According to emarketer.com, this year for the first time in advertising history, advertisers in the US are set to spend more on display ads than on search ads. Search advertising isn’t expected to suffer it will continue to grow just at a slower rate.
Display ads are defined as traditional banners, native ads and video. While video ads are the logical benefactor of TV budgets shifting online, traditional banners and native ads, which imitate editorial content and appear in content feeds on sites as well as the likes of Facebook and Twitter, will continue to bring in more money for the foreseeable future.
We are seeing, with our clients, a growing willingness to invest in display ads, especially on Facebook. What is most appealing for many of our clients is the ability to measure return on investment through analytics. Our aim, of course, is for our clients’ customers to follow through with a visit to their website, office, store or to even pick up the phone and make a call.
What is particularly exciting for us is the opportunity to take our content generating skills online. The opportunity to reach greater numbers of our clients’ target audience and, even better, to interact with them is extremely rewarding.
We still believe print media has its place, but the rate at which we are producing online content for our clients, whether start-ups or established businesses, continues to grow.