Sometimes referred to as banner ads, display advertising involves promotional material on third-party websites. Campaigns can deliver a range of benefits, including, most importantly, increased website traffic. Merely slapping a banner on a website isn’t guaranteed to deliver results, however; modern display campaigns must be carefully designed for an audience that is increasingly wary of online advertising. Resource books can help you gain a sense of what works and what doesn’t, but it’s critical that you choose selections that have the most up-to-date and relevant information. Add the following to your bookshelf:
1. The Art of Digital Marketing: The Definitive Guide to Strategic, Targeted, and Measurable Online Campaigns
Ian Dodson’s guide offers a broad overview of digital marketing while providing a valuable framework for applying newly-acquired skills. The entire book is worth exploring, but you’ll especially want to delve into chapter 4, which offers an in-depth overview of display advertising.
2. Digital Advertising
In Digital Advertising, Andrew John McStay offers extensive insight into the history of display ads and their current role in the overarching digital marketing industry.
3. Back to the Future: Using Marketing Basics to Provide Customer Value
This collection of insights from the 2017 Academy of Marketing Science (AMS) Annual Conference provides much-needed information on classic advertising strategies and how they can be integrated with modern technology to develop more effective digital campaigns. Specifically, you’ll want to check out the section on banner ad strategies.
4. Basics Marketing 02: Online Marketing
Perfect for beginners, this guide’s section on display advertising breaks down the many different types of display ads. It also includes a variety of visuals and easy-to-understand examples.
5. Advertising and Branding: Concepts, Methodologies, Tools, and Applications
This Information Resources Management Association publication offers a detailed definition of online display advertising, as well as an overview of display advertising categories and a discussion of metrics.
6. AdWords Workbook: 2018 Edition: Advertising on Google AdWords, YouTube, and the Display Network
Google is a crucial tool for display advertising; Jason McDonald’s book offers relevant insight into the rapidly-changing Display Network, which can be a valuable resource for targeting the right audience.
7. The Ultimate Guide to Google AdWords: Fifth Addition
Like the AdWords Workbook, Entrepreneur’s Ultimate Guide to Google AdWords provides targeted advice for making the most of Google’s Display Network.
8. Optimizing AdWords: A Guide to Using, Mastering, and Maximizing Google AdWords
In this valuable guide, software developer and marketing expert Paige Miller discusses the key differences between basic search ads and display ads. She also highlights pricing options and targeting methods.
9. Handbook of Research on Effective Advertising Strategies in the Social Media Age
Display ads aren’t limited to traditional search engines; they can also play a critical role in social media marketing, as highlighted in this useful guide.
10. Advanced Database Marketing: Innovative Methodologies and Applications for Managing Customer Relationships
This relevant guide outlines a range of critical concepts in database marketing, including display advertising. In addition to defining display ads, Advanced Database Marketing explains their long-term impact, including the potential for repurchasing.
Whether you desire a basic overview of display advertising or applicable information that can help you integrate it into your digital strategy, the right book can give you the head start you need — and an edge on the competition.