FicWad

There was a time when display advertising (or banner advertising) was the only game in town when it came to advertising online. Advertisers created high-priced advertisements and jockeyed for position on the net's most highly-trafficked sites, but with the data available to them, they didn't see favorable return on ad spend (ROAS). After that performance-based marketing came along and changed display advertising's location in the online landscape. Display is still around today and has made numerous changes to try to remain competitive with performance-based models. The question for you is, does it make sense for your company?


Display advertising has traditionally been sold on a cost-per-thousand impressions (CPM) basis. This implies that the advertiser, you, agree to pay a price that is set for your advertisement being displayed one thousand times. There isn't any guarantee anyone will click on the advertising, only that it'll be exhibited. Remember that trafficked web sites serve up millions upon millions of pageviews each day while the number one thousand may sound like a lot of feelings to a newcomer.

Functionality-based media like pay-per-click advertisements compelled display advertising as advertisers had the ability to pay only for actual clicks through to their web sites to shift its approach, rather than paying for an advertisement to just be revealed. This became a far more appealing choice, and it forced the display industry to reconsider its model.

Display advertising offers advertisers more opportunities to more clearly outline who will see an ad. With behavioral targeting choices, you can have your ads served up to consumers who performed specific activities online or have visited particular other web sites. With psychographic and demographic targeting, you can function advertisements just to people who fit specific consumer profiles when it comes to age, household income, sex, and many other variants.

These enlarged targeting options permit you to develop complex advertising campaigns that result in more leads and sales. So if your business has invested in developing robust consumer profiles, display ads are a fantastic way to get the most out of those resources.

Whether or not display advertisements make sense for you will mainly hinge on what your marketing goals are and what else you have in place. In case you are looking to drive sales and leads in the most cost effective fashion possible, then a pay per click campaign is probably more efficient for you. A display campaign will likely have more waste than you can afford to accomplish your goal cost-per-acquisition aims.

But if you're striving to raise brand recognition, or should you be marketing incentive, special occasion, or a brand new product line , then a display ad can be a great way to get the word out to large numbers of people. Also, if you've a need or want to advertise in a more visual or interactive manner, then display makes for a better alternative. Pay per click options are generally just one static image or only text advertising. Display ads offer the ability for consumers to roll over ads to see more items, to play Flash movies, and to socialize with games and other exciting elements.

If you already run pay per click campaigns, display can be a good complementary alternative. There's a procedure called retargeting by which consumers who visited your website after clicking through a pay per click advertisement are cookied, and upon visiting other sites they will be served a display ad promoting your business. In this way, if someone did not convert during their first visit, you may be able to lure them back.

Whether exhibit makes sense for you has a lot. Be sure you carefully consider this piece might fit into your present mix, and have clear expectations of what it can and cannot do to assist you to attain your goals.