Is display advertising dead? If not, why are digital marketers not as inclined towards adopting it as they used to? How does the target audience perceive display ads? These are some of the basic questions you are probably facing while taking your call on display advertising strategy. And, quite rightly so!
No, display advertising isn’t dead. It’s far from it. However, lower engagement and conversion has indeed made digital marketers a little reluctant to adopt it in the first place. But, that’s not something that should be blamed entirely on display ads either. A lot has to do with ad placement, and that has changed considerably in the past few years.
Programmatic Advertising Vs Traditional Advertising
Thanks to the advent of AI and rapid developments in this segment, numerous tasks are continually getting automated, including display ad placement. Programmatic advertising allows the advertiser or marketer to just define the targeting parameters and the parameters and leave the final ad placement on a software. We have come a long way from having to contact the website owners individually and pay for ad space directly, as was the case with traditional display advertising.
It’s no denying that this has made the process a lot faster and you have access to a massive network of websites without having to contact every owner across the globe. But, this also means that you will have to be more careful while setting targeting parameters. Finding the optimal balance is critical and you will have to identify the sites that allow you to achieve maximum benefit.
Need Of Placement Targeting
You might be asking, why do you need to worry about placement when there’s the adtech doing the job for you! But, imagine searching for the early signs of diabetes and seeing an ad for indoor air purifier. Even though it’s an extremely useful and beneficial product, how likely are you to order it, or even click on the ad at that point in time? But, replace the ad with that of a blood glucose monitor. There’s a massive chance that you are going to check out the product, or at least remember it, since it was a relevant advertisement. Thus, context based placement matters.
There is also the issue of ad banner blindness. Most users instinctively ignore advertisement banners, especially the ones that come at the top of the page or pop up while reading something. Thus, you need to know where the ad will be placed. Simply impressions might not matter much.
Placement Editing For Optimized Result
Once you have your ad running, you need to gather data from the campaigns. This will allow you to understand how to edit the placement options. A/B testing is the best option to go with. You will have to continually monitor the quality of the traffic and views and decide what to include and exclude. Google provides numerous tools for the same. You can target and retarget based on location, previous activity, keywords, location, gender, and much more. You may even adjust your bids and make sure that the websites that are giving you maximum traction receive a major part of your budget and show you more. And, last, but not the least bit important, remember to both include and exclude parameters and keywords. Including relevant parameters is as important as excluding the non-relevant ones. In the end, you have to ensure that your ads reach the audience in the most favorable environment for maximum impact.