Importance and Benefits of Display Advertising in Digital Marketing
Whether in the form of banner ads or pop-up ads, display advertising is part of everyday life. Thanks to it, Internet users come into contact, stationary or mobile, with traditional advertising media, although, in recent years, traditional ways of advertising on the Internet have evolved considerably. Thanks to real-time auctions, retargeting strategies, and innovative advertising methods, classic online advertising is still very important for Digital marketing.
This article informs you about everything you need to know about display advertising, new trends in the sector, and the fight against ad blockers.
What Does mean by Display Advertising in Marketing
Display advertising refers to those ads that are shown on the screen, that is, to display ads. This advertising modality encompasses all those measures aimed at working with graphic advertising media, so that, in addition to the classic advertising banners, it is also possible to speak of images, videos, or animations.
The essential players in the field of display advertising are advertisers and publishers. The competence of the advertiser (advertiser) is to carry out advertising for your company, product, or service. For its part, the publisher (support) makes its resources (advertising space) available. The advertising media are reserved on third-party pages through a display network and are inserted according to the agreed conditions. Previously, a thorough analysis of the target group is done to ensure that the ads appear in the right context.
Goals of Display Advertising in Digital Marketing
The goal of the ads is to provoke a certain reaction in the viewers. On the Internet, clicking on the advertising medium is essential, as this results in visiting the advertiser’s website or a page designed for a particular offer (landing page). In addition, a well-positioned ad can influence the general perception of the product, the brand, or the company, in which the difference between the measures of SEA and SEO also comes into play. While search engine marketing works on a textual basis, in the case of display advertising priority is given to graphic elements. The visual character of the ads reinforces the image of the company, making your website acquire an individualized and specialized presence on the Internet.
Advertising Media in Display Advertising
While classic banner advertising is the first thing that comes to mind when you think of display marketing, this sector offers a wide range of advertising media. In addition to advertising banners or buttons, depending on the strategy developed, graphic elements such as texts, images, or videos also come into play. Another feature of this type of advertising is that you can differentiate between display ads and mobile ads, which are optimized for mobile terminals. Here is a list of the most common formats in display advertising:
Integrated
They are those that are inserted within the format of the web and editorial content:
- Banner: horizontal rectangular in shape is located at the top or bottom of the web. It is usually 468×60 pixels in size, technological evolution has allowed its evolution and currently, there are much more attractive creatives thanks to flash.
- Mega-banner: a horizontal rectangle that is located at the top of the web. The size depends on the site where it is published but it is usually 728×90 pixels.
- Skyscraper (skyscraper): Due to its vertical size, which is usually 120×600 or 100×600 pixels, the size depends on the layout. It is located on the sides of the web pages.
- Robappages: it is a square integrated with the content of the web page. They are usually 300×250 and 200×200 pixels in size. This format is widely used for spots and videos.
- Button: small rectangle integrated into the content of the page. Multiple sizes depending on the layout of the support (90×90, 120×60, 100×100, etc.)
Synchronized
The aforementioned formats are combined so that they are coordinated with each other. In this example, a banner is related to a page stealer, in both when the page loads a video is played simultaneously and ends with a flash.
Layer
It is a floating element that is located above the editorial content and allows the mobility of the advertisement on the screen, usually accompanied by a souvenir format such as a banner, page stealer, mega banner, etc. Layers last approximately 8-10 seconds on the screen and then disappear.
Interstitial
Before the landing page is loaded, the ad appears on full screen, above the editorial content. It lasts approximately 8 seconds and, as with the layer, it is recommended to reinforce the advertising with the incorporation of a banner, mega-banner, or page stealer on the destination website.
Drop-down
These are advertising formats that expand when the user places the cursor on them or automatically, without the interactivity of the Internet user, depending on the programming that they have wanted to give. In the example, an ad is shown in banner format and when you click where indicated, the advertising is displayed in the form of an interstitial, occupying the entire screen.
Brand day
The fixed space of a site is contracted for a period of time, time slot, or day. The form of payment is fixed since it is not paid per click but for the impact on users. In this example, Brand day was combined with synchronized ads in banner and page stealer formats for the homepage.
Rich media
Any format is capable of being made with interactive multimedia technology such as; videos and interactive formats. Rich Media Technology is used to publish more noticeable and visible creatives than market standards. Rich Media servers support video (streaming) giving the possibility, for example, to configure the same TV spot and transfer it to the Internet. These types of ads work with the objective of achieving engagement through two-way communication: ad/user. The interactivities proposed by these generate greater interest and are reflected in the display of this type of format compared to traditional banners. The particularity of this form of communication is that it can measure engagement with the user through the following metrics:
- Interactions: measures the total number of actions initiated by users. Includes clicks, open panel, flash movie replay, video mute / sound on / pause, full screen video mode start / pause / end.
- Interaction Rate: measures the total number of interactions on the impressions served.
- Dwell Rate: percentage of users exposed to the advertising campaign who interact (by moving their cursors) with its content.
- Dwell Time: Time (average of seconds) during which the users have remained interacting with the piece
This is only a small selection of the types of display ads, as the range of formats that display advertising offers is very wide and the differences between them are not only based on shape, size, or position. Depending on the advertising strategy adopted by each company, interactive advertising forms, narrative marketing, or transmedia formats also play an important role.
Importance and Benefits of using Display Advertising in Marketing
Possibility of segmentation
The display in advertising allows a segmentation of audiences based on their interests so that your ad reaches the right people. This information is obtained from the cookies that collect the user’s data when they enter a website.
You can perform this segmentation according to the keywords that users are using to do their searches, according to their demographic data, or decide to appear on websites related to your products (for example, the advertisement for a clothing brand may appear in fashion magazines).
Measurable Performance
The advertising display offers very clear metrics and analytics so that companies can check which ads are working and which ones are not giving the expected results regarding traffic.
Effective in Retargeting Strategies
Display advertising is particularly effective in retargeting campaigns. It is about showing your ads to those people who have already visited your website, being able to remind them of your products, and invite them to return to your page to finish their purchase.
Challenges of Display Advertising Today
Today, the average CTR is 0.1%. This means that only one in 1,000 users click on display ads. This is mainly because users are “desensitized” – marketers even talk about banner blindness. Advertising is considered annoying, even more so if it has not been created properly. Pop-ups or pop-ups have a particularly negative connotation.
The visibility of traditional banner ads, which has always been a pending issue for display advertising, plummeted with the advent of ad blockers. However, instead of talking about the end of display marketing, experts see a shift in the quality and efficiency of advertising.
Native Advertising and Video Ads
Native advertising is a major workhorse. Online advertising integrated into content should have a pleasant and credible effect in the future. In the field of mobile marketing especially, this is one of the strategies that are used. Reaching smartphone users through classic banner advertising is much more difficult than for desktop terminal users, due to small screens and different browsing preferences. Therefore, native formats could be a solution.
Marketing through moving images opens up new possibilities in display advertising. The rise of video advertising continues to grow, and there is the great growth potential for in-stream video ads, which are displayed before or after the video itself is played. In terms of quantity, an automated promotional market can lead to expansion.
Finally, the huge presence of the media has led to an increase in supply and, therefore, prices have fallen significantly and more and more web pages are flooded by advertising. Program advertising and Real-Time Advertising are, in this respect, the key to developing more efficient campaigns. High advertising costs have to be offset by better quality, less scattering losses, and good visibility.
