According to Wikipedia, Display Advertising is a type of advertising located on websites. It can be seen in a wide range of formats and can contain items such as texts, images, flash, video and audio.
Its main purpose is to deliver general advertisements and brand messages to the people connected to the Internet each month.
Today the most discussed type of display advertising is social media advertising, right? Well… if you think about it, Facebook promoted posts still count as display advertising. The only difference is that they are displayed on Facebook inventory. And it’s the same with Twitter, Linkedin, Pinterest and so on.
What if we told you that display advertising is more than just banners that you see on your daily news website? What if we told you that display advertising can be retargeting, search retargeting and conversion tracking?
But let us ask you – What do you think about the future of display advertising in social media? How will display advertising impact social media?
We asked several pros in different online marketing, social media marketing and display advertising domains to answer our question.
Find bellow the answers and feel free to share it to your community!
1. Jeff Bullas
The future of display advertising on social media can be seen with what’s happening with Facebook and Twitter. In essence it’s inevitable as social networks need to monetize to keep the lights on. The impact on social media will be an evolutionary journey for all the social networks including LinkedIn, Instagram and Pinterest.
[Tweet “You will see constant testing and experimentation with advertising display”] to ensure it doesn’t detract too much from the users experience.
Television has had to manage this tension for 50 years. It’s not a new idea, it is just a different medium.
Jeff Bullas is the man behind JeffBullas.com, one of the world’s leading Social Media Marketing, Content Marketing and Digital Marketing Blogs. Jeff’s blog features a lot of visual content (including infographics), tools, tips and strategy for “getting found online”.
2. Mark Schaefer
Internet advertising is under attack from ad blocking and ad injection technology. It is possible that digital advertising could be significantly altered in the very near future, threatening the economic foundation of companies like Facebook, Google, and YouTube.
[Tweet “The industry needs to come together rapidly or the future is going to get very weird”] on the Internet.
3. Larry Kim
Social display ads by way of sponsored posts and promoted tweets on popular networks like Facebook, LinkedIn and Twitter are more effective than regular website display ads for a number of reasons. First, they generally appear within the activity stream and appear much the same as organic content, making them native to the user’s experience on that platform.
Second, because they’re in the stream, they’re highly visible and are seen more than sidebar ads, which is great for brand awareness. They outperform Google ads by far in terms of viewability; 56% of AdWords ads are never seen. Users can also interact with display ads in social, sharing, commenting or liking them. This activity serves as an important endorsement and exposes the paid content to the person’s network of contacts.
To succeed in this social PPC arena, marketers must put great emphasis on the imagery they’re using in their promoted posts ads. Optimizing for engagement is key, as Facebook and Twitter each have their own version of ads quality score (for Facebook, this is their Relevance Score). Interesting, compelling images that inspire people to click and interact with the ad will help boost this Relevance Score, generating more ad impressions and lowering overall campaign costs.
On Twitter, I’ve found that bold, saturated colours work incredibly well in ad images and can help generate up to 10x the retweets. Of course, this is a huge coup in social PPC – when you can get people not only viewing but sharing your content, you get a far larger organic audience without having to pay for it.
[Tweet “Smart marketers will continue optimizing for social ad interaction in the future.”]
Larry Kim is a marketing industry thought leader and the CTO and founder of WordStream, a leading search marketing software and services provider based in Boston, managing approximately a half-Billion in annual ad spend across thousands of customers.
4. Neil Patel
The future in display advertising in social media is more custom targeted ads around the web. For example, Facebook connect is on a lot of websites.
[Tweet “Why can’t Facebook eventually show you ads relevant to you while you are browsing the web.”]
Kind of like a more targeted AdSense, but based on your likes, interests and friends.
5. Raul Popa
Social media is not just one big thing, it’s a complex phenomena that is taking over the web.
It seems that the need to communicate is far more important than the need to be informed, and the Internet seems to be able to support communication better than the real world, in a way. However social media is not the original purpose of Internet.
The good thing about social media is that advertisers can target audiences much better, the ads can be shown exactly to those who matter, by age, gender, interests, job, friends, location, etc.
The bad thing is that social media ads are displayed when people want to communicate and interact with their friends, not when they want an answer to a question, like “where can I buy a new guitar?”. The intent to click (and purchase) is almost totally absent in the first situation.
I think if you can combine those two (the way “search retargeting” on Facebook does for example), combine information for both “intent” and “audience” and
[Tweet “show ads on social media to people who already expressed their intent previously “] in that case I think you have a winner.
I think display advertising should solve this particular issue sooner or later since there is a lot of money to be made here.
A quick possible way to do it: merge Google and Facebook.
Raul Popa, Product Manager @Bannersnack. Raul describes himself as a “Future thinker, product strategist, growth hacker, lifetime coder, manager and founder“. He is passionate about innovation, building disrupting products, and using statistics and data to solve impossible problems in creative ways.
6. David Meerman Scott
Social media is about engaging people socially not about advertising. Simply paying for access – advertising – is nowhere near as effective as actually participating in social. Instead of paying for attention,
[Tweet “consider how you can earn attention by becoming part of a community.”]
David Meerman Scott bestelling author of The New Rules of Marketing and PR, now in its 4th edition with more than 350,000 copies sold in English and available in over 25 languages from Arabic to Vietnamese.
7. Ted Rubin
Display advertising on Social Platforms is basically the same as display advertising anywhere, it is usually disruptive and very often ignored. It seems that right now though, because many are not yet inundated with display in social, that
[Tweet “the results are a great deal better than in other forms of digital content.”]
That will only last if the data mined and used by social platforms continues to add context and deliver the ads at the most appropriate of times… and they do not get too greedy by delivering way to many and thereby expediting the inevitable demise of increased effectiveness.
Ted is a leading Social Marketing Strategist, Keynote Speaker, Brand Evangelist and Acting CMO of Brand Innovators and in March 2009 started publicly using and evangelizing the term ROR: Return on Relationship™
8. Samuel Scott
First, as I wrote in an essay on my website, the industry is at a critical juncture because of the allegations of online advertising fraud that have arisen. (The gist: Many, if not most, Internet ad impressions are not actually seen by human beings.)
The future of display advertising on social media and elsewhere will depend on whether[Tweet “the industry can fix this problem and rebrand itself as an honest advertising medium.”]
First, the Media Rating Council aims:
- To secure for the media industry and related users audience measurement services that are valid, reliable and effective
- To evolve and determine minimum disclosure and ethical criteria for media audience measurement services
- To provide and administer an audit system designed to inform users as to whether such audience measurements are conducted in conformance with the criteria and procedures developed
The MRC has certified “viewable impressions” as a legitimate metric (as opposed to “served impressions”). The Interactive Advertising Bureau issued guidelines in December that online advertising networks should aim for at least 70% viewability.
Whether additional social networks and ad networks will follow suit remains to be seen.
Samuel Scott, international digital marketing and communications consultant based in Tel Aviv, Israel
9. Joe McCambley
When you say “social,” relative to the highly-valued 14 – 34 age group, you are referring to Facebook, YouTube, Instagram, Twitter, SnapChat, Vine, Google+, and Tumblr. (According to these stats from eMarketer.) The vast majority of users of those sites/apps are on mobile devices, where “traditional” bottom-of-the-screen or other intrusive types of “trick-you-into-clicking” banners don’t work.
Because traditional display ads don’t work, they will have very little future in social media, and very little impact on the social online domain. This is a huge conundrum for publishers and advertisers. If consumers are not reachable by traditional means, advertisers won’t pay for banners, and publishers won’t make money.
In light of the fact the fact that publishers and advertisers can’t succeed using existing ad models, perhaps a better question might be, “How much will social media impact display advertising?” The answer to that question is “a lot.”
There are five ways that social will affect display advertising.
First, mobile consumers are focused on content, not advertising. For the first time in history, in order to gain consumer attention, nearly every advertiser needs to be in the content space. For the first time in history, nearly every publisher has to be open to the possibility that advertiser content will mingle with editorial content. In other words, ads on mobile will look less like ads and more like content. That alone is a seismic change for both advertisers and publishers.
Second, consumers on mobile are focused on getting things done. They are searching for directions, looking up restaurant reviews, sharing updates and photos with friends, rating retailers, and performing hundreds of other tasks.[Tweet ” If advertisers want consumer attention, ads will have to ask, “How can I help you?” “] instead of, “What can I sell you?”
Third, because only so much content will fit on mobile screens, those screens will be the most valuable—and contested—real estate in history. Success will mandate that advertisers serve the right message (i.e. Most helpful) to the right person in the right place at the right time. “Targeting” ads will no longer be enough. Advertisers will need to use multiple sources of data to deliver ads to consumers who are most likely to care about and purchase their products. That means predictive modeling will be necessary to deliver the right ads.
Fourth, because mobile screen space is so limited, and therefore so valuable, advertisers will be forced to bid the highest prices—not the lowest—in order to put their ads in front of consumers. Slowly but surely mobile advertising will start to replace the revenue that publishers have lost as consumers abandon print.
Fifth, because all advertisers will move to content and utility, and because all advertisers will have access to the same screens and the same predictive data models, creativity will once again emerge as the most important differentiator for brands. We are all living in the very earliest days of the greatest creative revolution in advertising history.
Joe McCambley is creative director and co-founder of The Wonderfactory, a New York City digital design firm. Dubbed by some the ad industry’s “first digital copywriter,” McCambley was part of the team in 1994 that created the first-ever banner ad.
Now back to you – what do you think about the future of display advertising in social media? Let us know in comments.