How do you influence the target audience’s evoked set through display advertising?

As an online marketing agency we once started with display advertising. This is what made us big. But how and why do you use display advertising?

The customer goes through different phases before they make a purchase. The trick is to be visible in all phases of the purchasing process and adjusting your message accordingly. For every brand the process that precedes the purchase is very interesting.

With the help of the latest knowledge and techniques, the last few years we’ve gathered more and more insight into the processes that occur in the human brain. The brain connects a certain value to the brand. This value is crucial in the purchasing process.

Neuromarketing is an up-and-coming area. This way, your target audience remembers your brand when they’re looking for a product or service. Subconsciously they will prefer your company when they make a purchase.

What is an evoked set?
People know an evoked set. An evoked set consists of a limited number of brands that are considered by the customer when they decide to buy something. These brands are ranked. Consciously or subconsciously the brain ranks a product or service in a top 2, 3 or 4. You can understand that getting ranked in a high position as a brand is of the utmost importance. If this isn’t the case, the chance of a customer purchasing your product or service is slim to none.

One way to realise visibility and climb up in the evoked set is by using display advertising. Display advertising is a form of advertising that implements online bannering to reach a target audience. In other words, where you think your target audience finds itself regularly. Think of advertising on nu.nl or maybe you’ll reach your target audience better when you advertise on funda.nl?

Automatic trading
Nowadays, banner advertising on premium websites is available to any entrepreneur. This is because these websites are part of a so-called Real Time Bidding (RTB) system, also known as automated trading system.

Automated trading means the automatic trading of advertising space on the Internet through an online auction system. This innovation allows you to buy bannering positions on multiple websites at once. You can advertise on 25 relevant, quality websites at once.

The quality of an advertising campaign like this is very good. Preceding every campaign, you make a list of websites that fit your target audience and brand image (a whitelist). During the campaign you can monitor which websites are performing well and which websites are not doing as great. This way you can adjust the campaign at any given time by turning off websites or adding them to the list. To do this, it’s important to set clear KPIs before you start your campaign. Is your goal clicks to the landing page or mostly being visible to your target audience on relevant websites? There is a big difference between the two when it comes to optimising.

Another big advantage of advertising through a Real Time Bidding system is being able to select your own region. You advertise on a national website (for example, telegraaf.nl), but only people in the region selected by you will see the banner when they’re online.

Banner formats
If you choose to start with display advertising, you will often use an IAB banner set. These are the 5 formats you see on websites. The formats are:
1. Large Rectangle (336×280)
2. Medium Rectangle (300×250)
3. Leaderboard (728×90)
4. Skyscraper (120×600)
5. Wide Skyscraper (160×600)

You use these formats to get as great a coverage as possible. Next to these standard IAB formats, you can also choose to make a bigger impact. Through High Impact Rich Media formats, the person visiting the website has no choice but to see your message.

Through a halfpage, homepage take over and billboards your campaign will be more noticeable, which creates a bigger impact, but also a higher CTR.

Are you curious about the possibilities of advertising through the RTB system?

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