Although the number of clicks on display ads is decreasing, they are still an integral part of online marketing strategies. Various interactive technologies ensure that they retain their value. By designing ads in a clever and attractive way, by measuring their actual effects, and by adjusting ads quickly and wisely, they can remain effective.
Since 2019, the click-through rate of display ads has dropped by 32% (see Here).Users are increasingly troubled by this baNeuroblindness Therefore, “increase as many impressions as possible” is no longer the correct strategy
It can even be annoying. However, when you use display advertising in the right way, it is still an important tool in your marketing strategy. In this article, you will gain five tips to increase the impact of advertising.
With interactive displays, you can focus on branding and interaction without sending users to the website.If you can allow users to interact with your communications in the correct way (for example, by sliders, scrolling, sliding, typing, or selecting elements), then you can change the user experience of your communications, thereby changing
Increase impact. This allows you to make the message you want to convey more personalized and interesting, and display ads are no longer “ads you have seen”, but ads that you can remember and have a positive impact on the customer journey.
By dynamically filling advertisements with different variables, the advertisements can be made more personalized to the end user. In this way, they can have a greater impact. For example, you can use RSS feeds to display the latest news in a dynamic banner.The problem is High
Influence advertising It can be very time-consuming in itself. It takes more time to populate this file dynamically, and there is usually no more space. What a pity, because using dynamic ads makes it easier to personalize your expressions and make them stand out faster and better among the users you want to attract. Various tools have been developed to make your banner dynamic.Can target IAB (such as IAB from Google Studio) or Rich media Use PEXI.
When designing a display ad, please try out-of-the-box ideas from time to time. Although the IAB format is still a standard format, there are many possibilities today. Think about new ad formats, or combine different ad slots, add video or audio to the banner, etc. By breaking through IAB routines occasionally, you force designers and developers to reconsider display thinking. Due to the good results, more and more publishers have begun to accept new ideas and innovative expressions.
For many advertisers, setting up display ads with the right metrics can be a headache. Although the click-through rate is a good indicator of whether the banner ad is the reason for visiting the website, we now know that the attribute value of the display is greater than the attribute value of the CTR to display it. As measuring attribution is becoming more and more difficult under current GDPR regulations, it’s best to check how you view display metrics from time to time. Therefore, for (interactive) display messages, the main focus is on indicators suitable for the message itself. Can users click on specific elements in the ad? Measure those specific clicks. Do you use sliders that can change elements in the expression? Measure how often you use this slider and which elements are displayed the most. In this way, it is increasingly possible to gain insight into the use of advertising, optimize and test it. This not only improves the user’s experience with your ads, but it also improves the return on investment.
When using more complex utterances, a common “problem” is that setting them takes a lot of time. In addition, optimizing these expressions can also be time consuming. The developer must adjust the ad, and the marketer must upload it back to the advertising system and link it back to the correct campaign. After booking a new ad, the algorithms of these systems must be restarted to make it work optimally, and then it takes another week: all in all, this is a time-consuming task that will never help the efficiency of marketers. Marketers must once again do what they do best: manage and optimize campaigns. We sometimes want to forget it, but it also takes time.
Our own ad delivery system uses Third party label. Therefore, we only need to complete the entire check-in process once, because in our ad delivery tool, we can quickly and effectively adjust the subsequent ads. Another advantage is that you can link the ad delivery system to the ad platform so that you can place ads on the ad platform with the click of a button. This means you will no longer need to spend hours to book ads. As a marketer, you can save a lot of time, which can then be invested in ad campaigns.
The advertising world is constantly changing, and the display is not far behind. If you do it in the right way, the possibilities will become wider and wider, and the displayed share will also increase. It’s more and more possible to attract users through your display ads, and we get more than just impressions and clicks on these ads.
About the author: Stefan Neuenschwander is a display/automation marketer Pink marketing.