Display Expands Its Versatility Even Further

April 19, 2014

Online display advertising debuted in 1994. The format will be 20 years old in October. Two decades is perceived as a long time in Internet years, and it’s true that many digital marketers gravitate to new, shinier objects such as social media or mobile.

But those who have written off display are overlooking two critical things about the marketing tactic: Online display advertising has a remarkable capability to adapt and unequalled versatility. Here’s the case for display.

Display performs at every stage of the funnel.

Do you want to build awareness? Display ads function as billboards on the Web, building brand and aiming your message at the top funnel. Do you want to increase engagement? Display can do that, too, by enticing mid-funnel prospects to engage with content on your website. And if you’re looking for conversions, display – especially retargeted display ads – can work in the bottom of the funnel by offering gated content that will build your email database.

Display has adapted to social.

Facebook, LinkedIn, and Twitter are all seeing big revenue gains, and social media display ads are a critical factor in their growth. Facebook, in particular, has been boosted by Facebook Exchange (FBX), its ad network, which enables targeting and retargeting using third-party data.

Display has also adapted to mobile and video.

Facebook reported that 53 percent of its advertising revenue was generated by mobile in the fourth quarter of 2013. Similarly, display ads featuring video are taking off. Stats from comScore showed that there were 35.2 billion video ads viewed in December 2013, a 32 percent increase over November.

Now display has adapted again to become a nurturing tool that supplements marketing automation.

Marketing automation has made email nurturing a simple-to-use tool for many marketers. But email nurturing has its drawbacks. Only 20 percent of a database opens the average email, and that doesn’t even account for the 95 percent of website visitors who don’t share their email address. But now multichannel nurturing enables marketers to use display advertising in a completely new way: nurturing those website visitors who don’t convert and expanding the power and reach of your nurturing programs.

This post was originally published on the Bizo blog. In July 2014, LinkedIn + Bizo joined forces to build the most robust B2B marketing platform available to marketers. To learn more, check out David Thacker, VP of Product at LinkedIn’s announcement blog post.

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