Display ads are opening up a whole new channel to reach customers, shoppers, visitors, and prospects. With Listrak's email services, merchants only have an average reach of about 40%. How do you reach over 90% of your shoppers? The display channel is what will allow Listrak to reach those shoppers who were previously out of reach. Display advertising can be broken down into programmatic advertising and social advertising.
Programmatic advertising is the process of targeting shoppers with automated display ads in order to move customers into or down the sales funnel. Why would you, as a retailer want to do this? It's a cost-effective method of increasing reach and brand impressions.
There are a variety of ways to use programmatic in our display channel to incrementally move shoppers through the sales funnel.
Using the funnel as an example, most retailers spend more money trying to reach a purchaser than an average website visitor. The chances are more likely that the purchaser will come back again for another purchase.
FOR EXAMPLE: A shopper is looking at a product on your website and adds the item to the cart, but leaves the website because he/she is unable to commit financially. A few hours later, the shopper is on the internet and sees a banner ad for the same product that was left in the cart. Looking at the different levels of intent, the average email reachable rate for cart abandoners is approximately 45%. When using programmatic advertising, the reachable rate doubles, reaching over 90%.
Programmatic ads are commonly displayed in three different positions that measure: 728 x 90, 160 x 600, and a 300 x 250 pixels. Programmatic ads can be displayed in different frames, allowing you to showcase your brand, a particular product or recipe of products, or a coupon for products.
Leaderboard ads measure 728 x 90 pixels and are displayed at the top of a website. This ad is seen immediately when a website loads.
Wide skyscraper ads measure 160 x 600 pixels. This tall-standing ad appears on the left-hand side of a website next to content.
Medium rectangle ads measure 300 x 250 pixels and appear on the right-hand side of a website.
When thinking social advertising, we immediately think of social networks such as: Facebook, Twitter, Instagram - all places that we can connect with our customers outside of email. Social advertising follows the same advertising pattern as programmatic and you can read more about the bidding and auctioning process.
Common examples of social ads are: dynamic ads, lead ads, and News Feed ads.
Dynamic ads target users based on their previous actions. You can retarget shoppers based on the products that they recently viewed, added to a cart, or purchased on your website.
LEAD AND NEWS FEED ADS
A News Feed ad and a lead ad are similar– they both appear in a customer's News Feed. A Lead ad will automatically populate and capture a customer's email and name, where as a News Feed ad clicks right through to a business' website.