Digital display advertising continues to advance dramatically, in line with the increased penetration of broadband.
Gone are the days of your activity being a lonely button on the edge of a web site. The predominance of banner blindness, where users either consciously or unconsciously ignore the presence of an online advert, has meant that agencies and their advertisers have had to work harder in getting noticed.
This fact, pushed forward with introduction of broadband-enabled video ads, has seen an explosion of creativity and movement on the web page. Expandable adverts, where a simple banner can enlarge to include a direct response mechanism, and site takeovers, where a brand can own a full site for dramatic impact and presence, are just two further examples of where display advertising is heading. To a certain extent, the industry is still reeling from the backlash against the, now virtually defunct, pop-up but providing that the advertiser AND the media owner focuses on consumer-experience then banner blindness will yield to an increase in click through rates.
TBG London brings you access to a wide variety of media owners that can offer display advertising, from small, specialist sites that are specific to your target demographic to high traffic portals where optimisation of frequency, creative and message play a vital role in speaking to your target market. Our resilient test and learn strategy, which has been developed since TBG’s inception in 2001, enables us to optimise and refocus your campaign according to learnings from our analysis. Our focus on delivering measurable results that are relevant to your business is integrated into every aspect of our display service. From our Monday morning meetings where every member of the team shares their results from the previous week, to new supplier relationships, creative learnings, and our weekly reports which are tailored to your individual campaign KPIs.
The real future of digital display, in a sector dominated by search advertising, is in building a relationship with the consumer. Direct Response will continue to be a headline focus for TBG, but we are increasingly monitoring the branded response element of our campaigns. The internet has always been about “action” but with the addition of clean, strong imagery and presence, display advertising will offer the best of both worlds; strong, enabling DR with an ability to build long-term awareness and brand recognition.
Loading ...
Subscribe to RSS
