Display Advertising Advanced Exam

8. Display Advertising on the Google Display Network

8.1 Communicating Value of Display and the Google Display Network

Overview and Value of Display Advertising

What is Display?

Display ads are effective in capturing your customers' attention with visually dynamic content that uses a wide creative canvas.

 In the world of display advertising, display ads include non-text ads that use images, Flash, video and other technologies and appear alongside website publisher content. Display ads are an effective media choice across a large variety of goals from Branding to Direct Response.

Display advertising can reach consumers at every stage of the purchase funnel. By not implementing display ads, as an advertiser you can run the risk of losing potentially interested consumers who might need a little more influence to make a purchase decision.

The Value of Display Advertising

Users are increasingly interacting with content and looking for brands online. As a result, marketers and agencies need to follow users to effectively engage audiences - whether to encourage them to take a specific action or to make an emotional connection with your brand. Display can be used for campaign goals throughout the purchase funnel: from blasting your brand message, to owning a specific brand territory or driving traffic, sales or leads.

The value of display comes in the consumers you are reaching. To reach consumers who are actively searching on words related to your business, use Google Search advertising to place ads next to search results pages. However, to extend your campaign to also reach high potential customers who are not yet actively searching on your brand or products, but who are engaging with online content specifically related to your area of business, use the Google Display Network. Google's technology will place your display ads against this specific type of content across thousands of sites.

Recent data supports this display value proposition. A recent study showed that display advertising led to a substantial lift in unique users visiting advertiser websites, and an even more prominent increase in pages viewed per unique visitor.

Display ads across the web also help drive engagement on search; after being exposed to a display ad, research has shown that consumers are significantly more likely to click on sponsored link. However, very few marketers coordinate display buys with search marketing thus the opportunity to think big and cross channel is clear.

The opportunity to fully harness the potential in display remains large. For example, marketers still concentrate spend heavily on a small number of sites - however, a disproportionately small number of page views actually occurred on these sites. This demonstrates there's a severe disconnect between where Internet users are spending their time, and where marketers are spending their dollars trying to reach them. Google's tools and products aim to make it as easy as possible for you to harness the potential of the display space.