display ad once and you can choose to have it shown to people on mobile, desktop and on social media. It can be a great way to expand awareness of your business and offers to prospective customers.
While social media and other ad platforms have grown in popularity in recent years, display advertising remains one of the most effective options, when used well.
Research by Google has shown that display ads account for up to 82% of the unique reach of their tier one campaigns. What’s more, given than more than 92% of Australians are now active online, and are spending an increasing amount of time on digital platforms, as opposed to reading local newspapers or magazines, digital display advertising makes more sense in fitting into modern media consumption behaviours.
There’s a wide array of ad options and tools out there, but it’s important to focus on the ones that drive the best results, those that generate real reach and engagement among your target audience. Given the changing ways in which people are accessing news and seeking information, sticking with what’s always worked might not be as valuable as it once was. Digital display ads are another option to help diversify your reach and ensure you’re maximising your marketing efforts.