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Digital display is now more focused on targeting unique users to deliver value for brands, says Julia Smith of Jemm Media Group Ltd
With the global display market valued at around $24bn a year, the rise of digital display advertising is there for all to see, and it’s not finished yet. The UK market was valued at around £1bn in 2010, with display ads growing by 27.5%, acting as further evidence of the shift from traditional to digital.
Previously, the strategy behind display advertising was dominated by direct response goals. However, as technology has evolved it has opened the gates to powerful targeting techniques, helping marketers become more involved with brands. The new era in display advertising encompasses the increased use of data and enables more effective, successful and measureable campaigns - for branding and direct response campaigns alike.
Digital display is now more focused on targeting unique users to deliver value for brands. Every two days, the human race creates as much data as it had done from the dawn of civilisation until 2003. The data that’s being created allows display advertising to be increasingly relevant to those seeing it, making sure that the right audience are exposed to the right ad message. The more targeted an ad is, the more likely it’s going to grab attention and inspire a call to action.
While data and technology has sparked a revolution in how, when and where display ads are seen, the creative element for what actually goes in to the ad doesn't seem to have kept pace with the development of technology. Or perhaps it’s fairer to say it hasn’t changed enough.
I only hope that in the next year, interactivity and creativity step up to the plate and bring back some much needed creativity – but at the moment it feels like the days when an advert would jump out at you are long gone.
Julia Smith, 'The Voice' & Communications Director, Jemm Media Group Ltd
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