Display Advertising is a way to reach and stay in the minds of the audience. Display Ads help businesses connect with the right people at the right time across various platforms such as websites, mobile applications, social media platforms etc. Display Ads are like digital magnets which attract people.Â
After reading this blog, you will have no confusion regarding what is display advertising, how it works etc. This blog will also cover the importance, and types of Display Advertising. Read along to learn everything you need to know about display advertising.
What is Display Advertising?
Display Advertising is a type of advertising where brands use graphics, media, visuals to promote their products or services online. It is done through websites, mobile applications and social media platforms. It includes the use of banners, photos, or videos to immediately grab the user’s attention.Â
Display ads are an interactive and engaging way to promote your product or service. These are more effective because they remain in the minds of the people for a longer time if you compare it with the normal text-based ads.Â
Display advertising is an important part if we talk about driving traffic or generating leads because the visually appealing content attracts people, and it is believed that humans are more attracted towards the visual content rather than just the text based content.Â
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Display Advertising Key Takeaways
- With Display advertisement brands can increase their brand visibility with static or animated images.Â
- They are more interactive and highly engaging when compared to traditional banners, CTAs, and more.
- Display advertising can also be targeted based on criteria such as browsing behavior, location, demographics, and more.
Importance of Display AdvertisingÂ
Display Ads are an important factor if you want to increase the traffic on your website, get leads or get more conversions. The best part is that display ads can be targeted based on various criteria, like demographics, interests, location, browsing behavior etc. Some of the main features why display ads become more important are mentioned below.
1. BrandingÂ
Display ads are a visual form of ads in the form of images, videos or animated graphics which helps in grabbing the audience’s attention. A well crafted display ad remains in the minds of the and leaves a positive brand image.Â
2. Targeted Audience
Display Ads are important because you can reach specific viewers on the basis of their location, interests, browsing behavior etc. This helps to reach the target audience who usually explore the product or service similar to yours which increases the chances of them showing interest towards your Ad.Â
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3. Enhanced VisibilityÂ
Display Ads are specially placed at the key places where they are highly visible, this not only enhances visibility of the Ad but also helps in establishing brand image. The main aim is to attract the audience and direct them to your website or mobile app.Â
4. Re-targetting
Display Ads also provide an option for re marketing that is you can target the users who have already previously visited your website or have shown in buying your product, this helps to reach the right audience and usually results in a higher conversion rate.Â
5. Multi-Platform PresenceÂ
Display Ads are advertised on multiple platforms like websites, mobile applications, social media platforms etc. This gives a vast scope for building brand image and reputation. Also, this helps in reaching a wide range of people and increases the chance of getting noticed.Â
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How does Display Advertising work?
Display Advertising is a process of presenting the right ads to the right audience to increase your chances of getting good traffic and conversions. The following steps explain how the working flow of display advertising looks like:
1. Advertiser Setup
This is the first step in the process of display advertising. The advertiser starts a campaign based on the type of Ad he/she wants to run. It can be a lead campaign, sales campaign, awareness campaign etc. Under this, you have to set your budget, target the audience and complete the campaign setup.Â
2. Ad Creative CreationÂ
In the next step, the advertiser has to design and upload the uniquely designed images, videos, graphics for the Ad. It should be attention-grabbing, eye catching and relevant to the audience.Â
3. Ad Placement SelectionÂ
Ad Placement is the option where you can select where you want your Ad to be displayed. It might be a website, mobile application, social media page, etc. based on where your target audience is likely to spend more time. You can also do targeting based on several criteria like location, browsing behavior, interests etc.
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4. Ad Auction and Bidding
There is a space for Ads on the websites which is usually sold through auction and bidding. When a user visits a website or webpage the publisher’s server sends a request for an Ad exchange or network, this helps them to fill the empty space for the Ad and it helps the advertiser to publicise their product. Â Advertisers bid in real-time and the one with the highest bid gets his/her Ad displayed.Â
5. Ad DisplayÂ
The Ad of the highest bidder is displayed on the website or webpage. It is shown to the users on the publisher’s website in the form of banners, images, side bars etc.Â
6. User EngagementÂ
Users who view the ad might click on it, when they click on the Ad they are directed to the advertiser’s website, landing page or mobile application. This helps in getting more traffic to your website.Â
7. Tracking and OptimizationÂ
Advertisers can track their ad performance through various parameters like impressions, clicks, conversions, etc. This helps them to manage campaigns, track and optimize the ads for better performance.Â
8. Ad Retargeting
Re-targetting is an option where you can target the users who have already performed a certain activity on your website or webpage. It refers to targeting people who have already visited your website and have shown some interest in buying your product or taking up the service.Â
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Types of Display AdvertisingÂ
There are various types of Display Ads used for different purposes and in different situations by the advertisers. Let’s have a look at each of them.
1. Remarketing Ads
Remarketing Ads are run specially for the time when users have visited your website but not completed the desired action (for example: purchasing a product). They might have shown some interest like the user might have added the item to cart and left but did not complete the purchase. Remarketing or Retargeting Ads helps to get to these users.Â
2. Personalised Ads
Personalised Ads are the customized ads made specially for an individual based on the demographics, interests or past actions. These are more engaging and leave a great impact on users as they are personalized according to their actions and searches. Therefore, personalised ads instantly grab the user’s attention.
3. Contextually targeted Ads
Contextual ads are the ones which are similar to the content the user is currently viewing. The contextual display ads are placed according to the content of the webpage or website, it is completely different from personalised ads as there is no use of any individual data in contextual ads.
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4. Site-placed Ads
Site placed ads are directly placed on the sites without the need for ad exchange or network. In site placed ads, the advertisers directly negotiate with the site owners to get their ad placed on the platform.Â
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