Display Ads- Benefits, Obstacles, and Trends
Display ads are a powerful tool for the professional beauty industry, enabling brands to reach their target audience more effectively, gather valuable data, and create more personalized and engaging advertising experiences. They also come with some obstacles
Increased Use of Display Ads: Marketers in the beauty industry are increasingly relying on display ads, particularly programmatic ads, due to their wide reach and efficiency. Despite challenges like brand safety and the impact of AI, programmatic ads continue to be popular because they offer good ROI and flexibility.
Email Ads Gaining Traction: Email newsletter sponsorships have become a significant channel for display ads, surpassing direct-sold ads in usage. This shift is driven by the need for more control over ad placement and the deprecation of third-party cookies, which makes email a viable alternative using first-party data.
Budget Constraints: Ad budgets are stretched thin, with cost being a major concern for all types of display advertising. Marketers are facing high costs associated with media buying, particularly for direct-sold ads.
Challenges with Display Ads: There are ongoing concerns about the effectiveness and creativity of display ads. Marketers note issues like "banner blindness" and the limitations of static ad formats, which can hinder storytelling and long-term impact.
AI and Programmatic Ads: AI is seen as both a challenge and an opportunity for programmatic ads, helping with targeting and customization but also raising concerns about brand safety and ad placement on potentially fraudulent sites.
Read more about CMO Strategies: A guide to display ads — benefits, obstacles and trends on Glossy
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