What is Display Advertsing?
The primary objective of implementing Display ads as part of a marketing schedule is to create brand awareness. Your customers need to know who you are, what you do and where you are.
A good display campaign starts at the end result and works backwards. The aim could be to drive people to your website to book a hotel room or fill in an enquiry form. This is your goal or goals. A landing page on your website should be aimed at your audience completing this goal. It should be filled with all the information to make that possible ‐ availability of rooms, images, services, locality and price, for instance.
"A good display campaign starts at the end result and works backwards"
Then you need to create an offer or message and image to attract people this page. This is the tricky part. Because of where the adverts are served (social media sites, newspaper sites etc) the audience is at leisure, they are said to be a PASSIVE audience. They are not currently looking to book a room at all. The advert need to beguile, light an interest and plant a seed. This journey is one PAB can guide you on, avoiding pitfalls and wasting money. Targeting your audience is the dynamic quality of digital advertising and the ongoing analysis of it is paramount to learning about your audience, your message and the campaign as a whole.
It is a new medium and one that PAB have invested in as we have seen raw potential of digital and how it should form part of the marketing schedule.
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