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Display Advertising: Understanding the Basics

Display Advertising

Display advertising is defined as the process by which products and services are marketed via visual media. Such media includes images and videos, designed to elicit user interaction. If you’ve ever clicked on a website or scrolled through your social media feed, you were most likely greeted by different banners or auto-playing videos. Thus, you were the recipient of display ads. This method of advertising is incredibly common online and is just one of many services that experienced digital marketing agencies provide.

Display ads can be broken down into different categories, some of which may seem more prevalent than others. Anyone that’s experienced in online marketing will attest to the notion that while each category has a different approach, the goal – to drive awareness and, ultimately, sales – remains the same. Keep in mind that display advertising methods are numerous. Here are just a few that businesses should be mindful of:

Banner Ads – These are among the most common forms of display advertising seen today. Essentially, banner ads are static images that consist of text that gets right to the point. Seldom do banner ads incorporate audio or video, though the images can be animated if desired. In any event, banner ads are one of the oldest methods of online marketing, even predating social media as we know it today. Since then, other forms of display ads have taken form.

Video Ads – Compared to banner ads, video ads are known to be more expensive. However, for the rates they charge, they tend to perform at higher levels. Video ads have become especially commonplace on video streaming sites such as YouTube, targeting users with ads that are relevant to their interests. Video ads can also play before, after, or during the content users consume. Keep this ad type in mind if you’re looking to branch out into display advertising.

Interactive Ads – If eliciting user activity is the name of the game, interactive ads are essential. As the name suggests, interactive ads are embedded with features that allow users to directly interact with advertisements. Any business that’s looking to gamify its marketing efforts will see the value in this category of display advertising. Simply put, it ensures that users stay engaged and. Depending on the potency of the ads in question, they may entice users to learn more.

Display Advertising

Now that you have an understanding of the forms digital advertising can take on, you may ask why it’s worth implementing. Perhaps you have a certain online marketing strategy in place that doesn’t entail the approaches detailed earlier. You may even be content with what you have now, meaning that you see little reason to shake up the proverbial formula. If you aren’t sold on the concept of building display ads, consider the following advantages:

Visual Appeal – When discussing digital advertising, visual appeal can’t be overlooked. Given that this method of marketing hinges on visual media, as stated earlier, it’s essential that said media catches the eye of the user. There are a few ways that media can be eye-catching, such as the use of bold colors and large fonts. Display ads can be as creative as desired. However, to ensure optimal performance, they must reflect the brands they represent.

Measurability – Digital advertising has the benefit of being incredibly measurable, too. Suffice to say, anyone that invests in a marketing service will want to ensure that it’s performing well. If it isn’t, they can make changes that, ideally, lead to higher returns. Display ads are evaluated based on numerous factors, clickthrough rates and impressions included. This helps businesses determine how effective display ads are.

Cost-Effectiveness – Perhaps the biggest reason why companies should invest in display advertising is how cost-effective it is in the long run. Consider some of the more traditional methods of marketing, TV and radio included. These tend to be long-term expenses that may not yield the desired ROIs. On the other hand, display ads are known to reach a wider audience at a fraction of the cost. Given that rates tend to be based on impression, this is a low-risk marketing method to boot.

With this understanding of the basics in mind, you should have a general understanding of what display advertising entails. Are you looking to bolster your own marketing efforts? Perhaps you’d be interested in display ads as well. It’s in your best interest to speak to a trusted content marketing agency, as they will survey your company, as well as assess your unique needs and goals, before determining the best course of action. From there, they will assist in creating and distributing display ads, resulting in increased engagement.

About fishbat: fishbat is a full-service Long Island web design and marketing company that takes a holistic business approach to their clients’ digital marketing programs. The fishbat team understands the importance of business principles just as well as the nuances of the latest digital technologies. fishbat offers every digital marketing service available from digital marketing research and planning to brand development to website and asset creation through social media management and search engine optimization programs – all custom calibrated for both B2B and B2C businesses.