Display advertisement is considered as one of the most successful advertising strategy on Internet. According to the latest IAB report, online display advertising market represented 37% ($ 5.5 billion) of the total online advertising market during the first six months of 2011. Among the various forms of online display ads, banner ads constituted for majority of revenue ($ 3.414 billion) representing 23% of the market.
Different forms of online display advertising
Online display advertising is a form of web marketing where promotional messages in the form of text, logos, audio, video or pictures in static or animated form are displayed on the relevant websites or search engine result pages. These online display advertisements are of 3 forms – banner ads, pop up ads and text ads.
Banner ads are the most common types of ads and are similar to the traditional banners, highlighting the business name and giving a small description of the business.
Pop-up ads are similar to banner ads in their design, but their placement is different. These ads are not steadily placed and pop-up suddenly, mainly during navigating from one content page to other.
Text ads are limited only to text content. They can be easily downloaded and they can be made effective using right keywords.
Online display advertising is very helpful for automotive businesses as they are product oriented and this marketing strategy best serves the purpose of quickly engaging the customers. Below are few benefits that assure success of your auto business through this advertising strategy.
Attractive display of auto models catches the attention immediately: Display advertising is a perfect strategy to promote your automotive products. A well designed display ad with graphic images (static or animated) of the vehicles and their description in the audio/video form grabs the attention of the viewer immediately. In short, display ads can act as a miniature version of your virtual or traditional showroom showcasing your auto models.
Targets the audiences searching for automobiles: Display advertising is targeted and thus, effective in generating leads and creating conversions for your business. An automotive business can target its audience based on behavior, geography and context.
In behavioral targeting, your auto business ads appear if the user is searching for auto products or content. Geographical targeting is the best way to make business, as it enables your ads to be displayed when a user browses from your local area. And contextual targeting is a way to display your ads in the websites which are in any way related to auto business (like auto spares retailer, auto new websites, auto forums, etc.). By targeting the right audience you can eliminate wasted impressions.
Highly interactive marketing strategy: Display ads are highly interactive and entertaining ways of advertising. Especially, for an automotive business, as it needs an interesting and knowledgeable illustration of the auto models to attract customers. You can be as creative as possible in explaining your automotive business in the limited web space available. Remember, an effective display ad creates brand awareness and affinity for your brand even if the viewer does not click your ad.
Can easily track the success of business strategy: Online display advertising gives immediate results. The click through rates and conversions rates help in tracking the effectiveness of a display ad. These ads can be adjusted, improved and replaced immediately based on their performance. Regular tracking of the progress of various ads helps you save time and money spent on the ad and assures success for your marketing strategy.
In addition, display advertisements are cost-effective. You can purchase these ads through pay per click or cost per impression. Based on the performance of the ad in generating traffic and ROI, you can increase or decrease the spending on that ad.