In this tutorial, we go look at digital display advertising. What are the benefits of digital display advertising, and what are the challenges?
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Digital display advertising is an outbound display advertising format where you target predefined audiences with images or banners. There are also native ads and text ads in the mix in there. You target them on different websites, on social media platforms, and on mobile apps.
Note that outbound advertising is a concept where the advertiser targets the audience and sends their message out to them as opposed to something like inbound, which would be search where the audience comes to you. So, there’s a key difference between the type of marketing that display is. It’s an outbound advertising format.
Display versus search:
It’s very important to distinguish between display advertising, which is what we call a push channel, and search, which is more of a pull channel. A pull channel captures existing demand, and a push channel sends out messaging from a brand to generate that awareness, ultimately to begin the journey of that demand.
Another common distinction between display and search is that we target audiences with display, whereas with search the audience essentially comes to you and targets you. Search serves ads through to people who are actively looking for your product, and they will show what’s called consumer intent. So essentially, they’re coming to you with a need or a want that needs to be fulfilled, whereas with display you’re going,” Maybe you would like to be interested in this product”.
Here are some benefits of display.
Increase brand awareness:
The top benefit of display is that we increase our brand awareness. The thing about brand awareness and product awareness is that consumers aren’t going to actively know they need your product until they know about your products, so driving that awareness is key.
Drive product consideration:
When they’re in that kind of decision-making process, it helps improve the consideration set and brings that product into what’s called the top of mind. And once you’re in that zone, then you can start pushing a little bit forward, and maybe bring in some social or bring in some search to just convert them on to the revenue generation piece.
Create purchase intent:
We must begin with awareness and then driving our consideration, because when we want to create that purchase intent, it has to start somewhere, and ultimately this is what our display marketing does.
Increase reach:
Because searchers, for example, know about your product and they actively seek it, they represent a small slice of the overall market, whereas what display does is it branches out to many different audiences, and ultimately increases your reach.
00:00 What is display advertising?
00:45 Display vs search
01:46 Awareness, Interest, Consideration, Conversion, Retention
02.46 Display advertising benefits
05:05 Display advertising challenges
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