Online Display Advertising: Create a Stronger, More Integrated Marketing Program
If you want to increase brand awareness, drive potential customers towards downstream channels and produce incremental conversions,
you need to include online display advertising within your marketing mix. iProspect's online display advertising services are
significantly more enhanced than traditional banner ads. We utilize state of the art strategic targeting technology, including:
behavioral targeting, demo targeting, niche consumer group targeting and re-messaging.
iProspect's display strategies and tactics are designed to communicate with potential customers at every step of their purchase path,
thereby creating a stronger, more integrated marketing program than those focused solely on the "final conversion" step. With the help
of data obtained from the major search engines, iProspect gathers information about Internet user surfing habits. This data is then used
to better deliver tailored ads to those users across the Web.
Getting the most out of Display Ads
A recent iProspect research study found that while online display advertising is an effective channel at creating demand and introducing Internet users to your products and services, its power is substantially improved when it is paired with search engine marketing. So if you are going to invest in online display, you should consider search marketing as a form of insurance that will them capture the demand that display advertising creates. Findings from the study included:
More than half of Internet users actively respond to online display advertising, demonstrating that this is an effective channel to facilitate interaction with a brand.
Nearly four in ten Internet users who respond to online display advertising learn about a brand for the first time as a result of their exposure to such an ad. This finding validates display as a viable channel for building brand awareness and not just driving sales.
Almost as many Internet users respond to online display advertising by performing a search on a search engine (27%) as those who simply click on the ad itself (31%). This finding speaks to the symbiotic relationship between the two channels, and the power of search engine marketing to boost the effectiveness of display.
The number of Internet users who perform a search for the company, product, or service that was the focus of the online display ad to which they were exposed nearly doubles from 27% who perform a search as their initial response to 49% who eventually perform a search at some point after exposure to an ad.
Online display advertising is clearly a powerful channel for marketers, and it can help create demand, while search engine marketing combined with iProspect's knowledge and expertise, can help capture it.
Find out how iProspect's complete offering of search engine marketing services can enhance other components of your online marketing.
