What is Display Advertising?

In terms of marketing, so much of your success will ultimately come down to getting the right message in front of the right person at the right time. However, many people fail to realize that while the message itself is important – how that message is delivered is equally so. The way someone first encounters your marketing collateral will go a long way towards shaping their opinion about the relationship they’re about to form. It also matters when in the buyer’s lifecycle they encounter that message for the first time.

As the old saying goes – “you can only make one first impression, so you’d better make it a good one.”

This, in essence, is what display advertising is all about. Display advertising is a specific type of online advertising that allows you to spread your message in several different forms including banner ads, rich media ads and more.

Unlike more traditional text-based ads, display advertising allows you to use elements like images, audio and even video to your advantage. This isn’t just a great way to initially attract someone’s attention – it also lets you control how that message is received and perceived, helping to guide your potential customer towards the desired outcome as often as possible. 

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The Power of Display Advertising

Did you know that as of 2017, an incredible 93% of ALL online experiences still begin with a search engine? While things like word of mouth are always important, the fact of the matter is that the vast majority of the people who encounter your brand, your products or your services will do so via a simple search from their Web browser. 

When you also consider the fact that Google owns an astounding 65 to 70% of the search engine market share according to most estimates, you can begin to get an idea of why display advertising (and more specifically, Google Display Ads) are so essential to your success.

But these stats simply illustrate the fact that display advertising allows you to get your message in the “right place at the right time.” Their true power, however, runs far deeper than that. It’s also important to consider statistics like the following:

  • Native Advertising

    According to one study, an incredible 44% of respondents said that native advertising opportunities like display advertising were not only less intrusive than others, but they also offered a far better user experience.

  • Retargeted Ads

    Certain display advertising techniques like retargeted ads are responsible to a 1046% (!) increase in branded search after just four weeks of ad exposure. This means that the more people see your display ads, the more likely they are to search for your brand on their own moving forward!

  • Rich Media Elements

    Ads with rich media elements like images, video or audio tends to drive up to 60% more conversions than those without. 

To say that the marketing landscape has changed in recent years is something of an understatement – particularly when you consider the affect that the release of Apple’s iPhone and the smartphone revolution has had on the entire industry.
Throughout all of this, display advertising hasn’t just remained one of the best ways to get your brand in front of the eyes of as many viewers as possible – it has actually gotten better over time!

The Art of Display Advertising

Yet at the same time, display advertising remains every bit as much an art as it is a science. It’s important to think of it like a tool, the same way you might think of something like a hammer. Just because you have a hammer doesn’t mean that you have the skills necessary to build that shed in your backyard that you’ve always wanted – you can still use it improperly, you can still lack the necessary expertise, etc. However, it’s an excellent start – provided that you partner with the right team to help align your technology and your technique with your long-term objectives, that is. 
Part of success in terms of display advertising involves knowing which segments of your audience will be receptive to which of the techniques you have available to you given the circumstances. As you can see, display advertising gives you a great deal to choose from:
  • Banner Ads

    As one of the oldest forms of online advertising, these can feature text, images or videos and usually appear at the top or on the side of a page.

  • Native Advertising

    These ads take the form of Google Display Ads, sponsored ads on social media and similar types of content – they’re designed to look and feel like they’re an organic part of the site they’re found on.

  • Branded Content

    This type of display advertising is designed to be hyper-relevant to your audience’s interests and usually lives on blogs, social media profiles and search engines.

  • Sponsored Content

    These ads are also designed to be incredibly relevant and provide something both interesting to readers and promotional at the exact same time.

This is another one of the many, many reasons why partnering with the right digital advertising agency that understands your business is so important – they can also use data and analytics to help you understand your audience in a more deeper way than ever before. This totally eliminates guesswork from the equation, making the goal of getting the “right message in the right form in front of the right people at the right time” easier than ever. 

The C1 Partners Approach

Based out of beautiful Denver, Colorado, C1 Partners is a digital marketing company dedicated to helping small and medium-sized businesses just like yours succeed via state-of-the-art marketing strategies. In addition to display advertising and Google Display Ad services, we also offer SEO, PPC (pay per click), social media marketing, lead nurturing and so much more.

If you have any additional questions about our display advertising services, or if you’d like to sit down and speak to someone about your own goals in a little more detail, please don’t delay – contact us today.

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