Display ads are one of the oldest forms of online advertising. Unfortunately, the typical display ad doesn’t have as much of an impact as it once had. It has been surpassed by many other online marketing strategies. This is in part because display ads are often irrelevant to the consumer viewing them, not to mention they may disrupt the consumer’s website experience. But that doesn’t mean that display ads don’t have a place in your marketing strategy. The following are a few tips for using a digital advertising display in an effective manner:
1. Combine Your Display Ads With Native Formats
Using a native format allows your digital advertising display to blend in with the content on the page that they are being displayed on. Whereas users often skip over traditional display ads, they are more likely to read native display ads because they are part of the overall content experience. Several studies have backed this, finding that consumers view native display ads 52 percent more frequently than traditional display ads.
2. Set Targeting Dimensions Of Your Display Ads
Contextual targeting allows you to target your display ads to specific demographics, which means that your display ads will be more relevant to the user experience. Private platforms, such as Google and Facebook, allow for contextual targeting by letting you choose who you want to target (age range, gender, etc.) and when.
3. Test Your Display Ads On Social Media
Because of how social media lets you target specific demographics when running display ads, it’s also a great way to test your display ads. This is because social media platforms like Twitter and Facebook have excellent analytics tools that you can use to measure your advertising outreach’s value. This means you can test different display ads against certain demographics to see which perform better. Thus allows you to adjust your strategy so that it’s more effective.
4. Make Your Digital Advertising Display Mobile-Friendly
Make sure that you design your display ads with mobile use in mind. Some display ads may look great on your desktop, but won’t translate as well to a smaller screen. The fact that the majority of your audience is going to be viewing your display ads on a mobile device, it’s incredibly important your ads are built for mobile viewing.
5. Focus On Delivering Your Message Quickly
A display ad functions in the same manner as a roadside billboard. Billboards can’t be jam-packed with text and information because drivers don’t have the time to read it all as they pass by. They must deliver their message within a couple of seconds. The same applies to display ads. Users need to be able to consume the message with a quick glance.
The traditional method for using a digital display ad is somewhat outdated. However, display ads can still be effective if you know how to use them. Follow these tips and your display ads are likely to have a bigger impact on your audience.