When formulating your overall marketing strategy for 2015, it's important to develop an inclusive plan that includes multiple channels across both traditional media and the Web. Though new concepts like geo-fenced mobile ads, hypertargeted search and live video ad insertion will put you on the cutting edge of marketing, one of the most crucial components of your marketing strategy is one that's nearly as old as the Web itself: display advertising.
What Is Old Is New Again
Though the concept behind display ads may not have changed much in the past two decades, the technology that delivers this type of content to consumers has made leaps and bounds. No longer are marketers confined to graphics-based banner ads that consumer eyes simply gloss over. Today's display ad, ideally, is connected to content the reader cares about; is targeted to the consumer, using things like browsing history and location; and includes a strong call-to-action that doesn't just go for the click, but invites consumers to learn more about the product being advertised.
On an Upward Swing
Though display advertising suffered some well-publicized losses during the early 2000s, this advertising medium is back in a big way. Research reported on by Marketing Pilgrim shows that growth in traditional display rose from 14 percent in 2012 to 18 percent in 2013, and is estimated to have grown to 26 percent in 2014. These numbers represent the fastest growth rate for display ads since 2007.
Not Just for Desktop
Another reason display advertising is growing is it's now reaching more consumers than ever. Through the power of mobile, display ads can reach users on tablets and mobile devices, which opens up some interesting possibilities for marketers. Having a call-to-action that directs users to an app download, for instance, shows how mobile display ads can be effective in a different way than their desktop cousins.
Display ads have certainly evolved a lot since their inception more than 20 years ago, but that doesn't mean this medium is old hat. In fact, as the mobile and desktop worlds change, display advertising is set to grow at a record pace — and, as such, is a crucial part of any marketing department's advertising plans for 2015.