Banner ads that appear across digital networks and highly targeted sites are sometimes overlooked by industrial marketers as an effective marketing tactic. They shouldn’t be. This is a good time to consider whether display advertising can help you develop a stronger 2016 marketing plan.

Digital media has become embedded in the work habits of industrial professionals, and this audience uses a wide variety of digital resources including search engines, websites, online catalogs and more to conduct research, locate suppliers and specify products and services. Display ads appear in many of those places, and your ad can give you exposure to a highly targeted and motivated audience that is actively engaged in their buy cycle.

Display ads are particularly effective for meeting three marketing objectives:

Build brand awareness—When your ad regularly appears across a network of targeted sites, your audience will become familiar with your brand, look and message.
Reach new markets—Display ads can help you reach potential customers in new or hard to reach markets that you otherwise struggle to access.
Launch new products—Many display ads are visual in nature or offer rich media format which can help you get attention when promoting new products.

The Basics of Display Ads
You have two options with display ads. You can choose one or the other, or for maximum effectiveness and visibility, combine the two approaches.

1. Place ads on specific, targeted websites. In this approach, you focus on a single industrial website or destination that is visited extensively for work-related purposes by your target audience. Your ad might appear on a variety of pages within the site, such as alongside a searchable catalog, relevant blog post or news article. With this approach you will reach an audience of highly-targeted, active and motivated searchers.

2. Place your banner ad across a network of sites. Media companies often have a network of targeted sites that have the attention of your audience. This approach allows you to significantly extend your reach into the industry yet still maintain targeting. Ad networks tend to be efficient and affordable in terms of timing, exposure and reach.

Combining these two approaches with a single media buy offers the best of both worlds: the targeting you need with the extensive reach to increase brand awareness across markets.

Other Considerations
Typically you would work with a media partner to purchase display ads. They often have access to the best networks and sites and can package a program to fit your goals and objectives. When speaking to potential partners ask them:

1. Do they reach your target audience? No sense in wasting resources on a broad network of advertising banners if they’re not targeted to the industrial audience you need to reach. Find out what type of sites your ads would appear on and ask for the audience profile. Even for broader branding strategies, you want to stay focused on potential customers and prospects.

2. How do they track and optimize ad performance? You want to know more than impressions and clicks. You want your partner to offer guidance on optimizing the placement of your ad based on where it performs best. You also want robust reporting so that you can see for yourself the performance and include the results in your overall marketing measurements.

3. Do they offer geo-targeting and native-language translations? Many times you will want to reach only a specific geographic market or you may need your ads translated to local languages. Your media partner should offer these capabilities.

4. Do they offer a variety of ad formats and sizes? Display ads come in all shapes, sizes and media. The more options you have available to you, the more creative you can be and the more effective you can make your ad campaign. Skyscrapers, banners, sliders, overlays, rich media ads and more can all be incorporated into your ad portfolio.

Get started today by asking your media partners about their display advertising programs and how they can be seamlessly and effectively integrated into your overall marketing plan for 2016.

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