Digital Advertising’s Role in Driving Long-Term Brand Growth
Upper Funnel Advertising: How to Use Display & Video Ads to Boost Awareness
The website I found discuss how display and video ads online help boost awareness to a company, thus creating a consumer/brand connection. This article discuss how crucial it is for companies to know their target audience and use targeted advertising. Target advertising (if done correctly) can serve as a major advantage for your company to be selected for the product they are purchasing. The article particularly focuses on targeted advertising for Display and Videos advertisements. The article goes on to say while you need to have a target audience, you have to have your targeted advertisements target different groups. This could mean making ads based on age, certain topics, placements, and a ton of other key distinctions.
The goal of Display and video advertisement is not how many sales it can generate. However, their success is based on how many interactions they receive as more interactions equals more people the advertisement actually reached. The goal is different as these types of advertisement are seeking to build a brand/consumer relationship rather than produce a sale. If a video or display advertisement were to go “viral” from a certain company this would in turn stick with everyone that saw advertisement next time they saw this company. It may be as simple as, “I remember Company X was the one with funny dog advertisement!”, but a simple connection like this can put your company at the forefront for most consumers as they now feel a connection with your company and your products. One great example of these types of advertisements would be to go watch a Youtube video. YouTube allows other companies to advertise on their website at the beginning, middle, and end of the videos you are trying to watch. No matter if think you are mindlessly ignoring these advertisement, you subconsciously have a connection to some of these brands and if you ever had to buy a product, you would prefer the company name you have heard or seen! Technology has changed the game of advertising and being able to view interactions with a advertisement (clicks, share, etc), allows us to get a clear understanding if the advertising was successful or not. One way companies try to make these advertisements more successful is by having several different advertisements for different target audiences, rather than trying to encompass everyone in one advertisement. This could be done by age, location, topics, etc. This allows the advertisement to feel more personal to the consumer as well. The more individualized an advertisement feels to the consumer, the more likely they are to associate with your company.
Display and Video advertisements are a great tool to build your companies brand awareness and in turn drive sales. As the world continues to transform with technology, advertisements like display and video advertisement will continue to transform as well to help companies promote a strong brand awareness with their potential consumers.
