Display advertising supports two main market goals:
- Reach: communicating a brand or marketing message.
- Action: letting the customer do something (for example, click on the add to go to an online shop or landing page)
Here, display advertising differs from traditional advertising as it allows the customer to directly act upon the ad by clicking it. This is one of the biggest advantages display advertising has over traditional ads in newspapers, magazines or TV, and billboard adds.
A second advantage is that it can be measured better than traditional display media. Among other things, the following can be measured:
- The number of times the ad has been shown (it may be shown below the fold of the screen and never actually been seen by the user)
- The number of times the add has been “seen” (the number of times the ad has been shown visible to the user)
- The number of times the ad has been clicked
- The interactions further down the funnel (such as brochure downloaded and product bought)
In the end, the ROI of each display ad campaign can be measured allowing the marketer to A/B test display ads much more rigorously.
The third benefit of display campaigns is that they can be changed or updated in real time. The marketer usually has the right to stop and start a display campaign or change the channels where the banners are displayed at a moment’s whim giving him much more control over where the marketing money is being spent.