Banner ads - Online display campaigns

HTML5 ads, however, are proving to be less effective than other forms of content marketing, since banners usually do not tell enough of a story for the viewer, according to Forbes contributor and venture capitalist Robert Hof. Displays work best online when they accompany interactive media and long form text that can educate readers about the product, which can be accomplished with articles, ebooks and videos. Content plus reach form the chemistry that makes displays effective in the online space, whereas outdoor displays can be effective with minimal content. The difference is that the internet is a tool for people focusing on what they are already searching for and when they click displays they are interested in, they are taken into a deeper level of the funnel.

Online display campaigns with YouTube advertising can work when the video is integrated with an interactive media campaign, which is how Animal Planet rose to number one for its target audience. Volvo was able to boost purchase intent for the S60 sedan by nearly 90 percent, thanks to displays across YouTube, AdMob and the Google Display Network.

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