Digital marketers employ display ads to drive traffic to their websites, generate leads, and increase sales. Displaying ads is a very useful and effective marketing tool, it would help you to achieve your goals and objectives and amplify your sales. Today, we’ll discuss what is display advertising; its types, advantages, disadvantages, and examples.
What is Display Advertising?
Display advertising is a form of online advertising where digital marketers employ banner ads along with other graphical and visual ad formats for the promotion of products and services on social media platforms, applications, and websites. It focuses on visual graphics to attract the attention of customers and spread brand awareness over the internet.
Displaying ads employ visuals in various forms like videos, images, and texts to attract the attention of your target customers. You can easily recognize the displaying ads on social media platforms and on the separately allocated spot on blogs and websites. However, various types of campaigns ranging from ordinary written text to images and catchy videos fall under the category of displaying ads.
If we look at the most successful campaigns, they employ a unique combination of videos, images, gifs, and text in order to stand out from the competitors and send a strong message to their target customer market. While developing the displaying ads, marketers keep on experimenting with different sizes, shapes, designs, fonts, and languages of ads.
Display Advertising vs. Native Advertising
Native advertising is very famous of ads that marketers employ in their marketing campaigns. On the other hand, display advertising is a very comprehensive term comprising various forms of visual ads that you see online. Native ads comprise such ads that are designed only for the specific content and the platforms. However, some of the main different display and native advertising are as follows;
- The focus of native ads is to offer some value to the customers; whereas the displaying ads put emphasis on increasing the value
- Native ads don’t consist of a company’s branding and logo; the displaying ads include all the elements of branding
- The native ads are like the real and authentic content that the writer could create; the displaying ads are like the professional marketing campaign of the company
- Native ads would seem like the real content of the platform; the displaying ads would stand out like the marketing ads
Types of Display Advertising
Some of the main types of display advertising are as follows;
Video ads comprise animations, videos, and moving graphics; they allow you to connect with your potential customer market at a personal level. Videos are the most effective and useful type of displaying ads and help you to amplify brand awareness.
Rich media is a type of displaying ads comprises of various forms of interactive methods and tools like clickable buttons, audio clips, videos, and moving images. The Rich media ads consist of surveys and forms; they’re a great source of generating your brand awareness.
Interstitial ads pop up on the website page, and they take the whole screen of the page. If the user wants to read and check out the content of the blog, the user has to close the interstitial ads box.
Banner ads comprise the rectangular graphics and images appearing at the top of the website. Marketers employ banners to bring traffic to their websites.
360 Degree Video Ads
The 360-degree video ads employ virtual reality technology and it offers a 360-degree experience to the customers. Such ads are highly interactive and user-friendly, and they allow users to rotate their phones and check out the picture or video of the product from various angles.
They’re like expandable ads. Here, instead of clicking on the ad to open it to the page; the users have to move the pointer on the image or the video. In order to avoid accidental engagement; the user must have to move the pointer and place it on the ads for a few seconds before it gets active.
The expandable ads are like small-sized ads or banner-size ads, but when the user clicks on them, the ads open up and cover the entire screen. The expandable ads are highly interactive, and they offer users more information than any form of ads.
The animated ads comprise moving graphics to attract the attention of customers. Marketers usually combine animated ads with other forms of ads like banner ads to amplify the effectiveness of their marketing campaign.
Advantages of Display Advertising
Some of the main advantages of display advertising are as follows;
Display ads allow you to evaluate and monitor the performance of your marketing campaign like; the most effective ads, recognizing the conversion rate on the platform, knowing when potential customers become the actual customers, and the total number of clicks. It offers you an opportunity to amplify the performance of your campaigns in the future and launch successful marketing strategies.
Displaying ads allow you to narrow down your target customer market to the niche focused. You can do so based on the previous interaction with users, their behavior, interest, language, geographical location, and demographic. When you offer them the product they’re looking for, you can win them back and make them add it to the cart.
Establishing Brand Awareness
Displaying ads doesn’t approach target customers to make them buy your product. It focuses on spreading brand awareness and it makes people remember your brand name whether they need your product or not. However, once they do need your product, they should be able to recall your product name.
Disadvantages of Display Advertising
Some of the main disadvantages of display advertising are as follows
Many people are using ad blocker tools to avoid the annoying nature of pushing ads. In fact, some companies ask their users either to buy a paid subscription and read the ads’ free content or read the content of the ads.
Banner blindness allows you t read and manage the most relevant information and avoid annoying ads. Usually, people avoid ads especially when they’re there in separate blocks. If you want your ads to stand out from the competitors, then you have to employ rich media.
Limited Reputation Management
Sometimes displaying ads appear on irrelevant content and you don’t have a lot of choice over the selection of the platform where to show your ads. If your platform is an authoritative figure in the market and it has a separate reputation, then irrelevant ads would jeopardize your reputation.
Lower Conversion Rate
It is not surprising to say that the conversion rate of displaying ads is lower. The conversion rate of search ads is much higher because customers visit them with the intention of buying. However, if the focus of your marketing campaign is to increase sales, then displaying is not a good option.
Example of Display Advertising
Tokionomo promotes its products and services over the platform of the New York Times and the company uses catchy ads to attract the attention of customers. The company provides the self-advertising robot to businesses with the latest branding communication features.
Elle offers a separate space for the promotion of products and services. The Elle is a great example of contextual displaying ads because shoe promotion is relevant in the fashion blog.
Conclusion: What is Display Advertising? Types, Pros & Cons, Examples
After an in-depth study of what is display advertising; its various types, advantages, disadvantages, and examples; we have realized that displaying ads is significant for brand awareness. If you’re developing its strategy, then you should keep in mind the abovementioned tips and suggestions.
Ahsan Ali Shaw is an accomplished Business Writer, Analyst, and Public Speaker. Other than that, he’s a fun loving person.