Reach and Frequency in Display Advertising
One of the most affordable, fastest, and quickest ways to reach out to your potential customers is with online display advertising. Companies that do not realize how important balancing reach and frequency are will fall short of their potential marketing effectiveness. Once the basics are understood you will be able to spend your marketing dollars more effectively.
An Overview of Frequency
Online display ads normally are sold based on the number of times your ad was viewed, a metric known as impressions. However, this does not show you how many people view your account versus how many times the same person viewed your ad. The frequency an ad is viewed will determine its effectiveness. Research has shown that ads that expose your message five to eight times will produce maximum effectiveness. If you have a small budget, but want to make your ad as effective as possible, you want to market to a smaller target group more frequently as opposed to marketing to more people just a few times.
How to Target to Your Ideal Customers
Whenever you purchase ads in Yellow Pages, your local newspaper, or your television, you have little to no control over who will see your advertisements. Considering how many people actually read them, these types of ads are actually very expensive, especially for small businesses. Online ads give you the opportunity to market to a specific client base and get your message out enough times to increase your sales.
There are two main types of market targeting that you will use to increase your customer base: demographic and contextual targeting.
Demographic targeting will specifically target the age, gender, racial, or income level of the ideal customer you are looking for. This type of marketing helps you get the most out of your banner ads by advertising on websites that have the same demographics you are looking for.
Contextual targeting bases the placement of your ads on sites with related content on the internet. Restaurant ads displayed on a cooking, food, or dining website would be a good example.
With either method, working with an advertisement agency who knows how to apply your ads allows you to focus on the important day-to-day details of running your business.
The Bottom Line
Hiring a knowledgeable advertising agency will help you develop a solid and cost-effective way to use online banner ads in your marketing to increase the benefits of your efforts.
Bio: Leslie Van Zee is passionate about entrepreneurship and understanding the customer perspective.? An avid fan of lean startups, she makes sure to get out of the building as much as possible in her role as manager of marketing communications for local online display advertising agency Vantage Local.?? View?full?profile
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