Online and mobile display advertising for local businesses is a major multi-billion dollar opportunity. PaperG has been working hard to make display work for these local advertisers, and from our thousands of ad campaigns, we’ve gotten some good data and insight on this opportunity.
What we found is that display can be competitive with search in terms of performance but in many ways, it is a complement. It solves the problem of generating new demand as well as ensuring purchase from existing demand. Display ads can in fact increase search volume, making it a phenomenal supplement to search efforts. As more and more ad technology evolves, online and mobile display will become increasingly important to online success for any local advertiser.