In today's online market, brand recognition has become essential in helping a company stand out from competitors. In most cases, exposing clients to your brand will help guide them in their decision-making as a consumer, and online marketers have taken notice of this. According to a recent study conducted by the Interactive Advertising Bureau (IAB), video advertising has increased 114 percent since 2014, and websites such YouTube have become major players in spreading brand awareness.

One of the most effective marketing tools in this campaign is display advertising. Unlike text-based ads, display advertising engages clients with video, audio, and web banners to communicate an advertisement message. According to comScore, “[Google] Display Network reaches 90 percent of internet users worldwide and includes more than 2 million publisher sites.”

How does display advertising work?

First, we need to understand how a display network works, and exactly what it is. A display network is essentially a link between an online ad and the website on which it’s displayed.

According to Google, the largest of the display networks online: “The Display Network is a collection of websites—including specific Google websites like Google Finance, Gmail, Blogger, and YouTube—that show AdWords ads. This network also includes mobile sites and apps. If you've ever seen an AdWords ad on your favorite news site or in your Gmail account, and wondered how it got there, now you know: websites like these are part of the Google Display Network.”

Display networks understand the content of the website and the users going to these pages by location and interest from previous browsing history. It also allows marketers the ability to display throughout the website or select pages within the site.

While display advertising is traditionally known for having a low click through rate, the ultimate goal is to spread brand awareness. Set up a campaign to monitor impressions—an effective key performance indicator (KPI) for this type of advertising—instead. This will allow you to track and monitor the size of the audience that you are exposing your brand to.

As online marketing continues to grow, understanding rich media forms of advertisement will become essential for online marketing campaigns.

Need help making display ads work for you? Beyond Indigo Pets is a certified Google Partner, meaning we have the experience and access to Google your business needs. Contact us today!

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