vidasco media blog

How Online Display Advertising Can Promote Brand Awareness

November 27, 2015
How Online Display Advertising Can Promote Brand Awareness

Many companies have been hesitant to turn to online display advertising for large scale branding campaigns, believing it to be more effective in direct response advertising campaigns. Some of this reluctance stems from concerns over inventory that has not been selected in real-time bidding negatively affect brand image and whether online advertising drives actions online or offline. However, online advertising can work in branding campaigns and there are many reasons why this is so.

The goal of brand marketing is to increase awareness and establish market share as opposed to driving click-through rates. In this regard, display advertising can be a highly effective and measurable channel. Retargeting ads, which is the practice of serving ads based on prior engagement, can also improve the awareness of brands and lead to an increase in branded search.

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The Strategies and Metrics of Display Advertising in B2B Marketing

November 13, 2015
The Strategies and Metrics of Display Advertising in B2B Marketing

There is no single approach in B2B marketing that can solve all the challenges faced by marketers during any period in time. In a certain market some may want to gain more awareness for their brand while at other times, nurturing and lead generation may be the focus in order to drive sales.

The advantage of display advertising is that it can meet the range of challenges in B2B marketing. Email marketing and search marketing have become staples in B2B marketing, but only a limited number of people are reached by these tactics. Display advertising enables businesses to reach those in their target audiences who may not even have realized that they need your company’s product or service. In addition, a different set of ad creatives can be used to nurture those that are already engaged and in the buying cycle. Finally, display advertising can be used to complete the conversion with a free trial signup, a whitepaper or a demo request, for example.

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How to Drive Purchases with Online Display Ads

November 06, 2015
How to Drive Purchases with Online Display Ads

The popularity of online display advertising has grown since the first ad was served on HotWired.com in 1994. In keeping with technology, the format of these ads has evolved to include many other sizes, formats, and content options, such as rich media and video. However, user behavior has changed with the times and, whereas web surfers were once intrigued by these ads, they more often than not find them to be less of a useful resource and more of a distraction.

Click-through-rates have always been the goal and measurement of success of an online display ad but advertisers are beginning to realize that the performance of an online display ad is more important than just clicks. Advertisers now realize that a display ad needs to reach the right person with the right mindset.

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