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Debunking 5 Myths About Display Advertising
Ben Plomion / ClickZ / July 24, 2013
Display advertising has made major leaps over the past few years; today, it’s a tool tailor-made for direct response marketers with a programmatic mindset. Unfortunately, many direct response marketers – haunted by memories of display’s days as a low-click crapshoot – remain reluctant to embrace modern display advertising. Simply put, they don’t know what performance display looks like. It’s time to debunk those myths.
Myth No. 1: Display Can Only Be Used for Brand Awareness
Right…and social media can only be used for contests. Display is much more than a pretty banner that makes people know that a brand exists. Every day, more performance marketers are using display advertising to drive conversions through precisely targeted ads based on a user’s site and search behavior. There’s a misconception that display is on its way out the door. In fact, it’s growing faster than SEM.
Myth No. 2: Display Is Expensive
This is true when marketers go directly to sites to buy placements – where they can end up paying up to a $100 CPM – or when they insanely spend $450,000 for a one-day Yahoo home page takeover.
These tactics are unnecessary and downright foolish. The vast majority of publishers have a significant amount of remnant inventory, which is made available through auctions on ad exchanges. The average CPM for remnant inventory is between $1 and $2. Even in super competitive verticals such as finance, display can often be a cheaper (and more efficient) acquisition channel than SEM.