- What this guide covers
- Why does display advertising matter?
- Key benefits of display advertising
- Let’s talk about banner blindness
- Display advertising strategies
- Audience targeting
- Measuring performance
- Coast’s technology partners
- Why Coast?
- Coast’s display team
- Case studies
Since the early 90s, display advertising has served as the Internet’s answer to billboards, flyers and posters.
According to the Internet Advertising Bureau (IAB UK), in the first half of 2019 alone, display advertising made up £2.8 billion of the UK’s £7.3bn digital advertising spend.
Display advertising gives your brand the power to show relevant and personalised ads to the right people, in the right places, at the right time.
But in such a complex landscape and with so many options available, it can be difficult to know where to start and how to get the best results.
We have created this guide to help you understand how display advertising can be utilised, and what it can do for your business.
In this guide, you’ll discover:
- Why display advertising matters
- The advantages of agency display services
- Display strategies and targeting
- The importance of measuring performance
You could have the most amazing company, product or service in the world, but if no one knows about it then it’s completely irrelevant.
The obvious answer is “because it builds awareness of your brand”, but there’s more to it than that.
We all know that display advertising boosts brand awareness and gets sales, but it also encourages customers to actually engage with your brand’s message, while planting the seeds for long-term customer loyalty.
When weighing the advantages of display against other marketing channels, it’s worth keeping in mind just how dynamic display advertising is these days. We’ve come a long way since the obnoxious banner ads of the 90s – today’s display advertising methods are highly targeted, flexible, and entirely measurable.
A new era of display
Over the years, the humble banner has evolved into a more engaging range of video, social and rich media ad formats across multiple platforms.
The range of display ad formats now available presents a great opportunity for brands to connect with consumers at more touchpoints throughout the consumer journey.
People don’t hate ads, they’ve just become used to ignoring them.
The phenomenon known as “banner blindness” refers to the tendency for web users to ignore ads online. But we’ve come a long way from the annoying ads of the 90s.
How to combat banner blindness
When it comes to getting around the general population’s aversion to display ads, all is not lost. When you make the effort to cleverly personalise and target your ads, incorporating eye-catching visuals and punchy copy, users will notice them.
It literally pays to understand how different elements of display can come together under a well-executed strategy to capture the attention of modern consumers.
“83% of people agree with the statement: Not all ads are bad, but I want to filter out the really obnoxious ones.” – HubSpot Research
Display advertising campaigns tend to fall into one of two camps: performance-focused or brand-focused.
- Lead generation
- Website visits
- Product or service education
- Product trials
- Brand awareness
- Brand engagement
- Brand consideration
To create a strong display strategy, it’s important to consider what it is you want to achieve, who you want to reach, how you plan to reach them, and how you will measure performance.
To boost the CTR of your display ad campaigns, it’s crucial to clearly identify your target audience based on your existing learnings and data insight.
You can target your audience based on a variety of factors. These factors tend to fall under 3 categories:
- Purchase intent
- Recent site visits
Reaching the right people
Far too many display ads are ineffective for one simple reason: they are being served to the wrong audience. The key is to be clever about your targeting, and base it on user preferences, behaviour, and content they’ve actually engaged with.
At Coast, we analyse campaigns and provide comprehensive digital insights.
We also produce summary reports of campaigns in flight so you can see exactly how your campaigns are performing on different levels, including:
- Audience demographics – age, gender, lifestyle etc
- Impressions and clicks delivered
- Affinity segments
- Click-through rate lift
- Conversion rate lift
“Coast’s performance backbone presents a strong advantage point in a data-driven display planning environment. The Coast team are highly capable in setting display KPIs and measurement frameworks, all of which help to clearly establish display’s role in the advertising mix.” – Display client of Coast Digital
We partner with the most innovative, accurate ad fraud and contextual relevancy tools available.
Our display clients can rely on excellent brand protection, with viewable impressions and legitimate traffic.
In a complex digital landscape with hundreds of possible display advertising techniques, we can plan and implement a solid display strategy that suits your objectives and budget.
Here at Coast, our display experts work from the ground up to:
- Deliver solid strategies
- Reach your audience
- Design engaging creatives
- Write captivating copy
- Deliver transparent reports
- Meet your specific KPIs
What’s more, we have our own trading seats on a number of programmatic display platforms, helping us to create flexible media plans designed to achieve the best results.
This eliminates the need to throw large chunks of your budget at just one particular partner – providing you with the ultimate control over your spend.
Let’s talk about how display advertising can boost your business.
Our dynamic team of display specialists can help you deliver a solid display strategy that suits your budget and business goals.
Want to find out how users emotionally react to your existing creatives?
Get in touch today for a FREE creative review with our brand new, cutting-edge biometric testing kit!
Discover how we’ve helped some of our other clients get the most out of display advertising.
Further case studies can be found here.