Why Digital Advertising Remains a Good Investment
By Lexie Frankman
Senior Advertising Account Executive
The year was 1994. Bill Clinton was in the White House. Boyz II Men was top of the charts. Forrest Gump hit the theatres. And, the first digital banner ad appeared.
Source: The Atlantic: The First-Ever Banner Ad on the Web, Q22017
No, this wasn’t a SPAM ad. This ad was for AT&T. And it had a 44% click-through rate.1
Since this ad’s web debut, digital advertising has evolved – for the better. Measurement is more exact. Targeting is so detailed, it’s scary. And, thankfully, the creative design has greatly improved. But yet, I still hear the question, “Do I really need to advertise online?”
The answer is yes.
Digital advertising continues to thrive nearly 25 years later – and, when done correctly, can be one of the best investments your business can make.
Get Clear, Measurable Results
Within your marketing mix, you likely have several attribution channels – or channels that drive conversions (purchases, video views, clicks, etc.) for your business. This can include traditional media channels such as newspapers, direct mail and cable TV ads – as well as digital channels such as display or pre-roll advertising.
While each attribution channel plays an important role in your overall marketing strategy, the reality is that digital advertising can provide quantifiable results that help you truly understand whether or not your ads were successful. This allows for easier experimentation and increased flexibility. If your ad isn’t getting the results you want, it can be quickly revised and relaunched with the click of a button. If it’s getting great results, you can increase spend and reach just as easily.
Digital advertising can also give you transparency – if you have an advertising team or partner that you can trust. With today’s technology, requesting a real-time reporting dashboard isn’t out of the question. That way, you can check in on your campaigns daily, or you can always know that your team is checking in for you.
Use Precise Targeting Tactics
Online ads have changed over that last 25 years, and so have the consumers who view them. With the ever-increasing number of ads, customers have become pros at ignoring nearly every ad they see – especially the ones they see online. “Ad blindness” can make online advertising seem pointless, but there are ways to fight it. Tactics like geofencing and retargeting can allow you to reach a more specific audience – one that’s truly interested in your business.
Geofencing: Targeting Down to the Street Name
Geofencing may seem like a daunting term, but sophisticated online tools can make it simple to outline ad boundaries – allowing your ad to appear to people within a specified footprint. Many businesses use this tactic to target people shopping at a competitor’s location. If the shopper is browsing a location-sharing app while visiting, geofencing can make your ad appear within the app – meaning they see your message right on their phone. That way, they’ll think of you if they’re not finding what they need.
An example of creating a geofence in the Midco Digital Advertising Platform.
Retargeting: Keeping Your Brand Top the Mind
If they showed interest once, they’ll show interest again. For example, perhaps you’re a real estate company. You know that people are unlikely to purchase the first home they look at – but you want to keep your company’s open houses and listings top of mind. By placing a retargeting pixel on your website, you can continue to show your ads to previous visitors – so they never forget about you.
So, what’s holding you back from maximizing your online marketing potential? Maybe it’s the increased competition or perhaps your team just can’t spend time managing your online presence. Whatever your barrier is, let Midco’s team of advertising experts take a look at how we can customize a cost-effective digital advertising strategy that works for your business.
Lexie Frankman started with Midco in 2002. In her long-time role as a Senior Advertising Account Executive, she works with businesses in several industries to create diverse advertising strategies. Many of her customer relationships are more than a decade strong. Never one to back down from a challenge, Frankman works through complex problems to help businesses expand their reach on a daily basis. She holds a business and marketing degree from Southeast Technical Institute.
Lexie Frankman started with Midco in 2002. In her long-time role as a Senior Advertising Account Executive, she works with businesses in several industries to create diverse advertising strategies. Many of her customer relationships are more than a decade strong. Never one to back down from a challenge, Frankman works through complex problems to help businesses expand their reach on a daily basis. She holds a business and marketing degree from Southeast Technical Institute.
1 The Atlantic: The First-Ever Banner Ad on the Web, Q22017