We are sure you have heard the term ‘Display Advertising’ but maybe it’s not clear what that actually means. There are some common misconceptions around the understanding of ‘Display Advertising’ some of which suggest that any and all online marketing is considered display, which in fact, it is not.
Display ads can come in many different forms which we will break down in the next sections of this blog.
In their most basic form, display ads are the boxes that you will notice on websites and social media platforms that are doing just that, advertising. They can be found on different positions of a web page e.g. a traditional banner ad will be located along the top of a web page, a large text billboard ad can be seen here also.
Display ads can consist of text, video and image-based content. These display ads are a method of attracting your audience and encouraging them to click through to a landing page and take your desired action.
The majority of display advertising campaigns are charged on a CPC basis. CPC stands for cost per click. When a user is searching the web and clicks on to your ad, you will get charged an amount for that click. The amount you get charged will depend on your overall bidding strategy.
The size of a banner ad can also increase the overall impact on an audience. There are several different pixel sizes that banner ads can be displayed in. It is thought that the highest achievers are:
We shouldn’t confuse other formats of content marketing with display advertising. When it comes to online content resources such as blogs and articles, these don’t count as display advertising. This kind of online content is to create a value exchange with its audience and provide targeted, useful information.
Imagine a banner outside a shop advertising some sort of deal on a product you like, they are usually eye catching and informal to attract the customer in to buy it. Display ads do the same thing, just online.
If you do any kind of online shopping, you will notice offers on particular aps with their latest product deals, bright and bold to entice you to click and shop the sale.
When a potential customer clicks onto your display ad, this then generates traffic to your website by linking to it and from that moment, hopefully the purchase will be made, whatever that may be.
There are several forms of display ads and the type of advertisement you would go for, will depend on your campaign. It’s really important to consider things like the colour scheme you might use for your ads and where to place them to ensure they are clickable and not irritating to an audience.
You have probably, subconsciously seen so many types of display ads and after reading this, you won’t be able to not see them. Let’s have a look at some of the different types below.
1. Expandable Banners
Expandable banners are banner ads that automatically expand into the majority of the screen; they also allow users to ‘’click to expand’’ from the banner. These types of banners work particularly well because they create a bigger canvas for a brand to present their story.
2. 360 Display Ads
360 display ads are spherical with flat content allowing the user to view in 360. These types of ads respond to the movement of the users’ phone, this creates more of an ‘experience’ when viewing the ad. This seems to be a style of display advertising that not a lot of brands are using. It is one of the best! Simply because the way the ad pans 360, this instantly grabs the attention of the user. It also works the same when desktop viewing, the pan is just slightly slower.
3. Rich Media
Rich Media is viewed as quite a broad term, but in its simplest form it is a type of display ad that is a cut above the standard video or photo. Think more along the lines of GIF’s, animated graphics or a game you can play in a banner ad. Rich Media is good because it allows brands to get creative and not be constrained by a format or file type.
Interstitial ads fully take over the user’s phone screen or browser window. This means that users are more likely to see your advertisement. The only potential disadvantage for this kind of ad is that it is very easy for a user to click ‘X’ on the ad screen which means they might not pay too much attention to it.
5. 3D Display
3D display ads are banners that have an animated 3D object in it to present your product realistically, this encourages more interactivity from the user. Users are able to click and drag on the ad to explore the product as they wish.
Using Display Advertisements in support of any marketing campaign these days, is a must. People are continuously bombarded with information on the internet which has arguably decreased our attention spans and how much time we want to spend digesting content. This means that if you are trying to reach a wider audience and get them to engage in your product, it has to be the best it can be to invite people in and keep them there.
Digital Advertising tools aim to do just that with their highly targeted and massive audience reach capabilities. They allow you to target specific people based on their interests in products and services that align with your company and in addition to this, you are able to select what sites your ads are shown on that are relevant to you.
Targeted ads also have the huge benefit of flexible costing. There are two available payment plans for advertisers using display ads. There is no contract in place for these plans, you set the price you want to pay when your ad is displayed online, it will then go to auction. In traditional auction style, your ad price is then compared to other companies advertising price and whoever wins, gets the ad spot.
As mentioned at the beginning of this blog, there is the option of ‘cost per click’ bidding, you will get charged for each click on your advertisement. There is also CPM (cost per thousand impressions) bidding. This means you will be charged based on the number of impressions that your ads receive.
Display ads allow you to measure the success of your campaign. There is an ability to receive regular weekly updates which go into detail about the performance of your ad. By tracking your ad, you are able to make any necessary changes to enhance its impact. It’s extremely useful to understand if you are using the right keywords and if your ads are reaching your desired target market. If not being monitored correctly, your ad could be being missed by your audience.
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