Display ad marketing has undergone numerous changes over the past few years. The practice now includes various advanced trends and advertising strategies meant for maximising the advertising efforts.
Display advertising is a type of pay-per-click advertising that involves the use of banner ads featured on webpages. Unlike in traditional paid search advertisements that included text-based ads featured in search engine results, digital ads are more visual relating to a service or product.
This practice becomes a challenge for businesses to stand out in the saturated market, and one needs to design perfect ads and promote them in the right places to get the right return on investment.
You need to determine the right platform to display your ad before you even begin the designing process. Social ads especially need careful consideration as you won’t just be competing with other different paid content, but the user’s whole social network as well.
When you use social ads, they should be contextually relevant and still manage to get the reader’s attention. As such, use captivating images and interesting design elements.
Also, refrain from using stock images as it will ruin your results. Instead, use real pictures of real things.
You can never overlook the need for expert guidance when it comes to marketing. Businesses and brands need to understand the value marketing experts bring to the table in terms of authenticity and direction.
Most marketers use automated systems that may lead to credibility issues. Automation may also make mistakes such as posting ads at the wrong time, which can be viewed in bad taste by the viewers.
Consider partnering with an advertising agency, for example, to improve display advertisement relevance and effectiveness.
Social media platforms will never lose their effectiveness. One key advantage of social media is the ability to target diverse audiences. Also, putting your ad on these platforms is quite straightforward. With only a couple of clicks, your ad can be seen on Facebook news feeds, Instagram, and the rest.
Social media is also the perfect channel to test your ads. You can see what resonates with an audience and proceed to budget on what works.
Moreover, services such as Google’s Display Network are useful when it comes to finding the perfect audience.
Call to action [CTA] is a fundamental aspect of any marketing strategy, and it is no different with display advertising.
A short, engaging CTA will transform impressions into site traffic. Invite users to your site and landing pages and provide clear guidance to their actions so that this action is not left to them.
Display ad marketing is all about branding. Hence, your display ad should be able to get quick attention with the least possible amount of information, just like in billboards.
The ad should convey your brand’s message in very few seconds, lest the viewer fails to grasp the message. Your ads should look like an ad to capture the viewer’s attention. Your ad also needs to stand out to maximise your return on investment.
Display ad marketing should never be a “one size for all” kind of advertising as this hardly produces the expected results.
Instead, segment your target audience based on their demographic details and craft your ads to target specific demographics. This has proven effective in boosting click-through rates and cost per action [CTA].
Singaporeans heavily use mobile phones to access the internet. It is projected that 4.9 million Singaporeans will be mobile phone internet users by 2023. Desktop advertising is also estimated to decrease.
Take advantage of this and implement a mobile-first strategy to stay ahead. Include ad sizes unique to mobile to cater for this segment of internet users.
It can be hard to predict the outcome of any digital marketing strategy. It is especially so when it comes to display ad marketing. Instead of running a singular ad in the same version, run a couple of them. Change the CTA, colour-theme, message, and other aspects and run multiple ads at the same time.
This strategy helps you to see which ad version works, and hence you can budget on that particular strategy.
Your ad colour matters a lot when it comes to display advertisement marketing. Keep in mind that different colours have different psychological associations when choosing your primary colours. Also, ensure that your texts are easy to read through the colours.
On that same note, consider thecolour background of the venue your ads will be displayed. For example, Facebook’s colours themes are blue and white. Hence, refrain from using the same colours in your ads lest they blend in, and you end up garnering less traffic.
Humour has been a big aspect of advertising that has helped to yield significant results. It has been proven that using humorous images in advertising is more likely to capture audience attention, enhance their memorability and boost sales.
Hence, integrating humour in your display ad marketing can go a long way in raising your brand awareness and bring the sales you need. Brainstorm with your marketing team and come up with great and funny ad copy.
Your ad should link to your homepage and direct users to the specific location referenced in your ad. The landing pages ought to appropriate to enable the users to take the action advertised on your ad.
Display ad marketing can help you reach your targeted customers, drive engagement, and boost your sales. Although the practice can be challenging, it is very awarding when the right approach is adopted.
Do your research well, create measurable goals, and compelling ads, and you will be sure to see significant ROI in your campaign in due time.Get in touch with MediaOne for more tips on how to conduct display ad marketing in Singapore.
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