Display advertising relies on someone being actively engaged in browsing the web. In order for banner ads to reach a user, they have to visit a particular page. They need to scroll through an article. They’re watching a video. But the moment a user closes a tab, the ad opportunity is gone.
Push notification advertising flips that on its head because it doesn’t wait for users to show up; it goes directly to them, giving users the chance to receive an ad whether they’re checking their phones during a meeting, finishing up some spreadsheets, or cosied up on the couch for a movie night.
Since so much advertising relies on someone actively engaging with the internet, push notification advertising is revolutionising ad opportunities that other display formats can’t always accommodate.
The Basic Difference
Display advertising exists in the context of browsing. Someone has to be actively looking at something for them to view an ad. This only helps advertisers accrue impressions when they’re in a particular niche with relevant traffic. However, push notifications happen outside of that experience. Once someone opts in to receive notifications from a website or app, push advertisers can send notifications right to their device. If a user never opts in, they’ll never see the advertisement, but it’s not relegated to an impression based on a website visit.
When people allow push notifications from an app or site, the notifications show up on lock screens, in notification banners, even on desktop computers; no website access is needed.
This creates opportunities that would otherwise not exist. If a flash sale is going on at 3 PM, users can be notified at 3 PM, not whenever they happen to stumble across a site sometime later. If a new song drops from their favourite artists, it can pop onto their screens within seconds as breaking news. Push notifications relate to time-sensitive creations that people need to see at the precise moment relevant.
Why The Opt-In Isn’t Always Bad
There are many instances when being able to opt in is more like being held back by lesser performance potential; users need to agree upon receiving this type of information, meaning advertisers still have to rely on getting their advertisers in front of enough eyes first without the opt-in.
This helps display advertising because everyone who visits can see it, whether they want it or not, but push notifications essentially limit potential exposure by only working with those who genuinely care about receiving the notifications.
Here’s the thing, though, that opt-in creates a qualified audience from the start. Someone who agrees to receive push notifications has demonstrated actual interest. They’re not just casually browsing; they’ve taken an action indicating they want to hear from that source again. Advertisers working with a push notification mobile ad network gain access to these pre-qualified audiences across multiple sites and verticals, reaching users who’ve already shown intent to engage with similar content or offers.
Permission layers work in favour of improved metrics as well; push notification click-through rates outperform display ad baselines simply because users want this information and choose to open those lines of communication.
The Constantly Available Benefit
Display advertising gives people their ads only when they’re actively engaged on the site. The second someone closes their tab or scrolls past the content, that advertising opportunity is gone.
Push notifications exist within an ongoing framework. A user can easily see a notification and decide not to open it at that moment. Two hours later, they could be travelling on a train with no service and find themselves with time; they open the notification then. The ability for sustained exposure gives avenues for messages to be seen in various capacities over extended periods.
Mobile enhances this opportunity even further; people check their devices for multiple reasons throughout the day; whether it’s a reminder from an app or a friend messaging them, push notifications are right there alongside other applications showing up on the home screen. It’s not via separate channels; push notifications can just pop up while people are having daily interactions on their mobiles.
The Precision Only Available Here
In order for a banner ad to present itself, someone has to visit it on their website. That timing is dependent solely upon user behaviour and often has nothing to do with why an advertiser wants it pushed out there at that time.
Push notifications offer timing that flips the script; advertisers can choose precisely when content goes out to coincide with what’s happening at that moment because push notifications are sent out in real-time as needed. If a breakfast diner wants patrons to come in for a 7 AM opening, they can send out their push notification at 6:45 AM when people are deciding what they want for breakfast.
Time-sensitive content connects audiences at moments when it’s most ideal, instead of random times when people might be looking for it anyway, because they’re going to the site of interest.
This also makes significant sense for businesses that have specific audiences in different time zones; sending out the information as it’s applicable means it’s always relevant instead of waiting for a chance.
No Context Necessary
Traditional display ads come with contextual placement. Your ad appears on one particular website; it’s located amidst certain content and neighbouring pieces which help build perception surrounding it. Context either helps or hinders performance based on whether or not the ad presented meshes with its environment.
However, with push notifications, there’s no context needed. A message shows up right on someone’s screen, isolated from any surrounding topics; it can get full attention in that moment without any interruptions.
On top of this clarity, brand safety concerns are eliminated since there’s no chance of your ad appearing next to something controversial or even appearing on questionable sites. Notification environments are all similar regardless of where they came from via opt-in.
The Mobile First Advantage
Display ads were created with desktop browsing in mind; rectangular pieces showing up either as sidebar placements or within content-integrated units got shoved into formats that just didn’t work with the size of mobile screens.
Push notifications were made for mobile formats. The parameter exists naturally within the confines of smartphone screens. Users utilise notifications all day, every day; thus, receiving them feels natural with how users interact with their devices.
This makes even more sense for those who predominantly access the internet through mobile devices (over 50% of users do). They’re less likely to interact with desktop display campaigns, but will certainly check their push notifications numerous times throughout an hour.
Getting Around Ad Blockers
Ad blockers represent a death knell for display advertising. Between 25-40% of internet users utilise ad-blocking software, meaning gigantic swaths of any audience remain unreachable through standard banner or native ad placements.
Push notifications have nothing to do with ad blockers. They’re delivered at the system level instead of being processed through web browsers, where blocking software is available. A person who never sees a single display ad will still receive push notifications if they’ve opted in.
This makes access available for audience segments that display advertising cannot reach anymore. For anyone who’s experienced stagnating reach due to ad block uptake, push notification networks create opportunities where there seemed to be none before.
Making Every Message Matter
There are many situations where having push notifications serves more than one purpose but ultimately creates a better aesthetic and strategic messaging appeal. Users will quickly opt out if they’re irrelevant or sent far too frequently, so there’s no room for spray-and-pray tactics when sending this information out.
Instead, this will actually improve quality among advertising options because campaign messaging needs clarity and value propositions, messages need relevance and timeliness; since it’s practically guaranteed that if someone subscribes, they’ll pay attention, advertisers will be held accountable through accountability based on performance.
Smart advertisers approach campaigns like these as value-added engagement points instead of highly impressive-generating avenues. Each message needs something worthwhile within it, decent deals or impressive value-added information, and when this mindset precedes strategy, audience relationships develop instead of relying solely upon click-driven endeavours.
Creating Multi-Format Strategies
Push notification campaigns work best as part of larger strategies across formats rather than their own silos. Display ads can create initial awareness and site visits, while native content can facilitate onboarding inquiries; push notification campaigns will keep interest strong and encourage repeat engagement based on previous familiarity.
When multiple formats exist in multiple stages of the customer journey and effectively utilise different stages for different funnels during quicker access options and complex limitations brought forth by great advantages, it fills in gaps where something like display advertising may have faltered. Push notifications capitalise on aspects where display advertising leaves behind.
DISCLOSURE – This is a collaborative post.
