Digital display advertising

Digital display advertising builds brand awareness, creates a digital footprint and enhances national and local marketing campaigns. We are a digital marketing company in Exeter specialising in getting your brand seen on the most popular and well known websites. Aligning your business with big brand websites via display advertising will increase brand recognition and sales, meaning you make more money.  We have marketing consultants covering the South West of England including Exeter, Torquay, Tiverton, Taunton, Wellington, Bath, Bristol, Cardiff and South Wales. So, for fully managed display advertising at affordable prices contact us today.

What is display advertising? 

Display advertising consists of advertising your company on external websites. Every time the ad is shown it counts as a page impression, unlike AdWords which works on a pay per click basis. The digital advertising formats include banners, skyscrapers, MPUs, and leaderboards, all of which can include rich media for enhanced engagement.

Display advertising is today’s equivalent to newspaper advertisements, magazine and directory advertising rolled into one, however, it packs more benefits.

Decline of traditional media

It is common knowledge that traditional print media has been suffering from an extensive decline over the past 20 years. Furthermore, it is forecast to decline in the future.

Gone are the good old days of placing an ad in a local paper and it being seen by large swathes of the local community. In fact, newspaper advertising in today’s climate of low readership figures and expensive advertising rates means that newspaper advertising is highly ineffective. There are better places to invest precious advertising revenue. Digital display advertising is the most cost-effective for ROI.

Changing habits of media consumption

Media consumption habits have changed dramatically over the past couple of decades. The internet has become a giant communication tool used worldwide and accessible by the majority of the population. As a result, the public is savvier in researching products or services they may consider buying. 

The advent of the smartphone and mobile apps to increase lead generation has only increased internet usage because people have access to the internet virtually everywhere. Magazine and newspapers publish online and it has become a natural reaction to look to the internet when seeking information. The term “I’ll Google it” is becoming ever popular.

Using display ads as part of your marketing mix means that your advertising message will be shown to your target audience.  Repetitive impressions enhance the message which will ideally lead to either a click-through to your website or users own independent research into your products.

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Types of display advertising formats

Digital advertising examples are available in a range of formats, such as leaderboard, banner, MPU, and skyscraper. Due to its digital nature, online display adverts often include rich media, such as streaming video, audio, and animation.

Traditional print media ads tend to use images alongside a substantial amount of text. Adversely, online display advertising is not usually content-heavy. Digital display ads harness the power of imagery to capture attention to drive sales and build a brand. The added benefit of the ability to integrate rich media drives the desired messages home much more effectively than ever before.

How can display advertising help your business?

Display adverts are excellent for promoting a product or service while also building brand recognition. When a user clicks the ad they are redirected to your website or a product page. It is also possible to have ads that do not click through, however, you will gain maximum benefit through a clickable ad that drives web traffic.

Furthermore, reports show that businesses that use display advertising will see an increase in the number of searches for their business. Overall, they can augment the impact of a pay per click campaign and often work best in tandem with one another.

At Search4Local, our graphic designers create the ad copy for you and your advert is broadcast across a large portfolio of websites. Our portfolio includes many popular household name websites across the UK.

We provide expert advice with keyword contextual targeting which enables adverts to appear within the context of a web page which has certain keywords within the content of that page. In addition, we can help with category contextual targeting, something that produces adverts for internet users who have a browser history that is relevant to the advertiser in question.

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What Do The Experts Say?

According to a research, nearly as many internet users respond to business display adverts by carrying out their own search related to it, as do those who click on the display ad itself.

Importantly, the proportion of surfers who ultimately go on to search for a product or brand at some point in the future rises further. This owes to the fact the user has been exposed to display ads. 

Benefits of display ads

Potential to reach a huge audience

Highly targeted (location, keyword, context)

Mobile responsive

Far more cost-effective than traditional media

Retargeting users through cookies (the ad follows you online)

Drives traffic to your website

Conversion rates are increase

Trackability. You can review how well your ads are working.

How can Search4Local help your business?

Search4Local has a team of experienced marketers who have the expertise to set up, manage and report on your advertising campaigns. Although our digital marketing company is based in Exeter, we work with businesses across the South West. We have a team of knowledgeable consultants that can visit your business to discuss your needs. Advertising campaign recommendations are based on your business needs.