Display Advertising is a powerful option available to advertisers for driving market share and building brand recognition. As it continues growing, so does the level of confusion that surrounds how it really works. With this marketing option, you are effectively placing your product and/or brand in front of an audience that you have identified as valuable, but who are not really actively searching for your brand or specific product.
Ultimately, the display helps in keeping your brand/product top of the audiences’ mind prior to the potential user displaying some real intent with an online search.
Google Display Ads
These are specially designed contextual banner ads that are utilised within the Google Display Network. This is Google’s network collection of sites that have consented to be hosts of their display ads. It is a big Network that also includes several properties owned and run by Google such as Blogger, YouTube, and Gmail among others. The Google Display ads may be in the form of images, text, or even video based.
The YouTube ads appear on the video-sharing sites run by Google. From the time Google acquired YouTube ownership, video advertising on this platform has become nearly as customisable and easy as advertising on Google AdWords. Advertisements on YouTube can appear in different formats such as in-video overlay ads, banner ads, and in-stream video ads or in several other setups.
These are paid boosts that brands that are already on Twitter can employ in extending their tweets reach, in promoting a particular hashtag, or simply for gaining additional followers. Promoted Tweets allows advertisers’ tweets to reach home feeds of more people and they offer a healthy selection of targeting options.
Retargeting ads work towards enticing a user to visit a particular site by studying the past web history of the user. Whenever a user pays a visit to a site, a retargeting cookie gets attached to that visitor, noting what products and pages the user typically visits as they browse the site.
Once the user has left the advertiser’s site and starts visiting other sites, cleverly placed targeting ads are made to pop up in particular ad spaces, showing ads specifically calling out the products/services the user was checking earlier on the advertiser’s site.
Tumblr ads are available in a couple of different formats such as Spotlight and Radar which allow advertisers (sponsors) to get featured in those areas where Tumblr typically highlights unique accounts and content. Coming with 54 million users who daily post some 70 million posts which receive daily page views totalling over half a billion, this is one community that is lively and very active.
These are basically image-based advertisements, often appearing in the top, bottom and sideparts of websites. Typically you will find them on blogs, news-based websites, and specialised communities on the Web. You can purchase banner ad space in a similar manner to placing an ad on a regular newspaper.
Flash ads employ Flash design, frequently containing interactive elements meant to entice the users. Although flash is still being used in certain display ads subtly, the interactive and somewhat playful flash ads are no longer considered in the programmatic news as an extremely popular form of display advertising. However, it has its benefits when you want to reach specific audiences.
The display advertising industry of today is shifting rapidly and is becoming a more complex ecosystem. Getting your display ad right could be tricky, yet ultimately it has rich dividends for your business.
Advertisements done online have turned into a daily component of today’s internet life and in the digital world of marketing, display advertising remains a powerful resource. A picture, after all, is said to be worth a thousand words while a good animation is worth even much more.