I’m chatting with my creative director during our monthly 1:1.

We’re talking shop at this point.

“A lot of brands use display ads for direct response,” I say. “But I think brand awareness is a better approach.”

He leans in.

“Honestly, have you ever clicked on a big box before? To actually take advantage of the offer, I mean, not because you’re a curious marketer.”

I don’t wait for an answer.

“Think about it. Unless you have a super juicy offer for a super primed audience, click-through rates for display ads are…super low.”

“That doesn’t necessarily mean they’re ineffective, I just think they can be optimized for awareness.”

“Why not treat them like the internet’s version of out-of-home?”

“The best billboards,” I explain, “are designed to leave a lasting impression rather than produce an immediate response.”

I glance at the clock. We’re already over time.

“Obviously, different advertising goals require different creative and messaging,” I admit.

“But if more brands focused on making their display ads memorable, I think they’d be more effective in the long run.”

He leans back and nods.

“It’s definitely worth testing.”

Worth testing, indeed.

Don’t you think?

~

Hey, I’m Cory, owner of Cory B.D. Copy & Consulting. I offer strategic thinking and copywriting for businesses that put craft (and the human) first.

Want words that make people feel something? Or a messaging strategy that you can actually use?

My calendar is now open.