“Display advertising” refers to online advertising that uses visual elements (static or animated images, video) to promote a brand across online platforms (social media, websites, mobile apps).
Static or animated ads appearing on websites, typically on perimeters of content
Ads that blend seamlessly into website’s native content, usually tagged as “Sponsored” or “Promoted”
Short, engaging clips that are served before or after site content
Interactive ads with elements like hover effects or expandable sections
The advertiser pays for their ads either by the click (pay-per-click ads), or by the number of “impressions” / views their ads receive (a payment model inherited from traditional print and television advertising).
300 x 250
180 x 150
Wide Skyscraper
728 x 90
Display ads have had a poor reputation since they were introduced. Clickthrough rates are typically low. Studies have shown that many people find them irrelevant amidst their internet usage and often do not read them. Even so, many organizations use them for brand and product awareness. While consumers frequently say they’re immune to advertising, most of us pay more attention than we’d like to admit—try asking a non-beer drinker how many brands of beer they can think of! Our customers have been very satisfied with the brand-visibility and identity-awareness results of their traditional display ad campaigns, as clickthrough rates do not reflect improvements in recognition.
Moreover, display advertising is becoming a more viable option for advertisers looking for measurable ROI. This is because it’s now possible to serve up more contextual, targeted, relevant ads that are subsequently better-received by viewers. Ad exchanges and real-time bidding allows advertisers to bid on only the ad space that’s relevant to them, based on how they want to target their audience. Advertising techniques like native advertising and various types of audience retargeting are proving to be much more effective than traditional banner ads.
To make your display ad campaigns more successful:
The number of times your ad is displayed on a website or app. High impressions indicate brand visibility, but they don’t guarantee engagement.
(Click-Through-Rate)
Formula: (Clicks / Impressions) × 100. The percentage of people who click on a piece of content after seeing it. A higher CTR suggests that the ad is relevant and engaging.
The number of times your ad is displayed on a website or app. High impressions indicate brand visibility, but they don’t guarantee engagement.
(Click-Through-Rate)
Formula: (Clicks / Impressions) × 100. The percentage of people who click on a piece of content after seeing it. A higher CTR suggests that the ad is relevant and engaging.
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