Why is the Internet following me?
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We’ll get to that in a second. What about Banner (or Display) Ads then? For years there was a vocal group of advertising folk that screamed “Stay away from banner ads!” Oh yea, and they also bellowed “No one ever clicks on them!” Thing is, at the time, they were, for the most part anyway, generally correct. This is not the case anymore, but why is that?
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The reasons are numerous, but the big ones are that advertising on the web has gotten better, at least in relation to targeting, ad servicing, and the tools for advertisers and publishers to interact with, and set guidelines for ads in relation to content. Web viewers are also more savvy, and where before they could generate Internet ad “blind spots” on the fly, they’re actually more willing to look at compelling ads that at least seem more relevant to the page they are visiting. Those two alone are making a big difference in the comeback of display ads on the Intertubes.
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The other huge factor is a new form of pervasive advertising, cal ad re-targeting or in Google parlance, remarketing.
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This is big. VERY big. In short, advertisers buy the right through cookies ptu onto your computer (non-harmful or malicious ones of course) that give them the chance to serve their ads on any page you visit that might be relevant, replacing other ads by paying a little more for the privelege of “following you around the Internet.” Let’s say you’re looking for a washer/dryer and every page you go to after you do a search, you see ads for LG appliances. Their new line of super duper washers and dryers to be precise. You start to think a number of things consciously or not; that LG is good, they must be selling a ton of these to afford all this advertising, they really must have the best products because all these sites are running their ads, and well, you get the point. You may even get that LG washer/dryer combo.
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If your company needs help with the particulars of this (and trust us, it can get very complicated depending on dollars spent, types of campaigns, research and reports, etc.) we can definitely help there. We’re doing our own set of remarketing campaigns, all with different keyword placements currently but using the same ads. When we are finished with this, we will switch out the ads with new ones, but also use the old ads with different keywords, and so on. This will give us a really good view of what ads are working for specific segments, locations, and unique offerings. Depending on the size of your advertising busget, you can do this across platforms, mobiles, and more, and not only make more sales, but learn what your current and prospective customers really want from you.
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In a word, it’s invaluable.
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Give us a shout out today and we’ll work with you to put together a campaign that will really sizzle.
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