Display Advertising traditionally follows a push model of advertising that is common with many offline mass media tactics. To understand pull versus push advertising models, think about the differences between how paid search and newspaper or radio advertising inherently work.
As Display continues to mature, you can take advantage of different targeting techniques that allow advertisers to both push brand and awareness messages out and pull in potential customers with targeted direct response messages.
What are some indicators you should add Display to your online marketing strategy?
1. Targeted Audience
When your advertising message needs to be targeted to a specific audience, show your ads to a specific demographic, geographic area, or behavior. For example, if you wanted to target your Display advertising about yoga mats, you could specifically advertise to women between the ages of 35 and 50 who recently read articles about yoga and related topics like organic food, or performed searches on specific yoga techniques.
2. Social Media Plans
Social networking sites like FaceBook and MySpace offer opportunities to target ads based on demographics and interests listed in user profiles pages. You can easily pinpoint your target audience with a specific message and take advantage of your existing presence on these sites.
3. Paid Search Brand Campaign
Many paid search marketers use Display advertising to enhance the performance of branded terms in their campaigns. Display Advertising increases brand recognition for your products, by encouraging people to include your company or brand name in their search term. Imagine that you work for FastSpeed Corporation selling Jet Skis. Your paid search campaign costs will decrease if users search on “FastSpeed Jet Skis” rather than “Jet Skis.”
4. Direct Response Campaign
Using behavioral targeting options, you can pinpoint the online audience that has already “raised their hands” and indicated an interest in your product. By re-targeting an audience that already has a high interest in your products, you’ll drive more users to online conversion. We repeatedly see this technique provide strong ROI for many clients in their direct response campaigns.
5. New Product or Web Site Launch
If you launch a new product or website, you need a strong online presence to drive awareness of your new offering. You may not yet have a strong level of traffic from other online advertising because no one knows about your new site or the product is unique to the marketplace. Display offers the ultimate online marketing push model, so you can saturate the internet with your marketing message.
