Display advertising is a type of online advertising that comes in several forms, including banner ads, rich media and more. Unlike text-based ads, display advertising relies on elements such as images, audio and video to communicate an advertising message. If your organization intends to activate Display Advertising, it is important to understand some key metrics that you will encounter throughout your engagement process such as Reach, Clickthrough rates, Bounce rates, Conversion rates and of course return on Investment in order to have a better picture of the performance of your Online Display Marketing activities. We do have a dedicated team that looks after display marketing in order to reduce the bounce rate and reach maximum conversion which facilitates a good ROI at the end.
HOW DOES IT WORKS
STEP1- Select Goals and KPIs
First thing is to decide what exactly you want to achieve through the campaigns including raisind brand awareness, increasing web traffic, lead gneration etc.
Next, you’ll select key performance indicators (KPIs), which are data points that will help you measure whether you’re meeting goals and determine whether the campaign is a success.
Typical KPIs for display ad campaigns include the number of impressions served, the click-through-rates (CTRs) on ads, the ad cost-per-click (CPC), and conversion rates.
STEP2- Define Target Audiences
The process of defining target audiences is closely tied to campaign goals. Target audiences are those ideal people you want to reach through your campaign.
While advertising on the Internet gives you the ability to reach a large and diverse set of people, clearly defining target audiences is important because your ads will not resonate with everyone equally.
Some people just aren’t looking to buy your product or service, and displaying your ads to these people is a waste of your marketing dollars.
STEP3- Buy Media
Advertisers can buy media through the following channels:
1. Publishers: Advertisers can buy ad space directly from publishers. Often, publishers save prime inventory or ad space to sell directly to advertisers.
This inventory usually costs more, but advertisers are guaranteed that their ad will be displayed on the website.
2. Ad Networks: Advertisers can also purchase inventory through ad networks, which serve as intermediaries between them and publishers.
Ad networks act as a single point of contact between an advertiser and multiple publishers, thus making it easy for advertisers to run their ads across multiple websites.
3. Demand-Side Platform (DSP): This is an online environment that makes it easy for advertisers to purchase highly targeted display inventory across multiple websites, through one single interface. Similar to Google AdWords, DSPs allow the advertiser to set up ads, target specific audiences, report on results, and bid on inventory in real time. The big difference is that DSPs are predominantly for display advertising (banners, skyscrapers, and other graphical ads), and that bidding is done on a CPM basis instead of the CPC model typically used for text ads.
STEP4- Develop Campaign Creative
It’s helpful to think of your display ad as a highway billboard. Your audience is moving fast and you only have a moment to make an impression.
Creating ads that are eye-catching is how you can make the most of that one moment.
There are several display ad formats and sizes for you to choose from:
Text: These are simple ads that contain only text.
Image: Currently the most popular form of banner