Display Advertising – What is Display Advertising?
Display advertising, also known as online advertising or banner ads, is a form of marketing that uses visuals to draw attention to an advertisement. It is typically used on websites and other digital platforms, and can be either static or animated. Display advertising is a strategic way to reach people who are already interested in a particular topic, product, or service.
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How Does Display Advertising Work?
Display advertising works by placing graphical ads on websites that are frequented by the target audience. The ads can be strategically placed so they appear within the content of a web page, or as pop-up ads. The goal is for the user to click on the ad, which leads them to a landing page that provides further information about the product or service being advertised.
Display advertising is typically purchased in the form of a “pay-per-click” or “cost-per-click” model, in which the advertiser pays for each click on their ad.
Types of Display Ads
Banner ads are rectangular-shaped graphical advertisements placed on webpages, usually in the form of a banner across the top or side of the page. They are one of the most common and recognizable types of display ads.
Pop-up ads are a type of display ad that appears as a small window or box on top of the webpage. These ads can be intrusive and disruptive, but when used effectively can be an effective way to capture attention.
Interstitial ads are full-screen ads that appear between two web pages. These types of display ads often have a countdown timer and require the user to click on the ad before they can continue to the next page.
Video ads are display ads that use video instead of images. These types of ads can be used to tell a story and engage viewers in ways traditional display ads can’t.
Mobile ads are display ads that are specifically designed to be viewed on mobile devices. These ads can take advantage of the smaller screen size and user-friendly features of smartphones and tablets.
Social ads are display advertisements specifically designed to be served on social media networks, such as Weibo and WeChat. These ads are highly targeted and can reach a larger audience than traditional display ads.
Native ads are display advertisements that blend in with the content on a website or app. They are often presented as sponsored stories or recommended articles, and are intended to look and feel like the surrounding content.
Rich Media Ads
Rich media ads are interactive display advertisements that use animation, video, audio and other multimedia elements to engage and captivate viewers. These types of ads can be used to deliver engaging, immersive experiences that are more effective than standard display ads.
Targeting Options of Display Advertising
Display advertising can be targeted to different audiences based on a variety of criteria, such as demographic information, interests, geographic location, and more. By targeting ads to specific segments of the population, advertisers can ensure their message is seen by those most likely to respond.
Contextual targeting is a type of display advertising that targets ads to certain webpages or sections of websites based on the content. This allows advertisers to ensure their message is seen by visitors who are most likely to be interested in the product or service being advertised.
Geographic targeting is a type of display advertising that targets ads to users based on their geographic location. This allows advertisers to reach audiences in specific regions or target certain locations with more relevant messages.
Demographic targeting is a type of display advertising that targets ads to users based on their age, gender, and other demographic data. This allows advertisers to reach audiences more likely to be interested in the product or service being advertised.
Behavioral targeting is a type of display advertising that targets ads to users based on their online behavior. This allows advertisers to serve more relevant messages and target audiences who are more likely to be interested in the product or service being advertised.
Measurement & Insights
Measurement and insights are crucial in display advertising. By measuring the impact of campaigns, advertisers can gain valuable insight into the effectiveness of their ads. This insight helps them to make decisions on how to improve their campaigns and maximize ROI. Additionally, tracking key metrics such as click-through rates, cost per click (CPC), and conversions allows advertisers to optimize their campaigns for maximum performance. By using insights from these metrics, advertisers can better understand their target audience and create more effective and engaging ads that better engage and convert viewers. This is why measurement and insights play a key role in the success of any display advertising campaign.
Metrics & KPIs
Metrics and KPIs are used in display advertising to measure the effectiveness of campaigns. Common metrics used include cost per click (CPC), click-through rates (CTR), conversions, impressions, reach, and more. Additionally, advertisers can also track key performance indicators (KPIs) such as sales, leads, website visits, email subscriptions, and more. By tracking these metrics and KPIs, advertisers can better understand their audiences, identify opportunities for improvement, and optimize their campaigns for maximum performance.
Campaign optimization is the process of adjusting display advertising campaigns for better performance. This includes analyzing data, testing creative elements, targeting different audiences, and more. By optimizing campaigns for improved ROI, advertisers can maximize their return on investment and reach audiences more likely to engage with their ads.