Display marketing refers to visual advertisements seen online, typically in the form of banner ads, which use visuals, compelling images, text, logos and animation to place a message on the internet. We’ve discussed banner advertising and its effectiveness on the blog and would like to follow up now by discussing the metrics that can be used to measure this effectiveness. These are the tools used to measure the success of your display advertising campaign.
- Reach: Reach refers to the number of potential eyeballs that your ad will be placed in front of. This is your ad’s reach, usually the number of visitors to the site where you will be placing your ad.
- Click-through Rate: Also referred to as CTR, this metric refers to the percentage of users that click on your banner versus the total amount that are exposed to it. It’s a strong measure of effectiveness because typically the goal of a banner ad is to get users to click on it and onto the website, allowing marketers to gauge how well an ad is being received by an audience.
- Bounce Rate: The bounce rate refers to the amount of clicks through to the website that then only visited one page before exiting the site. What does this means for you? This means that the user was intrigued enough by the display ad to click on your banner but once they visited your site they were not intrigued enough, or did not find it relevant enough, to stay on the page and so they left. Although this seems like a negative factor, think of it as an opportunity to understand exactly what is not working for your consumer—the good news is your campaign may be effective, the next step is to work on your website.
- Conversion Rate: This is the percentage of users that actually click through your ad to the website and end up performing the action or goal you desired, such as a purchase or a sign-up to an e-mail.
- Return On Investment: Your return on investment (ROI) is the value you receive from launching your online campaign. It measures the cost of creating and launching your ad vs the revenue generated by the campaign. Ideally, your campaigns have a high ROI and bring money to your business!
Understanding these metrics is not difficult and can be essential to measuring the success of your campaigns. We invite you to familiarize yourself with them and see which of these are the necessary tool for your business!
We’ve mentioned that your brand is your business’s “personality” (see: Three reasons why branding is important for any brand). Everything from what it looks like to what it represents and how it functions. Like any evolving person, or personality, a business also evolves and therefore so does a brand. When is it time to face the facts and acknowledge that your company has outgrown your brand, that it’s message or purpose has developed? Rebranding is not necessarily the outcome of a company’s shortcomings, even the most successful companies rebrand eventually. The key is knowing if the timing is right.
So, how do I know it’s time to rebrand?
- When Your Branding is Outdated: Although a company’s brand reaches far beyond its logo and name, these can be the most recognizable ambassadors of your business. If your logo has an outdated font or color palette it may be time to reconsider a rebrand in design. If your name no longer reflects your company’s mission or if there’s some way to shorten it and update it, you may consider rebranding in this case too. You want to make sure your logo and name are neither too narrow nor too general for your business, allowing for simple updates in look and design, so that your company doesn’t lose too much of its own essence in an update—particularly if you’ve built up a strong brand with a good reputation already, you don’t want to start from zero.
- When Your Reputation has Suffered a Blow: In the case that your business has suffered a blow in reputation, a total overhaul can give your customers the chance to see your business in a new light. If you see that PR strategies and other marketing attempts to reestablish your company’s reputation are not working, this may be the moment to reconsider your message, policies, and design.
- When You Need to Differentiate from the Competition: If your company name, logo, or look is too similar to that of the competition, you may not be standing out as much as you want to. If your business is growing, and you begin to see that this is the case, rebranding may be a good idea for you. Consider showcasing what makes your business different, better, and unique compared to the competition, consider logos, names, and policies that really stand out.
- When Your Business Evolves: Circling back to what we mentioned at the beginning, businesses evolves. It therefore makes sense for their branding to evolve along with it. If, for instance, you’ve discovered the opportunity to enter into a new market, it might make sense for your to rebrand (perhaps just a certain product) specifically for that market!
During the buyer-seller integration, Demand Side Platform companies offer so many opportunities for their audiences. However, many people do not have any idea of how the buyer-seller integration happen. Agencies and companies that provide advertising spaces also automate their processes and collect better results by using the Supply Side Platform.
A Supply Side Platform is a kind of software designed to sell advertising and maximize the prices in an automated way. These platforms allow advertisers to connect their products to various Demand Side Platforms and networks in order to connect consumers.
¿What can Supply Side Platforms do?
A Supply Side Platform serves to indicate three main elements: the spaces, the target audience and the price. So, ¿can Demand Side Platforms and Supply Side Platforms work together? The answer is yes! They seek for the same purposes and work with pre-defined algorithms; these algorithms explore the spaces, formats and purchase in order to fulfill the parameters of the audience. Both of them, work to have better results with more competitive prices.
Digital advertising is bought for a human sales team; it also distributes products and costs instantly. DSP makes this process less costly and more efficient, it also helps with negotiating ad values and advertising insertion requests. For advertisers, using a DSP simplifies the purchasing process across thousands of websites. Thanks to this, the number of potential buyers increases and the management of both parties becomes relevant thanks real-time bidding
If you still don’t use the Demand Side Platform to increase the efficiency of choosing and buying advertising space online, you are in the stone age. Most of the benefits aim at the fact the agencies can ful fill the immediate necessities of their audience; they can communicate instantly with them, answering and offering what they are looking for.
The debate for banner ad effectiveness is a toss-up. There are those who say it is obsolete and others who are searching for new ways to design and place the ads in such a way to maintain their effectiveness.
Although there is a general decrease in the use of banner ads (Is Banner Advertising Dead?), there are some statistics that show that banner ads aren’t dead.
There was a study that found that users who ended up on a website redirected from a banner ad were 70% more likely to complete a desired action than those who visited the page via any other medium.
Another study showed that banner ads have a 33% higher response rate than billboards, which are mostly use to promote brand awareness and top of mind.
Banner ads today don’t have to be the tacky ads they once were, banner ads today are smarter than before and placed in more effective ways than they once were.
So, how can I make sure my banner is effective?
The good thing about banner ads, like online campaigning in general, is that click-through rates and responsiveness can be precisely measured and you can understand exactly what is working and what isn’t and how much. Here are three ways to make sure your banner ad is effective:
- Incorporate branded content: remember that users typically look at a brand for just a split second and it’s your job to pique their interest enough to keep looking. Make sure that with just one glance, they know who is advertising to them. Your brand or logo should be clear.
- Create an eye-catching ad: This is obvious for any ad in any medium, but with online banner ads you can use animation or large text and bright colors to draw user’s attention away from where they are looking. Remember though, that users are smarter now and don’t like to be bothered anymore, flashing ads and purposely distracting content is now more bothersome than it is eye-catching. Be concise with your design, make sure the words and images you use are well thought out. Provoke your consumer but don’t annoy them.
- Call to action: Give your user a next step. If you’re promoting a sale or a free trial, make it clear. “Start your free trial now” “30% Off Your Entire Purchase Now”, etc. A compelling message is an easy way to get your consumer to the next step.
This question has long been in debate. After an initial boom for banner ads in the late 90’s and early 2000’s there are plenty of statistics that prove that banner ads may not be relevant anymore…but is it true? Let’s present the arguments.
Why banner ads are a thing of the past:
- They are an annoyance: it is quite possible that if I were to ask you what comes to mind when you think of a banner ad, you may describe to me those glaring, flash rectangular ads at the top of a page that are distracting you from what you really want to see, the content you searched for. Many people have remained with the fixated idea that banner ads are a disturbance and therefore to be ignored entirely.
- Banner Blindness: Banner blindness is a phenomenon that refers to users conscious or unconscious pattern of ignoring web banners. Try to recall the last banner ad you saw, you may not be able to and it’s exactly because of this. Banner ads annoyed us so much we began to shut them out directly.
- Cellular Technology: Another argument for when banner advertising may be obsolete is cell phones. Banner blindness is particularly high on mobile phones and given that these ads live more naturally on the web
- Easy to Measure Effectiveness: Banner ads are fundamentally easy to manage. It’s effectiveness can be easily measured via click-through rates that show what percentage of users are clicking through, therefore measuring what works and what doesn’t and making adjustments.
- Native Advertising: Banner advertising is still relevant because it’s evolving. Banner ad placement is now more subtle than it was before and can be found within the editorial content. This is exactly where your eyes are looking as you consume content. The company Infolinks has found that native banner ads are viewed 47% more quickly and 451% more people than banner ads.
- Graphic Content is King: In such an image-heavy digital world, viewers are still more attracted to a smartly designed graphic or video than to text only. 70% of internet consumers would rather learn about a company or a product through content rather than traditional advertising. This makes the previous point of native advertising especially attractive.
In conclusion, our opinion is that banner advertising isn’t dead. It is alive and well, and like any part of a rapidly changing digital market it, what it needs is to adapt and change in order to thrive.
What are the benefits of online advertising?
If you or business have not considered creating an online campaign as part of your marketing strategy, consider the following benefits and discover why internet marketing is the leading medium for marketing globally.
- Low Cost: first and foremost, it is an extremely cost efficient way to get effective results. Every dollar, down to the penny, is strategically placed based on the audience and targets you have defined for your campaign. It is advertising with the lowest cost in comparison to television, radio, and newspaper today.
- Convenience: the internet has changed the game in terms of convenience for all industries. We all shop online, watch movies and tv shows online, even order food delivery. Marketing is no different, with a wide array of marketing services that help you to position your business and carry out your online campaign, creating one doesn’t have to take more than a weekend afternoon! (See: How your small business can take advantage of the demand side platform)
- Track Your Results: Another huge benefit of advertising online. Most services and software for online campaigning come with detailed measurement tools to help you track your results. See what is resonating with your target consumer and what isn’t. This allows you to see what strategies turn into conversions and adjust what isn’t working on a weekly and even daily basis!
- Regional Targeting: We all know that online advertising tools allow you to show your ad exactly who you want to. You can target by gender, age, household income, interest, employment, etc. But another useful resource is the ability to show your ad to a specific state, district, city or town! Perfect for small business owners who want to really hone in on their next door neighbors!
- All-day Strategy: Once you’ve set up your target, created your ad, and set up a budget the clock does not stop for your campaign. It will run around the clock regardless of hour or even time zone, so that whenever or wherever your target is logging onto the internet, there is a chance they will see your ad.
It’s the new year, you want to reach new customers but you’re working off of last year’s resources. Creating an online marketing campaign doesn’t have to difficult—or costly. The key is knowing your consumer. With your target market well-defined, following these five steps will help you build a successful online campaign that gets you the result you want!
- Step One: Know Your Consumer
Define your ideal customer. Who are you trying to reach? How old are they? Are they male or female? What is their house hold income? What does leisure look like for them? What does their use of technology look like? How much time do they spend online? And where?
Do not be afraid to make your customer as specific as possible—this will not be a limitation to you but an asset. The better defined the target for your product is, the higher your chances of your service or product ending up visible to someone it may really interest.
- Step Two: Choose Your Target
Now you must define where to place your ads. For your online campaign to be successful ask yourself what sites your customer uses. What websites complement each other that will help you cross promote to your visitors? Do you have any competitors? Where are they advertising? Where are they not?
- Step Three: Plan a Budget
It’s only after figuring out your targets that you can plan your budget. Go through your list of targets and prioritize spots where you think you’ll get most exposure. Divide your budget per targets and spots. As ads start to pull results you can always go back and expand or diminish campaigns that are working or not for you.
- Step Four: Content Creation
Create your ads. What are you selling? Think beyond your product or purpose per se. What is the experience you’re selling, what emotions do you want to appeal to? Try focusing on one or two of your best-selling products to highlight in your ad spaces.
- Step Five: Track and Monitor
Monitor your campaigns. Track the results of your ads. Notice what works and what doesn’t and adjust your targets, budget and strategies accordingly.
The Internet is big and you can take advantage of a lot of possibilities that it offers to you. The advertising is one of them. Websites want to know who are those who want to advertise with them and the Demand Side Platform (DSP) is the perfect tool to use.
As a small business, you can use this platform to create targeted display advertising campaigns that are optimized to increase your client base. But how your small business can take advantage of the demand side platform? We want to tell you!
Demand Side Platform = Control
With a DSP you can control what your ads look like and monitor what is working and what is not to change it. Also, this control allows you to put a cap on the ad spending to balance the ad placement and its rate of success.
Additionally, you can adjust some key aspects of the campaign, such as the keywords, to give a twist to a campaign when the trends change or are not working as expected. In the past, when you paid for a banner on a website, you couldn’t change it and if it didn’t work, you lost the money invested.
A Demand Side Platform is an excellent way to capitalize your money and have control over most aspects of an advertising campaign in a much easier way. Neurality offers you the possibility of using a tested DSP that will help you to optimize your ads investment.
From the beginning of any small or big brand, branding can represent a key factor for its success. Today, branding can increase the value of a brand, using effective tools and strategies to attract specific customers. There are 3 reasons why branding is important for any business:
It’s not just about designing a logo, it’s about setting a specific goal. What is the audience that your business will capture with your brand? What is the direct message that your business will send with your brand? The main objective of a branding campaign must be oriented to impress your customers in such a way that they become aware of your brand and increase its consumption.
The importance of hiring employees who are committed to the brand is vital for your success. A strong brand can hire employees who convey the desired message with empathy and, above all, with enthusiasm.
When the brand projects pride, credibility and security, your employees will project that aswell.
Branding is one of the best ways to generate good references and testimonies from your customers. Creating a recognizable brand should reinforce the good expectations of the brand; the word of mouth marketing increases and, consequently, your customers.
By creating astrong brand, you can reach as many consumers as you want. The importance of using strategies and setting concrete goals determines the success of a brandand its good results.
In the world of advertising, there are platforms that allow advertisers to have the desired reach and audience. These tools are known as the DSP companies or Demand Side Platform companies. The purpose of these platforms is to allow the purchase of advertising space through auctions in real time. The advertisers introduce main data about its audience and the platform is in charge of throwing bids through Artificial Intelligence.
After saying this, we are going to show you some companies who had been immersed in the programmatic world. Braise yourself to enter to this amazing world and be prepared to choose what would be the best for you.
- Facebook Ads Manager: Back in 2016, Facebook wanted to have its own DSP platform but the privacy of user’s data where first. Thanks to some improvements, Facebook managed to consolidate the improvements to the platforms where all its user’s data were exposed. Now, you can manage, edit and analyze information from one side.
- Amazon Advertising Platform: This platform has become one of the most used in the entire world of business. This platform allows advertisers to collect data from users to place the highest bidding ad in an auction.
- AppNexus. International Internet Advertising and Ad Management Software: This platform is well known for offering efficient solutions in terms of ads and online services. This real- time platform supports any kind of products and enable publishers to maximize the field.
If you want to know more about these websites, you can search for more information.