[Editor's note: This is the seventh "link" in a 10-part series. The first, Do You Have Broken Links?, appeared on Mar. 23. Check back Friday, May 11, for link eight: mobile acquisition chains.]
We clicked on seven banner ads during February 2012. Online display has enjoyed a major growth spurt and is likely to pass paid search in terms of spend in the next couple of years. It’s all the more reason to get customer acquisition chain done right. Here is our analysis of the display ads we reviewed:
Display No. 1: Victoria’s Secret. Link: http://www.victoriassecret.com/?cm_mmc=AveA-_-AOL-_-15off100-_-HP0126. The banner showed several discounts for Valentine’s Day purchases, most prominently $15 off of a $100 purchase. The landing page carried through the look and feel of the banner, using the same artwork and copy. A different Victoria’s Secret banner promoted swimwear, and that link took us to the page featuring swimwear. Victoria's Secret is doing customer acquisition correctly on multiple banner ads with different promotions.
Display No. 2: iContact free trial offer. Link: http://go.icontact.com/display/sb. The banner advertises a free trial offer and the top three reasons to try this email service. The landing page repeats the offer, identifies the three reasons, and is a very simple site that does not confuse visitors at all. It’s another excellent customer acquisition chain example.
Display No. 3: Radio Shack. Link: http://www.radioshack.com/home/index.jsp. The display ad talks about matching price on a variety of mobile carriers. The landing page meets consumers’ expectations with great detail on their offers and one click to start shopping. Its’ perfectly acceptable customer acquisition.
Display No. 4: Weight Watchers. Link: http://www.weightwatchers.com/templates/marketing/Landing_1col_nonav.aspx?pageid=1315681. WW’s banner introduces their PointsPlus 2012 program with a “Learn More” call to action button. The landing page continues the process and offers the consumers the ability to find a meeting or sign up online. The landing page is relevant to the banner and the conversion process is simple and easy.
Display No. 5: M&M’s. Link: http://www.mymms.com/Default.aspx?spid=44&src=VDBNR20. The banner promoted 20 percent off your $30 minimum order in time for Valentine’s Day. The site was consistent with the display ad and offered a prominent shipping schedule based on what category of item you ordered. Its very cool system lets you create “mix & match” bags of M&M’s, as well providing personalization.
Display No. 6: NFL Shop. Link: http://www.nflshop.com/category/index.jsp?categoryId=12622222&ab=HP_Aspot_Giants_SBChamps. The display ad promoted NY Giants Super Bowl championship gear and the link took us to the location on their site featuring hundreds of items for Giants fans. The site fulfilled the promise of the banner. It featured easy checkout and special combination offers, as well.
Display No. 7: Brighthouse Networks. Link: http://brighthouse.com/tampa-bay/moves-girl?temploc=tpa&cmpid=moves. The ad promotes a $100 package for digital TV, home phone and Internet service. The site matches the banner offering and provides an easy checkout along with eight consumer benefits. Well done.
Summary and Conclusion: As a group, online display advertisers have a very good customer acquisition experience, as they clearly understand the importance of relevant messaging after the banners are clicked. We found very few display ads that were in conflict with messaging on the landing pages.
Carrie Burns and Cynthia Tully are vice president account directors and Dorothy Weaver is a vice president of digital marketing services at St. Petersburg, Fla.-based advertising agency acquirgy. Burns can be reached at firstname.lastname@example.org, Tully via email@example.com and Weaver can be contacted at firstname.lastname@example.org.