Display advertising has come a long way since it first appeared as the “dead tree media”. This year, more than $88 billion was spent on display advertising for business and industry. The data suggest that brand awareness is increasing at an impressive rate of 4% each month. With so much focus in TV ads these days, this statistic may give hope to those looking to break into marketing with digital channels.,
The Google Display Network (GDN) is a network of websites, applications, and digital places that use image-centric display advertising. The network assists companies in reaching out to target customers on the websites and applications that they frequent. Consumers may see advertisements while viewing a YouTube video or using Gmail, for example.
While many businesses are familiar with Google Search Ads, many are apprehensive to branch out into Google Display Ads. The risk is definitely worth it. The Google Display Network can help you reach 90% of the worldwide internet, precisely where your target client is browsing. Their advertising may be found on over two million websites, 650,000 applications, and 65 percent of the top 100 websites according to comScore, a well-known resource for evaluating popular media. According to comScore, the Google Display Network serves advertising to 210 million unique visitors in the United States each month.
While SEMrush has compiled studies on many subsets of Advertisers and their target demographics, this study focuses on ads launched within the business & industrial sector. The data below is broken down into two categories—ads produced by Advertisers, which are displayed on third-party sites, and ads displayed by Publishers.
The study used over 96 million impressions from top GDN Advertisers and 24 million impressions from top GDN Publishers from practically every English-speaking country, including the United States, United Kingdom, India, Canada, Australia, and the Netherlands. This information was gathered via the Display Advertising Tool, and it is entirely current, having been gathered within the previous three months.
Profit from your GDN campaigns.
With the help of the Display Advertising tool, you can:
Methodology of Study
SEMrush categorized the top 61,462 GND Advertisers and 63,823 top Publishers by industry. SEMrush used the Display Advertising tool to gather pertinent data from the last three months and then scored each domain on a scale of 1 to 100. Internal algorithms determined how closely each domain connected to the industry at hand, resulting in this score.
Findings from the Research
It’s critical to target your audience with the proper advertising if you want them to convert. While banners, native advertisements, and social media ads are the most popular ad forms, they may still turn consumers off if they are irrelevant. Irrelevant advertising are one of the top three reasons for ad blocking in 2019, according to VPN Mentor, and they are the #1 reason business customers restrict contact with B2B suppliers, according to Blue Corona.
Make use of data and insights about target audience demographics, interests, and habits, such as the ones provided below, to help you develop relevant advertising. The key takeaways from our 2019 research on commercial and industrial display advertising are shown below.
Millennials & Gen Xers Drive Engagement
The demographic most likely to visit top business and industrial websites is between the ages of 25 and 34. They were also two-thirds more likely to be men than women.
Consider which ad components make this audience the most likely to convert when you create your advertising. According to a Brightcove survey, 46 percent of 18-34-year-olds favor video as their main method of brand communication, and 85 percent have bought a product or service after seeing a video. Furthermore, although men favor bright colors in advertisements, women prefer softer hues.
Similarly, Google Display Network Publishers disclose that their major visitor demographic is persons aged 25 to 34 (31 percent), followed by those aged 35 to 44 (34 percent) (at 21 percent ). Furthermore, males are more likely than women to watch advertisements on these websites.
Obtain intelligent audience suggestions
To target the appropriate interests, gender, age, and other factors,
Increase your reach by focusing on those who have a same interest.
It’s critical to seek for strategies to keep your consumers moving toward a transaction as they go through the customer journey with relevant advertisements that aren’t limited by competition. If your favorite advertising websites or platforms are already full with adverts, start exploring for new ones. Looking at sites outside of the business and industrial niche that your target audience frequents is one approach to do so.
To assist you, we’ve compiled a list of the top five themes that appeal to commercial and industrial Advertisers. We discovered that around 29% of commercial and industrial audience members are also interested in the home and garden issue. Another 17% are interested in the themes of the internet and telecommunications. Despite the fact that these were the most popular topics, many people also like computers and technology, employment and education, and automobiles and vehicles.
Similar to advertiser audiences, 23% of audiences that watched advertisements from top business and industrial GDN Publishers are likely interested in internet and telecom, followed by home and garden (14 percent ). Jobs and education, automobiles and vehicles, and travel issues pique the attention of a smaller fraction of the population.
You have a strong possibility of reaching new members of your target audience if you create advertising for websites that cover these themes. Experiment with different ad locations to see which ones result in the most conversions. If one gender or age group dominates the audience on similar-interest sites, figure out what their ad preferences are and create advertising that cater to them.
SEMrush’s Display Advertising Tool may help with a lot of this research. It enables you to check at other marketers’ GDN plans and examine which sorts of advertising are more commonly employed by niche. The demographics they target, their ad placements and formats, their ad text and formats, and how effectively they convert are all things you may learn about.
Buyers’ Devices Should Be Targeted
Various sectors and demographic groups are anticipated to utilize different devices, emphasizing the necessity for device targeting in advertising. Business and industrial advertising should target many devices rather than just one. According to our findings, ad viewers use about equal amounts of Mac, PC, iOS, and Android devices.
Business and industrial publications obtain about the same distribution of impressions from all devices as business and industrial marketers. That is, to see publisher site advertising, platforms ranging from PCs and Android phones to tablets and mobile iOS phones are utilized about equally (18-21 percent each).
While this information is helpful as a starting point, double-check these figures for your specific company and sector. Inputting the websites of your closest rivals into our Display Advertising Tool is one approach to obtain an idea of the sorts of devices your audience utilizes. You can check what device mix your most successful rivals target in the “Display Ads by Device” report. Take these considerations into account when deciding which devices to target with your adverts.
Advertisers may guarantee that their target market’s attention is captured by adjusting the size and placement of their adverts. According to our research, the 728×90 pixel “leaderboard” ad was the most popular among marketers in the commercial and industrial sectors. The 300×250 “medium rectangle” ad came next, followed by the 366×280 “large rectangle” ad, the 488×60 pixel “banner” ad, and the 160×600 “wide skyscraper” ad (all in close proximity).
Let’s take a deeper look at them to see what the benefits and drawbacks are.
To begin, marketers employed the 728×90 leaderboard ad 39 percent of the time. This kind of advertisement shows at the top of the page in a huge rectangular area. Its benefit is that, as compared to smaller banner advertising, it frequently has more space available and is highly visible above the fold, making it an appealing alternative for both text and pictures.
The 300×250 pixel “medium rectangle” ad is used 20% of the time, while the 336×250 pixel “large rectangle” ad is used 16% of the time by advertisers. These adverts work best when they’re inserted within text or at the conclusion of articles. When both text and picture advertising are enabled, they convert the best.
Advertisers have more freedom with the 488×60 pixel “banner” ad since it fits in smaller locations than some of its competitors. The disadvantage is that its ad area is restricted, making it more difficult to express a complex commercial message.
Finally, there is enough of inventory for the 160×600 pixel “wide skyscraper” ad. As a result, it often works effectively, particularly when text and picture advertising are allowed. It works well in conjunction with sidebars on web pages.
Leaderboard advertising are obviously preferred by top business and industrial publications above all other ad types. It’s no surprise that the leaderboard ad has a lot of advertising inventory, which helps it perform well and attract viewers’ attention quickly, especially on mobile devices. In fact, one of the top three performing ad kinds on mobile is this one.
As previously said, it is critical to compare this information to the ad sizes used by your rivals. The Display Advertising Tool makes it simple to examine this. Simply put in your competitor’s domain and choose “Display Advertiser for Publisher” from the drop-down menu. To see what ad kinds and sizes your competition uses and how frequently, scroll down to the “Sample Ads” report.
Make Ad Content That Is Responsive
In the commercial and industrial sector, responsive advertisements significantly outnumber image ads by a factor of eight; image ads are used 20% of the time, while responsive ads are utilized 80% of the time. Publishers like responsive advertisements as well, albeit not as much as marketers.
As mobile devices grow more common, it’s vital that ad material be presented in an appealing manner on smaller screens. While photos may be enlarged, their information shrinks and becomes more difficult to read. On the other side, responsive material is pushed into a mobile-friendly style and design that promotes conversions.
Google advertising includes responsive ad design. Advertisers may submit all of their ad assets, such as photos, headlines, logos, videos, and descriptions, in one simple step. Then, depending on the ad slot and the advertiser’s ad performance history, Google automatically swaps out and combines parts to generate advertisements, ad formats, and ad sizes that are most likely to perform well.
DoubleClick.net is a top publisher to keep an eye on.
When researching and testing ad placements, start with the following list of the most prominent publishers in the business. When creating Google Display Network ad campaigns, you may pick these publishers since they will most likely deliver you the traffic you need to assess whether your advertisements are connecting with target consumers.
With an 85.79 percent use rate, Doubleclick.net seems to be the most popular ad placement platform among advertisers. Mashable.com is the second most popular website, however it has a far lower use rate of 2.08 percent. Nonetheless, since there is less competition, you may discover that a publisher with a less overcrowded area provides you with higher profits.
What Does This Report Imply for You?
Advertisers in the business and industrial sector — both publishers and advertisers — may use the aforementioned insights on demographics, issue areas, devices, and display sites to maximize their ad returns in 2019.
To begin, try out any of these top-advertiser strategies:
Targeting is the same on all devices.
To guarantee that your advertising work well no matter where they are shown, use responsive ads.
Begin by experimenting with leaderboard advertisements, then go on to medium rectangle ads.
Toss our list of suggested publishers into your testing schedule.
While these strategies work for top marketers, do your homework to be sure they will work for you as well. Combine these data with the best practices of your nearest rivals using the Display Advertising Tool. Then, build and split-test advertisements to see which devices, ad kinds, locations, and formats your target audience responds best to.
It’s now time to have a look at the whole infographic!