Display Advertising Techniques

Q16. What is display advertising?

Display advertising refers to the process of advertising a product or service through visuals like images and videos on networks of publisher websites such as the Google Display Network and Facebook etc.

Display ads are placed on relevant third-party websites in the form of banner, image, and text ads. Display advertising is pretty much a blanket term that includes every visual ad placed on a website, however, it can be divided into three basic categories:

1. Site placement advertising: In this type of display advertising, the advertiser/marketer chooses the website they would like to run their display ads on.
2. Contextual advertising: In this type of display advertising, networks place ads on relevant websites, for example showing an ad for dog food on a pet adoption website.
3. Remarketing: Remarketing display ads appear in front of users who have been on your website or post-click landing page but have left without completing the relevant conversion goal.

Q17. Explain the Types of Display Advertising

Ans: Effective display advertising management relies on visuals to get the core message of the campaign to the audience. 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.

Banner ads

Banner ads are the most common display advertising format, as they clearly stand out on any webpage. They are named after their shape, which is banner-like. They are nothing more than hyperlinked, image-based ads in the shape of a strip. They are usually placed on the top of a webpage to immediately draw the user’s attention.

Rich Media

Considering that roughly 30% of Internet users find traditional banner advertising distracting, advertisers are exploring more innovative ways to display their ads. Use of rich media is one such new tactic that involves using interactive elements such as video, audio, and clickable elements to make the advertisement more engaging.

Interstitial ads

These are ads that appear as a separate webpage before you are directed to the original page that you wanted to visit on the internet. They are effective in capturing the user’s attention as they take up the entire screen.

Video ads

When it comes to display advertising costs, video ads are slightly more expensive but worth it. Platforms like YouTube and Instagram have made it convenient for marketers to run video ads and attract a lot of attention and engagement.

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