Online display ads are another tool that Best Rank can employ when conducting internet marketing campaigns for our clients. The main job of display ads, as opposed to, pay-per-click ads that appear in search engine results pages, is not to generate clicks as much as it is to place your brand name and message in front of potential customers. The job of display ads is essentially to increase your company’s exposure and brand awareness amongst relevant internet users. The clicks you might get from well designed display ads are, of course, also a plus.
The trick, then, is to place your display ads in high-traffic sites that are related to your business field. In other words, sites that will be frequented by users who are likely to be interested in your services and/or products already. Best Rank’s highly experienced team of internet marketing experts and web designers can create top-notch display ads for your company from scratch, if needed. They can also negotiate the best ad rates with relevant industry blogs and high-traffic web sites, so that you get your business’s message and brand name in front of the right audience.
Display advertisements work online in the same way that they’ve worked off-line since the dawn of print media. The basic concept here is exposure. The more you get your brand name in front of people, the more likely people are to be interested in your products and services. In terms of online display ads, this applies even when users don’t click on your ad, as the messaging and branding benefits of the ad still hold.
In June of 2009, the Online Publishers Association (OPA) teamed up with comScore to conduct a study assessing 80 of the biggest online display ad campaigns through 200 of the most trafficked internet sites. The study tracked the consumer behavior of online users who were exposed to the display ad campaigns and the findings clearly attest to the effectiveness of the display ad marketing method.
According to the study’s analysis, there was a 50% increase in brand name searches among users just one week after their exposure to the display ad. After four weeks, the lift in brand searches was still at 38%, and after that initial month of post-ad-exposure, 30% of users had actually visited the advertiser’s site.
Users who were exposed to display ads spent, on average, an additional 12 minutes per unique visitor on the advertiser’s site than users who were not exposed to the display advertisements. Branded ad campaigns were also shown to improve ecommerce sites by an average of 7%.
So while a display ad campaign might not result in an immediate increases in click through rates, it plays a definitive role in increasing your brand awareness and exposure. And, as advertisers have known for many decades now, consumers engage much better with (and spend more money with) brands to which they have been previously exposed.
At Best Rank Inc., we have years of experience and expertise in the field of display advertising. We can design everything from basic but concise banner ads, to multimedia interactive ads that employ audio and video elements. More importantly, we can negotiate rates with high traffic sites, manage your ad spend and use our industry connections to place your advertisements in front of the right people. Give us a call today or fill out our contact form to find out more specifically how your business can benefit from a professional display ad campaign.
