Developing a Display Advertising Campaign for Maximum Impact
As the internet is becoming increasingly more visual, integrating display advertising into a marketing campaign is now more important than ever. A well-executed display ad campaign can have resounding success for brand awareness, generating sales leads, and selling products directly to a target market. In this post, I will address the basics display advertising, it’s versatility, and the benefits of including them in online marketing campaigns.
What is Display Advertising?Display advertising is a form of online marketing that uses image-based ads. These ads are often referred to as banner ads that contain a strategic combination of images, logos, and minimal text. For each display ad creative, it is important to create three sizes, 160×600 pixels, 300×250 pixels, 728×90 pixels.
Why are Display Ads Important?By 2017, Forrester Research estimates that online marketing spend will reach twenty-eight billion dollars, growing seventeen percent each year. Display advertising can be used to build brand awareness, reach potential new prospects, and help close sales that didn’t originally convert.
Design for the AudienceWhen designing and developing display ad creative, it is important to establish the objective of the campaign and the market it will target. With the limited amount of space available on display ads, they can easily become cluttered and busy, which end up distracting the user. The most effective display ads are tailored for the audience, reflect the brand, and include these elements:
- Use a brand-centered color palette to build brand awareness
- Keep copy to a minimum, a solid display ad will have no more than two messages
- Create a clear call to action with straight-forward, simple messaging that encourages the user to learn more and inevitably click on the ad
- Incorporate relevant imagery to the ad. Whether it’s a real-life action photo, or a bright colored background with simple artwork, both are value-added imagery
- Serving ads on websites that provide content relevant to the target market
- Serving ads based on keywords and search queries (cheap bachelorette party supplies, best camping flashlights, etc.)
- Serving ads based on gender, age, and geographical location
- Serving ads based on interest groups (women’s health, college sports, etc.)
- Serving ads to either mobile, tablet, or desktop users