With the sheer size of the internet, it’s all too easy for your company to get lost in the sea of businesses vying for potential customers. Most online users are overwhelmed by the endless options that may, or may not, meet their needs. With so many options to choose from, it can be hard to distinguish what makes one business better than another. This is where targeted display advertising can give your business the competitive edge.
Targeted display advertising is a form of advertising that helps match customers with the right businesses for their needs. Display ads utilize demographics, search history, geography, and other elements to locate potential customers. This type of advertising usually comes in a form of a banner. Banners are seen all over the web while users surf the internet. There are a wide range of tactics used when creating targeted display advertising campaigns, such as: site retargeting, search retargeting, geo-fencing, etc. The idea is to target people who are likely to be interested in your company’s services.
Unlike radio, television and billboards, display banner advertising is an affordable marketing tool for smaller, local businesses that may not have the hefty marketing budgets of a national chain. In addition to the smaller expense, display advertising provides a host of business benefits, including:
Although most people have become accustomed to seeing static display banners on websites, newer display banners, such as HTML5 and programmatic video, can help your company’s ads stand out from the crowd. Users are captivated by the moving images, sound and video - making them an instant attention grabber. These dynamic ads make consumers want to click through and learn more about your company. Your banners should be unique and entertaining, but contain limited text. Think of them as a teaser - the goal is to get them to click to learn more.
The old saying, “out of sight, out of mind” still rings true. People who routinely see your display banners online are more likely to trust your brand and purchase from you. This is directly tied to the old marketing Rule of 7, which basically states that consumers needs to see advertising about your brand at least seven times before they will buy from you. By keeping your brand top-of-mind through display advertising, you’re increasing the likelihood that a consumer will recall your company when it comes time to make a purchase. Although the actual conversion may come through organic search, direct traffic or an in-store purchase, it’s the banners that created the initial interest.
Returning to the magic Rule of 7, a consumer is much more likely to do business with you after seeing your brand multiple times. With display ads, your company can retarget people who have visited your website – in other words, those who have already shown an interest in your services or goods. Targeted ads not only remind people that they came to your website for a reason, but also help increase the likelihood that they’ll convert to a paying customer when they return to go website again. Retargeting is also a great way to build customer loyalty. You can do this by offering ‘exclusive’ deals and/or discounts to only those who have visited your website, which also helps to increase conversions.
Advertising goes unnoticed when it’s not catered toward a specific clientele. With targeted display advertising, you target customers who want to see your ads and are interested your services. How? Through geo-fencing, which allows you to target potential consumers by ZIP codes, streets or even bodies of water. With technological advancements, hyper-targeting can pinpoint an area as small as 60 yards. Anyone with a mobile device who steps into the geo-target may be targeted by your display ads for up to 30 days.
Targeted display banners help your company deliver the right message to the right person at the right time. In addition, banners provide more robust tracking options than other forms of advertising, such as radio and billboards. This not only helps you see if your advertising money is being spent wisely, but also gives you valuable insights for future marketing efforts.
At 3D Digital, we provide services that optimize your online presence. Our team will create a display banner campaign that best fits the needs and goals of your company. To see how we can help you, give us a call at 904-712-4004 or email us today!
3D Digital is a full-service, digital marketing agency located in Jacksonville, FL. We offer website design and development, video production, social media management and an array of digital marketing solutions, such as display banners and AdWords. To learn more about our services, please visit 3ddigital.com/.