So far in this blog series, we have broken down how search advertising is helping brands gain relevance and authority to local customers. In our experience, there is a way to make sure that your customers are getting the information they need when and where they want it through Display Advertising.
So, what is Display Advertising?
Display advertising can help to engage users with rich content. Unlike simple text-based ads, display ads rely on formats such as images, audio and video to advertising. This type of rich content drives brand awareness and consideration.
The following are terms that help illustrate the different ways Display is taking local advertising to the next level:
Dynamic Display Localized Ads-
Whereas search advertising can only be conducted in a static way, display ads can be static or dynamic, catering to everything from desktop to mobile and even tablet. In comparison to search advertising, which mostly affects the consideration and decision level, display advertising can help from awareness all the way down to the decision level.
Dynamic display desktop and mobile ads are created in real time for potential customers based on specific location information, including: address, phone, city, coupons, events or specials. Especially with the infiltration of Mobile, targeting local audiences dynamically is a huge opportunity for national brands.
Dynamic ad creatives seamlessly changes based on user location that complements audience targeting to drive impact. Engaging and relevant content can be pushed to the right users in these types of ads, including:
1. Daily deals /specials
2. Nearest Business address (zip code specific)
3. Distance to nearest location
In addition to driving conversions, re-targeting provides recurring exposure and create brand recognition for local consumers who are ready to purchase. Retargeting should be considered before executing a campaign to maximize your ROI. According to the Mobile Marketing Association and Fiksu, 80% of your company’s future revenue will come from just 20% of your existing customers. From users who are unengaged with your initial ads to “high value” loyal consumers, retargeting can ensure sales on any step of the path to purchase.
On the flip side, it’s important to note that retargeting your ads could potentially be seen as a nuisance by local customers who value a higher level of privacy. Be vigilant of these customers and make sure that you are providing valuable information when they want to see it.
Reach and Frequency-
The Reach and Frequency report is only shown on the Display Network. Reach and frequency are two common metrics for media campaigns and display ads that determine how many people saw an ad and how often those people say an ad. When your brand analyzes the reach and frequency data, you can estimate the amount of individuals that saw your display ads and the amount of times they saw them over a certain period of time (day, week or month). When creating advertisements it is a best practice to implement frequency capping to help control the maximum number of times that you'd like each person to see your ad on the Display Network. The last thing you want to do is annoy consumers with your advertisements.
Many online ads are priced on a CPM basis in which the cost is expressed for 1000 impressions. Utilizing a CPM metric for your advertising campaigns ensures that you are not only discovering how many people seen your advertisement but also how many of right people seen your ad, and how many were engaged.
Whether your brand is prepared for it or not, your ads tell the user a story about nearest locations. Being able to optimize this story for the user experience through multi-screen advertising will make the connection with customers before the competition can. This is the next generation of display advertising, and can no longer be ignored after Mobile has fully penetrated the consumer lifestyle.
Last fall, we saw Google beginning to diversify this type of ad content by expanding formats, tools and ad capabilities for brands. From “Mobile Lightbox,” to “TrueView, “Magazine Style” and “Anchor Ads,” local display can be more cost efficient and effective than ever before. The implication is that brands can grow their reach with fewer, yet more effective ads. This elevates ads performance and overall, optimizes for the benefit of your customers.
Hyper-Local Geo Targeting-
In a mobile-focused ecosystem, targeting display ads towards hyperlocal customers is a must for brands. Hyper-local allows marketers to utilize users’ smartphone GPS data to focus on targeting by location and delivering the most contextual, relevant ad content. For users on the go, hyper-local targeting can help to meet their immediate needs through a few ways , including:
Re-targeting- When a user visits a website and gets ‘cookied’, advertisers can track these ads to understand the local customer’s journey.
Contextual- By noting the type of location,demographics of that physical area and even census data, ads can be contextually targeted to users.
Radius Targeting- Advertisers can target within a zone, otherwise known as a smart “geo-fence” around a specific lat-long GPS coordinate.
Hyper local targeting campaigns that work actively in real time. We’re beginning to see brands make the real-time move on Mobile, especially through social media. Next week, we’ll explain how social advertising is working to connect with hyper-local customers in real time. Until then, check out our recent white paper on how you can boost your mobile-social marketing efforts!