The Internet runs on advertising. From your search results to your favorite blogs, advertising is everywhere. Perhaps the most common sort of advertising online, though, are display ads. These ads, commonly referred to as banner ads, tend to be at the top, bottom, sides, or sometimes stuck in the middle of your content.
Most viewers consider display ads the cost of keeping content free. Much like ads in magazines or newspapers, you see them without paying any attention to them. After all, if you listen to HubSpot, you’re more likely to become a Navy SEAL, survive a plane crash, or give birth to twins than you are to click on a banner ad. So why do we keep using them if the click-through rate is less than 1 percent?
What’s the Deal With Display Ads?
Display ads serve two purposes; to increase traffic to the advertiser’s website, and to brand that advertiser’s product. Now, while a less than 1 percent click-through rate sounds pretty dismal, that number changes based on a lot of factors. For example, targeting an ad so that people see something that fits their preferences immediately increases its chances of being clicked. Designing a visually appealing ad that draws the eye also goes a long way toward getting noticed, even if it doesn’t get clicked.
Branding is a far more nebulous goal, but it’s no less important. How Stuff Works explains branding as exposing viewers to a product, service, or company, and using that exposure to make the audience more familiar with it. For example, say that a viewer constantly saw a banner ad for a certain pen. The viewer doesn’t pay any particular attention to it, but when it comes time to buy a new pen that viewer may grab the one he or she has seen advertised, all other things being equal.
Will Display Ads Work For You?
Display ads are still around because they get the job done, and because they’re relatively inexpensive. They aren’t a guaranteed slam-dunk, though. In order to get display ads that really work, it’s important to make sure your advertising team really knows their stuff. That’s why if you’re contemplating adding display ads to your advertising efforts, or if you want to improve the ads you already have, you should contact us today!