Always on display ad
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Apr 5, 2024
Updated Apr 5, 2024
Display advertising has become an integral part of a brand's marketing strategy, allowing businesses to increase visibility, reach a wider audience, and drive revenue growth. However, some brands are hesitant to invest in display ads, often due to doubts about their effectiveness or concerns about the associated costs. In this blog post, we'll explore the significant revenue loss that occurs when a brand neglects display advertising and the opportunities it presents.
Increased Brand Visibility
Display ads have proven to be highly effective in increasing brand visibility. By utilizing visually appealing and strategically placed ads, businesses can capture the attention of potential customers who may not have been aware of their brand otherwise. Without display ads, a brand misses out on valuable opportunities to create awareness and generate interest.
In today's hypercompetitive marketplace, brand awareness plays a pivotal role in the success of any business. One effective strategy to establish and maintain brand awareness is through an "always-on" campaign. The primary objective of an always-on campaign is to maintain a consistent and continuous presence of brand messaging across various platforms. By consistently exposing target audiences to brand advertisements, businesses can create a lasting impression in the minds of consumers. This constant visibility significantly contributes to brand recall and awareness.
Targeted Audience Reach
Display ads allow brands to target specific audience segments based on demographics, interests, and online behavior. By tailoring advertisements to reach the right audience, brands can achieve higher conversions and maximize their return on investment. Not investing in display ads means missing out on reaching a highly relevant audience and, consequently, losing potential revenue.
Brand Recognition and Recall
Visual elements are essential for establishing brand recognition and recall. Display ads offer the perfect platform to create a consistent visual identity that resonates with audiences. By neglecting these opportunities, a brand's visibility may suffer, making it harder for potential customers to recall, recognize, and choose the brand when making purchasing decisions.
Competitor Advantage
In today's competitive landscape, not investing in display ads means ceding an advantage to competitors who are actively utilizing this powerful marketing tool. Brands that invest in display ads can gain a significant edge by connecting with their target audience, influencing purchase decisions, and ultimately capturing a bigger market share. Thus, neglecting display ads is akin to handing over potential revenue to competitors on a silver platter.
Incremental Revenue Opportunities
Display ads are designed to generate leads, drive website traffic, and ultimately, increase sales. By not investing in display ads, brands limit their ability to tap into these incremental revenue opportunities. Whether it's promoting new products, offering exclusive deals, or highlighting key benefits, display ads can fuel business growth and contribute significantly to the revenue stream.
What are major challenges in adding display ads to a media strategy
Banner Blindness: Users have developed a phenomenon known as "banner blindness" where they consciously or unconsciously ignore banner-style display ads due to their perceived lack of relevance or intrusive nature. This reduces the visibility and impact of display ads.
Animating ads can help address banner blindness to some extent. By incorporating animation into display ads, brands can capture users' attention and make their ads more engaging and memorable. Animated ads utilize movement and visual effects, making them more eye-catching than static images. When a user encounters an animated ad, it stands out from the surrounding static content, increasing the likelihood of capturing their attention.
Animations can create interactive and dynamic experiences. Users may find themselves interacting with the animated elements, such as sliders, expanding sections, or countdowns. This increased interactivity and engagement help combat banner blindness by providing a more immersive and enjoyable user experience.
Animation allows brands to tell a story within the limited space of a display ad. Through animated sequences, brands can convey their message or showcase the benefits of their products in a more compelling and concise manner. Storytelling has the potential to captivate users and make them more receptive to the ad's content.
Measurement and Attribution: Measuring the effectiveness of display ads and attributing conversions to specific ads or campaigns can be challenging. Determining the impact of display ads on actual sales or conversions requires sophisticated tracking and attribution models.
Viewst is a powerful platform designed to provide real-time data to designers in their own language, allowing them to effectively analyze the performance of different creative variations within a specified display media channel. By bridging the gap between data and design, Viewst empowers designers to make data-driven decisions and optimize their creative strategies for maximum impact.
Ad Design and Creative Optimization: Designing visually appealing and compelling display ads that capture users' attention within a limited space can be a challenge. Continual optimization of ad creatives is necessary to maximize results and maintain user engagement.
These are the platform that can help your creative team to scale their production capacities and operations without rescuing the quality of creative.
Creative teams using Viewst say they managed to scale their production capabilities by more than 30x on average, not hiring additional designers or contractors, automating variations and ratios and revisions implementation.
Viewst best features:
Scale your animated mockups to all needed aspect ratios for both social and display ad channels as well as to any needed custom ratio with just a click of a button and save hors and even days if you work with big volumes.
Implement requested changes to all ratios immediately by fixing in one place.
Generate content variations aligned with approved concept with the help of AI tools automatically.
Generate thousands of fancy HTML5 personalized banners for all SKUs in bulck in seconds.
Viewst limitations:
No free plan
Celtra is a platform on the cloud that assists in the creation, optimization, and design of digital advertising campaigns. It offers tools for producing interactive ads for various platforms like mobile, desktop, and social media. The main objective of Celtra is to simplify the process of ad creation, boost productivity, and help marketers deliver top-notch digital ads.
Celtra best features:
Celtra streamlines collaboration among team members with features like real-time editing, commenting, and version control.
The platform provides a range of advanced design capabilities, including drag-and-drop editors, animation tools, interactive elements, and data-driven creative insights.
Users can create dynamic ads that adapt and personalize content based on user behavior, location, or other data.
Celtra offers real-time previews, allowing users to see how their ads will appear across different devices and screen sizes.
Celtra limitations:
Complex onboarding
Expensive service for enterprises
Abyssale is a visual design tool that is AI-powered and helps users to create personalized and professional-looking designs quickly. It offers a wide range of features to simplify the design process and allows users to customize their creations with ease. Abyssale aims to streamline the design process and help users produce visually striking content efficiently.
Abyssale best features:
Abyssale uses artificial intelligence to suggest design elements and layouts based on user inputs, saving time and effort in the design process.
It offers a variety of pre-made templates that can be easily customized to create unique and professional designs.
The user-friendly interface allows for easy manipulation of design elements using a simple drag-and-drop function.
Allows for seamless collaboration among team members, making it easy to work together on projects and share feedback.
Abyssale limitations:
Abyssale's library of design elements, fonts, and templates may be limited compared to othLer design tools, which could restrict creativity and customization options for users.
Lack of advanced editing tools: Abyssale may not offer as many advanced editing tools or features as other graphic design software, which may limit the complexity and sophistication of designs that can be created.
Conclusion
Investing in display ads is crucial for brands looking to maximize revenue growth and outperform competitors in today's digital landscape. By harnessing the power of display ads, brands can increase brand visibility, reach targeted audiences, drive brand recognition and recall, and tap into incremental revenue opportunities. Despite the challenges presented by banner blindness, measurement and attribution difficulties, and ad design optimization, innovative platforms like Viewst, Celtra, and Abyssale offer solutions to help creative teams overcome these obstacles and achieve exceptional results in their display ad campaigns. By leveraging these tools and embracing the benefits of display advertising, brands can unlock the full potential of their marketing strategies and drive sustained growth in revenue.
To explore the possibilities of expanding your strategy and investing in display ads, we invite your team to contact the Viewst team at hello@viewst.com for insights on automating and scaling display ad production.
FAQ
Q: Why should my brand invest in display ads?
A: Display ads are effective in increasing brand visibility, reaching targeted audiences, enhancing brand recognition and recall, gaining a competitive advantage, and unlocking incremental revenue opportunities. Neglecting display ads can lead to significant revenue loss and hinder the brand's growth potential.
What are some challenges in adding display ads to a media strategy?
Some challenges include dealing with banner blindness, effectively measuring and attributing conversions, designing visually appealing ads within limited space, and optimizing ad creatives for maximum impact. However, platforms like Viewst, Celtra, and Abyssale offer solutions to address these challenges and streamline the ad creation process.
How can Viewst help my creative team scale production capacities and operations?
Creative teams using Viewst have reported scaling production capabilities by more than 30x on average without hiring additional designers or contractors. Viewst automates various aspects of ad production, such as scaling ratios and revisions, implementing changes across multiple variations, and generating personalized banners for numerous SKUs in bulk, saving time and increasing efficiency.
What are the key features of Viewst?
Viewst allows users to scale animated mockups to different aspect ratios with a single click, implement changes across all ratios simultaneously, generate content variations aligned with approved concepts using AI tools, and create thousands of personalized HTML5 banners quickly. These features help streamline the ad design process and improve productivity.
Are there any limitations to using Viewst?
Viewst does not offer a free plan, which may be a consideration for brands looking for cost-effective solutions. However, the platform's efficiency and automation capabilities can outweigh this limitation for teams seeking to streamline ad production and optimize creative strategies.
What are the standout features of Celtra and Abyssale?
Celtra offers real-time editing, advanced design capabilities, dynamic ad creation, and real-time previews to simplify the ad creation process and deliver top-notch digital ads. Abyssale uses AI to suggest design elements, offers customizable templates, and supports easy collaboration among team members to facilitate the creation of professional-looking designs efficiently.
What are some limitations of using Celtra and Abyssale?
Celtra may have a complex onboarding process and be costly for enterprise-level clients, while Abyssale's library of design elements and templates may be limited compared to other design tools. However, both platforms provide innovative features to help users overcome these limitations and produce visually striking content effectively.
How can investing in display ads benefit my brand's revenue growth?
Investing in display ads can significantly boost revenue growth by increasing brand visibility, reaching targeted audiences effectively, enhancing brand recognition and recall, outperforming competitors, and tapping into incremental revenue opportunities. By leveraging the power of display advertising and utilizing innovative platforms like Viewst, Celtra, and Abyssale, brands can unlock their full marketing potential and drive sustained revenue growth.
Victoria is the CEO at Viewst. She is a serial entrepreneur and startup founder. She worked in Investment Banking for 9 years as international funds sales, trader, and portfolio manager. Then she decided to switch to her own startup. In 2017 Victoria founded Profit Button (a new kind of rich media banners), the project has grown to 8 countries on 3 continents in 2 years. In 2019 she founded Viewst startup. The company now has clients from 43 countries, including the USA, Canada, England, France, Brazil, Kenya, Indonesia, etc.