With the rising popularity of social media marketing, the buzz about online advertising seemed to have died down. But has it really lost its value?
But some organisations have seen results from online ads. For instance, 60% of LinkedIn users have clicked on an ad on the site. And a recent research by Nielsen discovered that internet display advertising grew by more than 32% in the first three quarters of 2013, and yet it is the smallest advertising media with just 4.5% market share.
HubSpot online believes that advertising spend is being allocated to the wrong places. There’s a significant gap between the amount of time people spend on mobile devices and the amount of advertising spend directed at mobile. People spend 12% of their time on mobile, but online advertising on mobile is only at 3% market share.
Business Insider believes that this will change in 2014, since Google and Facebook are busy making tools that go above and beyond delivering targeted ads, and towards targeting users when they are using a specific device at a specific time. Since people are on their tablets in the morning, desktop computers in the day and smartphones at night, these tools will allow advertisers to target consumers when they are in the right frame of mind.
Additionally, ads that are located within the main sections of a site, such as those ads on social networks like Facebook and LinkedIn, will become more prevalent. JP Morgan Analyst Douglas Anmuth believes that “Native Ads” will become the primary ad unit for most companies, given that these ads have significantly higher click through rates than traditional display ads.
Unfortunately, there is no real answer. Every organisation is different, from the product / service offered to the audience targeted.
But here are seven tips to maximise the results of your online advertising campaigns:
Ultimately, just like any other campaign, the success of your online advertising campaign will be based on your buyers’ preferences and tendencies. To learn more about what makes for successful marketing, read our blog on the five must-haves.
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