vidasco media blog: Online Advertising

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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Best Practices of Display Advertising

October 09, 2015
Best Practices of Display Advertising

Online display advertising started out in the 1980s as a partnership between Sears and IBM, known as Prodigy, primarily designed to promote products from Sears. The pioneering efforts of Prodigy were followed by those of Network Navigator in the 1990s, and then by Hotwired, the first commercial magazine on the web.

It was Hotwired, however, that coined the term “banner advertising”, which was a way of selling ad spaces in large quantities on their website where banners ads could be displayed. Proceeds from these ads would be used to pay their writers. Coors and AT&T were among the first big companies to buy these online ads from Hotwired. Since then, online display advertising has grown into a multi-billion-dollar industry and is now second to advertising on broadcast television. **

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Elements of a Digital Advertising Strategy

September 25, 2015
Elements of a Digital Advertising Strategy

A digital advertising strategy is what a company develops so as to encourage potential customers to purchase a service or good. Each product is typically linked with its own strategy which is tailored to a target audience that is mostly likely considered to purchase the product, thereby resulting in in numerous advertising strategies followed by any given company.

Prior to developing any advertising strategy, it is important to closely examine the current market. Determine which consumers are most likely to purchase your product, how much of that market is interested in your product and what your competition is. Consider the current economic climate and understand its impact on your business. In addition, research what the predications are for the future of your product or service in the marketplace. All these factors can place you in a better position to create a successful strategy that reflects the marketplace, present and future.

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The Ins and Outs of Digital Advertising

September 18, 2015
The Ins and Outs of Digital Advertising

Digital display advertising first hit the Internet over 20 years ago in 1994 with the first banner ad. Like traditional advertising, digital display advertising can help to tell the story of your brand. Unlike traditional advertising, however, it can be found on the various channels used by your customers and can tell the story of your brand by means of images, text, video and much more. In addition, instead of creating noise that is distracting from the content which your customers want to read, it can be part of the ongoing conversation you have with your customers about your brand and be a vital part of your marketing mix.

Employing digital advertising requires both understanding customers of today and how digital advertising works and the digital advertising life cycle so that this important tool can be used to build your brand.

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