5 Tips for Making Display Relevant for Brands
The American Heart Association's "Go Red for Women" display campaign in 2012 put all these tips into action to raise brand awareness. By substituting traditional conversions with brand-focused performance indicators, it was able to attribute increased brand activity to campaign ad interactions. This resulted in a 62 percent lift in program registration, a 145 percent lift in "Tell Five Friends" executions and a 152 percent lift in brand video views.
With a little creative thinking and re-education on display capabilities, display shifts from a direct-response-only tool to a meaningful asset for brands. By being open to alternative uses of existing technology, advertisers can get more insight from display starting today.
Tony Zito is the CEO of Rakuten MediaForge, a provider of online display advertising solutions.