Display advertising is not just banners or videos that flash on the screen. It is a tool that helps brands gain a foothold in the minds of the audience, even if the user is not ready to buy right now.
Its main task is to create a stable connection with potential buyers. Banners on websites, videos on social networks, interactive formats work as a “first acquaintance”. They attract attention, generate interest and prepare the ground for further actions: searching for a product, going to the website, subscribing.
Unlike contextual advertising, which focuses
on clicks here and now, display advertising works for the long term.
Examples of how it works:
- Video advertising on social media explains asia mobile number list complex products through visuals and sound.
- Banners in online advertising (on websites or in mobile applications) are effective due to the high frequency of impressions: even without a click, they create recognition and “settle” in the memory.
- Rich Media with animation or sliders engages even those who usually scroll past ads.
Display advertising does not require an immediate response. Its strength lies in its gradual influence on the user’s choice, even if the result is not immediately visible.
Why of Media Influence Remains Invisible? The Main Difficulties of Analysis
Display advertising is not the easiest tool to analyze. Here are the main problems that marketers face:Conversions rarely happen immediately after display. A user may see a banner, not click, but a week later visit the site through a search engine and buy a product. Without end-to-end analytics, such post-view actions go unnoticed, distorting the picture of efficiency.
ROI “in the long run”
The impact of media becomes apparent in months: increased brand awareness today can lead to sales only in a quarter. In short-term reports, this looks like a low return on investment, although the real effect is already working.
Wide coverage instead of spot coverage
Targeting “everyone 25-40 years old” results in irrelevant audience impressions. CTR drops, cost per lead rises, and budget is wasted.
Interaction with other channels
Media rarely works in isolation. It fuels interest, which is realized through contextual advertising or direct visits. But how can we prove that it was the VK banner that triggered the search for the product? Without multi-channel analytics, the connection between the stages of the funnel is lost.
These complexities do not negate the value of media advertising; they simply require tools that take into account its specifics.Connect Roistat End-to-End Analytics
How to find a connection between any banner and a purchase? Methods for assessing the impact of media advertising
Display advertising influences user choice although polish publishers indirectly, and its effect is manifested through a chain of actions. To see this:
- Track post-view conversions – actions that users perform after viewing an ad without clicking on it (for example, a purchase through a search a few days later).
- Use multi-channel analytics. It links media impressions with conversions from other channels. For example: a user saw a banner → a week later clicked on a contextual ad → bought a product.
The platform replaces expensive internal solutions
- Save up to 20 million ₽ per year – no longer need to pay for development from scratch and a staff of specialists.
- Automate routine. For example, the Customer Management tool automatically creates segments for retargeting, reducing the cost of a lead without additional costs.
- Scale without limits. Flexible reports adapt to any task – from campaign performance assessment to budget forecasting.
Why pay for a “bike” when you can use a ready-made Ferrari? With Roistat, you invest not in system support, but in business growth.