Display ads typically have low click-through rates – just 0.05% across all formats and platforms in B2B Display Advertising ( also known as Programmatic B2B).
However, while CTR is important, it is not everything. When other metrics are considered, display ads do have an effect on brand awareness: getting your value proposition in front of the target accounts in the right context at the right time is the real communication objective.
In order to reach the right target audience via the right media, it is critical to apply different banner formats during the campaign. In other words, if you do not plan to have banners in the formats that are most commonly available in media publications, there will be a major set-back in your ability to reach the target accounts.
Banner size has proven to be a major influencer on performance and reach. AccountBase recommends our customers to use multiple versions as it allows our Programmatic B2B buying to place your message in front of the right people when they are in the right media. This means that in order to take advantage of laser-focus targeting, you need to give yourself a chance to have your banner on the screen.
To know which banners provide with the best reach ( and also conversion rates you can expect) download AccountBase’s white paper
For more info on banner formats https://en.wikipedia.org/wiki/Web_banner