If you're advertising for a business today, then the chances are you're doing it online. The digital marketing world has exploded in recent years, as more companies, organizations, and ideas race to the online sphere in an attempt to have their voices heard. Unfortunately, simply starting an isn't enough - you need to make sure that you create the right campaign to appeal to your specific audience.
The key to building a successful online ad campaign starts with understanding that advertising on the internet requires more than just a computer and a little talent - it also requires discipline. Just because you have a creative ad doesn't mean that you're putting the right message across to your audience, along with the necessary call-to-action. You might even find that your ad generates leads to your website, but that it doesn't push those leads to convert. If you want to make sure your ad campaign is a success, keep the following tips in mind.
Any brand attempting to reach out to consumers in today's increasingly competitive and fragmented media landscape must improve and re-evaluate their advertisements with a focus on brand metrics such as awareness, and ad viewability. Recently, published an infographic that found approximately 54% of all advertising creative goes unseen - and if customers aren't viewing your marketing media - you're unlikely to see positive results from your campaign.
There are various reasons why impressions go unseen - as just because a company places an ad, doesn't mean that people will see it. For instance:
- The viewer may click onto another page before the advertisement loads
- The advertisement may load on a place outside of the viewer's browser window
- Viewers access the page on a mobile device for which the content is not optimized
The historically low rates of viewability event in online media today is one of the many reasons why the marketing industry has been working to establish a standard metric for viewable impressions. Experts suggest that being able to optimize ad viewability could deliver as much as a