Online banners may not result in a direct buy/sale or lead but it achieves its objective of making the brand visible. In my early days i thought its only search which performs on brand presence and performance. But with time I have realized the importance of Display advertising. I have seen the interaction level with display advertising is far more as compared to search. With display advertising the product features can be shown, explained properly to the user. Let's look at few recent examples which we implemented-
1) We launched our IM product and wanted users to download our mobile application. As it was the first time we decided to advertise so we had to make sure the users understand its features like-interoperability factor, photo sharing, file transfers, free trial period & price etc. The brief to the agency was to come with ideas which a layman can understand. The agency came with some brilliant communication ideas where all the features were explained properly and the interaction level was also high. Sorry I could upload only jpegs.
2) The second product launched was SMS. This category is very competitive in India and you need to clearly differentiate yourself. The brief to the agency was to be cheeky as well as at the same time show the features of the product- the SMS application can be downloaded on your mobile, desktop and can be used through the website as well, the first 25 were free.
Result- We acheieved the desired result of getting the users to interact with our brand.
Display advertising is similar to TV advertising where you showcase your product- its advantages/features/USP. And if the message is clear, your potential target audience will reach to the destination through search or directly. I have tried various kind of formats for display advertising the plain vanilla banners on ROS basis as well as roadblocks, page-tear, ingaming advertising, shosh, expandables, etc. I feel one should do a mix of all the above in any campaign. Like in conventional media press- you launch a product with full page or half page which is followed by 120cc or 100 cc ads for visibility. Similarly a shosh, expando, in game advertising will do justice for the launch and ROS can be used for visibility.
The other advantage of display advertising is you can track each and every penny spent. Every advertiser can put a metric in place to judge the efficacy of the campaign- it can be CTR(click thru rate- percentage of clicks delivered on the number of impressions served), clicks, CPL(cost per lead ie total cost divided by leads), CPA( cost per acquisition ie total cost divided by total number of sales/acquisitions) and very importantly Impressions(brand presence).
The next level of display advertising is behavioural targeting. In India its not big as of now, but it has a huge scope. Imagine you can target a user basis his/her reading habit, preference or website usage pattern. What else does a brand need?
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