What is the Difference Between Paid Content Marketing and Display Banner Advertising?

| September 13, 2016

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At first glance, their opposition seems obvious. With informative articles, free promotions, and interactivity that drives traffic inbound with users not even knowing it, content marketing appears far less intrusive than does display advertising, the old guard of online, outbound promotion, which gave us the Internet’s billboards: pop-ups, pop-unders, leaderboards, skyscrapers, and everything rectangular in between. The reality is these forms are far less at war with each other than they are at peace. In fact in recent years, they’ve merged through a combination of methods employed in the fields of both native advertising and social media marketing. In this post, we explore how these two forms of marketing emerged, evolved, and combined to form much of what we see today when we visit a commercial website, as well as what a good marketing degree should offer in the way of training for these fields. So how did banner ads and paid content get their start? By trading notes, essentially. In 1994, banner ads initiated a boom through the 90s. Largely due to novel clickability afforded by their debut on several popular early websites like Hotwired and Yahoo, they earned a place of prominence among users of the World Wide Web. Around 1996, at the same time these ads were allowing a huge surge in the number of content-driven publishers like Hotwired that were able to generate substantial revenue selling ad space, the novelty of banner ads wore off—just as paid content was starting to spread its wings. In 1999, after a large dip in market value when banner ad effectiveness was measured to find 0.1% conversion rates, a rise in fear surrounding y2k, and the bursting of the Dot com bubble, online ad revenues dropped 32%, and investors started tightening their pursestrings during the first two quarters of the year 2000.

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The Garrigan Lyman Group (GLG) is a strategic digital agency based in Seattle, Boise, and New York moving brands forward with integrated marketing, advertising, and technology solutions. We specialize in the innovative industries of automotive, heath tech, financial services, sports/adventure, and technology.

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Real vs. Virtual Backgrounds. Which is Best for your Zoom Call?

Article | December 13, 2020

One of the greatest changes we have seen with virtual selling is the inevitable change in meeting location. No longer in a traditional office setting, location is now entirely dependent upon each participant’s environment and choice. This can range anywhere from your kitchen table to the captain’s seat on the Starship Enterprise. The choice is yours, so choose wisely. Your background makes a strong statement about you. You are quite literally projecting an image, whether professional or otherwise, to your customer. So make sure that your real or virtual background supports that image by being neat and clutter free, well-lit, and perhaps with a spark of personality. Real vs. Virtual Backgrounds Virtual selling offers a whole new avenue of creative control when it comes to selecting a backdrop for your next video call. But which should you choose? Here are some considerations: The Benefits of Authenticity You now have the opportunity to welcome clients and/or coworkers into your home, making sales calls more personal than ever before. Video meetings, whether held in your home office or at your kitchen table, can reveal quite a lot about you to your customer. Just as their background reveals a lot to you. This can be a great advantage to sellers as it both humanizes you and levels the relationship. Instead of vendor-to-prospect, it becomes more human-to-human. Personal elements, like books, pictures, furnishings, can stimulate conversations and deepen connections. When to Use a Virtual Background. That being said, sometimes your home simply is not quite conference call ready! That’s the time to consider using a virtual background or green screen for personal privacy or professionalism. When might you want to consider a virtual background? Here are a few questions to help you decide: Are you… Questioning if your background is too cluttered? (Hint: if you’re wondering, then yes, it probably is) Clashing with busy patterns, stripes or artwork? In the middle of a home repair project? Providing TMI with your environment? (“Hello bedroom Zoom callers! I’m talking to you!”) Anticipating scene-stealing pets or children? In these cases, a virtual background may be your new best friend. Considerations when using a Virtual Background While a green screen allows you to have a little (professional) fun, keep it on the side of realism, i.e., the office of your dreams vs. the space station, or simply a backdrop that allows you to briefly live in a home that is not at the mercy of your children’s toys. In need of a little inspiration? Pro tip: Canva has a wonderful selection of customizable backgrounds you can download for your next video call. Be aware that overtly busy or fantastical backgrounds can present distractions that may detract from the overall quality of your presentation. When it comes to backgrounds, you are the star, and your background should quite literally be, “the background.” You’re already competing for the sale, you don’t want to also be competing for the attention of your customers! So select a backdrop that promotes your sales goals, not one that detracts from them. Avoid Motion Blur Another common problem seen when using virtual backgrounds or green screens is motion blur. This is when a presenter gestures or moves too quickly when in front of a green screen resulting in blurred elements. It is important to move slowly and with intention when using a green screen to avoid blurring or entire body parts disappearing into the background. Losing an entire hand is quite distracting, is it not? Bottom Line: Take advantage of the benefits authentic or real backgrounds can provide whenever you can. If that’s not possible, virtual backgrounds are a great option as long as you choose one that supports you and your brand. Get more virtual selling tips on the Selling On-Video Channel!

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Advertising During COVID: A Detailed Analysis

Article | June 2, 2021

Before the pandemic, the business sector of near about all industries were heightening rapidly and planning for new opportunities. Whether it was private or government, small businesses or large enterprises, each sector was trying to enhance in every aspect. The Covid-19 outbreak changed the way businesses approach towards potential customers as well as marketing strategies. Indeed, even as the world starts to re-open all the more forever, it is evident that the pandemic will have a lasting impact on consumer behavior and brand-to-consumer engagement. SURVEY REPORTS FOR ADVERTISING AGENCIES DURING PANDEMIC The global advertising agencies market confronted at decline from $346.9 billion in 2019 to $346.5 billion in 2020 at a compound annual growth rate (CAGR) of-0.12%. The decay is chiefly because of the COVID-19 flare-up that has led to prohibitive regulation measures including social distancing, remote working, and the discontinuance of businesses and other commercial exercises bringing about operational difficulties. The whole production network has been disturbed, affecting the market contrarily. The market is then expected to recuperate and reach $418.3 billion in 2023 at a CAGR of 6.48%. In March 2020 the review of U.S. advertisers and advertisement offices tracked down that 89% of respondents had put forth changes to their promotional efforts because of the COVID-19 upsurge. Among the most intense changes made was, dropping a campaign totally as per 34% of reacting industry experts. At the point when the inquiry was rehashed in April, the percentages had increased to 44. Near about all regions worldwide experienced a reduction in media financial plans in 2020, for instance by 46% in the LATAM region. However, the pandemic particularly showed its impact in 2020, with the average allocated money being cut radically. As per study information, in the first half of the year 2020, 29% said they investigated new channels for new organizations and another 29% offered new administrations to customers, while 17% even wandered into new enterprises. Decrease in ad spends worldwide in 2022 compared to previous predictions due to coronavirus will be 17.72 billion USD. According to a survey of 400 media buyers and brands, 74% believe the COVID-19 pandemic has a greater impact on their advertising spends than the 2008 financial crisis. ADVERTISING CHALLENGES DURING COVID Cyber security issues Financial difficulties Consumer behavior changes Lack of team support Adoption of new technology Elusive audience Unable to maintain client relationship Decreased creativity & productivity HOW COVID-19 HAS CHANGED THE PLANNING AND THE STRATEGIES OF ADVERTISING AGENCIES The advertising industry experts have changed their approach in terms of strategies, investments, and campaigns to reach potential consumers. They initiated very influential steps to attract their target audience. Artificial intelligence in advertising during COVID The expansion of Artificial Intelligence (AI) in advertising during COVID is acquiring fame in the advertising organizations market. Significant players working in the business are constantly centered on introducing innovations and technologies to better fulfill the requirements of customers. For example, as of May 2019, as per a review, 47% of publicists are right now utilizing Artificial intelligence for audience targeting. Indoor approach Before the pandemic, the Experts noticed that more than 8000 advertisements are presented to the Americans in a day. Presently, with everybody constrained inside, customers can just see ads in their homes. This is a unique opportunity for the advertisement industry to expand its presence on social media during COVID-19 like; Facebook, Instagram, Twitter, Pinterest as well as television. 58.11% of the total population is dynamic via web-based media when taking a look at qualified crowds matured 13+ years, ascending to 82% in North America. Safety is utmost important We all are aware that the pandemic has shocked everyone and made people skeptical towards everything. In this particular situation, it is essentially important to keep safety on priority and serve the customers on precautionary measures. Make them feel that your big concern is to make their life easier by providing quality products or services following safety. E-commerce is ubiquitous The COVID-19 pandemic has sped up e-commerce growth worldwide. Reacting to this pattern is the main concern for 2021 with brands presenting plans to reevaluate conveyance and exploring different avenues regarding new models. Some are analyzing direct-to-consumer option, searching for approaches to make it simpler for customers to repurchase. This adaption will have a very optimistic impact on brand strategy and media investment. QUICK ADVERTISING TIPS DURING COVID Being relevant to consumers’ needs assure them that they are not being ignored in the time of pandemic and feel that they come in your priority. Turn your business online to remain associated with your consumers. This will definitely help you to reach potential customers and valuable opportunities. Strengthen your relationship with your customers by communicating, exchanging life stories of caution and triumph. This shows that the company thinks beyond business and care about their customers. Design & execute a low budget strategic model using minimal tools, and people in advertising during COVID. Undoubtedly, safety is an important issue but when it comes to low prices, offers, people get attracted. Therefore, make sure to wow them always with your new offering plans. The realm you have constructed is a direct result of your team efforts. In this way, get associated with your team and give them compassion, and plan for future advances. We are living in uncertainty thus don’t put all your efforts and investments into the present campaign of advertising during COVID. There is no guarantee of the end of the worst. Be optimistic but don’t ignore the negative. At this point, it is difficult to predict what long haul impacts the pandemic will have on the marketing and advertising industry, or for sure practically every industry. So far estimates for worldwide advertisement spending in 2020 had to be revised from initially 712 billion U.S. dollars to approximately 691 billion U.S. dollars. Nevertheless, primary predictions assert that the advertising spending will come out with flying colors in 2021, once the COVID has lost its impact and the businesses become normal. FREQUENTLY ASKED QUESTIONS Q. What are the types of advertising? There are many types of advertising but mainly 7 are prominent. Broadcast advertising, outdoor advertising, native advertising, display advertising, print advertising paid search advertising, and social media advertising. Q. Is the advertising industry dying in pandemic? Unquestionably, advertising agencies faced adverse effects of covid-19 in respect of investments, productivity, creativity, lead generation, consumer behavior changes, etc. But, positively the industry will get rid of the situation soon and become normal. Q. What is the most effective online advertising? Online advertising is one of the most prevailing and effective method to escalate your business and reach alluring results in every aspect. Having websites, blogging on daily basis, search engine optimization, social media marketing, and pay per click advertising are the result-oriented approach for effective online advertising during COVID. Q. Are ads really effective in COVID-19 pandemic? Yes, indeed, it is effective. People are compelled to be indoors therefore, it is easy to approach the customers with creative, strategical campaigns digitally. The amount of time being spent online has increased during the pandemic as a result of shifting consumer behavior while adjusting to the new normal. Online retail & social media grew massively during the pandemic where online ads reaped huge profits along with e-commerce giants such as Amazon, Facebook & Snapchat. This is why the online advertising market was valued at USD 304.0 billion in 2019 and is expected to touch USD 982.82 billion by 2025. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What are the types of advertising?", "acceptedAnswer": { "@type": "Answer", "text": "There are many types of advertising but mainly 7 are prominent. Broadcast advertising, outdoor advertising, native advertising, display advertising, print advertising paid search advertising, and social media advertising." } },{ "@type": "Question", "name": "Is the advertising industry dying in pandemic?", "acceptedAnswer": { "@type": "Answer", "text": "Unquestionably, advertising agencies faced adverse effects of covid-19 in respect of investments, productivity, creativity, lead generation, consumer behavior changes, etc. But, positively the industry will get rid of the situation soon and become normal." } },{ "@type": "Question", "name": "What is the most effective online advertising?", "acceptedAnswer": { "@type": "Answer", "text": "Online advertising is one of the most prevailing and effective method to escalate your business and reach alluring results in every aspect. Having websites, blogging on daily basis, search engine optimization, social media marketing, and pay per click advertising are the result-oriented approach for effective online advertising during COVID." } },{ "@type": "Question", "name": "Are ads really effective in COVID-19 pandemic?", "acceptedAnswer": { "@type": "Answer", "text": "Yes, indeed, it is effective. People are compelled to be indoors therefore, it is easy to approach the customers with creative, strategical campaigns digitally. The amount of time being spent online has increased during the pandemic as a result of shifting consumer behavior while adjusting to the new normal. Online retail & social media grew massively during the pandemic where online ads reaped huge profits along with e-commerce giants such as Amazon, Facebook & Snapchat. This is why the online advertising market was valued at USD 304.0 billion in 2019 and is expected to touch USD 982.82 billion by 2025." } }] }

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Intelligent proliferation: Using AI effectively

Article | February 1, 2021

AI is everywhere. In ecommerce and digital marketing in particular, it’s likely you’re using AI to support your activities, whether you’re aware of it or not. In most cases, AI supported practices are a great benefit to the business. They enable improved efficiency, a reduced administrative burden and help create more effective campaigns and services. But Nate Burke, CEO of Diginius, a UK provider of proprietary software for digital marketing and ecommerce solutions, believes businesses could be getting more out of their use of AI. In this piece, he explains how businesses can use intelligent proliferation to their advantage and really stand out from the crowd. Today, just about every business that has some online activity benefits from AI. Whether that’s how they appear in search engines or their social media reach, for example, AI is practically everywhere. Generally, it works in the background and requires little input from the business, while offering some valuable internal benefits, including greater efficiency, fewer administrative tasks and more successful campaigns and services. But with it increasingly being integrated into just about every digital tool, it’s no longer the case that AI can be used as a differentiator or a way to stand out from the competition. However, that’s not to say it can’t be. In order to really reap the rewards of AI and place your business leaps and bounds ahead of the crowd, it’s time to start taking a more proactive approach. Now, this might sound counterintuitive. After all, AI is supposed to relieve some of the effort and input required from you. And while that isn’t entirely wrong, no matter how much technology advances, we are all still human. And humans require some element of emotional connection with brands in order for them to create successful engagement and interactions. Ultimately, businesses need to find the perfect balance between artificial and emotional intelligence. Activities and decisions should be supported by both technology to make life easier, and human judgement, in order for output to be received well by customers. And this has never been more important than in the current market. The multichannel model Online business is thriving. The number of digitally transformed companies, online sales, ecommerce channels and engagement platforms are increasing. And businesses and consumers are adapting. The pandemic has encouraged more to embrace the shift. But as physical retail and face to face business opens back up, the multichannel model will no doubt become the new normal. However, as well as increasing workloads for management, challenges will also exist in creating cohesive and high-quality customer experiences. But AI integration does offer a remedy. For instance, commerce solutions provide retailers with a single, centralised platform on which they can combine activity across all sales and logistics channels, both digital and offline. Data from all areas of the business, including supply chain, sales channels and end user experience is then available in one place. This rich data is often much more valuable due to its quality and quantity, and by leveraging AI’s ability to analyse such data, you can turn it into invaluable business insight. When translated into digestible reports, such as trends and benchmarks, you can really optimise both the business’s potential and your customers’ experiences. This takes a lot of the guess work out of the equation, ensuring the output is just as high quality as the input, and providing an informed basis in order to justify decisions. But, your business is yours for a reason. It’s likely you have knowledge, expertise and experience in your industry, things that AI can’t, and shouldn’t, replace. Put simply, if you don’t maintain your core data, such as product attributes and tracking information, in a timely and accurate manner, then you can’t expect AI to make sense of your mess. Artificial vs emotional intelligence Although data driven trends and patterns are important when making business decisions, consumers cannot be simplified to a mere statistic. Rather, their emotions and intrinsic behaviours are better understood by humans. Therefore, business owners and employees play a vital role in interpreting such data and trends, applying their sense and experiences to really comprehend what their customers want and why. And then using this to make better business decisions. It comes down to striking a balance between the benefits offered by AI and our own emotional judgements. This way, we can create more personal and positive brand experiences that encourage engagement. For instance, over recent months this might have involved digital marketing campaigns that are sensitive to the current global situation, yet delivered at a time and place the data has shown you your customers will receive it. Or, perhaps a chatbot service that utilises AI to collect basic information from a user, then passes them onto a real customer service representative who can help resolve the issue in a more friendly and sensitive manner. While the business benefits from greater efficiency, wasting fewer human resources in the initial stages of the interaction, the customer still gets the personable service they so often need and prefer. But AI is advancing at an incredible rate. It might not be long before the technology begins to understand more complex human behaviours through verbal or written cues for example, and it will be time to readjust our practices again. However, until then, human judgement remains pivotal, even in an increasingly digital world.

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How to Enable Better B2B Targeting With AI

Article | February 18, 2020

B2B marketers often face a common challenge: Accurate targeting. Marketers rely on powerful lead generation methods to help them target future customers, but there's a pretty substantial obstacle in the way. Most marketers aren't data scientists. And truly great targeting requires a pretty substantial amount of data. That's where artificial intelligence company Versium saw a major problem, and developed a solution to help. The tool helps marketers identify, understand, and reach ideal prospects using trillions of data points, all powered by predictive machine learning models.

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Spotlight

The Garrigan Lyman Group

The Garrigan Lyman Group (GLG) is a strategic digital agency based in Seattle, Boise, and New York moving brands forward with integrated marketing, advertising, and technology solutions. We specialize in the innovative industries of automotive, heath tech, financial services, sports/adventure, and technology.

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