Display advertising is making a comeback. Ok, it never really left, but the targeting capabilities of newer services like MySpace's display ads for AdWords have made the advertising medium more appealing because they utilize the personalization and targeting strategies that made search engine advertising so attractive to advertisers since the dawn of the AdWords revolution.
Google AdWords Display Ad Builderarticle I wrote earlier this year for
Even if they ignore your ad as a result of "banner blindness", that doesn't mean that your company isn't leaving an impression in the back of their mind. Perhaps they don't have a need for you right then anyway. But should the need for what you provide arise in the future, they just might recall seeing your logo somewhere and associate you with that very need. Isn't that priceless?
But ideally, your ad should deliver both branding and clicks right? Really all we can do to improve clickthrough rates is test and test some more. Sometimes they just happen for some ads, and you will not be able to figure out why. There's no concrete formula to get more clicks from an ad. If there were, every advertiser would be using it and getting a maximum amount of clicks all the time. In reality, this is just not the case.
But what if you knew exactly what elements of an ad attracted each viewer, and could deliver your ads on a personalized basis right to each one? In theory, this could lead to a higher clickthough rate, because each person would be seeing something that they were most likely interested in.
A fascinating
The other company, called Tumri, starts with a template for ads with attributes for message, color, image, etc, but lets the clients themselves choose what sites to advertise on and they use whatever targeting approach that the client is already using, then an ad is put together "on the fly."
"It's reporting back to the advertiser and agency saying, 'Guess what? The soccer mom in Indiana likes background three, which was pink, likes image four, which was the SUV, and likes marketing message 12, about room, safety and comfort," Tumri CEO Calvin Lui says.
If nothing else, these types of strategies can just be a potentially effective way to test ads. It's just good to see that there are still innovations being made in the industry, further strengthening online advertising's place as a viable medium in rough economic times.
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