Online digital marketing has become a crucial part of marketing strategies for businesses across various industries. Online display advertising, in particular, has gained significant popularity due to its ability to reach a wide audience and generate brand awareness. However, like any marketing method, online display advertising has its advantages and disadvantages. In this blog post, we will explore the pros and cons of online display advertising to help you make an informed decision about its implementation.
What is Online Display Advertising?
Online display advertising refers to the practice of promoting products, services, or brands through visual ads displayed on websites, mobile apps, or other digital platforms. These ads typically include static images, animated banners, interactive media, or video formats, and are designed to capture the attention of users and drive engagement.
Platforms for Online Display Advertising
Google Display Network (GDN)
As one of the largest display ad networks, Google Display Network reaches millions of websites, mobile apps, and YouTube videos. It provides extensive targeting options, ad formats, and advanced analytics to help advertisers reach their desired audience effectively.
Programmatic Advertising Platforms
Programmatic advertising platforms, such as Google Marketing Platform, The Trade Desk, and MediaMath, use automated technology to buy and sell display ad inventory. These platforms provide advanced targeting, real-time bidding, and optimisation capabilities across a vast network of websites and apps.
Native Advertising Platforms
Platforms like Taboola, Outbrain, and Revcontent specialise in native advertising, allowing advertisers to display sponsored content seamlessly within publishers’ websites or news feeds. Native ads blend in with the platform’s content, providing a non-disruptive user experience.
Ad Exchanges and Ad Networks
Ad exchanges, such as DoubleClick Ad Exchange (Google AdX) and OpenX, and ad networks like Media.net and BuySellAds, act as intermediaries connecting advertisers and publishers. They offer access to a wide range of websites and apps, allowing advertisers to buy display ad inventory programmatically or through direct deals.
Pros of Online Display Advertising
Wide Reach and Targeting Options
One of the key advantages of online display advertising is its ability to reach a vast audience. Display ads can be placed on popular websites, social media platforms, and mobile apps, allowing businesses to target specific demographics or interest groups. Advanced targeting options, such as geographic targeting, demographic targeting, and behavioural targeting, enable advertisers to display their ads to the most relevant audience, maximising the chances of engagement and conversions.
Increased Brand Visibility and Awareness
Display advertising services provide businesses with an excellent opportunity to enhance their brand visibility and awareness. Well-designed display ads, with compelling visuals and creative content, can capture the attention of users and create a lasting impression. Display ads are often visually appealing and can effectively communicate a brand’s message, thereby boosting brand recognition and recall among the target audience.
Online display advertising allows for remarketing, a powerful technique that enables businesses to target users who have previously interacted with their website or shown interest in their products or services. By displaying ads to these users across different websites they visit, businesses can reinforce their brand message and encourage conversions. Remarketing helps to keep the brand in front of potential customers and increases the chances of conversions by staying top-of-mind.
Measurable Results and Analytics
Digital advertising offers robust tracking and analytics tools, allowing businesses to measure the performance of their display ad campaigns accurately. Advertisers can track impressions, clicks, conversions, and other key metrics to evaluate the effectiveness of their campaigns. This data-driven approach enables businesses to optimise their advertising efforts, allocate budgets more efficiently, and make informed decisions based on real-time insights.
Cons of Online Display Advertising
Ad Blindness and Ad Blockers
With the increasing prevalence of online ads, users have developed “ad blindness” – the ability to consciously or subconsciously ignore display ads. Users are exposed to a vast amount of advertising content, leading to decreased effectiveness and engagement. Moreover, many users employ ad blockers to eliminate or minimise the display of ads altogether, reducing the reach and impact of online display advertising.
High Competition and Ad Saturation
The online advertising space is highly competitive, with numerous businesses vying for users’ attention. This competition can drive up the cost of display advertising, making it more challenging for small businesses with limited budgets to achieve desirable results. Additionally, the saturation of ads on various websites can lead to banner fatigue, where users become desensitised to display ads due to their ubiquity, resulting in lower click-through rates and conversions.
Limited Ad Placement Control
When using display advertising networks, businesses have limited control over the specific websites or web pages where their ads are displayed. Ad networks typically utilise algorithms and automated systems to determine ad placements based on various factors. While targeting options are available, businesses may still encounter situations where their ads are displayed on irrelevant or low-quality websites, potentially diminishing the ad’s effectiveness and harming the brand’s reputation.
Ad Viewability and Ad Fraud
Display ads need to be viewable to have an impact on users, but viewability can be a challenge in online advertising. Factors such as ad placement, ad-blocking software, and user behaviour can influence the visibility of display ads. Ad fraud is another concern, with the potential for fraudulent or non-human traffic artificially inflating ad impressions and clicks, leading to wasted ad spend and misleading campaign performance data.
Online display advertising offers businesses a powerful tool to reach a wide audience, enhance brand visibility, and drive conversions. The ability to target specific demographics and utilise remarketing techniques further adds to its appeal. However, challenges such as ad blindness, ad blockers, high competition, and limited control over ad placement need to be considered. By understanding both the advantages and disadvantages of online display advertising and checking out examples of Google display ads and other platforms as listed above, businesses can make informed decisions about integrating this marketing strategy into their overall digital advertising efforts.
With our expertise and experience in online digital marketing, TLS Marketing Solutions offers comprehensive display advertising services that cover the entire process of creating and implementing effective display ad campaigns. Our team of skilled professionals understands the intricacies of online advertising and employs advanced targeting strategies with trusted online display advertising platforms (e.g. Google Display Network, The Trade Desk, Taboola, and others) to ensure that ads reach the right audience at the right time. Whether it’s designing visually captivating display ads, optimising campaigns for maximum performance, or tracking and analysing results, our display advertising agency can provide a holistic approach to online display advertising that drives brand visibility, increases conversions, and delivers tangible results for our clients. Contact us today for a free, no obligation chat.