Display advertising refers to things like banners and rich-media (e.g. videos, widgets). 

In our experience display advertising can be as much a branding exercise as a direct response mechanism.  Here are some points to consider:

  • It’s unlikely the direct return on investment will compare to other channels, so you need to factor in the brand-building effect

  • If you are making a significant investment then make sure you can track the effect of display advertising on other channels.  In its simplest form you’ll measure the uplift in other channels, the ideal it to track all sales from other channels where the person was exposed to a banner.

  • Be Creative!  The traditional 468 x 60 banner is dead as are non-animated banners.  Banners that you have to click on are even in decline; people are favouring simple rolling over banners and responding within the creative as so they don’t have to leave the site they are on.

  • Many sites offer demographic targeting and geographic targeting.  The NZ Herald is a good example of geographic targeting.  If you accessed their site from the UK recently the advertising included a ‘UK Steinlager Pure Pub Finder’.

How we can help?

We are not specialists in media planning and buying, however, we can recommend some specialist agencies.  We will work with your agency to ensure your campaign is integrated with your online channels.

For display advertising advice, call or email us: 09 889 8020 or online@steer.co.nz