Leveraging RTB display to engage, nurture and convert audiences through personalization

With a history dating back 25 years, the banner display ad is not only the oldest digital advertising platform: it’s also the most valuable — albeit misunderstood. When leveraged correctly and applied within the context of the appropriate metrics, RTB display is a powerful tool that can fuel impactful and profitable digital campaigns through personalization, acting as a valuable supplement to all other platforms. In life and digital marketing, it’s all about the journey – not the destination. When moving customers down the funnel, strategic advertisers know to focus on the metrics that truly matter, rather than merely generating clicks. Technology has evolved since the days of measuring click-through rates as an indicator of a display campaign’s effectiveness, rendering this line of thinking obsolete. Times have changed and it’s up to advertisers to pivot accordingly.The fact of the matter is, click-through rates fail to take into account the full picture. The average person is served 1,700 banner ads per month, and only 8 percent of online users account for 85 percent of online clicks. In other words, if an advertiser is optimizing a campaign to clicks, he or she is only optimizing to that small minority group.