Online Display Marketing is still relevant. Huh? Banners? Yeah.
However, our reliance on “the click” must be re-evaluated moving forward. Online Marketing being so measurable can be both a blessing and a curse for this reason. ComScore has referred to the overwhelming reliance on the value of a click and click-through-rate as “click crack.” Marketers, I am not devaluing the click, it is vital to digital campaigns.
With that said only 16% internet users clicked on display ads in March 2009 and that rate could decrease in the coming years.
What to do? Use the medium how it was intended to be used for marketing – value every impression, use available targeting and develop memorable creative for a good offer.
Targeting Options for Online Display:
- Geographic
- Demographic
- Behavioral
- Contextual
- Retargeting
CPMs can vary depending on the complexity of targeting.
No matter how good the media placement and targeting with a weak offer and/or poor creative the ads the campaign will most likely NOT be successful. And most of the time there is no difference in price to add flash.
If you’re one of the 84% of online users that do not click on display ads then consider if you remember ads? Why do you remember those ads? That is why we as advertisers must remember – to value each impression as if it was our own.