Monthly Archives: October 2016

Should You Know If Display Advertising Statistics for Different Types of Digital Ads

We’ve collected these display advertising statistics from a variety of sources. If you’re unsure of the differences between the different types of display advertising, there’s an explanation beneath the statistics.
Last updated: January 22, 2017
Banner Ads Statistics
Banner ads have been hit hard over the past few years:
Approximately 30 percent of Internet users say they find traditional banner advertising distracting and will actively avoid sites where the ads interfere too much with content.

92 percent of online ads aren’t even noticed.
Ad blocking is blamed for costing the advertising industry $22 Billion in 2015.
64 percent say ads today are annoying or intrusive.
However, retargeting is making banner ads relevant again:
Website visitors who are retargeted with ads are 70 percent more likely to convert on your website.
In one comScore study, retargeted ads lead to a 1,046 percent increase in branded search, a clear sign of heightened brand awareness and recall.
The average click through rate for ads is .07 percent while the average click through rate for retargeted ads is 10x that or .7 percent.

Native Advertising Statistics
Consumers interact with native ads 20 percent to 60 percent more than they do with standard banner ads.
Native ads with rich media like images or videos drive up to 60 percent more conversions than those without.
Reading a native ad headline yields 308 times more consumer attention than processing an image or banner.
53 percent of users say they are more likely to look at a native than a banner ad
Native mobile ads deliver 6X higher conversions for brands versus traditional banner ads.
18 percent more (52 percent vs. 34 percent) of native ad viewers show purchase intent
Sponsored Content Statistics
70 percent of individuals want to learn about products through content rather than through traditional advertising.
Sponsored content boosts favorability for the associated brand:
Display Advertising Statistics for Different Types of Digital Ads
In a study where participants were shown sponsored content examples:
On average, consumers spent almost two-and-a-half minutes with a sponsored story–the same amount as editorial content.
81 percent of respondents noted they enjoyed the content.
75 percent indicated they are likely to view additional sponsored stories.
63 percent would share the content with others.
Branded Content Statistics
As a comparison to the different types of display advertising, here are some branded content statistics that show the effectiveness of content marketing:
68 percent of users spend time reading about brands that interest them.
60 percent of people are inspired to seek out a product after reading about it
80 percent of people enjoy learning about companies through custom content.
70 percent of consumers feel closer to a company as a result of content marketing.
82 percent of consumers feel more positive about a company after reading custom content.
What’s the Difference Between the Different Types of Display Advertising?
So what’s the difference between the different types of display advertising? This visual is a good place to start:

Display Advertising Statistics for Different Types of Digital Ads
Based on image at: Contently
Here’s a breakdown of each type:
Banner Advertising
Banner ads were the first form of online advertising. They can consist of text, images, and videos and often appear on the top or side of a page. The red arrow in the image below is pointing towards a banner ad:
Display Advertising Statistics for Different Types of Digital Ads
With the rise of ad-blockers, the effectiveness of banner ads has taken a hit. That’s changing however, as retargeting campaigns get smarter and easier to implement.

Native Advertising
Native advertising is a form of online advertising that matches the form and function of the platform on which it appears. This type of display advertising is “pay-to-play” as brands must pay for their native ads to appear. These ads take the form of search engine search ads, sponsored ads on social media, and sponsored content. The key is that native ads look like they are part of the site on which they sit.
Branded Content
Branded content is the text, video, audio, and images you use in your content marketing efforts. This type of content must be useful or interesting to your target customers. Branded content lives on your blog and social media profiles and uses search engine optimization (SEO) to drive organic traffic. You do not pay to place branded content online as you’re using locations that you own and/or control.

Sponsored content is a hybrid of brand content which is useful and native advertising which is a paid placement. In the images below, the red arrow is pointing to an ad on the front page which leads to the sponsored content shown in the second image.

Content Marketing

Like it or not, the dawn of the digital era has completely redefined the way companies engage with customers. The web is now awash with dime-a-dozen promotions, and it takes a lot more than an eye-catching graphic or great deal to convert ordinary web users into loyal customers.
That’s why more and more businesses have started to focus their promotional efforts on new content marketing strategies.

What is Content Marketing?
Simply put, content marketing is a strategic marketing approach that sees businesses create and distribute valuable content in order to attract a clearly defined audience. Rather than shamelessly pitching goods and services with ordinary sales copy, content marketing enables you to deliver information that enhances consumer knowledge.
By establishing your business as a consistent source or relevant and valuable industry information, content marketing strategies are designed to help you create an intelligent consumer base that will ultimately reward your hard work with their loyalty and business.

Who Uses Content Marketing?
Although increased reliance on the web has substantially increased the uptake of businesses adopting content marketing strategies, the concept itself has been around for quite some time.

Notable examples include John Deere, which launched its own magazine in 1895 designed to provide farmers with useful information on how to make their businesses more profitable. More than a century on, that magazine is still going strong, with a circulation of more than 1.5 million readers in 40 countries. Michelin’s coveted restaurant guide and Jell-O’s iconic cookbooks were launched around the same time with identical motivations in mind.

More recently, energy drink leviathan Red Bull has emerged as one of the guiding forces of content marketing. Its steady YouTube presence, feature film productions and magazine all provide extreme sports consumers with a consistent and unique flow of information and content that have helped the company to establish phenomenal brand recognition.

How Can I Use Content Marketing for My Business?
No matter what sort of business you’re running or what type of industry you’re operating in, content marketing can be an extremely effective and versatile promotional strategy.

If you’d like to develop a content marketing strategy to help bolster your business, you must first define your target audience and their needs. Think of who your business is targeting, what sort of information they’re typically after and how you could provide useful content to fill those needs.

Next, you’ll need to determine how and where to produce and distribute that content. By undergoing some market research, you should be able to develop a firm idea of where your would-be customers are spending the bulk of their time online. You might be able to maximize your digital exposure by producing videos on YouTube, writing blog posts on LinkedIn or contributing guest articles to relevant industry magazines.

After you’ve got a firm idea of what types of content to produce and where to do it, it’s worth developing a content calendar that will push you to remain consistent in your outreach efforts. If you’re attempting to establish your own company website as a source of information, you could also benefit from deploying a simple content management system that will make it fast and simple to produce and distribute content.

Marketing Tips for the Underdog

Before the days of the internet and Facebook statuses, marketing was a constant uphill battle for a lot of startups and small businesses.
Today, it is still an uphill battle. However, digital marketing has made the task of establishing a business presence much less intimidating. In fact, some might argue that it levels the playing field and gives the smaller guys an opportunity to shine in a way the big enterprises simply cannot.

There are a number of reasons why the market will always root for the underdog. As startups and small to medium sized businesses know, they have a lot to gain from a well-planned digital marketing campaign and must make sure every single dollar is put to good use.
If this sounds like you, take a look at these five tips to help compete and work towards a David and Goliath story for your business.
Small Business Marketing Tips

1. Invest in Search Engine Optimization (SEO)
Did you know that 81 percent of shoppers will begin their buying process with a Google search? Or that 35 percent of all ecommerce traffic comes from search engines?
Small Business Marketing Tips – Invest in SEO
Think of SEO as the word-of mouth of the internet. Regardless of whether you own an e-commerce platform, a brick-and-mortar store, or both, investing in SEO is one of the smartest business decisions you can make to put yourself on the map.

If planned correctly, you will see an incredible ROI without breaking your bank. SEO is effective due to the fact that the customer is already looking for you, or the service you provide. This is where targeting the right customers with the right keywords helps a lot. In the hands of a marketer who knows their stuff, tools like Ahref’s Keyword Explorer prove invaluable in reaching your target audience:
Small Business Marketing Tips – Invest in SEO
However, the most important thing to keep in mind about SEO is that you will not likely see significant results overnight. Like most paid options, your visibility will be tied to your budget. SEO is a long-term investment. Don’t give up if you don’t see success right away. It can take weeks, or even months. Keep investing and eventually, you will see good results.

2. Showcase Expertise with Stellar Content
Content marketing has been the central focus in the digital realm for quite a while now. Content is the foundation of brand messaging. The task is producing material in the form of blog posts, infographics, videos, etc. suited to the platform of your choice.

Content creation is a golden opportunity for businesses of all sizes to shine and let the world know what they are made of and what profound value they can provide.
The trick to creating grade-A content is knowing your target audience down to a tee while fielding their most prevalent questions or concerns.
Take Firmoo for example. An online store for eyeglasses, they know that their product is typically one where customers like to go to a brick-and-mortar location and physically try it on.

In turn, they go above in beyond on their website to provide all the information the customer might need. In addition to perfected product listings, they publish a blog that addresses pressing questions within the industry.

Small Business Marketing Tips – Showcase Expertise with Excellent Content
Content is truly an underdog’s best friend. Google loves fresh, relevant material. The higher quality you produce, the better you will do in the search rankings. Everyone wins.

3. Seek out Influencers
Influencer marketing is all about expanding your community. An influencer is basically a prominent figure with a large following. The goal is to find one pertaining to your target market and getting them to talk about your business to their loyal fan base. When you find the right one, it can do wonders for startups and small to medium sized businesses.

Start by brainstorming a list of who might have the strongest impact on your audience. This could be anyone like a blogger, politician, Instagram model, or even another business owner.

For example, Boxed Water came up with a genius influencer marketing campaign titled “The Retree Project.” For every Instagram post tagged with #Retree, Boxed Water planted two trees. It paired with the National Forest Foundation and other Instagram influencers to spread the word about their philanthropy. As of this writing, they have planted over half a million trees!

4. Make a Serious Effort to Get Online Reviews
We’ve all heard the stats on how important online reviews are these days. Perhaps the most mind-boggling one is that 90 percent of shoppers incorporate them into their purchasing process.

With that being said, customer reviews and testimonials can be a game changer for startups and small to medium sized businesses. This means that the underdogs need to make a huge effort to gather feedback from customers.
Following a purchase, it is wise to send an email encouraging customers to rate them on the big review sites like Yelp, or with a simple form to fill out regarding their experience.

Small Business Marketing Tips – Make a Serious Effort to Get Online Reviews
Asking for reviews is a very simple task and can bring unbelievable results. The key is providing noteworthy service that warrants good feedback.

5. Never Stop Tracking, Analyzing and Improving
Tracking your results is perhaps the most important piece of the marketing puzzle. Without the keeping tabs on analytics, you won’t have a good knowledge of what you are doing well and what needs to be altered or optimized.
Keep a close eye on your targeted keywords as well as content performance so you know how to make your next move. This process is how you see that your money is well spent.

One of the best ways to put yourself ahead of the game is by backing up each decision you make with actionable data. If you haven’t already, look into domain analytics tools like SEMrush or a multi-channel dashboard like Cyfe in addition to your regular Google Analytics, in order to make sure each of your business moves are being properly tracked.