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Is Online Display Advertising Really Working?

Last updated 6 years ago

Companies across the globe combined, generate billions of dollars every year from online display advertising.  But is your online display advertising really working for you? If your display ads are not in the correct position of each website or if your banner design doesn’t stand out then the results you experience will be poor, along with a poor ROI.

When you take part in media buying, it can sometimes be very hard to grab the actual spot you want your own ad to be displayed. You may also settle for second best, due to the fact that this may be the only spot left to advertise on. My advice would be to be placed on a waiting list for the most prominent spot, rather than settling for online display advertising that’s below the fold.

Recent studies suggest that the most effective advertisements are 728x90 which are displayed above the fold and in-view 74% of the time, whereas the wide skyscrapers that span down the page have the worst in-view rate of only 66%. I find this hard to believe due to the fact that people scroll down the page more often than not, which would bring the wide skyscraper ads in full view.  Although the study from comScore that analyzed 12 major brand advertisers says otherwise!

Click through rates for online display ads are typically low compared to other forms of online advertising or search engine optimization.  Let’s face it, the sites banners are typically found have articles and stories that capture your attention and truly are the main reason you are on that website in the first place.

But fret not.  There are ways to increase the CTR on banner ads.

The first way to increase the click-through would be to look at the actual design of the ad. You can actually break the concentration of consumers by using controversial ads. Think outside of the box, don’t follow everyone else and people will pay attention.

The second way to increase your click-through is to offer something for free, or something that will not present a sale on impact. People are curious, especially when the word free is used. Maybe you can provide a free report or something related to your target market. This gets people’s attention and will increase the response of your ads.

Always track the performance of your ads. Whether you are generating email subscribers, newsletter readers or sales, you must know exactly when and where a sale or action is taking place and from which traffic source.  Do this and you will better understand which online display advertising is working, and which is not!

Are you using online display advertising as part of your online branding mix?  Why or why not?

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 $1,800,000 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 Online Marketing Consultation.

To read more of the article that inspired this blog, please visit:



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