Browsing through a heap of RSS feeds, I stumbled upon a interesting article by Jeff Hackett from comScore, where he shares his 4 tips toward better display ad performance.
Even though social media has stolen the limelight in recent years, statistic has shown that display advertising spending continues to grow. This highlights its importance and also the need to reap maximum benefits from the investment made.
Here are the four summarized tips.
#1. Avoid Clutter
If a webpage has too many ads, you can forget about advertising on that page. Your ad message wouldn’t be clear with so many other messages competing to grab the audience’s attention.
“Can you imagine if TV ads featured 4 or 5 different advertisers on the screen at the same time?”
#2. Improve Creative Quality
Make your ad alive. Use videos or interactive ad units to capture attention positively. Last year’s Mac vs PC ad campaign by Apple on The New York Times Web site homepage is a perfect example.
#3. Precise Targeting
Ensure the ad is targeted at the right audience. Think like a Facebook‘s ad platform. “comScore has conducted numerous post-buy analyses of online ad campaign over the years and frequently find that less than a quarter of campaigns even reach their intended target.”
#4. Use The Right Metrics For Measurement
According to comScore, counting clicks isn’t a good way to measure campaign success, especially branding campaigns.
“With click-through rates now averaging around 0.1%, any marketer who focuses on the click is essentially allowing one clicker to represent the branding impact made on the other 999 exposed consumers.”
Measurement is tough but not impossible. One way is to pay comScore to do it. Otherwise, using impressions, number of sales lead generated or even conducting quick and dirty research would give you a better idea how effective your ads are. Catch the full article here.
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