Online Display Advertising

SEM (search engine marketing) connects suppliers with people who are searching for their products or services.

Online advertising, however, aims to attract the attention of people who are browsing (e.g. articles, news, accessing e-mails) and are not necessarily in buying mode. The purpose of the ads will vary but usually involves building awareness of your company and seeking some form of response, for example:

• Make an online purchase
• Request further information
• Obtain a discount voucher
• Enter a competition
• Register for an e-newsletter or other marketing communications

Search-based advertising has a narrow focus - it depends on customers' intent to buy or research. Online display ads reach a much broader audience, including people who will buy your product or service if you can get their attention and tell them your story.

How does it work?

Planning a display advertising campaign involves many issues but the following are some key characteristics:

90 x 90 'button' ads

1. Format

Display ads come in a range of formats:

• Text-only (usually 4 lines including the website URL)
• Graphics and images (including animation) in different dimensions
• Video

Examples are included to the right and left of this article.

2. Content

Whatever the format, ad content should focus on the needs, desires and aspirations of the customers being targeted.

The process of creating ads is helped by technology that enables the testing of different content in a low-risk manner. It is often surprising how small changes can produce better response rates.

3. Placement

There is a vast network of sites that carry online ads but most web publishers use intermediary agencies to handle placements on their behalf. This makes the management of a campaign much easier.

Targeting the right sites/content is critical. A supplier of garden furniture will focus on garden-related web sites but technology also supports more sophisticated, contextual targeting. For example, a lifestyle site may carry articles on outdoor living and the system would recognise the content theme and display relevant ads on the specific page.

4. Budgeting

• Cost-per-click (CPC) - fee for every click on the ad
• Cost-per-thousand (CPM) - charged per 1,000 ad displays

The actual fee paid by the advertiser will vary by location (website and position on page), ad format and ad dimensions.

Is it right for me?

The answer is another question: is it right for your customers?

Demand for some products and services is driven by a compelling event; for example, a burst pipe prompts a search for the nearest plumber. In this case, and for many trades and services, search engine marketing is likely to be the top priority.

There are, however, many occasions when a well-targeted display ad campaign will generate responses from customers who are just browsing and have no specific or immediate buying intent.

As with all good marketing, the key is understanding your customers.

What next?

Contact us to discuss how a display ad campaign might benefit your business.