Marketers are spending plenty of money running display ads. They’re making decisions about page placement, ad size and what to include for visuals in order to attract attention. Sticky has released a new infographic that explains just how challenging it is to get display ads noticed and what marketers should do to increase their visibility.
Tag: display ads
The simple display ad market, now worth $12.7 billion may begin shrinking soon. Marketers are starting to understand that a significant percentage of the inventory has no value, primarily because of new viewability standards. To counter this problem, publishers are making changes to the media spaces that they are selling.
Earlier this year, I highlighted a couple of reports which predicted that about 20% of publishers and marketers will use real-time bidding (RTB) to buy and sell online ad space by year end. This trend particularly impacts the display ad market. eMarketer analysts expect that about 25% of display ads will be sold through the RTB process by 2015.
Marketers seeking to reach specific audiences often use the tools on Google Display Network for their display ad campaigns. Doing so allows them to narrow down placements, sites, categories, topics, keywords, demographics, device and remarketing. Despite all of these options, it’s tough to run campaigns successfully without the proper research tools.
Facebook’s star is rising as the company prepares to roll out its IPO next month. The company is competing hard to control a larger share of the display ad market. In fact, it’s competing so hard, it’s willing to discount ad prices – a move that’s reminiscent of Amazon’s strategy in its quest for domination of the retail sales market.
Half a second. That’s the industry standard for measuring a display ad view. This time span may sound incredibly short but many display ads are not being seen by their intended audiences at all. And this problem is prompting marketers to take action.
The old saying that first impressions make a difference counts in marketing. Advertisers are routinely allocating a significant portion of their media budgets to display marketing. But those online ads can’t make much of a difference if they don’t have a chance to make an impression – often because they’re located in the wrong place.
Last Friday, I highlighted an article that discussed the low rate of consumer interaction with display ads. That detail has not deterred marketers from allocated significant budget resources to the format. The latest figures from comScore shows the format continues to grow through the key players in the industry have begun to shift.
A couple of weeks ago, I blogged about the ways that marketers are improving the look of their display ads. It turns out there’s a lot going on behind the scenes before an online display ad appears in a consumer’s browser. Marketers want to deliver their content to a specific audience for the best possible price. And the media space owners want to maximize the profits for delivering that audience to marketers. This situation has given rise to a real-time bidding market for display ad space. By many accounts, this bidding business model will continue to grow in 2011.
When banner and display ads first appeared online, users greeted this new ad format with high click thru rates (CTR). In Fall 2006, the CTR peaked at 0.21% on a global basis. The CTR declined since then though the format recorded a spike in April 2010. The average CTR has hovered at around 09.% for over a year and MediaMind research analysts say this equilibrium indicates that the ad format has found a place in the ad market.
Pharmaceutical marketers continue to be cautious when it comes to online formats. These marketers know the feds are watching – just last week AstraZeneca agreed to a $520 million fine for marketing Seroquel without adequately informing patients and doctors about side effects. Incidents like this make pharma marketers worry about inadvertent exposure when placing display ads.