Display advertising is a powerful tool that offers companies a wide range of opportunities to increase their visibility and target new customers. More and more companies are using this form of advertising to position themselves in the competitive environment and achieve their marketing goals. Through the combination of visual appeal and precise targeting, display advertising helps to communicate brand messages effectively and secure a lead over the competition.
The advantages of display advertising and why it works
Display advertising makes it possible to reach potential customers exactly where they are browsing the web. Not only banners, but also video adverts and animated formats are used. This variety allows companies to strongly influence the target group visually and thus sustainably increase brand awareness.
An example from the automotive industry shows how targeted display advertising was used on websites with a high number of visitors interested in cars. The campaign combined eye-catching banners with an emotionally appealing video, as a result of which brand enquiries increased by 30 % within three months.
Companies in the retail sector have also long benefited from customising their display ads by presenting seasonal offers with suitable visual highlights. This makes it possible to arouse the interest of customers and increase sales in time-limited promotional phases.
In the financial sector, for example, display adverts are used specifically for retargeting. People who are already interested in certain services are addressed again and thus continuously reminded of the brand, which significantly improves conversion rates.
Targeting - the centrepiece of display advertising
The secret of successful display advertising lies in precisely addressing the target group. The ads can be fed in via demographic characteristics, geographical locations or user behaviour in order to be shown only to those users who are of interest. This minimises wastage and increases the efficiency of advertising measures.
In tourism, for example, targeting according to interests was used successfully: holidaymakers looking for beach holidays received dynamic banners with current last-minute offers for sunny destinations, which led to a significant increase in bookings.
In addition to demographic data, device classes are also used as filters in the technical area. For example, a smartphone manufacturer only shows special display adverts to users of older models with upgrade options, which often increases the incentive to buy.
A service provider for further education also uses targeted geographical targeting and only presents colourful animated courses in regions with proven demand, which ensures significant growth in registrations.
Practical tips for optimising display advertising
Ongoing optimisation is essential in order to use display advertising effectively and stay ahead of the competition. A/B testing is one of the proven methods for constantly improving content, images and call-to-action elements. Different variants of an ad are created and analysed based on performance data such as click rate and conversion.
An online fashion retailer was able to increase its CTR by over 25 % by regularly testing image motifs and button colours. This revealed which approach the target group prefers and which design elements favour success.
At the same time, the focus should always be on the user experience. Adverts that are too dominant or disruptive can damage the image. A balance between visibility and aesthetics is therefore crucial. For example, implement animated banners sparingly and rather discreetly to increase attention without being annoying.
A B2B company from the software industry therefore deliberately uses unobtrusive but modern and informative display advertising formats that are played out on trend-orientated specialist portals. The response is very positive and gently accompanies users until they make contact.
The benefits of display advertising for your company
Companies that use display advertising intelligently benefit from measurable success in increasing reach and branding. This form of advertising actively supports customer loyalty and generates valuable leads that optimise the business process.
BEST PRACTICE with one customer (name hidden due to NDA contract) The lifestyle client used display advertising with emotional stories and targeted retargeting, which improved dwell time on the website by 40 % and increased the conversion rate by more than 15 %.
More and more marketing managers from the retail, service and production sectors are successfully integrating display advertising into their online strategies. This increases the lead over competitors through continuous visibility and a targeted approach.
My analysis
Display advertising offers a wide range of opportunities to increase brand awareness and tap into new target groups. Specific targeting and creative formats can be used to promote awareness and customer loyalty. The possibilities for measurability and customisation offer strategic advantages that can accompany and support companies in the long term.
With the right support, such as iROI coaching, display advertising projects can be planned, managed and optimised in a targeted manner. This results in effective campaigns that secure a competitive edge in the long term.
Further links from the text above:
What is display advertising? Definition and overview - Adobe Business Blog
SEO Lexicon » What is display marketing? - Seo Agency Berlin
Display Advertising - Definition, advantages and tips - Marketinginstitut.biz
Display advertising - an important channel for online marketing - LocalOptimize
Display advertising - the most annoying form of advertising? - Yunikon
Display advertising explained quickly & simply - Seokratie
Display advertising: why it is still so effective - MB Medien Group
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