Re-Focusing Display Advertising: A Top Digital Marketing Trend in 2016
in Digital Marketing Strategy & Trends | by Emily Culclasure
In 2016, spend on display advertising will continue to reign over spend on search advertising, with $32.16 billion projected to be spent on display versus just $29.24 billion projected to be spent on search. If this statistic is any indication of display advertising trends for 2016, advertisers will need to readjust their focus to stay ahead of the evolving industry. Here’s an insight from “2016 Digital Marketing Trends: Your Guide to Be Badass” on why we think the game is just changing, not over:
Today, paid advertising takes on many shapes and sizes. While paid advertising as we traditionally have known it is dying, paid advertising as a whole, is by no means obsolete. Paid advertising in today’s digital world has simply been reconfigured. This fundamental shift is driven by consumer behavior, and it will move digital advertisers toward other forms of paid advertising, including social media, in-app, rich-media, content, video, native and geo targeting.
The rise of mobile and the attention to personalized, targeted ads will continue to impact display advertising tactics for the foreseeable future. More focused and personalized advertising methods, like retargeting and IP address targeting will move to the top of digital advertising agendas, which implies that display advertising is here to stay.
Retargeting Offers a Second Chance
Before you implement your retargeting campaign, segment your audience and group visitors based on what pages they view on your website, what products or services they click on for each page and their overall browsing history on your website. Once you’ve selected your segments, you can retarget with ads that promote discounts and special offers based on what they viewed.
Getting Specific With IP Targeting
A consumer’s web browsing activity helps to segment demographics for retargeting, but targeting based on IP addresses is even more specific. By targeting specific IP addresses, digital advertisers can match physical addresses to IP addresses and pull demographics for each user to target their campaigns. Pulling this information can help advertisers understand where users are accessing the internet, such as a personal residence, business, college campus, hotel—you name it. Behavioral campaigns—or campaigns based on a website user’s online history or mobile activity—and using Google’s placement campaigns can’t exactly guarantee that the user found your website because they are part of your target demographic. IP targeted campaigns, however, utilize big data to increase the probability of targeting the right audience.
Paid advertising hasn’t lost its importance—it’s shifted focus to smarter display advertising tactics. With the help of retargeting and IP address targeting, display advertising has made advertising campaigns smarter, more specific and more likely to turn your target audience into buyers. Be sure to check out Sparxoo’s all-inclusive trends report, “2016 Digital Marketing Trends: Your Guide to Be Badass,” to learn about other ways to activate this trend.