The Display Network allows you access to millions of sites and apps and allows businesses to use contextual targeting based on interests, topics and demographics. By advertising on the DN your ads have the potential to reach 90% of global internet users, and ads are served across over 2million sites. So with the opportunity handed to you so easily, all that’s left is to come up with an original creation that will bring in those conversions.
Some companies nail this time and time again, some…. not so much.
The Good – Volkswagen
Sex sells – shocker.
It’s been one of the foundations of advertising for over one hundred years. We all know it, but it can get a bit tired. Volkswagen, however, took this rule and turned it on its head. By using witty innuendo combined with classic design to promote their Cabriolet, they successfully built an engaging ad campaign that retained their brand without going too far.
The Bad – Nivea
I’m just going to leave this here…
Sex sells, sexism does not. In our world of gender fluidity and hardcore feminism, it doesn’t take much to ruffle the public’s feathers. So one has to wonder what exactly Billabong were thinking when they ran the two display ads…side by side (if you listen carefully you can actually hear the facepalms echoing around the world).
Let’s break it down. Men’s ad – “look at me, I’m a talented surfer and athlete.” It screams strength and masculinity. Women’s ad – “Look at me as I recline on the beach in this really natural way with my breasts thrust forward…”. As an industry leader who sponsors a whole host of some of the most talented female surfers on the planet, this is just pure ignorance from Billabong.
Not surprisingly, it was met with uproar. The first big retort came from journalist Karen Knowlton, who asserted that the brand’s clear message seemed to be “Here women, this is what we think of you. Welcome to our site.” I’d advise you all to go read the full article but I’m definitely not allowed to write the title here.
Keala Kennedy, Billabong athlete for over 15 years and winner of numerous prestigious surfing awards summed it up when she wrote: “If you keep marketing to your consumers in a way that is completely degrading to half the population, many of them will stop buying your product.” And thousands echoed her across social media.
What can we learn?
So please PPC execs, learn from Billabong’s mistake – if you want to improve sales lose the stereotypes and show the ladies some respect.
These are only three examples of the ways in which display advertising can go, but if you get it right then the possibilities for success are endless.
There’s still heaps of potential to get creative with your paid search campaigns, and your prospective clients will be hugely impressed by your ability to inject a little quirk and innovation into their advertising, especially when you can provide stellar results to match your originality.