Display Advertising, Marketing Tools

Why Display Ads are key in winning the battle for brand awareness

Papirfly

27 April 202230 October 2024

3 minutes read

Standing out above your competitors is no easy task in today’s market. Even when you believe you offer a superior product or service, your brand won’t capture the hearts and minds of your target customers if rival brands are unchallenged in capturing their attention .

Launching display ads is an essential tactic for any brand serious about increasing its visibility and impact in their ideal customers’ lives. Also known as banner ads, we’ll help you understand just why focussing on display advertising can boost your brand’s chances in the market and increase your bottom line.

Is display advertising right for your brand?

Simply put, yes – that is, if you want to keep up with the competition. As 84% of marketers invest in display ads your brand is in the minority if it isn’t utilising this crucial method of increasing brand awareness.

This isn’t to say you should be following the crowd for the sake of it. Yet when you consider your own experience the chances are you can appreciate the benefit of display ads. For instance, when browsing the internet can you remember ever NOT seeing a display ad on a webpage?

Target your brand’s perfect customers

Going further, can you remember seeing ads that felt totally relevant and specific to you – linked to your recent searches or completely in line with your long-term beliefs, needs or interests? We all have and, of course, this is a familiar experience for us all.

For example, if you’re interested in physical fitness then websites on this topic will likely display adverts that relate to exercise equipment, strength-building programmes or nutritional food products. In addition, ads on these themes might present themselves to you on websites of an entirely different subject matter as sophisticated, targeted advertising picks up your personal online behaviour.

Display ads work exceptionally well at reaching the people your brand and your product will serve best, increasing the likelihood new customers will discover you and that your brand’s identity will be more frequently visible in their day to day lives.

Also read: How to create dynamic display ads that count

Display Ads increase the likelihood of brand strategy success

A Cost Per Click (CPC) system is usually applied when paying for display ads. This offers great value as you know those who click are interested in your product and brand. Naturally, not every click ends up in a purchase, yet it creates a touchpoint and increases brand awareness that could lead the customer to make future transactions.

Yet there is even greater value in using display ads when you consider how they complement other channels. Sticking with TV, there is more than a 25% probability that someone recognizes a television commercial if they have previously seen it on a digital platform.

So while it’s difficult to track how a TV ad for, let’s say, physical exercise equipment will result in a customer purchase – when screened in the commercial break for a healthy cooking show for example – using display ads fundamentally increases the chance the ad will catch their attention.

In fact, one survey shows that your ROI’s can increase by as much as 35% if you use a wide range of platforms, including TV. With its more sophisticated ability to reach a pinpoint target audience, display ads must be part of that brand marketing strategy. This provides confidence that the structure of your brand can remain strong when this tactic is embraced, using a solution that doesn’t blow your marketing budget.

Also read: How to structure your brand with Papirfly

Invest in the right tech to manage your display advertising

Clearly there is some effort required to create display advertising which can be time-consuming and demand resources from marketing teams, with the right expertise and knowledge required to deliver optimal results. Such resources are often in short supply internally and with agency fees ever-rising, it’s easy to see why some brands avoid display advertising altogether.

Reassuringly, creating instant recognition by producing high-quality display advertising can be done by building ad templates and automating creation and publishing workflows. Achieving brand consistency across every digital channel and platform is within reach, as is a higher chance of brand awareness.

Our solutions support your display ad template creation and brand asset management, with technology that anyone can learn to use easily, so your marketing team can create ads aligned with your brand guidelines.

From here you can become quick, efficient and brand consistent with every asset as you begin to stand out from the crowd. So, when your customers consider whether they choose you or your rivals… there is no competition.

Also read: How Papirfly’s Display Ads elevate your banner ad creation

Banner Ads, Display Advertising

What is a banner ad creator?

Papirfly

18 November 202130 October 2024

4 minutes read

Marketers are used to adapting to new technology and speedy marketing trends – It’s comes with the job. Nevertheless, that does not mean that it’s easy. On the contrary, the fast changes surrounding the Martech development forces us to create and publish more. If it was one format and multiple channels we wouldn’t have to stress. But the reality is different.

Banner adverting is one of many tasks’ marketers need to take into consideration. Although this type of advertising has not been for everyone, we are becoming increasingly digitalized and who’s to say what the future holds? Will print still have a place in the future of advertising?

Create banners ads that stand out and avoid blockers

Digital ads turn up everywhere when you’re scrolling the internet. Whether you’re reading an article in your local newspaper, professional articles, shopping or searching. With increased banner ads, came ad blockers. In 2019, roughly 25.8% of internet users were blocking advertising on their connected devices. Does this mean you should give up? Absolutely not, blockers are used because the audience is tired of intrusive, bad ads with irrelevant messages. 83% actually wish they could just filter the ads they don’t want to see instead of blocking everything. In other words, they are welcoming display ads as long as they are of value to them.

Design smart, elegant and target relevant banner ads

You need to avoid ad blockers. And from the looks of it, the way forward is beautiful and relevant designs. Another important element in digital ads is personalization. This is not a new concept in consumers vs. sellers. Think about the times you go to the store and personnel asks if you need help. They do so to provide you with personal assistance based on your needs. Personal display ads have the same objective; to provide you with personal assistance. Zalando is a great example on how they try to connect with people on a more human level.

The question is, do you have the skills and insight to do this on your own, or do you need expert help?

Also read: How to create dynamic display ads that count

Say hello to a banner ad creator

With a banner ad creator tool, you don’t need to be a skilled UX designer or have any programmatic knowledge. Because a resourceful banner ad creator will do the job for you.

Now, it’s recommended to use a designer for the actual design and layout. Once that’s in place, you’ll create ad templates based on the design. After that, anyone can design beautiful and unique display ads with a few simple steps. It doesn’t matter what format, platform, or channel you need to create banner ads for. This is all handled by the banner ad creator.

And when changes are due, you’ll be able to update your ads in real-time without worrying about different formats, asset optimization or hiring help from a skilled designer. You are completely self-serviced.

Benefits of a banner ad creator

You’ll be in control of your ads in any channel or platform from one single place.
Agency costs are reduced as you can solve changes on your own.
Marketing efficiency will increase as you will have one place for maintenance, updates, and publishing.
Brand consistency is secured. One single source of truth ensures your ads look the same everywhere.
One platform, multiple outputs. Designing banner ads is time-consuming because of all the different formats. With an ad creator this issue is eliminated.
Personalization and audience relevancy is neatly handled by the tool.
Avoid wasting ad money. The beauty of digital ads is the ability to see your performance in real-time and optimize when necessary.

Also read: Key benefits of display advertising software

Why should you avoid free ad creator tools?

There are plenty of free ad creators or platform specific tools (Google Ads, LinkedIn, Instagram ++) available and it’s easy to think that this will be good enough. However, there are some downsides you need to be aware of:

Is your brand image respected? Free tools usually don’t offer customization which makes it hard to design display ads that are on-brand. Fonts, buttons, logo placement, colors and more is based on fixed standards. Creating that unique and beautiful look becomes impossible.
Are you able to optimize your brand assets for all ad formats? Display ads are not “one size fits all”. When creating ads, you have to optimize each format individually to secure optimized designs. Controlling this with free tools are difficult.
Can you publish directly from the ad tool? If you use Google Ads, the ads you create will only apply to Google and its network. If you use LinkedIn, your ads will only be published in LinkedIn and so on. This is tedious and time-consuming. And don’t even get us started on the maintenance…
Can you change the ads in real-time? Ad relevancy is important, and changes are bound to happen. How do you secure ad relevancy if you have created your tools in a free creator, or used platform specific tools?

If you’re still hesitant if you need to invest time and resources in banner advertising, you’re probably not alone. There are still many companies that are serving a more traditional audience and print isn’t dead just yet. Regardless, Millennials are turning 40 and Generation Z is about to start their working life. Will they use printed media? Or should you consider investing in technology that keeps your brand visible and valid for the next generation as well?

Display Advertising

Key benefits of display advertising software

Papirfly

16 July 20211 April 2025

3 minutes read

The use of display ads as a promotional tool has become common over the last couple of years and is not expected to slow down any time soon. In fact, almost 60% of the worlds population is on internet. It goes without saying; standing out and get market attention requires more than text. You need to visualize yourself.

If you’re putting your money on banner advertising, the chances are that your competitors are as well. And we know all to well that competition is fierce and the market is changing fast. So, how do you secure market relevancy and get in front?

This is where display advertising software comes in handy, allowing you to be agile and efficient with limited effort. Let’s take a look at how this resource can transform how you manage your display ads without killing your market budget and draining your resources.

Continue reading “Key benefits of display advertising software”

1. The importance of digital display advertising

For years digital advertising has been the go-to method for businesses looking to reach a broader audience. And among the most popular tools for many digital marketers are display ads.

While it’s easy to get caught up in what’s new, trendy, and making a splash in digital like new ad formats, channels, and targeting capabilities, it’s essential not to overlook the tried and tested digital advertising methods such as an effective display ad.

The visual appeal, targeting possibilities and cost-effectiveness of this perennial advertising method has enabled digital adverts to reap rewards for brands across the entire omnichannel customer journey – raising awareness and attracting engagements across your target audiences.

What is display advertising?

Display advertising involves using text-based or visual ads on websites or social media networks to attract people to take action or simply raise brand awareness. The prices of these ads are most often calculated following a CPC model. That means you will be charged a specific amount whenever someone clicks on your ad.

Although display ads are most commonly used in programmatic advertising, brands also like to use them in for retargeting campaigns. That means using display advertising platforms to target users who have previously left their websites without purchasing anything. That way, you entice them to come back and reconsider.

the brand awareness stage of the marketing funnel. That means their search intent isn’t transactional, but informational. Because of that, it can take only a few display ad impressions to end up in a conversion.

2. The business benefits of display advertising

Display advertising provides numerous outstanding benefits for your business – below we’ve listed 5 of the most powerful:

1. It has outstanding reach

When you consider that Google Display Network alone reaches 90% of all internet users, the incredible potential of display advertising should be clear to see. Few other mediums can achieve the reach of this marketing medium.

2. It captivates audiences

Instead of sticking to plain old boring text, these ads utilise engaging visuals that grab your audience’s attention and draw eyes to your brand. The best visual ads are straight to the point and convey a clear message without over-stimulating your audience. When it comes to generating a visual ad, you want to be sure that the visual portion can either stand on its own or enhances the copy and further the story you are trying to tell.

3. It gives you plenty of targeting options

The technology behind display advertising enables marketers to target specific types of audiences with their ads. That has proven to be a real game-changer in the digital realm and is the primary reason so many businesses use this type of advertising.

At your disposal are:

Contextual Targeting — This option entails targeting your customers based on their search engine activity and search history. With contextual targeting, you can place your ads in front of people who have searched for relevant keywords and increase your chances of achieving conversions.
Placement Targeting — This type of targeting includes choosing websites you wish your ads to appear on. You can let Google ads show up on any sites you like, but having the option to restrict or even “favourite” some sites is invaluable. That way, you’ll be able to include or exclude them in your follow-up campaigns.
Demographic Targeting — This option is perhaps the most useful because most brands cater to narrow target audiences and age groups. This kind of ad targeting lets advertisers distribute their display ads only to people who meet particular criteria such as age, gender, location, interests, language, etc. That allows brands to maximise the effectiveness of their advertising budget by delivering their ads only to the people most resembling their target persona.
Behavioural Targeting — This type of targeting uses your audience’s search history and online behaviour to serve ads to users with relevant interests. Behavioral targeting is one of the most popular targeting methods because it gets advertisers’ ads in front of the people most likely to buy.

4. There are a variety of pricing options

One of the best perks of display advertising is its flexibility in payment options and its low costs. The two most common paid search engine ads you have at your disposal are Cost Per Impression (CPM) and Cost Per Click (CPC) ads.

The latter is more popular since you only have to pay for each person that clicks on your ads instead of on a per-impression basis. But overall, both of these methods are cost-effective compared to more traditional advertising forms.

5. It has excellent tracking options

An essential part of every marketing strategy is being able to adapt. That is why insight into your campaign’s performance is vital for success. With these types of digital ads, you’ll be able to know the exact number of impressions and clicks your ads receive. That will allow you to re-evaluate your tactics on the go and optimise your strategy over time.

3. 3 examples of effective display advertising

The Ridge Wallet

When Ridge’s advertised its RFID-blocking wallet, it hardly needed any copy at all. The Ridge puts function over style, and the imagery matches that. For good measure, there’s a brief description and a simple call to action: shop now.

Why it’s effective:
– Shows rather than tells
– Consistent visual brand

Brita

A lot of water bottles are wasted every year and Brita wants to change that. Its filter bottle is elegant, simple and offers brand consistency with the promise of great-tasting, filtered water with less wastage.

Why it’s effective:
– The value proposition is tied to a social cause
– The colour selection suggests fresh, great-tasking, filtered water.

Audible

Audiobooks are incredibly popular these days and a subscription-like service that lets book lovers listen to their heart’s content is ideal. In this ad Audible is offerings 66% off your subscription for the first three months.

Why it’s effective:
– The ad contains an illustration of a popular book, one the potential subscriber may want to read
– The coupon immediately offers the book listener a discount, designed to get them hooked on the service

4. How your brand can take control of display advertising with Papirfly

BAM by Papirfly™ enables marketing teams to produce digital ads faster, and so you can take advantage of opportunities sooner.

It gives you the ability to maintain consistency across your digital display assets as you customise offers and incentives whenever demand arises. Produce marketing materials in a simpler, more cost-effective way, and increase the volume and frequency of collateral to gain a competitive edge in sales and market trends.

Everything your team needs in a single online portal. BAM provides the freedom to create consistent print and digital display ads without agency support. Discover the power of our smart templates by booking your free personalised demo today.

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Display Advertising

Why Display Ads are key in winning the battle for brand awareness

Is display advertising right for your brand?

Target your brand’s perfect customers

Display Ads increase the likelihood of brand strategy success

Invest in the right tech to manage your display advertising

What is a banner ad creator?

Create banners ads that stand out and avoid blockers

Design smart, elegant and target relevant banner ads