The banner ad and dreaded popup may make us nostalgic for our old Windows ME, but are those forms of advertising really making a come back compared to paid search? 

What Is Display Advertising?

Display advertising has been around since the early 90s, and may take on many forms, but ultimately exists simply as an ad displayed on a website.

Formats

When envisioning what a display ad looks like, it is best to think of the classic banner, sidebar, or popup advertisement.

• Image
• Animated
• Rich Media
• Video ads
• Overlay

Is This A Come Back?

Typically, search advertising has been what businesses focused their budgets on for quite some time. Marketers even became worried when some of the newer smartphone browsers came equipped with ad blockers.

Money Talks

"In 2016, digital display ad spending will eclipse search ad spending in the US for the first time. Combined, the categories of video, sponsorships, rich media and “banners and other” will account for the largest share of digital ad spending: 47.9%, worth $32.17 billion." eMarketer
 

While this may be a semi-unusual prediction, most are assuming that consumer lead behaviors are funneling the advertising budgets into that area. Video, social, and mobile are becoming more and more common when it comes to media consumption.

Who's At Fault

"Why the turnaround? In a word, Facebook. Its 40% growth, thanks to its unique combination of targeting and broad worldwide reach, clearly has made digital advertising a two-horse race." Robert Hof, Forbes

Social media played a large part in this turnaround. While Google is not suffering, they are more motivated to keep up with Facebook's advertising options. Facebook in particular grants access to a significant amount of data to specifically target ads.

What's Best For You?

All businesses have their own needs to meet when it comes to advertising. Should you invest in a paid search campaign? Would social media or display ads work better?

We can help you determine the best approach to your digital presence.