More Than “Just” Billboard Advertising: Display Advertising Targets Your Audience Directly

Once-Dismissed Banners Work Better

The main reason for skepticism toward display advertising in B2B is easy to identify: a lack of strategy combined with unrealistic expectations can make the effects seem negligible. However, caution is warranted: the effectiveness of display advertising can be measured in different ways and with varying results, depending on the chosen advertising strategy.

More Than Just an Ad Space

Let’s start from the beginning: what exactly falls under display advertising? In short, display advertising primarily refers to visual, clickable content placed in designated ad spaces on websites. The size and format can vary widely: video banners and, in some definitions, social media or mobile banners can also be considered “display ads” in the broadest sense.
The biggest difference compared to subway billboards is the directness of the approach: your content is delivered specifically to your target audience. You define who should see your banners, ensuring that only relevant decision-makers are reached with your display advertising. The visibility of your ad (impressions) and click-through rate (CTR) make the success of your campaign measurable.

Branding and Performance Campaigns

In your marketing strategy, you define exactly what you want to achieve with your display campaign. This generally results in two main types of display advertising, as well as various hybrid forms. Branding campaigns focus on increasing brand awareness. In this case, achieving a high number of clicks or lead conversions may not be the primary goal. Even a large number of ad impressions can be considered a success, ensuring that your target audience has genuinely taken notice of your banners.
Performance campaigns, on the other hand, prioritize lead generation. Display banners in this context serve as a “means to an end,” drawing your audience’s attention to whitepapers, e-books, and webinars. The registrations generated feed directly into your lead list.

Conclusion: Display Advertising and B2B Marketing

It becomes clear that display campaigns can have different objectives, which you define, and that these objectives can be achieved through a variety of formats and sizes. A reliable B2B display advertising expert can provide valuable support in planning, conceptualizing, and executing your campaign. The team at B2B Interactive is happy to advise you!

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