Display advertising is arguably the most cost-effective way to market your brand as well as to create brand awareness to people browsing and surfing the Internet - but don't look at just the ctr.
A recent article by eMarketer discusses the current state and future trends in the area of display advertising. Integration with social media and search are the strongest trends observed.
Let’s start with an inconvenient truth: banner blindness is a bigger problem in the online advertising industry than we are willing to acknowledge. That’s because banner blindness isn’t limited to banners – it’s pervasive across most display advertising. And unless you own Google.com, display advertising is pretty much the meal ticket that pays for free online content.
So what’s caused the epidemic of banner blindness, and how can we fix it?
To start, the root causes of the problem are threefold:
Tonnage: This is the most obvious problem, and one that’s been identified time and time again – but it persists still. Frequently, publishers just put too many ads on a page in an effort to generate more revenue. Ultimately, it’s counterproductive. The more ads on a page, the less we notice them, and the less likely we are to click. It doesn’t serve anyone – least of all the online advertising industry.
Irrelevance: It’s rare that display ads are relevant to your current online activities. There may be some useful retargeting and behaviorally targeted ads, but they’re often quickly capped out and likely to be buried under an avalanche of ads for dating sites, online universities and “one weird secret.” Consumers aren’t likely... Read more
What every display advertising needs in order to achieve success.
The basic understanding of a few of the metrics is a terrific way to improve your current and future marketing attempts.