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Spend Your Ad Dollars on Branding

Last updated 7 years ago

Although most advertising budgets put paid search ads as its primary focus, this may not be the case much longer.  More and more advertisers want to significantly develop their brand image to increase their customer base.  So what falls under Baltimore online display advertising?  This rising ad category includes online videos, banner ads (the top two areas), and rich media and sponsorships.  For this year alone, advertisers in the U.S. "will spend $14.38 billion on search ads and $12.33 billion on online display" (eMarketer).  And by 2015, online display ad spending will exceed search advertising.

In 2015, eMarketer projects that 44.4% of online advertising will be spent on branding.  I am not emphasizing that your advertising budget should be completely shifted to online display ads.  Why?  Because you first need consumers to come to your site, hence why search ads are effective.  This is where online display ads come into play.  Once a consumer views your website, online display ads can keep reiterating your message, or in other words, your brand. 

Why focus on brand awareness?  People tend to remember brand names if they are exposed to an ad repeatedly.  Case in point: Victoria's Secret.  Who does not know Victoria Secret?  They have built such a strong brand image since their inception that the majority of their consumers are brand loyal, meaning they will not shop at Victoria Secret's competitors.  Why else is branding important?  In today's digital world, your company can be found anywhere, but without a well-known brand image, how will consumers remember to choose you?  Branding gives your company its personality and life.

How would you describe your company’s brand?  How has your brand image changed since you first started your business?  How is digital marketing publicizing your brand online?

About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore.  His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies.  He manages over $1,000,000 in yearly marketing budgets and has worked with local businesses, agencies and the US government.  Give him a call at (877)655-3438 to schedule a free consultation.

Interested in learning more about online display ad spending vs. search spending?  Go to


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