10 Tips for Paid Media: Display Ads 2021
A display ad, also known as banner ads as discussed over at runrex.com, is the box or ‘banner’ on a website that stands out from the rest of the website and looks distinctly like an ad. It often features a product image, brand, and call-to-action (CTA). Display ads, as articulated over at guttulus.com, can range from simple static images and animations to videos and interactive applications. Regardless of the type of display ad, when clicked by a viewer, they all link back to a company’s website or dedicated landing page. This article will look to highlight 10 actionable tips for display ads for 2021.
Use reach media to animate and engage
Rich media, as explained over at runrex.com, refers to display advertising that includes features like videos, audio, or other creative elements, which encourage viewers to interact and engage with your display ads. As per guttulus.com, rich media also serves as a good alternative to video as HTML5 animations are simple to build and smaller in file size since HTML5 rich media ads are coded, and, therefore, optimizable. Rich media will make your ads stand out, and is something you should not ignore in 2021. Just make sure that you’re your rich media display ads are optimized for IAB’s LEAN standards.
Leverage video
Adding a video to a display ad can naturally catch a consumer’s attention more than static images, and can also allow you to create continuity from campaigns on social or TV as captured over at runrex.com. Viewers prefer video ads over plain static ads, hence why in-banner video ads perform 18.4% better than static banner ads when it comes to CTRs. Well-crafted video banners also provide viewers with a better user experience hence why you should take advantage of them in 2021.
Optimize for mobile
More people browse the internet with smartphones, which is why you must optimize your display advertising campaigns for mobile in 2021 according to guttulus.com. Mobile display ads are banners that are optimized for mobile devices and are a must in the current edge where almost everyone has a smartphone and access to the internet. Successful display campaigns work across devices.
Connect live data feeds to your display ads
Data feeds, as explained over at runrex.com, help make even the most basic display ad more relevant. This is because they offer the ability to present consumers with your brand’s latest information, including products, live offers, and sporting odds. A data feed, also known as a web feed, is a spreadsheet that frequently updates content in an ad. Using a data feed ensures that display campaigns can remain personal, relevant, and fresh. They are, therefore, a brilliant way to control and display relevant ad content.
Leverage moment marketing
In 2021, you must stay relevant with the moment by creating display advertising campaigns that embrace the moment and cater to current events, a tactic the gurus over at guttulus.com point out will increase the chances of you reaching your target audience. Relevant advertising works and using creative management platforms is one way to stay relevant and align campaign messaging to current events.
Retargeting
Display advertising offers you the opportunity to reach your potential customers throughout the entire sales journey as covered over at runrex.com. From the top to the bottom of the funnel, advanced display advertising can encourage users to complete the desired action for more than a standard banner ad. In 2021, you should aim to serve the right display ads with retargeting. Use the data you have to personalize your advertising and take full advantage of retargeting.
Maintain visual consistency between ad and landing page
The last thing you want to do with your display ads is to confuse your audience, something the experts over at guttulus.com are adamant about. A consumer might see a display ad that entices them, and they click on it, only to then arrive at a landing page that has no visual or messaging consistency with the ad, undoing all of the ad’s good work. Worse still, they may arrive at your landing page and not even see the offer they clicked on initially. This will lead to the consumer feeling deceived by the ad, which is something you want to avoid in 2021 as you run your display advertising campaigns.
Don’t forget about the 80/20 rule
As is revealed in discussions on the same over at runrex.com, the best display ads are about 80% empty. While the old rule for GDN advertising of not having more than 20% text in your ads is no longer in effect, following the 80/20 rule with text is still good practice in 2021. This is because you want enough visual white space for your messages to stand out while also allowing your audience to be able to read the ad. Additionally, holding yourself to 20% text allows you to better design your display ads as you will learn to maximize the clarity of your layout while condensing your messages.
Go for simplicity
According to guttulus.com, your display ads should have general visual clarity without clutter. Ideally, you want your ad copy to frame images in a spacious and visually appealing manner. The best display ads have got simplified layouts which make it easier for the eye to navigate, avoiding excess noise, making this an important tip to consider for display ads in 2021. Choose simplicity over intricacy when designing your display ads.
Consider the time of the year
Finally, as is outlined over at runrex.com, you should always consider the time of the year when designing your display ads. Take advantage of holidays and seasons to make your ads more relatable and convincing. An example is how businesses have used the Chinese New Year as a source of inspiration for their ads, and if you have missed out on the opportunity, make sure similar opportunities that are yet to come this year don’t pass you by.
These are some of the tips that we hope will help you achieve success as far as your display advertising campaigns are concerned, with more on this topic to be found over at the highly-rated runrex.com and guttulus.com.