Display Advertising

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Display Advertising

Google Display Network & Tips for Effective display ads

Display advertising (banner advertising) is a form of advertising that conveys a commercial message visually using text, logos, animations, videos, photographs, or other graphics. Display advertisers frequently target users with particular traits to increase the ads’ effect.

How do advertisers know who to target?

In order to uniquely identify anonymous users, online advertisers today tend to make use of cookies, which are unique identifiers of specific computers, to decide which ADs to serve to a particular consumer. Cookies can track whether a user left a page without buying anything, so the advertiser can later retarget the user with ADs from the site the user visited.

As advertisers collect data across multiple external websites about a user’s online activity, they can then combine this information to create a picture of the user’s interests to deliver even more targeted advertising. This aggregation of data is called behavioral targeting. Advertisers can also target their audience by using contextual and semantic advertising to deliver display ADs related to the content of the web page where the ADs appear. Retargeting, behavioral targeting, and contextual advertising all are designed to increase an advertiser’s return on investment, or ROI, over untargeted ads.

How to measure the success of Display Marketing?

If your organization intends to activate Display Advertising, it is important to understand some key metrics that you will encounter throughout your engagement process such as Reach, Clickthrough rates, Bounce rates, Conversion rates and of course return on Investment in order to have a better picture of the performance of your Online Display Marketing activities.

Reach
Reach for online advertisements are defined by the number of people who can potentially view your advertisement online. Typically this will be represented by the number of visitors that visit the advertisement network you are planning to use.
Conversion Rate (CVR)
The conversion rate basically tells you what percentage of the people clicking through an AD ended up completing an action or a goal that the advertiser desired. This could be anything from a purchase made online, a registration for a newsletter or even a request for more information.
Clickthrough Rate (CTR)
When we talk about online marketing, a click through rate refers to the likelihood of a user clicking on your online initiative. This is generally used as a benchmark by advertising agencies to gauge how well an advertisement or a campaign is received by the audience.
Return on Investment (ROI)
When brands embark on display marketing, there is always a cost involved together with a goal to be achieved. Return on investment in layman’s tries to quantify how much value is obtained for every penny spent.
Bounce Rate (BCR)
Bounce rate is the percentage of visits that go only to one page before exiting the site. When a user bounces on a page that was advertised by a display advertisement, it indicates that the user was intrigued enough to click on the advertisement.
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