When it comes to raising awareness of your brand and gaining sales, online display advertising is the new black in the world of advertising. But, what does online display advertising actually mean? And why is it an important consideration for your business?
Display advertising is advertising online through websites or apps or social media, through banners or other ad formats made of text, images, flash, video, and audio.
Online display advertising also helps you reach your target audience in a more focused and effective way as it has the ability to affect consumers along every stage of the marketing funnel – from awareness and information to the evaluation of its purpose. And, used well, online advertising will help you build your brand, target your audience and show real time conversion rates.
At Rawww, we’ve helped many clients use online display advertising to its fullest effect. We look closely at the demographics a business wants to target with their ads, before creating ads that will resonate with the audience and get them to click through.
A great example of online display advertising from our portfolio is Vivo Speech Analytics who we worked closely with to create display banners for Facebook, LinkedIn and Google. Vivo wanted to promote three areas of their business (Quality Management, Compliance Checking and Sales Optimisation) and we created eye-catching illustrations and animations to do just this.
Another notable example from our client portfolio is Create Fertility, where we created display advertising to raise brand awareness, encourage new customers and educate people on what natural IVF is. The result? Through branding refinements, Create Fertility’s display advertising had a fresh new look with custom illustrations.
Why try online display advertising?
But, how many consumers actually click through? This is one of the main reasons for display advertising – to encourage more website traffic. Display ads have a 0.07 per cent worldwide click-through rate (CTR), that is, seven in every 10,000 people.
So is online display advertising really worth doing? It’s an affordable way to raise awareness for your brand and when it comes to conversion, you only need one from every couple of thousand to click through. Even if just that one converts to a paying customer you will find that your online display advertising is paying for itself.
Take a look online and you’ll see that more and more businesses are investing in online display advertising as their key focus because it’s all about attracting the right percentage of qualified leads who will convert into paying customers. And when it comes to ROI (return on investment) that small percentage of paying customers is what matters.
Where will your adverts be featured online?
Another question our clients ask is, where do I advertise online? There are numerous display advertising networks that businesses can use but the top three are:
- Google Display Network. Google’s display advertising process is so well refined because they understand how effective it is when it comes to their own revenue (they make an astonishing 97 per cent revenue from serving ads) to offer a platform that works in the best possible way. This means you can be confident of earning the returns you need.
- The Facebook Audience Network is growing in popularity with businesses both big and small. Google’s biggest competitor, they too offer a very refined, easy to use process and have their own suite of tools to help you design the right display ads for your business. Facebook was one of the main networks we used for our client Fortec Distribution Network; where we created an animated advertising campaign directing click-throughs to a campaign landing page to raise brand awareness and attract new members in the South East. We also created two versions of the campaign to carry out A/B testing to gain the best results and traffic.
- The Twitter Audience Platform is another great option and, as with Google and Facebook, your ads will be promoted online (throughout the web) and on mobile apps.
At Rawww, we look at each individual brand, as well as the relevant demographic data and different marketing strategies – such as SEO (search engine optimisation), PPC (pay-per-click) advertising and social media services – to ascertain which display ad networks would work best.
Having a measurable goal in mind helps when it comes to measuring success. Do you want to increase the sale of a particular product or increase weekend revenue by a certain percentage? If you would like to know more about how online display advertising could boost your business, get in touch, we’d love to help.
