Display advertising is online advertising where business display ads using images, video and even sound to get their message across. Search advertising is when a business places ads on certain keywords. When someone searches for their keyword, if their bid is high enough, their ad will be displayed giving people the opportunity to learn about their business. Search advertising has been really popular for the past long while, and has become something of an art in the digital marketing community. However, some analysts who worked on a report at eMarketer believe that 2016 will be the first year that display advertising might be a bigger industry than search marketing.
The reason for this is probably because display advertising is moving far beyond a simple still image banner placed on a website, or even a moving GIF image. Social media sites like Facebook and Twitter act as huge networks for display ads, since they have the power to target users very specifically. Analysts estimate that the total spent just on social media display advertising is going to raise by about $2 billion dollars in 2016. Experts also estimate that spending on video ads – which represent almost 15% of display advertising in total – will also raise by about $2 billion as well.
Even as this industry grows by the billions, display advertising on desktops is going down. eMarketer predicts that this portion of the display advertising sphere will shrink by about $2 billion, while they predict a huge $5 billion jump for display advertising on mobile.
Overall, eMarketer’s estimated numbers for 2016 show that advertisers will spend about $32.17 billion on display advertising, and just $29.24 on search advertising. No one knows if this is a lasting trend, but with the ability of display advertising to hyper target potential customers, it may become the more potent tool until the next innovations in search marketing pop up.
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