Frequency and Relevancy are the key to effective Display Advertising
Whether you want to increase awareness or sales, display advertising is a great avenue to reach your potential customers.
Real Time Bidding (RTB)
Until recently, buying Display advertising was a labor intensive process. To get started, you identified what sites you wanted to advertise on, contacted the site owner or advertiser department, negotiated placements and rates and provided the creative (banner) in a number of different sizes. Then you crossed your fingers and hoped that the impressions promised, were delivered and turned into clicks and customers.
Technology and the advent of ad exchanges and real time bidding has revolutionized the display advertising space. What is an ad exchange? Ad exchanges are technology platforms where ‘display advertising supply’ meets ‘advertiser demand’. On these exchanges, web site owners add their available inventory to the platform and advertisers bid on the inventory. As the advertiser, you have access to tens of thousands of websites and billions of impressions. Essentially, banner inventory is now at your finger tips.
You are now in control! You choose your target demographics, price, frequency, placement and creative. You set the bid price you are willing to pay per impression (views) and let the real time bidding platform do the work. In real time, the platform bids on matching inventory and serves your banner ads on the winning sites. Giving you breadth and variety.
Sounds complicated? That is why FlowMotion is your Display Advertising partner. We get it! We have access to multiple ad exchanges and understand how to successfully build and manage a campaign suited to your needs.
With so many web properties to advertise on, you want to be as targeted as possible. There are four main ways to target your audiences:
• Ads relevant to the web pages
• Target golf-related websites if you sell golf products
• Select specific websites
• Target people based on their online behavior
• Travel ads for recent travel site visitors
• Pick a topic or demographic
Retargeting and Remarketing
Have you ever felt like you are being followed? For example, you are in the market for a new TV and start researching online. You visit a manufacturer’s web site and read about their TVs. At some point, you leave the site or close the window. Later that day you visit your favorite news site and you see a banner ad for the TV you were researching. Even later, you visit Facebook and again you see a banner ad for the TV. Next, you are playing your favorite game on your phone and up pops a banner ad for the TV. It feels like this TV manufacturer is all over the web! They aren’t – they are advertising through remarketing, also known as retargeting.
What is Remarketing and Retargeting?
Remarketing is a clever way to serve targeted ads to people who have shown an interest in your products and services. Remarketing helps you reconnect and stay front of mind with your potential customers.
How does it work?
At some point in your browsing, you were cookied (tagged) by the manufacturer as interested in their product(s). When you visit participating web sites, the cookie is recognized and a targeted ad is shown to you. In Remarketing, you set the frequency, the time of day, the bid prices and the creative (banner) that is shown. Understanding how these play together to create an effective campaign is what FlowMotion does.
Having all of this new technology means nothing if you don’t have well designed and effective banners, in all of the IAB standard sizes. FlowMotion’s team of designers understands how to create compelling and click worthy banners that meet the ad exchange requirements. Whether they are static, rich media, mobile – we create banners that work!
If you are interested in learning more about our Display Advertising services, call us at 888.818.3569 or Contact Us below.
What is Display Marketing?
Display advertising is graphical advertising that appears next to content on web pages, IM applications, email, etc. These ads, often referred to as banners, come in standardized ad sizes, and can include text, logos, pictures, or more recently, rich media.