The Power of Display Ads:
What You Need to Know To Maximize Impact
Digital advertising is constantly hitting the ‘refresh’ button on its methods, from new ad formats to targeting capabilities to multi-channel utilization. While modern tactics help move digital advertising forward, it’s important to acknowledge the value of display ads, a principal advertising format used for over 25 years. And the prevalence of display ads is continuing to rise. According to Statista, digital display ad spend estimates grew by 36% in the United States from 2020-2023, from 81.38B dollars to 107.9B dollars. So, how can marketers harness the power of display ads, while getting a solid ROI? Find out with these helpful insights.
Know Your Audience
Display ads provide a front row seat for marketers looking to access online consumers. But, in order for consumers to convert, marketers must take advantage of super-precise targeting. While there are a variety of targeting tactics to choose from, the first party survey model proves to be an elevated resource to obtain qualified display traffic. With FLEX, personalized filters can be applied (up to 43 demographic and psychographic data points), allowing ads to appear to users most likely to become paying customers. These filters include health insurance type, HHI, employment status, credit score, car ownership, and more. Equipped with comprehensive data about the target audience, marketers can vastly increase clickthrough rates and conversions, making it much easier to achieve positive ROAS.
Employ Optimized Landing Pages
Once the consumer has engaged with a display ad, it’s essential that they’re presented with a seamless transition to the next step in the customer journey. This is where an optimized landing page comes in. An effective landing page contains a distinct action for the consumer, along with an easy way to complete the action. The page design itself should be simple yet compelling, elevated with appropriate trust signals, like certifications, testimonials, and awards to help consumers feel secure in their decision to pursue the marketed opportunity. When executed successfully, custom landing pages allow marketers to understand and elevate user interaction, further increasing the possibility of conversion. A good rule of thumb is to never offer two competing CTAs – choose one that’s most important and let everything on the page guide the user toward that action.
Make Display Ads Mobile-Friendly
While display ads were originally formatted for desktop web pages, their accessibility and utility has allowed them to expand to mobile sites as well. Over 87% of Internet users access the web on a mobile device, further emphasizing the importance of mobile display capabilities. Keeping limited screen space top of mind, marketers must prioritize the design, copy, messaging, and strategic innovation that will attract a potential consumer. Avoid small text that will be difficult to read in a mobile viewport. And just as display ads need to be optimized to cater to different screen sizes– so do landing pages. It all boils down to reaching consumers where they are, whether it’s on a computer or phone, and providing the most comfortable customer journey possible.
Display advertising has solidified its position as a reliable digital marketing channel, and marketers need to take advantage of this effective strategy to maintain their competitive edge. Expect to see display’s adaptation and integration increase as mobile usership dominates the digital landscape.
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