It was recently revealed that General Motors pulled its $10 million advertising budget from Facebook because they wanted to run page takeovers instead of the more typical sponsored posts and display ads. Page takeovers and display advertising achieve different results, as do interactive rich media ads, or integrated options like advertorials and social media activity. The creative execution that is right for your advertising really depends on your campaign goals. Each method of advertising has its pros and cons that work with or against your goals. Understanding the results each type of advertising achieves is important.
How display banners work well:
- - Display banners can be a cost effective way to buy reach, and design costs can be low.
- - They can work well for specific brand messages out to a large number of people.
- - Depending on the campaign, display banners may click better on certain websites, but this can be an ineffective measure for branding purposes.
- - There are a variety of ad sizes available, allowing the advertiser more choice.
- - Smaller international creative can often be used in larger sizes (eg, a 728X90 ads can run in a 760X120 placement), which can cut reduce deisign costs.
Things to consider:
- - Make sure you’re buying placements based on the audience you want to reach (following clicks may not always get you the right audience)
- - For performance campaigns, it is important to have a clear call to action, otherwise the display banner tends to work better for branding.
- - Remember, banners influence people well beyond the click. Make sure you’re monitoring post-click activity in the form of sites visits and direct google searches for your brand
- - Because of their limited space, keeping to the essential elements in your banner design is important.
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