Online display: clicks are nice but response is essential
Why is Online Display Advertising so named? After Offline Display Advertising of course. But why was that so named? To distinguish it from Classified. We’re talking about the full colour double-page-spread ad for the new Porsche vs. the densely packed page-full of ads for lonely-hearts and second-hand cars. And like offline, Online display is about finding the audience while they’re doing something else and attracting them to your brand; representing, at its best, a skilful combination of targeting, creative ideas and high-quality execution.
We’ve heard of ‘banner blindness’. Many people claim never to click on display ads and many regard them […]