Marketers’ Clear and Easy Guide to Online Display Advertising

Nov 02
2013

online-display-advertisingAs consumers increasingly spend more time online, Display (or Banner) Advertising fuels an incredible amount of traffic and together with Search Engine Optimization and Pay Per Click ads this paid marketing tactic constitutes a valuable component of a sophisticated web marketing mix.

The last few years, have brought refinement and maturity to banner marketing space and now while boasting more graphics and quality than ever, online display ads come in three standard sizes:

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Standardization is critical to lower production costs and increasing target market reach and visibility. Similarly to traditional advertising, costs per mille or cost per thousand (CPM) impressions becomes a significant consideration when managing online display campaigns. This underscores the ability of this marketing medium to communicate with images, videos and sound——akin to television. Unlike TV ads, however, banner ads deliver advertisers benefits of branding coupled with direct response.

Therefore, an equally major concern with banner ads is cost per click (CPC) that directly associates a display ad with a lead, subscription, download or another desirable action that is at the heart of an online conversion strategy.

To save time, digital marketers may work with ad networks to control online display ads from a centralized platform by placing banners on multiple relevant sites simultaneously. Google AdWords offers a sophisticated ad network, which allows keyword targeting for banner ads, a powerful feature, which in its turn increases quality traffic and click-through rates.

Further maximizing quality results with online display advertising can be achieved by applying split testing techniques such as A/B testing and mutlivariate testing.

Popularization of internet TV and digital video streaming services suggests online display advertising could eventually prevail in television as well.

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