When you think about digital marketing, you might automatically picture social media or email campaigns, but there’s another powerful player in the game—display ad networks. If you’re looking to create an effective multi-channel marketing strategy, display ad networks deserve your attention.
What Are Display Ad Networks?
Before we get too deep, it’s worth clarifying what display ad networks are. Essentially, they are platforms that connect advertisers with websites looking to host ads. When you see banner ads on a website or app, chances are they’ve been placed there through a display ad network.
These networks act as middlemen between advertisers and publishers (the website owners). They handle the logistics of getting your ads in front of your target audience while making it easier for publishers to monetise their content. So instead of negotiating with individual website owners, marketers can access hundreds or thousands of sites through a single network.
Now, how does this all fit into a multi-channel marketing plan?
Integrating Display Ads into Multi-Channel Marketing
Multi-channel marketing is all about reaching your customers wherever they are, using a mix of platforms. It’s rare that people stick to just one platform anymore—your audience might be browsing the web, checking their emails, scrolling social media, or using apps all in the space of a few minutes. A strong strategy taps into as many of these touchpoints as possible, and this is where display ad networks shine.
Display ads give you the opportunity to show up on a wide range of websites and apps, which broadens your reach. It’s one of the best ways to build brand awareness across multiple channels without needing to be directly involved in every single platform.
Why You Should Consider Display Ads in Your Marketing Mix
So, why should you bother adding display ad networks into your marketing mix? What can they offer that other channels might not? Let’s break down the benefits.
1. Massive Reach
When you use a display ad network, you instantly tap into a massive pool of websites and apps. Instead of focusing on a single platform, like you might with social media or email marketing, your ads can be seen across an entire ecosystem.
2. Retargeting Capabilities
One of the most effective strategies in digital marketing is retargeting, and display ad networks make this simple. Ever browsed an online store, only to see ads for that same store as you visit other websites? That’s retargeting in action. With display ads, you can re-engage customers who have previously interacted with your brand, keeping you top of mind and increasing the chances they’ll come back and make a purchase.
3. Highly Visual Content
Unlike text-based ads, display ads allow you to use images, graphics, and videos to capture attention. This is especially useful when your message is more visual—think about how much more compelling an ad is when it’s paired with an eye-catching image. Display ads give you that extra layer of creativity to communicate your brand’s personality and message.
4. Cost-Effective
Compared to other channels like paid search or social media advertising, display ads can often be more affordable. Many display ad networks use cost-per-click (CPC) or cost-per-thousand-impressions (CPM) models, which means you only pay when someone clicks on your ad or it’s shown a certain number of times. This can stretch your marketing budget further while still delivering strong results.
5. Supports Branding Efforts
Even if someone doesn’t click on your display ad, they still see it. This consistent visibility works wonders for brand recognition. Over time, as people see your ads across different sites and platforms, your brand becomes more familiar, increasing trust and the likelihood that they’ll choose you when they’re ready to buy.
How to Make the Most of Display Ad Networks
Just like any other marketing channel, display ad networks need careful planning to be successful.
1. Set Clear Goals
Before you start running ads, you need to know what you’re aiming for. Are you looking to build brand awareness, drive traffic, or generate leads? Your goals will dictate how you approach your campaigns, from ad design to targeting options.
2. Target the Right Audience
Display ad networks give you a range of targeting options, from demographics to interests to behaviours. The more specific you can be with your targeting, the better your results will be. This ensures that your ads are seen by people who are most likely to be interested in your offer.
3. Use A/B Testing
Not sure which ad design or copy will perform best? Run A/B tests to compare different versions and see what resonates most with your audience. This helps you optimise your campaigns over time, ensuring you’re always improving your approach.
4. Track and Analyse Performance
It’s essential to keep an eye on your display ad performance. Most ad networks provide robust analytics that show you metrics like impressions, clicks, and conversions. Regularly reviewing these stats will give you insight into what’s working and what needs tweaking.
5. Complement Other Channels
Remember, display ads should be part of a broader strategy. They work best when integrated with other channels like email, social media, and search. A consistent message across all platforms creates a seamless experience for your customers.
Releated: How to Attract More Customers with Powerful Marketing
Bringing It All Together
If you’re not already using display ads as part of your strategy, it’s worth considering how they could elevate your overall marketing efforts.
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