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Desktop computers made their debut in the 1990s. They were the go-to devices for work, communication, and information retrieval. And let’s not forget the billboards, TV commercials, and print ads that ruled the advertising world. But then smartphones and tablets came along, and desktops were pushed to the backburner and relegated to being a secondary advertising platform.
However, despite the proliferation of mobile devices, desktop advertising still holds significant power in marketing. And you definitely can’t afford to ignore it. Let’s find out why.
Desktop advertising, also known as online display advertising, refers to promotional messages on websites or applications accessed through a desktop computer.
These ads can take various forms, including banners, pop-ups, videos, and sponsored content. They’re intended to capture the attention of potential customers and persuade them to take action, such as clicking on the ad or making a purchase.
For example, a clothing brand might display banner ads on a popular fashion blog to attract visitors to their website and encourage them to browse and purchase their products.
The first banner ad appeared in 1994 on HotWired.com, an early online magazine. It advertised AT&T and had a click-through rate of 44%, which is significantly higher than today’s average of 0.05%. Banner ads quickly became a popular form of advertising due to their visual appeal and potential reach.
However, banner ads were not without their drawbacks. They were often seen as intrusive and disruptive to the user experience. This led to the development of pop-up ads in the late 1990s. While initially successful, their overuse quickly made them unpopular among internet users.
As technology advanced, so did desktop advertising. Targeting and tracking technologies were developed, allowing advertisers to reach specific audiences and measure the success of their campaigns.
With the rise of social media and content marketing, native advertising also became popular on desktops. Native ads blend in with the surrounding content, making them less intrusive and more appealing to users.
Personalized ads also gained traction, as they were proven more effective in capturing the attention of potential customers. Companies could use data and algorithms to create ads tailored to an individual’s interests, location, and browsing behavior.
With the increasing prevalence of mobile devices, some may argue that desktop advertising has lost its relevance. However, this couldn’t be further from the truth. Many people still use desktops for work, online shopping, and entertainment. This makes desktop advertising a valuable channel for reaching customers who may not be as active on mobile devices or social media.
Furthermore, desktop advertising complements other forms of digital marketing. For instance, a user may see an ad on their phone while scrolling through social media and then follow up by visiting the advertiser’s website on their desktop.
This multi-device journey highlights the importance of having a cohesive and integrated advertising strategy across all devices. The power of desktop advertising lies in its ability to reach customers at different touchpoints and reinforce brand messaging.
While mobile devices have become an integral part of our daily lives, desktop advertising still has unique strengths that cannot be ignored.
Let’s look at some of the key differences between the two.
The users or consumers of desktop and mobile devices have different needs and preferences. For instance, someone browsing on their desktop is more likely to be in a work or study mindset and may have a longer attention span. This makes them more receptive to detailed and informative ads.
On the other hand, mobile users tend to have shorter attention spans and may be more interested in ads that offer immediate solutions or entertainment. Desktop users are 37.7% more likely to spend longer per visit on a website than mobile users.
The type of ad and its placement can also impact user behavior. While mobile ads are often integrated into social media feeds or search results, desktop ads usually have a dedicated space on the website or application. This affects how users interact with the ad and their overall experience.
The buying journey or decision-making process often involves multiple touchpoints across different devices. In this regard, desktop advertising has an advantage over mobile advertising as it can reach customers at various stages of the buying journey.
The office worker who sees an ad for a new productivity tool on their desktop may continue researching and purchasing later on their phone. Or, a user may come across an advertisement for a product on their phone and then switch to their desktop to make the purchase.
The users ‘ positioning in the buying journey can also influence their receptiveness to ads. For example, users browsing on their desktop may be more likely to click on an ad and explore the product or service further if they are looking for it.
Desktop users are more likely to actively seek products or services as they have dedicated time and attention to their online activities. On the other hand, mobile users may be less likely to click on ads as they often multitask or browse for leisure.
The bounce rate, which measures the percentage of users who leave a website after viewing only one page, is consistently lower on desktops than on mobile devices. This indicates that desktop users are more likely to browse multiple pages and engage with the content.
Desktop devices are often used in a fixed location, making it easier for advertisers to target specific geographic areas. This can be particularly useful for local businesses looking to reach customers in their area.
On the other hand, mobile devices can provide real-time and accurate location data, allowing for more precise and timely targeting. This can be useful for businesses with physical locations that want to target potential customers in the vicinity.
While mobile advertising has its strengths, there are some unique advantages to desktop advertising that businesses should not overlook.
One of the most obvious advantages of desktop advertising is the larger screen size. This allows more visually appealing and creative ads to capture the user’s attention.
With a bigger space, advertisers can use high-quality images, videos, and animations to showcase their products or services. This can be especially beneficial for businesses that want to provide detailed information or engagingly showcase their products.
Desktop advertising also offers a better overall user experience for consumers. Unlike mobile devices, desktops have larger keyboards, making it easier for users to interact with ads and click through to websites.
Additionally, desktops often have faster internet speed and more stable connections, leading to a smoother browsing experience. This can be especially important for businesses that rely on online transactions or have websites with heavy content.
Another advantage of desktop advertising is the ability to target specific demographics and interests. With the help of cookies and online tracking, advertisers can reach a more targeted audience on desktops compared to mobile devices. This allows for more personalized and relevant ads, leading to higher engagement and better conversion rates.
Desktop advertising provides more accurate tracking and analytics compared to mobile devices. With desktops, advertisers can track clicks, conversions, and user behavior more precisely. This allows businesses to gather valuable data and insights that can be used to optimize their advertising campaigns.
Desktop advertising should be an essential component of your overall marketing strategy. With its unique advantages and ability to reach users at various stages of the buying journey, it can help businesses effectively engage with their target audience and drive conversions.
Whether it’s desktop advertising or any other form of marketing, your success ultimately depends on how well you know your target audience. Their demographics, interests, and behaviors should guide your ad targeting and messaging. This can be achieved through market research, customer surveys, and social media analytics.
Various platforms are available for desktop advertising, each with unique strengths and targeting capabilities. The channels remain an essential platform for desktop advertising, with Google AdWords being a popular choice. Search, display, and video ads on YouTube can reach a massive audience and drive website traffic.
Social media platforms like Facebook, Instagram, and LinkedIn offer robust desktop advertising options. These platforms allow highly targeted ads based on demographics, interests, and job titles.
To capture the user’s attention, desktop ads must be visually appealing and compelling. Remember that desktop users may have a longer attention span, so use this opportunity to showcase your brand or product. Use high-quality images, videos, and animations to create eye-catching ads.
Also, be sure to include a clear call-to-action that encourages users to take the desired action, whether clicking through to your website or making a purchase.
Desktop advertising has been a cornerstone of digital marketing for decades and continues to play a significant role in reaching potential customers. However, as technology advances and consumer behavior shifts, the future of desktop advertising may be uncertain.
Like any form of advertising, desktop advertising faces its own set of challenges. One major challenge is ad-blocking software, which has become increasingly popular recently. Ad-blocking software prevents ads from being displayed on a webpage, hindering the effectiveness of desktop advertising.
Another challenge is competition from mobile advertising. As discussed earlier, mobile devices are becoming more prevalent and have their strengths in advertising. This could lead to decreased use of desktops for online activities, making it harder for businesses to reach their target audience through desktop advertising.
The augmenting technologies, such as virtual and augmented reality, have the potential to revolutionize desktop advertising. These technologies can provide users with a more immersive and interactive experience, making it easier for businesses to capture their attention.
Additionally, artificial intelligence and machine learning advancements can help personalize and optimize ads for a more targeted audience. This could lead to higher engagement rates and better ad performance.
Despite the challenges and advancements in technology, desktop advertising remains a valuable tool. When used effectively, it can complement your overall marketing strategy and help you achieve your business goals.
A programmatic DSP, such as VenziMedia, with large publisher networks, can help you reach a wide audience through desktop advertising. With advanced targeting capabilities and real-time bidding, you can ensure your ads are displayed to the right audience.
