The fast online ad spend growth has now surpassed the amount spent in the US on newspapers and magazines, combined. Unfortunately for traditional media, as the online advertising spend continues to climb, the total ad spend for print will continue to fall, along with their subscription rates. However, spending on TV ads appears to be slowly inching its way to the top, with about $30 billion more going towards TV ads than online ad spending. (Super Bowl ads, anyone?)

Double-digit growth is expected through 2014, when US online advertising spending will reach $52.8 billion. In 2016, eMarketer expects advertisers to spend $62 billion online, coming within $10 billion of TV advertising spending.

For additional information on online advertising, continue to read our blog or contact KEO Marketing today.

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Here’s a quick breakdown on some of the most recent changes:

1. Fewer ads per page. Currently, there is way more supply than demand for online advertising. There’s really no limit to the number of ads one can display on a website (though a large number certainly isn’t advisable). As the market matures, and publishers begin to focus on their audiences’ needs, the price of online advertising should force a closer balance between ads and ad space.

2. People matter most. Some companies purchasing inventory on ad exchanges take a “spray-and-pray” approach to ad retargeting. They bombard the site’s audience with as many impressions as they can, with little regard for performance or efficiency. That works for a little while, but certainly not long term. This should make forward-thinking agencies optimistic about the future, as it allows for thoughtful ads to reach a more accepting audience.

3. Putting your customer data to work is a must. Too many companies think retargeting is easy… throw a tag on a landing page and retarget every customer who comes to the site. But as display evolves and becomes more competitive, advertisers need to use more of their own data to make decisions and optimally price each impression. For example:

• What products did the customer buy in the past?
• How does that inform what products should be shown in the display creative?
• What’s the sales cycle for the advertiser’s product or service and how should that affect the CPM?

The important thing to remember is that you have a wealth of data to work with. You can control your own results.

For more information about display advertising and ad retargeting, contact KEO Marketing.

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The intent of an Internet user is now being defined by user profiles, their search terms, search behavior, social networking profiles, site visit history and more.  With these factors affecting the search engine result pages (SERPs), online businesses must find new ways to leverage their display advertising strategies so that they are included in post-search results.

How Can I Leverage Display Advertising for my Business?
KEO Marketing can help you develop display advertising that will attract search engines and exploit online user objectives and behavior.  Using our expertise, campaign optimization and well-researched behavioral targeting on your consumers, we are able to design attractive, effective online display advertising strategies and creative that will increase visits to your site and boost conversion rates.

For more information about display advertising, contact KEO Marketing.

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Recently, Google began lowercasing display URLs in all paid search ads. Many search engine marketing practitioners initially were upset as they had lost one of the most effective ways to draw attention to their ads. However, these same practitioners are now realizing that this change to paid search ads has done something different…It has made paid search listings look more like organic listings and therefore increased their value to search engine users.

Google has also recently been testing the box color around the top ad placements. Search engine marketing practitioners should be aware of this because the sooner you catch on, the more value you are likely to get out of being ranked ahead of your competitors.

It is important to for search engine marketing practitioners to adapt with Google as it changes its ad displays. By staying current with best practices, practitioners will able to remain relevant and continue to rank well in search engines.

For more information about search engine marketing, contact KEO Marketing.

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