A collection of websites, applications and digital mediums featuring image-centric display advertising is known as Google Display Network (GDN). It helps industries and organizations on the digital front to target consumers over different applications and websites, typically used to augment the browsing experience. Take for instance internet users viewing ads in the sidebar or header while checking their emails or streaming YouTube videos so on.
In today’s immensely saturated market, most of the leading brands are well aware of the Google Search Ads but, hesitate on expanding their experience through display ads. The leap’s worthwhile as GDN has the potential to cover approximately 90% of the global internet market browsed by the targeted demographic. Statistics reveal that brands using GDN have their ads appear on more or less two million websites and above 650,000 applications, with the added benefit of 65% top hundred ComScore website.
The details shared below are a compilation of careful research performed by (name), crosschecked by professional digital marketers against the target demographics. This report specifically focuses on ads launched in the corporate and industrial domains. All the supporting statistics and information is split into two categories for clarity:
- Ads generated by digital advertisers featured on third-party websites and,
- Ads populated by digital advertisers, displayed by publishers
The entire research here is based on more than 90-million impressions from leading GDN advertisers and nearly 25-million impressions by top GDN publishers. The data is extracted from the Display Advertising Tool, featuring the latest details and fresh sources to base a conclusive analysis.
Targeting the right demographic with the right ads is key to ensure conversion. Most of the popular types of advertisements are banners, social media and native ads whereas it can even turn off all extraneous users or people. VPN Mentor cited that the majority of the adblocking activities and preferences in 2019 were because of irrelevant ads as well as a source to limit customers’/buyers’ engagement with B2B vendors.
To help you avoid getting caught in such a situation and craft more relevant ads, be sure to leverage all the statistical data and insights, from this edition as well as your own research on target interests, behaviors, and audience demographics.
Engagement Drivers – Millennials & Generation X
Some of the top industrial and business-relevant websites are visited mostly by the audience between the age of 23-and-34 years, with almost two-thirds of the male count. When crafting the ads, consider the core elements that can convert the demographics in a high number.
Another study concluded that around 50% of the audience between the age of 18-and-34 preferred videos as a prime source of brand communication with approximately 85% claimed to have actually purchased a product or service after viewing the video.
In addition, men prefer brighter colors as compared to the softer hues for females when it comes to displaying advertisements.
Likewise, GDN originators revealed their core visitor demographics between the age of 25-and-34 (at nearly 31%), followed by the age group of 35-and-44 (at 21%). Furthermore, males are likely to view websites as women.
Target Common Interest – Widen Your Reach
As users work their way through the customer journey, it’s important to track their every move only to keep them motivated and persuade them to convert into actual sales against the relevant ads; unhampered by the competition. In case you’ve already drenched your go-to advertising platforms or websites with ads, it’s time to look for new ones. A preferred and proven way is to browse frequently visited websites that aren’t typical to your business or industry niche.
During the research, the top five influential and interesting topics, particular to business and the industry-specific audiences were gathered. The outcome revealed that nearly 30% of members hold a particular interest in home and garden maintenance whereas another 18% filters telecom and internet topics. Apart from these two, other preferences were against electronics and computers, employment and academics, automotive industries and vehicles.
Just like advertiser audiences, nearly 23% of the GDN publishers have a particular interest in telecom and internet market with 15% contribution in home and garden, as well as, same percentage for the automobile industry, travel, employment, and education. Generating ads for websites that cover all these topics have a greater chance of better ad performance as well as to significantly reaching a wider audience; both new and existing. Play along, experiment with ad placements to fish out ones that convert most.
The research can be performed using a display advertising tool which lets you analyze the types of ads being used frequently by the niche as well as give you a glimpse of competitors GDN strategies. These details include target demographics, the ad placements, copy and format of each as well as how well they convert.
Targeting the Devices
There has been a misconception about different industries and demographic groups using different devices which eventually led to underscoring only likewise devices to track advertising. Rather than choosing one, corporate and industrial advertisers need to target multiple devices to obtain appropriate results. Research here concludes ad audience devices are almost equally divided across Mac, Android, iOS, and PC so on.
On the contrary, publishers also receive a more or less equal distribution of impressions from all the devices, between 18-and-21 percentage to each publisher’s website ad views. By entering immediate competitors’ websites into the display advertising tools, you’ll get acquainted with the devices used most by the audience. The details can be seen in the ‘Display Ads by Device’ report such as device mix targeted by successful competitors.
Every single detail matters when it comes to capturing the target market’s attention, including the size and placement of the ads. The study concluded that some of the top-used ads in the business and industry sector were 728×90 pixels ads also known as leader-board followed by 300×250 medium rectangle, 366×280 large rectangle, 488×60 banner and 160×600 wide skyscraper ads in terms of display dimensions. Let’s have a closer look at each to sort out the pros and cons!
Beginning with the leader-board, it’s being used almost 40% by digital advertisers whereas the display is a large rectangle space appearing at the header section of the webpage. An advantage to this particular ad size is the availability of more inventory as compared to smaller counterparts and clearly visible above the fold which makes it highly appealing for images and text.
Then comes medium and large rectangle displays of 300×250 and 336×250 pixels respectively. When embedded within the text content or at the end of the article, these ads tend to perform exceptionally as well as converts best when text and image ads are enabled.
The element of flexibility to advertisers comes with 488×60 pixels banner ad that can easily accommodate in a smaller space of a webpage. The only drawback is space restriction which sometimes complicates communicating the message.
Wide skyscraper ad with 160×600 pixel enjoys inventory to a much greater extent in terms of exceptional performance especially when both text and image ads are enabled. The best use of this particular display ad is against the web page’s sidebar.
Leading corporations and industrial publishers favor leader-board ads above all else which isn’t surprising! Plenty of advertising inventory, ability to grab viewers’ attention almost immediately and performance boost, even on mobile devices are a few benefits that appeal to publishers to opt for this particular display ad type and size.
Responsive Ad Content
Responsive ads rules! Advertisers are influenced by the choices presented by responsive advertisements in the business and industrial sectors. Image ads take more than 20% whereas responsive accounts for 80% thus making it most favorable especially amongst advertisers.
Mobile devices today are ubiquitous which makes it all the more important for the ad content to display attractively on almost all screen sizes. Although images can be resized, the content font comparably gets smaller and harder to read. This is where responsive content comes to help with a user-friendly layout and design that encourages conversions.
Google advertisement standards allow the creation of responsive ads allows advertisers to upload all the critical ad assets like images, logos, taglines/headlines, description, videos and so on. Google automatically filters out the elements and combines them to create ads in an acceptable format based on display size which guarantees the best performance.
Key Takeaways of the Report
Within the business and industrial sector, both publishers and advertisers can leverage the above findings based on demographics, devices, topic categories and display sites to secure amazing ad returns. Here are a few best practices from a leading digital marketing agency, for you to adopt today and make your online ads more impactful:
- Target all devices equally
- Go for responsive ads to ensure superior performance of the ads wherever they’re displayed
- Begin by testing leader-board ads closely followed by medium rectangular ones
- Add leading industry publishers in your testing placement
Though the details outlined above are proven and work brilliantly for top advertisers, carry out your own research to identify what works best in favor of your company.
Danya Ayaz is specializing in Digital Marketer & lead gen Specialist at Digital Gravity She is obsessed with Marketing and experimenting with new things in life. Combining the unthinkable is also sometimes reflected in her marketing efforts.