The Role of Display Advertising in a Paid Media Strategy

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Paid Media Advertising

From novices to seasoned marketers, everyone can benefit from understanding the power of display advertising.

In this article, we’re delving deep into the world of display ads, uncovering the value they can bring to your business, and exploring how they can transform your digital marketing strategy. 

So, let’s explore the ins and outs of display advertising and its potential to take your paid media strategy to new heights.

Why Display Advertising Matters

Think about walking down a busy street and seeing a colorful, unique and eye-catching mural that captures your attention. Display ads are like those murals – they grab your gaze and leave a lasting impression.

Make A Memorable First Impression

Display ads offer a visually engaging platform to showcase your brand’s identity. They come in various forms, from static images to animated graphics and even videos. This flexibility allows you to play with colors, text, and multimedia elements, ensuring your ads are both eye-catching and distinctively representative of your brand. By maintaining consistency with your brand’s visual identity, you can create ads that stand out and reinforce brand recognition.

Nurture Your Existing Prospects

Imagine you’ve introduced someone to your product or service. A well-placed display ad can serve as a friendly reminder, keeping your offerings fresh in their minds. Just like a friendly salesperson in a physical store, these ads gently prompt potential customers to consider making a purchase. It’s all about staying present and maintaining a connection with your audience.

Advanced Audience Targeting

Display advertising isn’t about casting a wide net and hoping for the best; it’s about precision targeting. With advanced tools, you can direct your ads toward specific demographics, interests, and even behaviors. This tailored approach ensures that your message reaches the right people at the right time. Whether you’re aiming to engage potential customers or re-engage previous visitors, display ads give you the power to fine-tune your outreach.

Support Other Paid Campaigns

Having a robust, full-funnel digital strategy is paramount to a successful marketing plan. Display advertising seamlessly complements other online strategies like pay-per-click and paid social advertising, creating a unified and impactful marketing approach. By utilizing multiple channels, you amplify your brand’s visibility and increase the chances of connecting with your audience. It’s a coordinated dance that fosters brand recognition and boosts engagement.

Display Ads Can Be Easily Tracked To Measure Effectiveness

In the world of marketing, measurement is key to understanding growth. Display advertising provides the means to track how many times your ads have been viewed and how many users have engaged with your ads. Given that display advertising primarily builds brand awareness, the number of impressions your ads receive becomes a crucial metric for gauging success.

Display Ads Can Put You Ahead Of The Competition

Display advertising serves as a strategic tool to divert consumers considering doing business with your competitors, guiding them towards your offerings instead. Employing search retargeting to target those who have shown interest in products on your competitor’s website and then offering them an appealing deal on your site is an effective way to acquire new customers.

Display Ads Can Reach Consumers On The Go

Geofencing emerges as another potent display advertising tactic. By delivering advertisements to mobile devices based on a user’s current location, you can tailor your advertising to individuals who are actively shopping, signaling high purchase intent.

Geofencing involves setting up a virtual perimeter around a geographical area, such as your business location or a competitor’s. This enables you to push geofencing ads, presenting offers and deals to anyone entering that area with their mobile device.

The Role Displays In The Customer Journey

The customer journey is a narrative with distinct chapters, each playing a pivotal role in guiding potential customers from initial awareness to conversion. Display advertising is the thread that weaves this story together, adapting to the needs of each stage.

A Top-Of-Funnel Marvel

At the outset, the priority is spreading the word. Display ads shine as powerful tools for creating awareness, casting a wide net to reach a broad audience. This phase is not about immediate sales; it’s about introducing your brand, your products, or your services to the world. Display ads are strategically positioned to capture attention and ignite curiosity. Through eye-catching visuals and concise messaging, they plant the seed of interest that sets the stage for deeper interactions.

Guiding Through Consideration

As potential customers move deeper into the journey, they enter the consideration phase. In this chapter, display ads become steady companions, ensuring your brand remains in their thoughts. These ads offer gentle reminders of their initial interest, helping them evaluate their options. It’s about nurturing the connection established in the previous stage and influencing their decision-making process. By presenting your brand as a relevant and appealing choice, display ads aid potential customers in making informed decisions.

The Final Push For Conversion

As the journey nears its climax, potential customers stand on the precipice of decision-making. This is where display ads step in to seal the deal. These ads act as reassuring presences, reminding potential customers of your offerings. By being present during this pivotal phase, display ads increase the likelihood of converting curious browsers into satisfied customers. They keep your brand top-of-mind at the critical moment when decisions are made.

Nurturing Loyalty And Advocacy

However, the journey doesn’t conclude at conversion; it merely transitions into the next phase. Display advertising continues to play a role in nurturing customer loyalty and advocacy. Through retargeting and personalized messaging, display ads keep past customers engaged and interested in your brand’s latest offerings. This ongoing engagement contributes to building lasting relationships, turning satisfied customers into brand advocates who spread positive word-of-mouth.

Evoking Repeat Business

Display advertising excels in nurturing repeat business. By showcasing relevant products or exclusive deals to past customers, these ads remind them of their positive experiences with your brand. They reignite interest and encourage return visits to your website or physical store. This chapter demonstrates that the customer journey is not a linear path; it’s a continuous loop of engagement and interaction.

Inspiring Referrals

Word-of-mouth is a potent force, and display advertising can amplify its impact. Display ads can be strategically designed to encourage customers to refer friends, family, or colleagues to your brand. By highlighting referral incentives and emphasizing the value of sharing positive experiences, these ads empower satisfied customers to become active promoters of your brand.

Rekindling Dormant Relationships

Customers may become dormant over time, but that doesn’t mean the journey ends. Display advertising can reignite relationships with past customers who haven’t engaged for a while. Through personalized re-engagement campaigns, these ads remind customers of their history with your brand and entice them to rekindle their engagement.

Harness The Power Of Display Ads In Your Paid Media Strategy

Remember that display advertising is more than just a tool – it’s a strategic companion that guides your audience through the twists and turns of the customer journey. It’s about capturing attention, fostering connections, and driving conversions. Whether you’re a newcomer looking to make your mark or a seasoned marketer aiming to refresh your approach, display advertising offers a versatile and impactful solution. 

Harness the power of display advertising to make a lasting impression, nurture prospects, target with precision, and bolster your entire paid media strategy. From awareness to conversion, display advertising is the thread that weaves your brand’s story into your digital presence. 

If you have questions about display ads, don’t hesitate to reach out to our knowledgeable team of paid media experts at Intuitive Digital. We are here to help you navigate the intricate world of display advertising and guide you toward a flourishing digital marketing strategy.

About the Author

Leila Lavey

Leila Lavey is a Senior Digital Strategist on Intuitive Digital's Paid Media Team. Leila is passionate about building strategic PPC and paid social campaigns that drive meaningful results for our partners. Leila is always looking for ways to optimize and improve performance.

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