1. Display
Advertising
From
branding
to
direct
response
Click
To
Learn
More

2. Visually Dynamic
Capture
a3en4on
Engage
your
audience
Influence
decisions

3. Display
adver4sing
gives
marketers
the
opportunity
to
reach
prospects
at
every
stage
Image
source:
Bizo

4. Branding
Audience
Connec4on
•
Build
trust
and
rela4onships

5. In
the
US
market
the
Online
Publishers
Associa7on
found
an
increase
of
nearly
30%
in
site
visita7on
and
55%
more
7me
spent
on
the
brand’s
website
due
to
online
branding
campaigns
on
average.
Online
Publishers
Associa4on:
The
Silent
Click:
Building
Brands
Online,
2009

6. Direct Response
Drive
conversions
•
Generate
leads

7. US
research
conducted
by
Nielsen
analyzed
400
digital
campaigns
and
found
a
32%
average
increase
in
offline
sales,
while
also
showing
that
online
display
adver7sing
was
able
to
create
a
157%
average
ROI.
Nielsen:
Net
Effect
US,
2009

8. Build an Effective Campaign
1. Iden4fy
goals
and
an4cipated
outcomes
2. Establish
target
audience
3. Establish
budget
– suggested
15%
of
total
adver4sing
budget
4. Design
custom
ad
5. Measure,
adjust
and
op4mize

9. Best Practices
1. Include
a
clear
message
2. Create
a
prominent
next
ac4on
visual
3. Include
promo4ons/offers
if
available
4. Experiment
with
colors
5. Balance
ad
content
–
clean
and
easy
to
read
6. Visible
brand
name
and
URL
7. Measure
performance
and
op4mize

10. Flexibility
Test
different
colors
Try
different
templates
Play
with
sizes
Adjust
Call-­‐to-­‐Ac4on

11. Considerations
Demographic
reach
Geographic
reach
Behavior
targe4ng
Ad
scheduling
Remarke4ng
Mobile
reach

12. Cross Media
Combining
display
with
other
forms
of
adver4sing
results
in
a
more
powerful
campaign.
• Enhance
the
impact
of
other
forms
of
marke4ng
• Expand
marke4ng
reach
• Reinforce
message
Cecilie
Burleson,
Sept.
2012