Whitepaper Promotion by Display Ads

1. Whitepaper Promotion by Display Ads So you created the white paper, what now? Whitepapers can be an amazing marketing tool, but there can be many compelling white papers that may not serve your goals and marketing goals just because you haven't put in enough efforts to promote them. Promotional activities build your brand and leadership thinking while increasing the traffic that helps you achieve your marketing goals. Many organizations use white papers to convince their target audience and convert them into leads. Developing a strategy that attracts people to download and implement it correctly can help marketers achieve their goals. When these strategies are well targeted, they can create wonders and generate an influx of visitors. While there are many ways you can promote your white paper, we will discuss how display ads can be effective in white paper promotions. View the ad Display advertising is a marketing technique to attract an online audience on a website, social media platform, or other digital medium to take a specific call to action. These ads can be in any form such as text, image, or video that encourages a user to click to reach a landing page and take a final call to action, such as completing a deal or making a purchase. Presentation / graphics create an eye-catching ad that can target the right audience and wrap it all together in a path to results. Let's shed some light on the display ads statistics to see how they can contribute to your growth and digital marketing goals. Display ads statistics Online Display Advertising has seen continuous rapid growth forcing marketers to take full advantage of it. Online display ads offer a unique mix of reaching a wider audience while targeting a specific audience. Display ads have a wide reach because they allow marketers to display ads to a specific audience regardless of

2. where that audience is crawling on the web. Additionally, it provides accurate targeting, due to the availability of information about internet users. More than a third of online shoppers use social media to "find inspiration" for their purchase. This is higher than any other form of online media, including retailers, price comparison sites, and multi-brand sites. Appearing in ad results on mobile search can increase brand awareness by 46%. Making your target audience aware of your brand is an essential step in the selling process and one in which mobile search ads can help. Studies have shown that you can increase brand awareness by 46% just by appearing in ad results on the mobile search network. In fact, 51% of smartphone users discover a new company or product when searching on their smartphone. Types of display ads Banner ads: Banner ads include a graphic display that is placed at the top, bottom, sides or corners of a website or any online media. The horizontal type of banner ad is called the leaderboard, while the vertical banners are called skyscraper, placed on the sidebars of the web page. Banner ads are a popular form of online advertising because they are based on images. Banner ads promote a brand and get visitors from the host website to go to the advertiser's site which helps marketers achieve their goal of converting sales. Insterstitial Ads: These ads appear as a small window on the webpages that are served to users before directing them to the original requested page. The example below illustrates the interstitial ads that appear before accessing a webpage or app on a mobile device: Rich media ads: These ads contain interactive elements, such as video, audio, and clickable elements. The example below shows an ad with a call-to-action within the ad itself. Video ads: Social networks like Instagram, Facebook, YouTube ads platform, etc. have opened a whole new avenue for marketers. Video ads allow you to reach

3. and connect with your audience on a personal level and are well worth the investment. The ways in which display ads can enhance white paper Landing pages: When it comes to marketing your white paper, a great landing page is the first impression that catches your target market's eyes. Interactive UI / UX designs add extra value to your landing page. Some points to keep in mind while building your landing page: • Attractive title and cover photo • A brief description of the contents of the white paper Highlight the benefits that the visitors will get • Strong certificates to make your white paper attractive • Social sharing buttons make sharing easy Banner ads: A banner, or web banner, is an ad that is displayed on a web page. When promoting a white paper, nothing proves more useful than banner ads because they consist of an image or a multimedia object such as a Flash image. Hence, banner ads can be either static or animated, depending on the technology used to create them. White paper promotion through display ads like banners works well because they are more relevant to the content (the white paper) of a particular web page and will usually provide the best results. Including an actual image of your white paper in your banner ad will add value to your promotional white paper activities. Interstitial ads: Interstitial ads are full-screen ads that cover the interface of the host application. Promoting your white paper through interstitial ads leads to greater chances of achieving sales or call-to-action goals since they are more focused as the ad covers the entire screen.

4. These full screen ads tend to have higher click rates than banner ads. Additionally, you have more space to highlight the benefits that users may gain when downloading the whitepaper. Interactive multimedia ads: An "interactive multimedia advertisement unit" is an interactive and / or non-interactive ad unit displayed on a mobile web page and / or in any application that provides: Embed streaming video content or animated GIFs within the ad unit • Insert audio • A richer interactive feature set than a basic mobile click. This set of interactive features includes user interaction that occurs through input other than "clicking" or "clicking". Promoting a white paper through rich media can make ads more engaging and engaging as ads include features such as ad expansion, user interaction, audio, animation, and floating advertising. The success of rich media ads to promote a white paper lies in the fact how well you interact with the user or make your white paper attractive using media and technology features. The challenge in displaying ads The real challenge with display ads is banner blindness. No matter how effective your white paper promotional activities are, people may ignore white paper image ads if they fail to relate to them. And while web page styles and ad types have evolved, banner blindness is still prevalent, according to recent research. A successful white paper promotional activity includes all the effective strategies you have taken to combat banner blindness while using display ads. Tips to combat the blindness of logos Focus on the needs of your customers • Use design to get attention • Be relevant

5. Use interactive tools instead of signs Plus, make the most of your content while using image ads in white paper promotions. An eye-catching ad with catchy phrase will remain in people's minds for longer and force the user to act on it. Conclusion A successful white paper is based on the fact that you have spared no effort while performing these promotional activities. Ultimately, by carefully addressing logo blindness and understanding customer behavior, you can have your white paper reach millions along with achieving your other marketing goals. Brand awareness & lead generation Looking to target specific accounts and decision-makers? Or engage with a wider audience? Find out how we can help.