Online display advertising has become an integral part of the marketing strategy for businesses in the digital age. With the rise of social media and other online platforms, display advertising has become an effective tool for reaching target audiences, increasing brand awareness, and driving conversions. In this article, we will explore some of the positive benefits of online display advertising through real-world examples.

1. Increased Brand Visibility

One of the primary benefits of online display advertising is its ability to increase brand visibility. By displaying ads on popular websites and social media platforms, businesses can reach a wider audience and increase their brand awareness. For example, Coca-Cola launched a display advertising campaign on Facebook to promote its new "Taste the Feeling" campaign. The ads were displayed to over 170 million users in the United States, resulting in millions of impressions and a significant increase in brand recognition.

2. Targeted Advertising

Online display advertising also allows for targeted advertising, meaning businesses can reach audiences who are most likely to be interested in their products or services. With the help of data collected from online behavior and demographics, businesses can create targeted display ads that are displayed to specific groups of people. For example, a sports brand like Nike can target their display ads to sports enthusiasts on fitness and sports-related websites, increasing the chances of reaching potential customers.

3. Cost-Effective

Compared to traditional forms of advertising, online display advertising can be much more cost-effective for businesses. With the ability to target specific audiences and track the effectiveness of ads, businesses can get the most out of their advertising budget. For instance, Google AdWords offers a pay-per-click option, meaning businesses only pay for the ads if users click on them, making it a cost-effective option for small businesses with a limited budget.

4. Creative Flexibility

Online display advertising also provides businesses with creative flexibility. Unlike traditional forms of advertising, display ads can be designed in various formats, including images, videos, and animations. This allows businesses to create compelling and engaging ads that can capture the attention of audiences. For example, Airbnb created eye-catching and interactive display ads that resembled travel posters, creating a seamless and visually appealing campaign.

5. Measurable Results

Another significant benefit of online display advertising is the ability to measure its results. With the help of analytics tools, businesses can track the performance of their display ads, such as impressions, clicks, conversions, and more. This data can provide valuable insights into the effectiveness of the ads and allow businesses to make necessary adjustments to optimize their campaigns. For example, Audi used Google Analytics to track the performance of their display ads and found that they had a 300% increase in click-through rates, leading to higher conversions and an increase in sales.

6. Retargeting Potential Customers

One of the most powerful features of online display advertising is its ability to retarget potential customers. Retargeting refers to displaying ads to users who have previously visited a business's website or interacted with them online. This strategy helps to remind potential customers about a product or service they showed interest in, increasing the chances of converting them into paying customers. For instance, Amazon uses retargeting ads to remind users about items they may have left in their shopping cart, resulting in increased sales and revenue.

In conclusion, online display advertising offers businesses numerous positive benefits, from increasing brand awareness and visibility to providing measurable results and the potential for retargeting potential customers. As technology continues to advance and online presence becomes a vital factor in business success, it is crucial for businesses to incorporate display advertising into their marketing strategy to reap its numerous benefits.