Is display advertising a waste of time?

The "Good" - building your brand where consumers are spending over 50% of their media time

A comScore study last October showed that only 16% of Internet users click on display ads, with 8% of users accounting for over 85% of all clicks.  Does that mean no one should use display ads?  Hell no.  It means that display is for branding your business not trying to drive action (that is what Search ads are for).  Does anyone doubt that TV/Radio/Print ads can build awareness of a brand?  They typically don't drive immediate calls to a business but they do build brand awareness over time so that when a consumer has a need they evaluate that product and hopefully buy it. 

Studies by comScore and others have shown that display ads, regardless of clicks, generate significant lift in site visits and both online and offline sales by those exposed to the ads.  This "lift" is has been proven time after time so why do businesses think their campaign isn't working when they see a low CTR?   Just like TV ads or any other offline media advertising, display is about carving out space in someone's mind so they remember you when they are ready to buy. Fortunately, display advertising is so cost-effective (low CPM) that most businesses can afford to now brand themselves online where they couldn't with expensive traditional media alternatives. 

Comments

[cf card]

The bus slogan was changed to take into account the ASA rules. I am not sure if the advertisers have to show the slogan to be correct, or if the complainers have to show it to be wrong. It should be interesting either way.

[DLL Files]

Your post is very informative and an eye opener for a marketer like me. Thanks for sharing this post.

[Courtney]

Your right that display advertising still generates leads even if they don't click on the advertisement. People go off and research the brand to find out more. It is a lot like traditional media, your right.
However, for lead generation I prefer using social media because of the informal approach. It also allows me to shepherd hesitant customers.
I know White Horse is doing a webinar on how B2B can us social media to get more leads from the right stakeholders. If you anyone is interested they can check it out here: http://bit.ly/aBa6g3
If you have any questions about that or my comment feel free to contact me.

[Promotional Products]

Interesting look at this issue. I think you are on to something here. I will have to give it more thought.

[Vinyl Banners]

I think that display advertising is still a good way to go. I like where you talked about how it still is working even if people don't click on it. Starting out, it's all about mane recognition.

[Courtney]

Update:
The B2B lead generation webinar I told you about is now available for download.

Click here to have it for yourself: http://bit.ly/aVdRbW

[Display systems]

Still, display ads are still helpful! It is a lot like traditional media, your right.

Ben

[Kathy Garolsky]

Good day,nice post,I love your point of view,Great points.

[search engine optimization phoenix]

Why are you wasting your time ranting to people who have nothing to do with advertising decisions?Shouldn't you be running a fundraiser to buy food for starving countries? Or getting education so you have money to donate?

[mayvanphong]

Keep updating your blog with valuable information. Thank you for the post.

[Brad Fallon]

It is definitely not a waste of time. Advertise your brand on medium where lots of people can come across your brand. Display ad has a bigger impact on the consumers. It helps them to remember the brand easily.

[Marketing Systems]

It is definitely not waste of time advertise you barnd on medium when you fallow advertise you barnd go to groth and you business run fastley...
Marketing Systems
Thank you for sharing..