How to Make Online Display Advertising Work for You

Banner advertising was that big channel that emerged during the Internet bubble. Not only has it grown like gangbusters, but a few other major changes happened in the online ecosystem that make what is now called display advertising a viable marketing channel for franchise systems. Through improved ad formats -- from interactive ads to personalized ads, coupon ads, video ads, social ads and much more -- display ads have become much more engaging and therefore more effective. Here are the top six critical components of a successful display advertising campaign: 1. Keep messaging simple. 2. Use your brand's look and feel. 3. Understand and emotionally connect with your audience. 4. Have a clear call to action. 5. Do your research. 6. Measure, optimize, and repeat.