encompass blog

Search engine optimization (SEO) is nothing new. Since the earliest days of online search, marketers and business owners have sought to promote their listings on the Web, navigating the search algorithms to maximize their visibility.

For brick-and-mortar businesses, the importance of local search visibility is difficult to overstate. Simply put, when consumers need to find a particular product, service, or establishment in their neighborhood, Google is the first place they’re likely to turn. And the vast majority of the time, consumers end up patronizing a business that ranks high within the Google Map Pack.

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.

Your brand conveys a certain set of values and associations. It’s a kind of shorthand for what users expect from your products and services. Having a strong, clear brand is essential for any kind of digital marketing success. Crucially, a brand is never entirely static. Even the most successful brands require occasional fine-tuning, as companies redefine what they stand for and how they wish to convey value to the end user.

For generations, advertisers have faced the same question: What’s the most effective way to engage the attention of our audience? In 2023, few answers are more compelling than digital audio. Study after study confirms that this rapidly rising medium is among the most effective at capturing and maintaining audience attention, and that it’s a must-have for virtually any company’s media mix.

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.