Display Advertising That Delivers

Display Advertising

At 20 years old, banner ads have already had a tumultuous history. Once boasting double-digit click-through rates, the state of the banner ad is now at a point where marketers are seriously questioning their efficacy. With the right strategy, though, we’ve found that banner ads can drive strong incremental performance and justify their place on media plans.

From a very broad standpoint, brands tend to use banner ads for two types of objectives; increasing general brand awareness, and driving a direct response action. Understanding the goal of the campaign is the first step in determining how a banner ad is best utilized, and how to evaluate its efficacy.

When utilizing banner ads to generate brand awareness, we’ve found that who is seeing the ad can be just as important as how often they are seeing it. To this end, brands would be wise to consider share-of-voice, above the fold versus below the fold inventory, and creative sequencing. These metrics aren’t unimportant in direct response campaigns, however we’ve found that the time and day an impression is served, the call to action, and the relevance of the creative to the end user can all have a much bigger impact on conversion. Knowing which variables to consider during the planning process and which metrics to use when measuring performance are key steps in maximizing the potential of display media.

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Service Specialist

Dan Savage
Managing Partner

Daniel Savage has been an expert in SEM, SEO and digital marketing analytics since they were first introduced to the marketplace. As CEO of Thomas B2B, Dan managed the first pay per click advertising service focused on the B2B market. Today he has a comprehensive knowledge of every search marketing tool and trick on the marketplace, but prefers to develop his own proprietary algorithms, bid management software and custom code.

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