A Beginner’s Guide to Display Advertising
Any promotional material used to promote and sell products or services is known as display advertising. You may find such advertisements in newspapers, magazines, billboards and on the World Wide Web. A display advertisement is generally a mixture of text, pictures, logo, and symbols. However, these ads are frequently combined with audio and video enhancements for driving display marketing over the Internet.
What is Online Display Advertising?
Online display advertising is commonly understood as web banner advertising. It is customarily displayed on the website pages that are free to customers and mostly reasonable to advertisers.
Typically, you will find wide eye-catching or pop-ups movements that convey a commercial message of advertisers and attract the attention of website visitors.
Display advertising mainly helps to increase brand awareness rather than extract an instant online purchase. Banner ads are a great way for marketers to monetize their website traffic, as advertisers pay relative cost to have their promotion featured alongside the content of a web page.
Different types of Display Advertising –
Display marketing or display advertising can be well segregated in three types, which are as follows:
#1. Site Placement Advertising
In this type of display advertising, an advertiser can choose specific sites for placing their ads. This is a foremost form of ad marketing because, when a customer directly finds a website of their interest, then there is a great chance of increasing visibility and driving traffic. However, this type of display marketing might be expensive sometimes as the cost of running ads will be determined by the site owner.
#2. Contextual Advertising
Contextual advertising works by choosing the kind of content you desire your ads to display alongside. This marketing model serves the audience with targeted advertising based on terms of what they searched for or their recent browsing actions. This ad model contains thousands of different websites that have been targeted and you can narrow your targeting once you find out which sites are sending you best traffic.
#3. Remarketing Advertising
Remarketing ads are highly preferred by marketers as it works by showing display banner ads to the audience after they quit your website using cookies. This model is capable of bringing back past visitors and offer incentives for returning. Moreover, as remarketing ads reach more of targeted audience, you can be sure of getting higher click through rates (CTR) and onsite performance.
5 Best Display Advertising Networks
Basically, an advertising network is an online system that matches advertisers to publishers for displaying their ads. In other words, an ad network work as a broker between publishers (one with website/app) and buyer (advertisers). These networks have an increasingly important role to play in advertising as display ads grew. Each ad network needs a small component to be installed inside any website or application. This component can be called as SDK or API, which allows the ad to be delivered on website/app.
Here are 5 best display advertising networks you can choose from to perform display marketing:
#1. Google AdSense
Google AdSense is one of the largest and most popular platforms for display advertising. AdSense can be signed up for free and accepts the smallest of publishers. The platform lets advertisers monetize preferred display ads, mobile and video and also search results.
Adblade is another popular display advertising platform that works best only for ultra-premium publishers. Advertisers are allowed to fill IAB standard ad units along with proprietary “NewBullet” unit, which is a premium unit that delivers 3x better performance.
#3. AOL Platforms
AOL platforms is another largest network that monetizes nearly 2 billion impressions daily. It is a simple, unified programmatic solution created to help publishers maximize monetization across every format and channel. Publishers can also learn more about display ads using the online educational resource designed for publishers known as Display University.
Chitika currently manage more than 300,000 publishers, which makes it one of the widest networks in the world on the metric basis. Publishers can use Chitika ads on their own or alongside ads from other networks such as Google AdSense. One can easily incorporate display marketing to their overall business plans when using Chitika as their ad network.
Media.net helps publishers to display contextual ads from the Yahoo! Bing Network, which has one of the largest networks of national and local advertisers. Advertisers can choose from 15 different ad sizes and are free to customize each placement. However, it is comparatively a new network and not popularly known to monetize ads such as AdSense.
Interesting Facts of Display Advertising:
- Display advertising spending worldwide from 2015 to 2020 is projected to be 335.48 billion U.S. dollars.
- Total digital advertising expenditure is expected to reach 252 billion U.S dollars by 2018.
- The annual growth rate of digital advertising spending in India as of 2016 has increased 34% compared to 2015.
- U.S. dollars between 2015 and 2018; this is the fifth largest ad expenditure growth in the world during this time period.
- The average revenue per Internet user on display ads currently amounts to US$17.41.
- The revenue in the “Banner Advertising” segment presently corresponds to 0.07 % of the America’s GDP.
- Display advertising is the top priority for internet marketers followed by mobile and SEO.
- According to Google, top 1,000 clients are now running campaigns on the Google Display Network and YouTube. And there is a 75% of hike in their display advertising spending.
- The average click-through rate of display ads across all formats and placements is 0.06%, says HubSpot.
Display advertising provides many benefits to publishers such as bringing visitors back to the site, drive engagement, create brand awareness, and increase conversion rates.
However, currently, display advertising is in a state of critical faux. More than 200 Million people are using AdBlock worldwide to prevent display ads.
So ensure you keep tight constraint on your frequency caps and don’t overbear the user with ads. To get maximum benefits out of display marketing, you need to be authentic, attractive and relevant to the user.