A Comprehensive Guide to Display Advertising: Why it Matters
According to Statista, display advertising accounted for the largest spend share in 2021 at a whopping $244 billion worldwide. Furthermore, the rise of digital media and the increasing amount of online time will only increase this figure. In that context, this blog will explore what is display advertising and why it has become a crucial component of modern marketing strategies.
What is Display Advertising?
Display advertising uses images, videos, and other graphical elements to promote products, services, or brands on websites, social media platforms, or other digital media. Display advertising aims to attract users’ attention and persuade them to take a desired action. This includes clicking on an advertisement to learn more, purchasing, or downloading an app.
Types of Display Advertising
Now that we have defined what is display advertising, let us understand its different types. Display advertising encompasses a wide range of creative formats that have the potential to captivate and engage audiences. Whether through eye-catching banners, dynamic videos, or interactive content, understanding the different types of display advertising can enable marketers to craft effective campaigns that resonate with their target audience. Generally speaking, there are six key types of display ads:
1. Banner Ads
These rectangular ads typically appear at the top or bottom of a website or on the sides. Moreover, they are a common display advertising often used to promote a brand or product.
2. Interstitial Ads
These full-screen ads appear between two content pages, for example, when transitioning from one article to another.
3. Pop-Up Ads
Typically, pop-up ads appear in a new window on top of a website’s content. They can be annoying to users but can also effectively catch their attention.
4. Native Ads
These ads are designed to align with the look and feel of the surrounding content, making them less intrusive and more appealing to users.
5. Sponsored Content
This advertisement entails producing instructive, amusing, or informative sponsored material.
6. Rich Media Ads
These display ads include interactive elements such as animations, games, or forms, making them more engaging to users.
How Does Display Advertising Work?
Learning what display advertising allows you to understand how this digital marketing tool works. In short, display advertising functions as a targeted promotional tool to attract and inform potential customers about products or services. Moreover, by leveraging a variety of technologies and data-driven strategies, advertisers can deliver relevant and engaging visual content to their audience at scale. Additionally, they can measure the success of their campaigns based on a range of performance metrics.
Display advertising works in the following way:
Step 1: Advertiser Creates an Ad
The advertiser creates an advertisement in the form of an image, video, or other graphical elements, along with accompanying text and a Call-to-Action (CTA) such as “Learn More” or “Buy Now”.
Step 2: Ad is Placed on a Website or Platform
The advertisement is placed on a website or platform, such as a social media site, a news website, or a search engine, through a process known as “serving” the ad. Furthermore, this can be done through a display network like Google Display Network or directly with the website or platform.
Step 3: User Sees the Ad
Users visit the website or platform where the ad is displayed and see it. Additionally, the goal is for the user to see the advertisement and be drawn in by the message, visuals, or offer.
Step 4: User Interacts with the Ad
If the user is interested in the advertisement, they may click on it. This takes them to the advertiser’s website or landing page. Furthermore, this interaction is known as a “click-through,” and is one of the key metrics used to measure the success of a display advertising campaign.
What are the Basic Elements of a Display Ad?
Having learned what display advertisement is and how it works, let’s break down its various components. Typically, it comprises key elements that work in harmony to effectively convey a brand message and capture the intended audience’s attention. These may include attention-grabbing visuals, compelling ad copy, a clear call-to-action, and relevant branding. Furthermore, each element plays a critical role in the overall impact and success of the ad campaign. Therefore, thoroughly understanding their interplay is essential for advertisers seeking to create effective display ads.
For example, some of the common and basic elements of a display ad include:
1. Headline
A concise and attention-grabbing headline that summarizes the main message of the ad.
2. Image or Graphics
An eye-catching image or graphic helps reinforce the ad’s message and attract the viewer’s attention.
3. Call-to-Action (CTA)
A clear and prominent CTA, such as “Click Here” or “Learn More,” that encourages the viewer to take a specific action, such as visiting the advertiser’s website
4. Logo
The logo of the advertiser or product helps to establish brand recognition and recall.
5. Ad Copy
The ad’s body copy provides additional information and details about the advertised product or service.
6. URL or Landing Page
The URL or landing page the viewer is directed to when they click on the ad.
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How to Create Display Ads for Display Advertising
Crafting compelling and engaging display ads requires a thoughtful approach and attention to several key factors. Moreover, successful display ads typically feature eye-catching visuals, targeted messaging, a clear and enticing call-to-action, and strategic placement. Therefore, advertisers can create must-click display ads by considering these elements and incorporating them into their campaigns. An effective display ad typically has the following features:
1. Make Use of Eye-Catching Visuals
Use bright colors, bold images, and eye-catching graphics to make your display ad stand out.
2. Write an Attention-Grabbing Headline
Ensure the headline is clear, concise, and grabs the user’s attention.
3. Use Clear Messaging
The message should be simple, easy to understand, and convey the product or service’s value.
4. Relevant Ad Placements
Place the display ad where it will be most visible and relevant to the target audience.
5. Make Sure the Landing Page is Optimized
The landing page should be easy-to-navigate, visually appealing, and have a clear CTA.
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Display Advertising: Advantages and Disadvantages
It is crucial for marketers to fully understand what is display advertising in order to leverage its full potential. Furthermore, they must weigh its pros and cons and design their campaigns accordingly. Some of the advantages and disadvantages of display advertising are:
Advantages of Display Advertising
- Measurable Results: Display advertising offers measurable results, allowing marketers to track the performance of their campaigns, including clicks, impressions, and conversions. This information can also be used to make informed decisions about future campaigns.
- Cost-Effective: Compared to other forms of advertising, such as television or print, display advertising can be cost-effective and budget-friendly.
- Versatility: Display advertising offers a variety of formats and options, including image banners, videos, interstitials, and native ads. This allows marketers to create multiple campaigns that suit different objectives.
- Immediate Impact: Display advertising provides a direct impact, as these advertisements are displayed in real-time. This allows businesses to reach their target audience and generate results quickly.
Disadvantages of Display Advertising
- Ad Blockers: With the increasing use of ad blockers, display ads are blocked by a significant portion of the audience, reducing their visibility and effectiveness.
- Ad Fatigue: Over-exposure to display ads can lead to ad fatigue, where users become numb to the constant barrage of ads and tune them out.
- Low Engagement: Display ads have low engagement rates, with most users simply ignoring them or quickly scrolling past them.
- Competition: The market is flooded with display ads, making it difficult for advertisers to stand out and capture their target audience’s attention.
Pursue a Career in Digital Advertising with Emeritus
With a better sense of what is display advertising, it is clear that it can be an effective way to reach a large audience and build brand awareness. These ads offer the potential for high visibility and engagement and the ability to target specific demographics and interests. When combined with other marketing strategies, display advertising can help businesses drive conversions, increase brand recognition, and ultimately achieve their marketing goals.
Enroll in Emeritus’ online digital marketing courses to learn what is display advertising and brush up on other relevant aspects of digital marketing. The courses will also enable you to become well-versed in fields that can help boost business growth through digital tools and techniques.
By Melanie Das
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