Business Services

Effective and Efficient Display Advertising

Author bio: Guest post is submitted by the president and co-founder of engage:BDR, Ted Dhanik.  engage: BDR offers advertisers state-of-the-art marketing solutions, advanced technology, and custom programming.  Ted Dhanik has over fifteen years of experience in marketing, business sales, and business development.  Ted Dhanik is a leading consultant when it comes to banner and display advertising.

One area that has been heavily influenced and transformed due to the widespread use of the internet is advertising.  The internet has become a very popular tool for both marketing and advertising.  Marketing is necessary in order to make a business successful because it is the way a business recruits new clients.

Many online businesses use display advertising through banners and videos.  It’s important for both businesses and consumers to understand what display ads are.  Online display ads are posted on websites that are geared towards a target audience.  They are powerful visual marketing tools.  Display advertising helps to achieve specific goals for a business’ marketing strategy, such as increasing traffic to a website.

There is significant research and thought that goes into crafting display ads.  There are various factors involved in the process, such as the amount and frequency of traffic, the times and days of the week that clients are viewing the pages, how often they refresh or select an ad, as well as other elements.  Display ads attempt to achieve two things.  First, they attempt to predict the actions of consumers.  Second, they attempt to influence the actions of the consumer.  Both of these goals are aimed at getting the consumer to purchase a product or service.

Today, advertisers have to consider the various platforms  on which consumers come across display ads every day.  Computers, mobile devices, and tablets all feature different types of ads.  An ad on a cell phone should not be the same as one which would appear on a webpage.

There are certain tips to follow in order to make display ads successful.  First of all, it’s a good idea to use a single image.  Consumers can become overwhelmed if there is too much going on with the ad or mixed messages being delivered.  For this reason, it’s wise to use one, specific image that conveys the intended message.  Display ads should produce a certain reaction or idea in the minds of the consumers.

The other critical aspects to consider are the headline and the copy.  Just as with the image, it’s important to aim for a simple and clear message.  Fewer words have proven to be more effective in ads than a paragraph of text.  Ads need to deliver the intended point quickly and efficiently.  Some clients might be willing to read a longer ad, but the majority are browsing the internet for other things and don’t want to spend a lot of time reading.  The best bet is to go with a short memo that has a powerful impact.