display ads increase conversion

Where To Display Your Ads For An Increased Conversion Rate (2016)

If you’re still thinking that traditional advertising is still a viable option for 2016, you’re probably wrong. There are so many users that use Ad-blocking software to block regular ads and now the mobile advertising industry is starting to feel a decline in ad conversion rate as well.

The usage of ad-blocking software has grown to such extent that, in 2016, there are approximately 420 million mobile ad blockers all over the world (accounting for 22% of the world’s 1.9 bn smartphone users) and over 45 ad-blocking browsers for mobile devices. That alone should be a reason for you to rethink your advertising strategy and start to look for alternatives.

Don’t worry, advertising won’t just disappear but it will transform. For this to happen, traditional advertising has to die or at least to slowly move to a dark cone of shame. Of course, there will be some products for which the “normal way to advertise” will still work, but if you’re smart enough, you know it’s not safe to bet on a dying horse.

Where should you display ads for increased conversion rate in 2016?

The good news is that moving traditional advertising in a corner and pushing for alternative methods of display ads is a reality in 2016. With the help of rising social networks and mobile apps, achieving an increased conversion rate from ads is still a very likely possibility. So what are these alternative ads placements?

1. Snapchat advertising

Probably one of the biggest updates for this social app and its 150 million DAU (daily active users) is the diversifying of advertising. If you didn’t know, Snapchat users watch over 8 billion videos per day and these numbers will surely get bigger. Smart advertisers will see this update as an opportunity to target the young audience on Snapchat who just announced the biggest advertising update in its history.

You will be able to use Snap ads between the stories (the conservative approach) or to publish expandable span ads that allow users to install apps, watch longer videos, view articles or visit mobile websites. Regarding ad pricing, Snapchat ads are sold on an auction-based CPM in the $40 to $60 range. Don’t know how to jump on the Snapchat ads trend? Don’t worry, you can choose a “Snapchat creative partner” to design your ad and help you.

2. Google AMP ads

We’ve talked in a previous article about the rise of streamlined content and it seems we haven’t been wrong. Google AMP announced their first version of streamlined content advertising within the roadmap for developing future enhancements. They went even further and published new results of ads on AMP content. Here are some numbers that make advertisers enthusiastic about this new feature.

By using AMP pages:

  • 80%+ of the publishers realizing higher viewability rates
  • 90%+ of the publishers driving greater engagement with higher CTRs
  • The majority of the publishers seeing higher eCPMs (Impact and proportion of lift vary by region and how optimized the non-AMP sites are)
google amp ads

Google AMP ads statistics (source: official blog)

3. Bing + LinkedIn

If you didn’t know, Microsoft just bought LinkedIn for a whopping $26.2 billion in cash. The reasons behind this acquisition are still a blur for most people but when you look at this transaction through the “advertising eye” you will see a big boost for Bing ads who currently have a 32.8 percent market share and brought in more than $1bn in revenue in Q1.

No, Bing ads won’t replace LinkedIn ads but they will evolve into something better. Buying LinkedIn gives Microsoft access to a very specialized niche of individuals and amazing advertising options to increase the conversion rate for advertisers. We’ll have to wait and see what options will be available for advertisers.

4. Native ads on blogs and websites

The main reasons why people install ad-blocking software on PCs and mobile devices are that they’re intrusive and not trustworthy. Pop-ups, pop-unders, disguised ads are all to blame for this and for the historically low CTR for display campaigns… but there is an alternative for this.

Opt for native ads on blogs and websites and switch from traditional advertising. Bloggers are adapting to the need of interacting with millennials and the younger generation by using web apps such as Curately to test out new content delivery options. Even more, they’re experiencing with new types of content on their blogs or other platforms: videos on Youtube, specialized blog posts on Medium or LinkedIn, Live video on Facebook, etc. Native ads are used to build trust and long working relationships with publishers.

It’s up to you to discover the right way to interact with bloggers and influencers and create native ads to increase your conversion rate.

HINT: You can interact with bloggers by featuring them on your company’s blog. Create an account on Curately, add the blogs you’re interested in and use their blog posts to start a discussion on your own company blogs. Featuring them on your blog will increase your chances for a successful advertising partnership.

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