Display advertising has grown at a rapid pace over the years. It is even predicted that by the year 2017, display ad spending online will reach as high as $28 billion. If you haven’t yet considered dipping your toes into display advertising waters, here are some practical reasons that might compel you to take the plunge altogether:
Every marketer wants people to recognize their client’s or their own brand as well as what their particular business has to offer. Once people have had the chance to get to know a brand, they are more likely to do business with that company. Display advertising fast tracks this process and helps build up brand awareness quite quickly and deliver brand messaging to the right audience. Even when your ad is not clicked, exposure is still guaranteed, which in turn, builds your brand up in the minds of potential audiences until they are ready to make their first purchase.
At least 90 per cent of marketers agree that online display advertising plays a huge role in branding. Here are some types of display advertising and targeting strategies that you might want to explore to increase brand awareness and maximize your business’s marketing potential:
Full funnel approach – One of the best things about display advertising is being able to influence consumers on every stage of the marketing funnel. Behavioral and contextual targeting can be used to increase brand awareness of consumers on at the top of the marketing funnel. Middle stagers on the other hand, can be targeted to increase engagement and awareness through white papers, informative content, and similar types of materials. Those at the bottom of the funnel can be re-targeted using strategies that will entice them to take a second look at your business.
Real-time reporting –Display advertising also takes advantage of real-time reporting, which puts businesses right in front of prospects at the most ideal of times, thus influencing their purchasing decisions.