Is Display Advertising Worth the Investment?

Display advertising is similar to broadcast advertising in that your message is displayed to an audience visually, primarily with the goal of creating top-of-mind awareness.

As with other broadcast advertising, you probably won't see immediate results from the display ad(s), but you will be able to track engagement via click-throughs, which isn't an option with traditional broadcast media.

Many businesses choose to forgo display advertising because the ROI is low or difficult to calculate, but it does deserve a place in your digital marketing plan.

Why should you invest in display advertising?

Top-of-mind and impression advertising take time to work, but they pay off years down the road with consistent advertising and market saturation.

But don't invest in display advertising right away. Wait until you're ranking at the top of the search engines for keywords related to your products and services. Why?

Investing in search engine optimization and search engine marketing will yield a better upfront ROI. You'll want to make sure your website is easy-to-navigate and full of relevant content, and you'll want to keep your content engaging and updated regularly.

After you get into a good rhythm with your website content, then invest in display advertising to boost brand awareness and start driving traffic into the top of your sales funnel.

Brad Timofeev

Brad is an energetic thought leader on digital marketing.

Since joining the WebArt team in 2009, he's guided the agency's unique perspective on search engine optimization, content marketing, and other digital strategies. Book Brad for your next speaking arrangement.

Leave a comment

Make sure you enter all the required information, indicated by an asterisk (*). HTML code is not allowed.