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Digital display advertising has been with us since the early days of the internet.
The strategy is still the same – businesses use it to send more new visitors to their websites every month for engagement and, ideally, conversion into new customers, patients or clients.
Even today, more companies of all sizes are discovering that it’s a great way to promote themselves online in their local markets.
In fact, spending in digital advertising is exploding as companies continue to pivot away from legacy ad strategies and instead invest more in digital marketing solutions.
What Are Banner Ads?
Digital display ads – aka banner ads - are those small clickable images you see on practically any website you visit today, including popular high-traffic sites like Weather Channel, CNN, Fox News, ESPN, WebMD, History Channel, People, and even the New York Times.
People visiting these websites see your ads, click on them, and are automatically sent to your own website’s homepage, Contact Us page, or a special landing page you’ve set up.
Your ads can also appear on many of the “apps” people use on their mobile devices like smartphones and tablets.
When you buy digital display advertising, you’re bidding against other companies for blocks of 1,000 ad “impressions”.
Each time your ad is shown counts as one impression.
How much you’ll pay for an ad campaign is based on your bid (CPM, or cost per 1,000) and how many ad impressions you win (i.e., ads that actually get shown). Campaigns can run for any length of time.
Digital display advertising offers a number of benefits that make it attractive to local businesses.
Benefits of Digital Display Advertising
First, you get quick results.
In many cases you can have an ad campaign set up and running in 2 or 3 business days.
That means more visitors to your company’s website quickly and more opportunities for you to engage with those new potential prospects.
Second, companies of practically any size can take advantage of it now.
Innovations in technology have lowered its cost and helped level the playing field.
What only the biggest companies with the largest budgets could afford before is now within reach of every business. A digital ad campaign that used to cost tens of thousands of dollars years ago. Today it can be just a few hundred dollars investment that can help you reach thousands of new prospects.
Third, it allows you to identify and advertise to your best prospects with precision.
This degree of control can keep you from wasting valuable ad spend and help lower your customer acquisition cost.
Types of Digital Display Advertising
Interest-Based
One common display advertising strategy companies use is called interest-based targeting.
This means showing your ads on websites that are related to your type of business and that people enjoy visiting.
For example, if you run a landscaping design company, a furniture store, or a remodeling business, you could show your ads on popular websites like Better Homes and Gardens, HGTV, Martha Stewart, Good Housekeeping and House & Garden.
Geo-Targeting
Another powerful advertising strategy is geo-targeting.
If your company only works within a certain service area, you can limit showing your ads only to people who live and work in that same geographic area.
You can also geo-target new prospects by country, state, city and zip code.
Geo-targeting technologies are now so advanced that companies can limit showing their ads only to people who live or work in buildings at specific street addresses, and down to a range of about 8 feet.
This is hyper-local advertising and it sends your ads to smartphones or Wi-Fi enabled tablets that people are carrying in that area.
Demographic
Demographics–based advertising is yet another powerful strategy that can help you reach the exact audience you want.
Let’s assume your ideal audience is made up of married couples over 65 years of age who are homeowners and who live in a certain geographic area.
A demographic-based digital ad campaign combined with geo-targeting can be a very effective way to reach that custom audience.
Bottom Line
As you can see, digital display advertising is a powerful and affordable way for your company to reach the audiences you want.
There are a variety of targeting strategies to choose from and, when combined with attractive and compelling banner ads, can help you bring more new prospects to your website or landing page for conversion into new paying customers, patients or clients.
The playing field is level. Small-to-medium sized businesses can now use the same strategies that only the largest companies could afford to use before.
Click here and let's see if digital display advertising is right for you.
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