How Your Digital Marketing Agency Uses Them to Boost Your Brand
Display ads. You know ‘em. You love ‘em.
Okay, maybe you don’t love them per se, but they definitely fit in nicely with an overall digital marketing strategy.
Display ads – sometimes referred to as banner ads – are the image-based or video ads that you see hanging out on top or on the side of your browser window when visiting websites. When you click on one, you’re redirected to the advertiser’s site or another web-based location, like an app download page.
Display ads are everywhere.
In your favorite smartphone game.
On news platforms.
Hanging out on that cooking website you snag recipes from.
According to the latest stats from SEM Rush, display ads appear across over two million websites and more than 650,000 apps. Everyone and their grandmother see them.
However, not all display ads are created equal. Let’s dig in a little deeper on that.
What Are the Different Types of Display Ads?
Display ads come in a few different varieties. Some of them have more “premium placement” than others, which has a direct impact on the price. Here are the most common types of display ads our digital marketing agency uses:
#1 – Traditional Display
Traditional display ads are the OG of the digital marketing world. They come in various sizes so they can be placed anywhere from the banner at the top of the page to the side of the browser window. Your basic display ad will consist of an image, some copy, and a call to action (CTA).
#2 – Responsive Ads
Think of responsive ads as traditional ads that graduated from college with a degree in adaptation. These clever ads utilize an algorithm to adjust to the website they’re being featured on to display in the most ideal size and format. No matter what the situation, they always put their best digital foot forward.
#3 – Retargeting Ads
Ever visit a site, browse around for a bit (but don’t buy anything), and then see an ad for that very same site a little while later? Okay, it’s a little stalker-ish, but that’s a retargeting ad hard at work. These ads get in front of site visitors who visited a particular site but didn’t quite convert the first time.
#4 – Social Ads
Social ads are how we in the marketing biz refer to display ads that appear on sites like LinkedIn, Facebook, and so forth. Each site is a little bit different with their ad specs, so they get their own category.
#5 – Native Ads
Native ads are sneaky little devils. They are designed to mimic the style and overall vibe of the website, email, or other platform they’re being placed in. They get more clicks than traditional ads because they blend in with their surroundings – like Batman.
Working With a Marketing Agency Near You to Get a Display Ad Campaign Going
Okay, so now you know the basics about display ads, how they’re used, and what formats they come in. Let’s get to the nitty-gritty.
Are display ads worth it?And should they be integrated into your overall digital marketing strategy?
We’re about to throw a scary stat at you, so stick with us. The average click-through rate (CTR) on a display ad campaign is a little under 0.5 percent. Not super impressive, we know.
However, it makes more sense when you understand the purpose of display, and that’s to get as many eyeballs on your brand as humanly possible, not always necessarily to get clicks. In the marketing biz, we call this “brand awareness.” It’s the first leg in our marketing relay race that is intended to get people familiar with your brand.
Think of display ads as the digital billboard your customers are seeing over and over and over as they browse around online. Sometimes a customer needs to see your ad a few times before they decide to click. In the customer journey, awareness always comes before consideration and conversion.
It’s also worth noting that display ad campaigns are generally affordable to run. Display ad campaigns are purchased on a CPM (cost per mille) basis. A mille equates to 1,000 ad impressions (aka views). Display ad campaigns can be effective with the right targeting and the right placement. iFocus Marketing uses premium placements to maximize the exposure for our clients. Our rates for display ad campaigns break down as follows:
- General display – $12 CPM
- Dynamic retargeting – $12 CPM + $500 setup fee
- Programmatic Video – $24 CPM
- OTT/CTV – $40 CPM
- Hulu – variable CPM
- Average CPM – $40
Considering the low cost to run a display ad campaign combined with the large pool of potential customers these ads will show up for, you can begin to see why so many businesses utilize display.
Get in Touch with the Best Digital Marketing Agency in Kansas City Today to Activate Your Display Ad Campaign
Now that you know what display ads are and how they’re used for building brand awareness for a business, the next step is for you to reach out to our marketing agency near you to activate your display ad campaign.
iFocus Marketing happens to be one of the few full-service digital ad agencies in Kansas City that specializes in creating impactful display ad campaigns that work in concert with other marketing solutions. By combining your display ad campaign with other tactics, you’re able to drive more traffic to your website and see higher conversion rates.
Consider, for example:
- Paid search advertising
- Search engine optimization
- Social media marketing
- Website maintenance and design
- Our full suite of creative services
The best way to get started is by booking a needs assessment with our business development team. It’s pretty simple, really. You tell us a little about yourself, your business, and what your goals are. We then use that info to come up with some marketing solutions we feel will be up your alley and compare your efforts to what your competition is doing.
If you like what you hear and want to move forward with us, we will put together a digital marketing strategy that our team of experts will execute on your behalf.
We do the heavy lifting so you can focus on what’s important: running your business.
Brandon Tietz is a senior digital copywriter at iFocus Marketing with close to a decade of marketing experience. He has written for clients in retail, real estate, automotive, education, manufacturing, healthcare, consumer goods, and several other spaces. In addition to copywriting, he has authored books, published short stories, written for several online and print publications, and was named “Best Local Writer” by The Pitch for his debut novel. He’s currently living the dream in the ‘burbs with his wonderful wife and their two dogs, Dr. Croutons and Professor Pickles.