Display advertising enables marketers the ability to advertise across over 2 million popular and niche sites which comprise the Google Display Network. Recent and ongoing innovation has been moving at a breakneck pace. It has been predicted that by 2020, this could be a $200B industry. The growth is driven by the ability to target your audience at a much more granular level than in the past. Also, display advertising enables the introduction of dynamic rich media ads and online video.
The display network enables us to reach 92% of internet users in the U.S. alone. Our experience has shown that the average cost per click through display advertising is 60-70% less than through search advertising. This makes it an exceptional fit for the very cost conscious marketers who are operating on a tight budget. Ads appearing on the display network are reaching prospects at the very top of the purchase funnel. This provides an excellent opportunity to influence buying behavior from the very earliest stages of the procurement process. Display advertising and search advertising complement one another, as advertising on the search network is where we reach prospects when they are ready to actually make the purchase. Through accurate targeting and effective messaging on the display network, we increase brand awareness and drive a higher likelihood of success at the point of sale.