Displaying items by tag: Display Advertising
In the world of digital marketing, conversion optimization is always top of mind. One of the most effective strategies to increase conversions is retargeting. Retargeting ads, also known as remarketing, are a powerful tool that can help businesses re-engage visitors who didn’t convert the first time around.
When we launched the all-new IMI Dashboard last year, we took your search engine marketing (SEM) campaign data and elevated it to a whole new level! Soon, we'll be launching the next phase of our dashboard, where we'll be taking a similar approach to your display and video advertising data.
The Benefits of Display Advertising
Much has changed in the digital advertising landscape, even over the past couple of years. And yet, certain things have remained fairly consistent. For example, display advertising has been a powerful tool for boosting brand awareness, practically since the beginning of the Internet. Just think back to some of the good old-fashioned “banner ads” you used to encounter on more primitive websites. That’s a pretty basic example of display advertising, and it’s as useful today as it was in the era of GeoCities.
In fact, our team at enCOMPASS frequently encourages clients to incorporate display advertising into their media mix, not just because it helps attract a wider audience but because it comes with robust targeting features, allowing advertisers to truly maximize their bang for buck.
But what is display advertising, exactly? And what makes it so advantageous? Those are the questions before us in this post.
Reaching Your Audience with In-Game Ads
As advertisers constantly seek new digital channels to reach their target audience, it was only a matter of time before video games were added to the mix. In fact, advertisers have been debating for years whether in-game ads would be viable, but there’s now some pretty compelling evidence that players are perfectly content to indulge some ad content within their video game experiences. Specifically, new Comscore data indicates an increased (and increasing) willingness on the part of gamers to consume branded and advertorial content in the midst of playing.
For years, display advertising has stood as one of the most popular and effective forms of digital advertising. This visual-driven approach is an especially apt choice for marketers hoping to boost brand awareness and to attract attention from online users. Display advertising is also characterized by its robust targeting features, enabling marketers to be methodical in their efforts to reach and acquire new customers.
What is Contextual Targeting?
Over the past couple of years, Google has announced some big changes to the way it approaches consumer privacy. Well-intentioned though these changes might be, they have caused no small amount of anxiety among digital advertisers, who lament the decline of third-party cookies and other useful targeting features. (We would argue that these changes are ultimately bad for the end user, as well, potentially leading to a less-personalized online experience.)
Planning the Perfect Programmatic Campaign
It takes some time to develop a comprehensive programmatic ad campaign… but ultimately, that time can prove very well-spent. Not only does proper planning help improve your results, but it can also make it much easier for you to pivot and adapt as necessary.
There are plenty of reasons why we encourage our clients to invest in display ads, but if we had to boil it down to just one, it would probably be because the research shows that customers are more than 70% more likely to use your brand when exposed to your message after initial exposure. Display ads are pretty much everywhere. With the right strategy, you can use display ads to engage with customers across their digital experience, no matter the device or platform they’re on.
Why Retargeting Works
Whether you realize it or not, you’ve probably found yourself on the receiving end of a retargeting campaign. Consider this example: You do some research before purchasing a new mountain bike by browsing the website of one of your favorite bicycle manufacturers. You make note of a few promising models, but don’t commit to making a purchase just yet.
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We use microdata on all of the sites we build to make sure important details like address and business hours are passed on to Google and other search engines, making it easier for your customers to find you both on and off the web.
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