Display Advertising Isn’t Going Anywhere

There’s been some heated debate over the topic of display advertising among digital marketing professionals. Some declare the era of display ads on the Internet is dead, while others profess it’s only just the beginning for the digital advertising generation. With an overwhelming amount of technological advances, though, it seems display advertising isn’t going anywhere.

In fact, many digital marketing firms are embracing the use of display ads. Experts who refuse to see the powerful benefits of display ads claim they are both disingenuous and ignorant, says Marketing Land. Disingenuous is a negative term for good marketing; display ads are used by millions of businesses that must differentiate themselves among other advertisers. Ignorant describes the way marketers evaluate the effectiveness of display ads. 

To claim that display ads aren’t effective is completely false. Marketing firms are well aware that digital display ads are extremely effective. Professionals who believe the ads are ineffective ignorantly fail to realize that there’s much more to display advertising than just those invasive rectangular banners. 

Other types of display advertising are flourishing as technology advances: native advertising, in-feed digital video and mobile ads. These innovative types of display are often seen on social media platforms and mobile apps. Sponsored posts are becoming more popular as consumers view them as less invasive, yet they’re still placed in the middle of the screen.

Mobile advertising has grown immensely over the years. At first, the industry struggled with inventing creative ad experiences. Now, however, marketing firms are experimenting with more compelling forms of display, thanks to the help of Facebook, Snapchat, Instagram and other social media platforms. From full screen ads to in-feed forms, mobile devices are transforming the display advertising strategy. 

Even more reason to believe that display advertising is on the rise is research evidence. The Interactive Advertising Bureau (IAB) notes that in 2014, U.S. marketers spent $13.5 billion on display—a five percent increase from 2013. Mobile display advertising added an additional $6.4 billion. Suffice it to say, assuming that display is ineffective is ignorant in itself.

Now, here’s what display advertising offers businesses. The IAB reports that it’s more engaging and less intrusive for consumers overall. Native advertising increases awareness, exposure, purchase intent and brand search. In-feed digital video lifts brand impact and perception metrics. 

Today, digital marketing firms across the globe are embracing the display wave. It’s only the beginning of the display renaissance. It took years for television, print and radio commercials to mature—and now display is well on its way to its sophistication. 

Aubrey Andersen-Bakker writes for Fusion 360, an SEO and content marketing agency. He writes for many other clients as well.