It's important to stay ahead of the game, no matter what marketing initiative you are imploring to reach your customers. And creativity is king...not just graphically being creative, but creative in your approach and use of available tools.
Jesse Thomas runs one of the most forward-thinking creative agencies around, but he’s not ready to pick out a headstone for display ads just yet. However, he did tell us that “the usual suspects” of banner ads and skyscrapers are definitely undergoing a change.
“Facebook’s ads have singlehandedly made ads social,” he wrote to us in an e-mail. “The idea of ‘liking’ an ad is genius… The idea of advertising a Page in Facebook via the Facebook ad engine and being able to access special advertising powers is nothing short of revolutionary. In a world of [expletive] Google text ads, Facebook’s social ads are a breath of fresh air. But we have a long way to go!”
And not all of Google’s ad-buy offerings are as excremental as Thomas thinks the text ads can be. “Google offered the ability to integrate the Facebook checkout (one-click purchase) option to their ads, and that was awesome at the time. You will see more of this in the future: Making ads better by integrating features from other parts of the platform that are no longer cool anymore.”
In other words, display can still be part of your ad buys and collateral, but you have to think creatively, target carefully, measure thoroughly and react accordingly. Use all the tools at your disposal to do so.
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