Display Advertising Stats 2019: Webinomy Study [Fashion Edition]

In 2019, the digital advertising market will reach $8.7 billion – a 5% increase over 2018’s figure. This statistic is according to a recent study conducted by Webinomy and should be taken into consideration as part of your marketing strategy for 2019.

The “semrush display ads” is a study that was conducted by Webinomy. The goal of the study was to find out where consumers are spending their time on their mobile devices and how they are using them.

Google Display Network, with more than two million websites and six hundred fifty thousand apps, is one of the most influential and profitable digital marketing channels that the majority of Fashion & Lifestyle companies underutilize. It can be a goldmine of targeted, quality traffic at a lower cost.

This article will go over important information for the fashion industry, such as:

  • Reasons why fashion & lifestyle companies should readjust their digital strategies and invest more in GDN.
  • Advertisers and publications will benefit from key demographic study results.
  • For both marketers and journalists, this information on subject similarity is quite useful.
  • Explanations for why marketers choose two ad sizes but Publishers use almost equal amounts of all sizes and mix them up.
  • Images or responsive advertising are the most popular.
  • The following is a list of notable Publishers to consider.
  • Finally, here is a list of suggestions for improving your advertising for use on prominent Publishers’ websites. 

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If campaigns are conducted effectively, Google Display Network’s (GDN) ROI-based traffic is invaluable for both acquisition and retention.

Smaller merchants, in particular, try to avoid display advertisement at any cost because they have limited budgets & resources as well as narrow knowledge accompanied by a lack of strategic directions.

To put it another way, smaller companies don’t always know how to run display advertisements well, and others are afraid to attempt because they don’t want to lose money. Because agency management and minimum expenditure are still unattainable for them, and in-house talent is too costly, those shops (and wholesalers) attempt to handle it themselves. After the initial setback, they often abandon efforts and never return. Regrettably, this is the case.

Larger businesses sometimes delegate PPC administration to third-party firms, who make their own judgments about how and where to run advertisements. They would utilize this channel if they had a favorable experience in the past and believe in it.

Account executives and hands-on PPC agency specialists are responsible for using GDN for those businesses. Not every firm has the greatest expertise or cares enough about their clients to spend extra time testing all of their ads to their maximum potential, particularly smaller ones.

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ADS illustration

What We’ve Done to Assist You

To help advertising specialists make data-driven decisions for their upcoming GDN campaigns, SEMrush gathered data from more 40 million impressions from the top GDN Fashion & Lifestyle Advertisers and Publishers across almost all English speaking countries like the US, UK, India, Canada, Australia, and the Netherlands. All of this data was pulled from the  Display Advertising tool, and it is all fresh, as it was sourced within the last three months.

Methodology of Study

SEMrush categorized the top 61,462 GDN Advertisers and 63,823 top Publishers by industry. SEMrush used the Display Advertising tool to gather relevant data from the previous three months, 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.

Reasons Why Fashion & Lifestyle Companies Should Readjust Their Digital Strategies and Invest More in GDN

You may already have successful digital marketing ideas and approaches, but you should continue to educate yourself and your team by trying new things.

Several years ago, some display advertisements might not have been entirely relevant for websites, and Advertisers could not control their audiences, but that it is not an issue anymore. With the right set of knowledge and tools, display ads can take a Fashion & Lifestyle businesses to the next level.

So there are a variety of reasons why I choose to use GDN for my customers and company. Let’s have a look at some of them.

Remarketing is a must for the Fashion & Beauty verticals; it is a proven way to increase conversions while being much less expensive than Shopping Feed or Search Ads.

It’s also a terrific approach to re-engage and re-activate website visitors who came via your search marketing. Those visitors will not be lost leads, but rather engaged purchasers.

  • Fashion & Lifestyle customers are the most visual shoppers on the internet. Because possibilities to touch and try on products are not options during online shopping (there are brick & mortar locations for that), quality imagery and graphics became the number one selling tool. GDN gives you the opportunity to use visuals (unlike the regular PPC ads).
  • Reaching more customers with the Google Display Network is another benefit that can take any retail or wholesale business in the Fashion & Beauty verticals to the next level. You can work with any budget and never spend more than is in your plan.

You may set up ad targeting, and when combined with daily spending, your organization will be able to reach a larger number of prospective clients.

There are countless of incredible brands that no one is aware of. Because many smaller apparel and accessory businesses choose to invest their resources on product development rather than marketing, display ads may help them reach a wider audience for a fraction of the expense of a traditional search.

Findings from the Research

Demographics of the Audience

Advertisers

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Advertisers want to reach 64.1 percent of women and 35.9% of men, which is why knowing and understanding how men and women purchase online is critical.

Women account for the majority of internet shoppers. As a result, they should be attracted to visuals, written content, and calls to action. Men are more concerned with acquiring what they need at a reasonable price and receiving their goods quickly.

Women shop in quite different ways than males. While most men appreciate the end result (a purchase), women enjoy the whole process and trip of shopping (which includes education, information, entertainment, and interaction). When women go shopping (online or offline), they want a good, enjoyable experience since they already have enough stress from job and personal life. Women want to see free intriguing information, reassuring visuals, and anything else that will make their life more positive and enjoyable.

It applies to everything they see, from social media to a casual conversation with friends to advertisements on websites they visit.

Shoppers in the fashion, beauty, and lifestyle industries want to see models that resemble them or are somewhat improved versions of themselves (not someone they will never become). They also want to read phrases that demonstrate the advantages of things and explain how those products may help them in some way.

Targeting a Specific Age Group

Advertisers

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The 25-34 age group is the most popular on beauty and fitness websites, followed by the 35-44 age group. As a result, I advocate creating advertising for a certain niche or sub-niche depending on your target demographics. 

The demographics of beauty and fitness websites are similar to those of fashion. Models dressed for certain demographics should be included in the text and photographs offered to an advertiser. 

The Google Display Network, which has 650 thousand applications, has a huge 70% audience between the ages of 18 and 44 who are frequently hooked to their phones and tablets. Beautiful responsive ads can help any brand grow these days, and fashion businesses of all sizes should be aware of this.

Smaller companies have just lately begun to see the value of advertising on a range of specialized sites that are directly related to their operations (assuming they are properly informed on the topic). Large, well-known businesses have known this for years and have at least put all of their GDN alternatives to the test. 

Demographics of the Audience

Publishers

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Another great reason to utilize GDN for Fashion & Lifestyle is that often, Publishers are shoppers themselves (for clothing, accessories, beauty, etc.), so their sites provide super related information for visitors. I am referring to bloggers and influencers here.

Better click-through rates, conversions, and long-term revenue will come from a display ad accompanied by quality content.

While top fashion & lifestyle retailers can afford expensive agencies, smaller companies have continual issues with budgets, so they pretty much shoot at the dark with their lack of knowledge (and this is the pure reality of the industry, especially in the Los Angeles fashion district community). Therefore, having their ads on high quality, informational sites improve their performance and is another reason to invest more in GDN.

Identical topics

Advertisers

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Nowadays, many lifestyle industries overlap because they have blended in many topics and naturally relate to each other (like health and fitness, apparel and beauty, etc.). With the high percentage of Identical topics, running your ad with relevant industries’ Publishers, not only will increase results but will decrease risks of wasted budgets.

Some marketing executives are concerned that advertising will be irrelevant to the website, that they will be unable to fine-tune the target demographic, or that the amount of fraudulent clicks from competitors will be large. Those concerns, in my opinion, aren’t major if you know how to correctly set up your advertising and build creatives. It’s all about lifelong learning, which I constantly promote in all organizations.

Important tip: always set aside money for tests, figure out the key KPIs, and keep an eye on the return on investment. Use this data to improve your outcomes, and then do it again and again. My teams usually start small and gradually increase their scope.

Identical topics

Publishers

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Audiences who are interested in Beauty & Fitness will be involved in health because fitness is part of well-being and healthy lifestyles, so those topics are extremely related in a visitors’ mind. People who are interested in those topics love and take care of themselves, therefore shopping will be the logical extension of it as well. Nowadays, borders between different verticals are very undefined because they all belong under the one “lifestyle” umbrella.

Ad Sizes

Advertisers

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Fashion Advertisers’ preferred Formats of Ads are 728×90 and 300×250 because they have more significant real estate. Images are one of the essential online selling tools, so the larger the space, the better for an advertiser (in thee Advertisers’ minds, it give more chances). While other verticals can get away just with text copy ads, fashion merchants need to have a space to showcase their brands & products along with text and call to action.

Ad Sizes

Publishers

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While publishers still favor bigger ad sizes, their decisions are solely focused on return on investment. Publishers are more concerned with attractive sales writing and a strong call to action than with the size of the artwork.

Publishers often do A/B testing to determine which ad sizes are preferable for certain brands. Then, depending on their conversions and other quantitative outcomes, they run adverts.

Formats of Ads

Responsive HTML vs. Images

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Another critical component to display advertisement for Fashion & Lifestyle is to make ads mobile-friendly and responsive.

Respondive advertising are preferred by advertisers since they enhance conversions.

Publishers use both pictures and responsive formats approximately equally. They do so because they are familiar with their visitors and demographics, and their choice is based on past results.

Top Publishers to Keep an Eye on

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BigCartel.com and Lovetoknow.com are two of the top fashion brand publishers since they are both one-of-a-kind, well-marketed, fashionista-oriented sites that attract clients interested in fashion companies. While Big Cartel is a platform for artists and LoveToKnow is a lifestyle news site, its clientele are those who want to purchase in style online.

Visitors to Big Cartel are seeking for one-of-a-kind items created by artists. It implies they’ll be willing to spend hours of their internet shopping time looking for amazing deals elsewhere. Those individuals are on the lookout for things that will assist them stand out from the crowd and seem distinctive.

Makeupalley.com, the makeup review site, is delivering massive value for visitors. According to Statista, revenue in Beauty & Personal Care market is expected to grow annually by 2.6% up to 2023 in the USA. 

Obviously, customers who are willing to spend money on makeup will also spend on fashion because while makeup is “salt & pepper,” outfits would be “bread & butter”.

Get a 7-day trial for free.

Attract your audience’s attention to your main goal: conversions.

ADS illustration

Tips for Creating a Better Ad for the Websites of Top Publishers

  • Make your adverts mobile-friendly.
  • Customers who are unfamiliar with your brand will be able to comprehend what your firm does if you use your slogan in conjunction with your logo.
  • Create an ad that appeals to publishers’ websites by combining categories (verticals).
  • Give visitors a cause to click through your ad by listing at least one major advantage of picking your product over the competitors.
  • Create an ad that is both entertaining and relevant to the topic.

It’s now time to have a look at the whole infographic!

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The “semrush blog content marketing” is a post by semrush. The study was done by webinomy, and the results were released in 2019.

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