With the average banner click-through rate (CTR) falling around 0.1%, some people think display advertising has lost its effect.
But look at these stats from the U.K.:
- Digital adspend grew £435 million in the first half of 2013.
- Search is the top category, with 59% of the total.
- Display has 23% of the total, making it the fastest growing category.
- Banner ads take 44%.
In the U.S., growth is forecasted year over year through 2017, even taking into account the anticipated move from desktop to mobile:
Clearly, the digital ad game is still in play.
And yes, banner blindness and low CTR are real problems that marketers must work through with every ad created, but it isn’t necessarily display advertising that’s causing the issue.
This one might sting a little, but the problem is more likely a lack of strategy. (Don’t fret. This article is here to help you out!)
Display advertising is one of the most effective ways to create brand awareness at the front end of your sales funnel. It helps strengthen brand recall and connect your brand to whatever your consumer is searching for.
For example, Intuit’s tax preparing software Turbotax has a number of text ads that come up when searching key terms such as ‘taxes,’ ‘do my own taxes,’ or ‘how to do my taxes.’
Take a look…
These ads are designed to align with the search terms plugged in by the user. The same context can be found with display ads by simply selecting other, more opportune ad placements. (More on that later.)
Display and text adverting is a very powerful way to drive traffic and strengthen your brand. However what works for one brand or industry, doesn’t always work for others.
Just like any other form of marketing, it takes research, data, and testing to figure out how display advertising can help your business.