When it comes to assessing the value of display advertising campaigns, many agencies and companies still look at performance above all else. They look at views, clicks and interaction rates to determine how successful their campaigns are, even though those figures and statistics don’t always provide a complete picture of the results of an advertising initiative.
In fact, one report from Dynamic Logic even found that as few as 14 percent of media buyers consider themselves as pure brand buyers, meaning they only look to improve brand exposure with their display ads. However, display ads can be a crucial tool in not only generating more brand awareness, but also in conveying company values and telling a relatable story to customers.
While assessing campaigns based on performance can help generate meaningful returns on investment, so too can leveraging display ads for brand building efforts. Here are some questions companies should ask themselves to determine whether they should be using display units to generate more brand exposure:
Does their audience recognize their brand when presented with their name?
As Dynamic Logic noted, display ads can aid significantly in bolstering brand awareness. A visual medium such as display advertising can help tie a name to the products and services the ads sell.
Does their audience associate a brand with its values?
A brand is more than a just the products or services it sells – it’s also about presenting values and relating to customers on that level. Whether the value is efficiency, creativity or anything else, display ads can be used to convey that message to prospective customers.
Does their audience intend to make a purchase because of the brand?
Display ads can serve as important reminders when it comes time to make a purchase. This is particularly the case if consumers are looking for a product or service to solve a particular problem. The right display ad brings a particular brand into the equation as a solution to a problem in a non-intrusive way.
“To stay in front of their audiences, brands will inevitably have to devote more of their budgets to digital,” explained display advertising blog Retargeter. “And digital can work for brands. In particular, online display can be a phenomenal vehicle for brand advertising, allowing companies to reach the right people and stay in front of them.”
Companies can use display advertising for both performance and branding purposes, but it’s crucial they consider their options when planning campaigns.
