Display Advertising

Online display advertising is a type of advertising that requires keywords and promotes a message with the use of logos, text, videos, photos, and graphics. It targets certain users based on their demographic information to increase effectiveness or conversion. Display advertising also aids in promoting organizations as users browse social media. These may include Facebook and Instagram. They are also present in YouTube videos, Gmail, and other mobile apps.

The success of online display advertising depends on how targeted your users are. You also want to put them out there at the right time with clear and accurate messaging. It’s one of the most effective ways to build brand awareness and encourage traffic to your site. More importantly, they can increase sales and conversions, maybe even have returning buyers.

Why Use Display Advertising

Here are some benefits of online display advertising:

With display advertising, you can track significant features like frequency, impressions, and CTR from the start of the campaign until the end.
The advertiser can also do an advanced segmentation of the campaign.
Display advertising is mobile-friendly. This means it can reach more people who enjoy browsing the internet with their mobile technologies

Kinds of Display Advertising

There are various types of display adverts. Below are the most prominent ones you may choose from.

Banner Adverts

In display advertising, banners may be static or animated visuals displayed on a site for advertising. Usually, the format for static ones are GIF or JPEG. However, rich media can also be used. These include JavaScript, HTML5, Flash, and other technologies. Such rich media are interactive to let users transact within the display. In display advertising, you should know that some banners can be bigger than the space shown. They can expand if you hover or click on them.

Interstitial Banners in Display Advertising

These are the kind of banners in display advertising that can be seen between pages of a website. This advert shows up as you go from one page to another. Users can close them sometimes.

Popups and Pop-Unders

These are adverts that either pop up or under while viewing the web page. This design of display advertising opens in a smaller window within the web page. The popup appears right away. However, it only turns to a pop-under after closing the window.

Popups and pop-unders are not as popular as they used to be. In the initial days of advertising in the online world, they were well-known. Now, they are considered as distractions or annoyance In fact, popup blockers are now available in some web browsers. While this sounds convenient to the user, pop ups are usually utilized to show information to users.

Floating Adverts

Floating adverts get mistaken for popups, but they are shown in a layer over the main part of the site or page. This type of display advertising does not appear on a separate window, and it can be closed.

Experts agree that floating adverts must always have a close button at the top right part. You can create this type of advertisement using Flash or DHTML. Ideally, you should let it float in a layer above the content only for a few seconds.

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If it is animated, it should end with a banner advert.

Wallpaper Advert

Another type of display advertising is the wallpaper advert, which changes the background of the site. Not all wallpaper adverts can be clicked on, which is why not a lot of digital advertisers use them. Compared to clickable adverts, wallpaper adverts are less trackable. There is no clickthrough here, so you’re most likely to use this only for branding purposes.

Map Adverts

Last but not least, map adverts can be seen on online maps like Google Maps. They are best for local businesses. You can utilize map adverts through keywords in relation to the brand’s service or product.

How to Put Display Advertising Online

Once you have decided what type of display advertising to use and how much you’re willing to pay, it’s time to put them out there. There are multiple strategies for you to do this. Here are some of them.

Social Media

The most common way to put your display advertising out there is through social media advertising. This is also the platforms’ main origin of revenue. It’s worth it because you can reach prospects in a targeted way. The user-provided demographics are indeed helpful. Some social media channels that offer display advertising include:

Facebook. Facebook ads appear in the sidebar of the site and at the same position as the posts on your news feed.
Twitter. This social media provides a new platform for self-service ads. It also allows specific targeting for promoting tweets, trends, and accounts.
YouTube. This video streaming site is popular for their range of advertising formats.
LinkedIn. LinkedIn ads are also self-service ad platforms. You are allowed to produce and locate adverts on certain pages on the LinkedIn site. These may include search results page, user’s home page, groups, and more.

Premium Booked Media

With premium booked media, the marketer or advertiser reaches out to the media prover and talks about options. The media provider is typically one group that monitors the high-profile space. Their discussion is all about negotiating on targeting and prices of the space.

Advertising Networks

Adverts can be purchases on advertising networks with a single sales entity. This could be a collection of websites from a single publisher or an association of sites with the same representative. This option is a mediator between advertisers and publishers.

They also group the sites into topic, area of interest, and demographics. All you have to do is give money to advertise in certain channels instead of individual sites.

Advertising Exchanges

They place unsold advertising space or inventory in advertising exchanges. They then sell this unsold space to bedding advertisers. It is just like the PPC model in search advertisements. However, the bids are catered to space and audience profiles instead of keywords. This will let publishers complete unsold inventory at the highest possible amount.