When using the web, consumers tend to get drawn into captivating pictures and video that accompany their desired content. This form of web marketing is referred to as online display advertising. This is a marketing channel that leverages promotional messages in the form of logos, video, or pictures displayed on relevant websites and search engine results pages. Typically, we see these advertisements take the form of banners, pop-up ads and text based ads. Online display advertising has been the cornerstone of many successful advertising strategies on the Internet. The market has represented a considerable share of the total online advertising market during 2011. From this statistic, the banner ad segment represents the most high-performing area. Traditionally online display advertising commands a high degree of attention from many advertising professionals. Its goal is to capture the attention of consumers and create a branding opportunity for the business.
The success of online display advertising can be attributed to multiple factors. The growth of these marketing networks has seen a continuous uptrend. This unprecedented growth can be seen everywhere from major news websites to even Facebook and Google. Therefore, many online advertisers have sought out this method as a core focal point to their online strategy. With the accessibility of these online display advertising networks, marketers have been able to leverage the power and reach of these networks to meet their campaign goals. Online display marketing allows ad buyers to be able to buy blocks of impressions to further enhance their presence and ensure that their content is being delivered at maximum efficiency. Another key feature for marketers, that has increased the popularity of online display advertising, is its ease of use. There are many automated tools that will allow you to customize your campaign as needed in addition to providing analysis and analytical tools to measure your results. This is important as ad buyers need to continually measure how their offerings have performed in an attempt to maximize the effectiveness of their advertising budgets.
With their ability to specifically target the intended demographic and provide traceable analytics, online display ads will continue to be a success in providing high visibility and generating real conversion revenue for their owners. With the evolution in the marketplace as it relates to search advertising and the influence of social media, it is important for marketers to focus on methods that have been identified as most beneficial for their customers. The goal should be to accentuate the number of views and take advantage of the resultant site traffic. Marketers must be conscientious of the websites that they rely upon as ads may not reach their full potential if displayed on poorly trafficked websites. These online display advertising tools will continue to allow businesses to come in contact with their consumers and effectively maximize their advertising ROI.
Are banner ads part of your online media mix in 2012? 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: http://www.emarketer.com/Article.aspx?R=1009030