Display advertising. You probably heard this expression a lot. Even though it’s quite obvious what it refers to, some people tend to give it a twist. So, before we start pointing out all the myths of banner ads and why display advertising is so important, we should take a look at the origins of it.
While advertising has a pretty clear meaning, the word display refers to the action of presenting something in a rather obvious way, intentionally and consciously. It’s not an action made by accident. It can sometimes even considered a presentation of something, a performance, and a show.
Myth 1: display ads are banners
TRUE and FALSE at the same time.
While most display ads are banners, it’s not an exclusive thing. One of the most common misinterpretations of display advertising is that most people tend to include all marketing materials in this category. They couldn’t be more wrong. Display ads are the rectangles that you see on sites that obviously contain advertising content. They usually appear at the top of the page, but that is not a requirement. Their purpose is to induce conversions quickly.
While the most common type of display advertising is indeed online banner ads, we can’t ignore the fact that videos also belong in this category.
As the misconception list goes on, we have to point out that some banner ads work better than others. Rumour has it, wider online banner ads perform better than smaller ones. On one hand, that is true, but you should always keep in mind what fits your style, audience, and product. The most effective display banner ad sizes are 300×250, 336×280, 780×90, 300×600 and 320×100 (mobile banners).
Myth 2: display ads are going down
Like the legend of the Phoenix…all ends with beginnings. Yes! We are talking about digital advertising. At one point in time, predictions didn’t really include display advertising as part of our future. But here we are, 2017 and we are still surrounded by it.
If we look back, we can observe an interesting thing happening. Right when everybody started installing ad blockers and the end of display ads was approaching, digital advertising started to adapt. Facebook came around, and guess what? Display banners adapted and they are part of it. The same happened with Instagram and Youtube. Display marketing is adapting faster than you would think. Take a look at advertising on mobile. See what I mean?
Myth 3: display ads equal brand awareness
According to a recent study conducted by Forbes, 90% of the advertising agencies and marketers consider display ads as a great way to increase branding.
With the majority of the people now surfing the internet on mobile devices, we can easily say, just by simply looking at the statistics below, that mobile online marketing raised the scores for ad display.
Therefore, we think it’s fair to say that mobile online display advertising gives power to the display advertising engine. If you don’t believe this, just hear me out.
Imagine you are in a foreign country and you want to buy some yogurt. You go to the grocery store and walk down the dairy aisle. You stare for a couple of minutes and you can’t make your decision. Of course, you want to choose the best one, especially when we’re talking about such a sensitive product like yogurt. So here you are, having no idea what to buy. After studying for a little while, you finally see something familiar, Danone (or Dannon, depending on the country you are in).
Even though it may not be your favorite yogurt or first choice in a typical (at home) situation, I bet you would choose it. Why? Because it is the only one you are familiar with. The only one you’ve ever heard of, the only one you probably tried before…and didn’t die.
When it comes to personal purchases, people tend to be a lot more involved. And if you take them out of their comfort zone (like traveling to a foreign country), you are automatically pushing them to choose differently.
So this is a perfect example of brand awareness. This concept refers to the process in which the customer remembers factors like brand’s reputation, culture, values, quality, features, specifications or social status.
How does this brand awareness grow? The answer is more exposure. And guess what display ads do? That’s right! They give you just that, more exposure.
Myth 4: display ads don’t increase offline sales
As pointed out before, when walking into a store or shop, people tend to look for the familiar things. Moreover, if your display ads include banner ads with promotions or big sales, those will most definitely contribute to your offline sales.
Didn’t you see people in the electronics department looking to buy a specific TV? Or in the groceries store, looking for the promotion aisle, because they heard tomatoes are on sale? It’s because they already found what they are looking for in a previous interaction with the brand.
Myth 5: display ads contribute to your traffic and conversions
Most social media marketing experts rely on banner ads when it comes to directing traffic to the website. Also, using online advertising display on sites that your audience trusts, will automatically score you some important points. Moreover, generating high traffic on your website will increase your chances of conversion.
Let’s do the math. If you ask 2 random people on the street what is their favorite ice cream flavor, “strawberry” will probably not be mentioned. But if you ask 10 people, your chances of finding a strawberry lover will increase. What if you ask 100 people?
This is the exact thing that display ads are doing for you. It increases your chances of gaining conversions and customers.
Now that we know the truth about these myths, we are convinced that display advertising should play a very important part in your strategy. And if you want to know how to do it correctly, keep an eye on our blog and check our next post, which will give you the best tips and tricks for how to create ultimate display ads.