Display advertising is a popular and effective format of the digital display where marketers use designated corners of webpages and social media platforms usually showcased in the form of a banner ad (graphic or text). All campaigns ranging from the ones using simple text to those with attractive videos can be grouped under display advertising. In addition, digital display advertising is a lucrative method of programmatic display advertising for marketers looking for ways to reach and acquire customers. Stay tuned as we take a look at the benefits and examples of display advertising.
Examples Of Display Advertising
#1. Adobe
Adobe is best known for its suite of software used by creative professionals like web designers, graphic designers, and video editors. When advertising its software services to both individuals and businesses, Adobe keeps its messaging simple Using colorful images, easy-to-comprehend text, and effective calls to action.
#2. Disney
When the house of Mickey Mouse launched its new streaming service in late 2019, its overwhelming library of content almost spoke for itself. But just to make things clearer, this static ad serves as a reminder that on top of its revered animation studios, Disney owns some of the world’s most popular entertainment franchises.
#3. IIyon
It’s important to remember that display ads don’t have to be stable messages. When it comes to video-based display ad, you need to grab your audience’s attention right away because viewers are constantly scrolling and short on time and attention span. That’s why this entry from Ilyon was created in partnership with yellow studio, making the first three seconds count. The video also focuses its messaging on the product with a simple, direct approach, making it more likely to stand out.
#4. Apple TV
You may not need a lot of text or compelling ad copy to grab someone’s attention with an apple display ad. It’s often much better to keep things simple and they highlight the colorful cards themselves and use four words of copy in total.
#5. PlayerUnknown Battleground
It’s not the cleanest, most original or most creative ad but it uses its brand awareness well to align with its actual product. Of course, the formats and norms depend on the ad network but that shouldn’t stop you. If you have a good idea that breaks the rules, test it against a rule-following control. That’s the great thing about digital marketing.
Types of Display Advertising
The aim is to make sure that users are automatically drawn to an ad when they visit a website or a social media platform. So, here are a few different options you should experiment with when outlining your display advertising management strategy.
#1. Banner Ads
Banner ads are one of the most common types of display ads that you can find across a variety of online platforms including business and news websites, blogs, social media channels, and online forums. They often come in traditional shapes and sizes and marketers can apply banners in landscape, skyscraper, and square sizes. Traditionally, banner ads display a combination of text and images to gain audiences’ attention.
#2. Native Ads
Native display ads fit into the content of the web page, website, or email naturally. Marketing and advertising professionals incorporate native display ads into content in such a way that audiences relate the ads to the content or brand itself. Links that lead to other pages of a website, recommended content, sponsored search results, and promoted social media posts are several examples of native display ads.
#3. Interstitial Display Ads
Interstitial ads appear during key transitions of an application as users engage with the app. In mobile game applications, interstitial ads often appear between different scenes or game levels as users move from one element of the app to another. If your digital marketing strategies include mobile integration, applying interstitial display ads within a mobile app can help the organization you work for expand its market reach.
# 4. Pop-up displays
Pop-ups usually appear on a website as a small, square box that motivates users to take specific action. For example, a brand that provides online services to its customers may use pop-ups on its website to engage with and encourage potential customers to learn more about its offerings with an email subscription. In this case, the brand makes a pop-up ad appear when users spend several seconds on its website, encouraging audiences to sign up for its email newsletters.
#5. Contextual Targeted Ads
Instead of displaying your ads to people based on their user profiles, contextually targeted ads are placed on websites according to certain criteria, including
- Your ad’s topic and keywords
- Your language and location preferences
- The host website’s overarching theme
- The browsing histories of the website’s recent visitors
You can let Google make these determinations or you can take an active role in it yourself through topic targeting. Contextual ads can be useful for business websites that focus on educating and providing information on products or services.
Digital Display
A digital display is an electronic device that displays multimedia content to an audience. This content can be anything from multimedia presentations to simple images and text. There are many different types of digital displays such as computer monitors, LCDs (liquid crystal displays), LED (light emitting diode) displays, OLED, and many others. The most common type of digital display is the LCD screen, which uses liquid crystal cells to create an image.
Digital displays need some type of media player hardware and software to render content for them, without this they would be unable to display anything. This makes them incredibly versatile systems that can be used for a variety of purposes.
Examples Of Digital Display
- Digital menu board
- Promotions and Campaign
- Social Media Feeds
- Customer Quotes And Feedback
- Company Trends
- Amenities
- Visual Learning
- Digital Display Dashboard
- Contests And Loyalty Program
- Digital Notice Board
How Many Elements Are There In Display Advertisement?
There are multiple elements to consider. Here are the most important elements of an effective display advertising campaign.
- A good tracking system that shows results
- Landing page optimized toward conversions
- Audience Targeting
- Creative Design
- Defined Call-to-Action
What are the Advantages of Using Digital Display?
Digital displays offer several advantages including
1. Reduced costs: Digital displays are typically less expensive than analog displays.
2. Increased flexibility: Digital displays can be used in a wider range and can be used in a variety of settings, both indoor and outdoor, making them versatile and convenient.
3. Enhanced features: Digital displays often offer features that are not available on analog displays, such as touchscreen capabilities. They are more engaging and are more likely to grab the attention of people passing by.
4. Improved efficiency: Digital displays are more energy-efficient than analog displays.
5. Compared to print material, using digital displays allows companies to change and update their content regularly, as it’s managed by a central digital signage software. There is no more paper waste as with billboards or posters as everything is done digitally.
Digital Display Advertising
Digital display advertising is an outbound display advertising format where you target predefined audiences with images or banners. There are also native ads and text ads in the mix in there. You target them on different websites, social media platforms, and mobile apps. Digital display advertising is an online form of advertising in which the company’s promotional messages appear on third-party sites or search engine results from pages such as publishers or social networks with lots of benefits.
Examples Of Digital Display Advertising
- Banner Ads
- Mobile device Ads
- Video Pre-roll Ads
- In-apps
- Sidebar Ads
What are the Roles of Display Advertising?
- They can also increase brand awareness, allowing you to reach a wide audience quickly.
- Display ads are used to generate interest, promote products and services, and keep your brand at the top of consumers’ minds.
- Display ads also allow you to monitor and track your campaigns to reduce costs while increasing performance.
- Display ads use CTAs to get the most clicks and lead to higher conversion rates.
- Helps brands target shoppers that are not necessarily actively searching for a product.
Display Advertising Strategy
A display advertising strategy is defined as a platform or tool that lets you manage how your ads are distributed across publishers, content categories, audience segments, and other channels of engagement. It acts as a connector between your ad content and the customer’s consumption platform. Hence, it allows you to find new audiences based on existing customer profiles, and design retargeting campaigns using data and increased conversion for your display ads.
Steps to achieve great display advertising strategy
#1. Setting your goals right
Display advertising like all digital marketing strategies starts with setting up your goals. We have compiled some possible display ad goals below:
- Building brand awareness
- Attracting lost customers through retargeting
- Generating leads by offering a lead magnet
- Nurturing leads through the buying process
#2. Get your network targeting basics right
One of the basics while framing display ads strategies is setting your network targeting right, Without the right targeting, there is a risk of delivering ads to people who are not interested in your products/services. While the process works in the same fashion as the search network, display targeting goes far beyond keywords.
#3. Use retargeting to bring back lost leads
A form of online advertising, retargeting is a cookie-based technology that uses Javascript code to anonymously ‘follow’ your audience all over the web showing related ads to their Internet behavior and initial purchase intent. Retargeting builds visibility for your brand, allowing you to reach an audience that has already expressed interest in your products. Every time your customer sees your retargeting ads, your brand gains traction and more recognition.
#4. Choose the right tools for campaign execution
The success of your campaign largely depends on the tools used for its execution. This means you should research your media buying options and choose the one closest to your established goals.
There are several media buying options to choose from:
- Directly from publishers
- Using programmatic platforms
- Media agencies
- Affiliate networks
Whether you decide to buy media directly from publishers or use a platform, make sure they fit your needs and budget.
#5. Create compelling banner ads
After you have your strategy set, the next thing is to make sure to create banners that will appeal to your audience. Banner design is an important factor in a display campaign strategy. After all, ads are displayed for people to see them.
Programmatic Display Advertising
This is referred to as the real-time buying and selling of ad inventory through an automated bidding system. Programmatic display advertising enables brands or agencies to purchase ad impressions on publisher sites or apps through a sophisticated ecosystem.
Programmatic display advertising banner ads can be static or dynamic, and they appear in a variety of sizes and placements all over the internet. They’re found most often in the headers, footers, and sidebars of the websites you visit.
Types Of Programmatic Display Advertising
#1. Real-Time Bidding
Also known as open auction or open marketplace. The ad slots are open to everyone in RTB, and they’re sold through an open auction type of bidding while the highest bidder gets the spot. The whole process takes place in real-time and advertisers can choose ad slots as they are made available by programmatic display advertising with benefits
#2. Private Marketplace
The private marketplace functions in similar veins as RTB except for the fact that it is available to advertisers on an invite-only basis either in a private or closed auction where publishers usually set aside a premium ad inventory reserved only for select advertisers. PMPs are primarily used by websites and publications with mass reach.
#3. Preferred Deals
Also known as spot buying, the negotiation in preferred deals takes a refined approach as both parties agree on the pricing, targeting, etc. beforehand. In addition, advertisers get to choose the ad inventory at a fixed price even before it is made available on private marketplaces followed by open auctions.
#4. Programmatic Guaranteed
Programmatic guaranteed, also known as programmatic direct or automated guaranteed follows the traditional approach of media buying. Here, the advertiser and publisher negotiate the terms on a one-on-one basis. In essence, programmatic direct doesn’t follow a bidding process. The inventory is sold directly to the advertiser after the negotiation.
Benefits Of Display Advertising
#1. Display advertising conveys your message quickly.
Most advantages of display advertising are based on visuals, not text. Your audience doesn’t have to read through an article or infographic to get to your brand message the way they do with content marketing or native ads. Other benefits of display advertising are when people scroll past these messages they still make an impression.
#2. Display ads reach customers at every stage of the funnel.
A well-thought-out digital advertising campaign can help you reach your target audience at any stage of the decision-making process from needed awareness to purchase readines—all you need is knowledge of targeting methods.
#3. They are measurable
Depending on which CTA you use, you can measure the success of a display ad campaign against the profusion of marketing metrics. For example, you could choose a call to action such as an “experience the brand” to ad measure clicks on the display ad itself the and corresponding cost per click (CPC). Other relevant metrics for measuring the success of this CTA include impressions, conversion rates, return on ad spend (ROAS), and much more.
#4. It is cost-effective
One benefits of display advertising are that costs vary, but what makes them one of the most cost-effective advertising methods is flexibility. With some traditional advertising, brands can’t change the visuals, CTA, or message, after an ad begins running. That means that if the ad isn’t effective, the cost per action may be higher. In addition, the benefits of display advertising are dynamic, allowing advertisers to change course during a campaign gives brands greater flexibility to optimize campaigns and maximize the efficiency of their budget.
#5. Compliments other platforms
Display advertising is complementary to other channels. When you combine it with another channel like social media, the display can boost ROAS or have a halo effect. In addition, brands who have used a full-funnel strategy intermittently (e.g., on and off), drive 1.8x more ad-attributed sales on average when they take a modified full-funnel approach, and 2x more ad-attributed sales when they take a comprehensive full-funnel approach.
Summary
Digital display advertising is an online method of advertising through banners, text, images, video, and audio with benefits. The main purpose of digital display advertising is to post company ads on third-party websites which is usually interactive and allows brands and advertisers to engage deeper with the users.
References
- instapage.
- Mailchimp
- .wikipedia
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