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Display Advertising

Display Advertising Takes Your Messages Directly to Your Target Audience

You may have seen display ads of cars while reading an online auto magazine or travel insurance while on a tourism website. Even days later, while you surf other websites, those ad images seem to haunt you.  Have you ever wondered how accurate they usually are?

Technology has advanced to the point where algorithms can target customers specifically down to their online habits. If you are a business owner, display advertising is one of the reliable ways to get your message directly to your target audience. Being extremely visually-oriented, humans tend to respond more quickly to images and videos than text-only ads.

What is display advertising?

Display advertising is a form of online advertising that uses visual contexts to promote messages for individuals and businesses across display networks. They include banners ads, rich media, interstitials, text billboards, pre-rolls and so on. Unlike text-based advertising such as AdWords, display ads use elements of images, audio, and video to drive their messages across.

What are the various types of display advertising?

Display advertising comes in various formats depending on the network in question. The following examples elaborate each different type:

Rich media

There are few varieties of rich media advertising. An example is the video that runs unexpectedly when you open a website. The less intrusive versions of rich media ads just sit silently until you hover your mouse over them. Then they expand and become audible.

Interstitial

An interstitial is a full-screen ad that emerges while you perform activities on a website. It could prompt you to register for a subscription or inform you about similar products. One website that uses this a lot is Yelp. Google recently released instructions on how to use interstitials on your website so that the search rankings don’t suffer.

Overlay

An overlay is quite like an interstitial because it ‘pops up’ and must be X’ed to exit and read the content beneath. However, the difference is that an overlay is see-through. Overlays are less-intrusive in comparison to interstitials.

Are YouTube ads also part of display ads?

Yes, they are. YouTube is part of Google’s display network and advertisers can place ads on the platform. Some adverts (Google Trueview) may be stand-alone and advertisers only pay when people watch it past a specific duration of time.

Other YouTube ads may exist as pre-roll (before watching the video) and mid-roll (during the video). Some display ads are interactive and engage the users to participate.

What is the difference between display adverting and native advertising?

While display ads are more obvious and somewhat intrusive, native ads are designed to blend in with the context and form of the web page in question. Because they look like part of the page, native advertising appears authentic. The difference is the word ‘Sponsored’ which often appears beside it.

Native advertising is the preferred format for content marketing and used by publishing giants such as Yahoo. Both types of image ads (display and native) have their unique benefits. For one, native ads will look out of place on search engine result pages.

What are the benefits of display advertising?

Display advertising is effective because they can be placed on websites that already enjoy a wide patronage by your target market. The ads can also be personalized to suit the target audience. Display advertising can be used to augment you marketing campaign by increasing visibility online.

Other benefits of display advertising include:

  1. Can be targeted directly at the customer

Remember the scenario in the first paragraph of this post? Car sellers/dealers can deliberately target their display ads to appear in selected online auto magazines. These websites serve the relevant ads to readers who are interested in cars or other associated products. Sales can be generated immediately from such displays.

  1. Display ads can be made interactive

Another advantage of display ads is the ability to lure in its audiences. The use of GIFs, rich media and other display formats engage customers with their active platforms. Studies have shown that interactive ads increase chances of customer engagement and conversion.

  1. Capture the market via remarketing or retargeting

Sometimes, customers require a second (or third) reminder to complete a purchase. You can use remarketing to display your ads to customers even after they have left your site. This means if a potential customer visits your shoe website and leaves without buying anything, you can continue serving them shoe ads from your site even when they are on other sites. It increases their likelihood to return.

  1. The ability to geo-target your audiences

Display ads give you control to creatively personalise your online ads. You can effectively target your customers down to their geographic location. Do you run a Pizza delivery store in Southampton? You can push a display ad with your number and address to customers across South East England, from Hampshire to River Test, near Portsmouth, and Southampton water.

How do you pay for display ads?

It is easy. First set up an account with a provider (could be Google or Bing), then choose the type of campaign you want to run and select specific websites you believe your audiences visit. Payment will depend on the goal of your campaign. If it is impressions based, you pay per number of impressions, and if it is based on clicks, cost will depend on each user click. However, you can hire a reliable digital marketing agency to manage your display advertising campaigns.

Egnut, your reliable marketing communications agency

Egnut is a Southampton based marketing communications company. Our principles are developed from data-driven, intelligence-led strategies that help clients achieve their business objectives.

Whether you manage a large company or a small one, our advertising campaign managers can help you reach your marketing goals. Our display advertising campaigns are highly effective. What’s more, we have measuring tools to track progress in real time.

Egnut is proud to have among its clients, Carnival UK, University of Southampton, Ordnance Survey, ABP, BBC South Southampton Solent University, Southampton Airport, and the NHS.

We have worked with businesses across Southampton, including Eastleigh, Totton, Romsey, and Winchester.

Contact us today

Do you want to run a successful display advertising campaign? Get in touch with our integrated marketing team.