The digital media landscape is rapidly evolving. We sat down with our internal display expert Kora Minton here at Confluence Digital, and asked her a series of questions on the state of display advertising.
How many times have you heard from a client, “I've never clicked on a banner ad”? Does anyone still click on banner ads?
Only 8% of the Internet audience clicks on banners and this portion of the audience tends to not spend much money online. We don’t want to target "clickers," we want customers. Clicks are rarely a major consideration when setting up and running an online display campaign. The focus is on getting the right ad in front the right market. Using ad serving technology, we are able to track which consumers see a client's ad and then visit the client's site within 1 to 30 days. Folks will see an ad and then run a search on the product if it peaks their interest. So, we track which consumers see a client's ad, visit the client's site and then purchase something from the client's site.