If you’ve been following any of the news in online advertising, you’ll see that Google has been making an aggressive push to further its display advertising business. Already recognized as leader in organic and paid search advertising Google’s next frontier is display.

Display ads allow for the pull strategy of Internet marketing but have the same benefits of traditional advertising. i.e. I was exposed to a billboard and now that brand is top of mind for future purchase or action. In online marketing that’s referred to as View Thru, and there is a tremendous amount of evidence to show that it has a positive effect on a consumer’s search and purchasing behavior.

A report we reference often is from ComScore which shows an increase in branded keyword search and direct traffic to websites from advertisers who use display ads even though a consumer may not have clicked on the banner. i.e. I saw an online banner for a builder, didn’t click but later went Google and typed in that specific builder’s name, not just a ‘general’ search term. On, NewHomeSource we’ve also seen a lift in lead conversion from builders who advertiser with banner ads reinforcing ComScore’s findings.

With Google seeing significant value and opportunity in the space, shouldn’t you? Or maybe this whole online thing is still a fad.

For more information about launching your builder Online Advertising campaign contact Thane Tennison, Advertising Manager for the BDX.

Thane Tennison
Ad Operations Manager
“Harnessing the Power of Collaboration”

11900 Ranch Road 620 North
Austin, TX 78750
Direct: 512-651-8903
Cell: 512-787-7083
Email: ttennison@builderhomesite.com <mailto:ttennison@builderhomesite.com>

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