BY Kathy Crosett
The best display ads generate a 0.25% CTR. That outcome results when marketers use the right format and target top display ad responders. One such audience is Sporting Event Betters as reported by AudienceSCAN.
Display Ad Market Snapshot
Display ads have expanded beyond the static images consumers encounter at the top of web pages. Consumers now find them on social sites, on mobile and on their favorite videos.
Some of the top display ad industry stats may help sway your accounts to buy media space in this format. Check out these stats as reported by keywordseverywhere.com:
- Over 90% of digital display ads in U.S. are programmatic.
- Marketers favor the 728 by 90 banner format.
- Around 50% of total digital ad spending goes to display ads.
Which Display Ad Formats Deliver Top CTRs?
The team at AI Digital has come up with good metrics regarding various display ad types. Consider these details as you sell media space to your accounts.
First, static banner ads are the most frequently used display ads. These ads typically generate CTRs of between 0.04% and 0.06%. Native ads, in the static format, deliver a slightly better outcome for marketers with CTRs ranging from 0.08% to 0.15% CTRs.
The real jump in engagement comes when brands use interactive display ads, including video players. In the format, an average CTR of 0.15% is achievable.
The auto-play video advertising market has brought marketers to a new level of engagement with target audiences. In this format, ads regularly lead to a 0.25% CTR.
What does display advertising cost?
As your accounts consider where to spend their advertising budgets, they’ll review the anticipated costs. Analysts point out that the cost-per-click for search advertising averages about $3.0. When it comes to display ads, the cost-per-click amounts to roughly $0.66.
Why the huge difference? Search intent offers valuable leads. People who search for a specific product or service have a stronger purchase intent. Consumers who notice a display ad and click on it may merely be curious.
Cost difference — banners ads versus native ads
Display ads can be considered from a pricing angle to understand why some formats are popular. Banner ads range from $2 to $20 per thousand impressions. But native ads can cost up to $100 per thousand impressions.
It’s easy to see why banner ads remain in demand. But it’s important to let accounts know banner ads won’t deliver a high ROI. This is especially true as consumers are hesitant to click on them. However, these ads serve as a great way to build brands and to retarget users.
Display ad costs on social sites
Ad costs also vary widely on social platforms, based on industry and on the age of the target audience. Not surprisingly, these ads generate varying CTRs by vertical. But not at the rate of “intent-drive search.” In the AI Digital study, the highest CTR, 1.08%, went to the real estate vertical.
As their analysts point out, “User intent, purchase cycle complexity, and the very nature of your product or service create significant variances in display advertising statistics.”
How to target the right audience with display ads
Another key aspect of higher CTRs relates to audience targeting and relevance. With a subscription to AdMall, you’ll know which local accounts will benefit most from display advertising.
For example, Sportsbooks companies should focus on building the best display ads, reports AudienceSCAN. Around 25% of U.S. adults are sporting event bettors. And 60% of these consumers have responded to display ads in the past 30 days. In terms of response type, around 47% did an online search.
Remind your accounts that display ads on mobile devices can be especially effective. About 20% of sporting event bettors say that advertising they see on their mobile apps is useful.
Who should be advertising to sporting event bettors?
Casinos should target this audience as 22% of these consumers enjoying casino gambling.
In addition, AudienceSCAN data shows that 26% of sporting event bettors are planning to travel to a casino in the next year. This intent is a signal that your accounts should know about. They can target these consumers with their best display ads.
As you work with your accounts to design ad campaigns, let them know that this audience is far more likely to make purchases that help them feel popular and powerful. The best ad campaigns will appeal to these purchase motivators.
The sporting event bettor audience is male dominated. They make up 70% of the audience.
How to set up display ads on mobile
Because so many ads are viewed on mobile devices, remind your accounts of the following basics.
- Keep the message simple
- Use short messages – 2–3 seconds to communicate.
- Make sure the ad size responds to the display format being used. Especially important for mobile.
Remember that targeting active attention is critical. Research shows that video interscrollers capture 3 seconds of attention and native video is at 2.8 seconds. This may sound like an impossibly short interval, but experts say it is sufficient for making a good impression.
Why you should suggest A/B testing
Help your account with their A/B testing process. It’s one thing to guess at an ad’s effectiveness. And it’s tempting to go with an ad because a person at the account site loves it. But what really matters is what resonates with the target audience. Taking the time to test is necessary and the process will help your accounts develop the best display ads.
Photo by AS Photography on Pexels.
