One Industry Banks on Display Advertising: Smarter Targeting, Higher Response

With three-fourths of North America’s population using the Internet, online display advertising is growing in importance.  Nowhere is this truer than in the banking and finance industries. After all, the American Bankers Association reports that 62 percent of U.S. adults prefer to bank online. That spells opportunity for savvy digital marketers

There are four main ways to use display ads:

• Site-Specific
• Contextual
• Behavioral
• Location/Geographical

Each of these can be done with IP targeting, which determines the geolocation of website visitors based on their IP addresses. This gives digital marketers the ability to reach audiences based on location, industry, organization, SIC code or other criteria.

Here are five best practices to keep in mind when utilizing display:

1. Go local and be relevant
   Localized messaging and visuals have been known to lift response by 70 percent.
2. Build trust by building your brand.
   Most consumers need to see a message three to five times before they believe it.
3. Drive response by combining display with search marketing.
   As display ads increase your brand awareness, more buyers will search for your products, as they get closer to making a decision.
4. Put your brand where your prospects are and utilize retargeting.
   Retargeting is the ability to show your prospects relevant display ads after they’ve left your website.
5. Test, tweak, retest.
   Display advertising is a flexible avenue to try, change and try again. Take the opportunity it gives you to get the best return on your advertising.

Want more details? Check out the Neustar Insights “Power of Display Advertising” white paper. See how leading banks and financial services companies are using display to reach their audiences and fuel growth.