Banner and Digital
Display Marketing
Banner ads were one of the earliest forms of digital display marketing and have evolved from just a static image to full motion video capabilities. There is an ongoing debate about whether banner advertising can fully satisfy direct response marketers’ initiatives or whether banner ads should primarily be used for branding initiatives. The reality is that banner advertising, like other forms of digital display marketing, can effectively drive both brand and direct response initiatives.
In fact, research shows that while banner ads often have click-through rates hovering below 1%, they are still very effective and impactful. Specifically found in the research was that exposure to display ads induced users to conduct searches (1 in 5 respondents did so), visit advertisers’ web sites (visitors exposed to display ads spent 50% more time on these sites than users that were not exposed to ads), and shop for products online (users exposed to display ads spent 10% more on purchases than average site users).1
Banner ads are just one form of digital display marketing, which also encompasses digital out of home advertising, digital video marketing including mobile video, as well as numerous other web-based tactics. In addition to the numerous digital display marketing formats, a plethora of robust targeting technologies and methodologies have recently emerged to more efficiently deliver your message.
We can help you uncover the most efficient digital display marketing opportunities and tie together their connectivity to other marketing channels, ultimately calculating your true bottom line ROI.
If you are looking to bridge your marketing gaps and fill in the missing pieces, connect with us.
1comScore, 2009
