What Marketers Don’t Know About Display Ad Campaigns

display advertising

Recently we attended a day-long event in Chicago hosted by Bizo about the “funnelmentals” of moving leads down the sales funnel in the context of mobile and display advertising—we even blogged about it, with six optimization strategies for your display campaigns!

But we also took advantage of the event in another way: with so many marketers in one place, we thought it might be a prime opportunity to gather some data. While at the event, we took the time to survey as many of the attendees as possible using an app called Loop Survey, and we came across some interesting takeaways on the way marketers are thinking about the importance of display ads in the era of mobile. We ended up surveying 76 marketing professionals, and we asked them these three questions:

1) Why do you use display advertising?

1. Lead Gen


2. Branding


3. Product Launches


4. Other

2) Are you running mobile display ads?

3) Do you include phone numbers in your display campaigns?

The answers were interesting. All 76 of those surveyed were doing some kind of display advertising, but they were doing it for various reasons. We found that 44% created display campaigns for the purpose of lead gen, and 45% were running mobile display ads. But with these two statistics in mind, it’s the third stat that is truly interesting.

Many Marketers Don’t Know the Value of Phone Calls

44% of marketers were running display ads for lead gen, and 45% are running them on mobile…but only 26% of those surveys are placing phone numbers on their ads. Why is this a big deal? Here’s why.

It’s increasingly becoming a mobile world. More people have smartphones than ever, U.S. adults spend 34 hours a month browsing Internet on mobile devices vs. 27 hours on PCs (Nielsen, 2014). This means three things for marketers:

1) They should be optimizing their display ads for mobile. Right away. Consumers are accessing content on mobile on the train, in line at the grocery store, between meetings at work, and even in the bathroom. Mobile is the future, and the sooner your marketing adapts, the better.

2) You should be including phone numbers in your display campaigns.

3) No, really. You should be including phone numbers in your display ad campaigns. Inbound calls convert to revenue 10 times more often than leads that filled out a form on your website, and they’re calling because they’re ready to buy.

The importance of phone numbers in your ad campaigns cannot be understated. If you’re taking the time to build strategic display ad campaigns, then you need to look at the whole picture. 44% of marketers surveyed are expecting to generate leads from their display ads, but what if those leads are ready to talk and would have converted over the phone? If you don’t provide a phone number right there on the ad, they may move on to another business who is more easily contacted from their mobile device.

76 marketing professionals may be a small pool to survey, but the numbers are interesting and indicate some pretty telling trends about the impact of mobile on display. Want to learn more about creating better display campaigns and optimizing for mobile? Download this on-demand webinar, 7 Tips for More Effective Display Ad Campaigns.

via Business 2 Community http://ift.tt/SbLHZc