Display Advertising: Definition, Types, and Best Practices
As the name suggests, display advertising refers to the use of visual aids, such as banners, images, and videos, to promote a product or service. This type of advertising is commonly seen on websites, social media platforms, and mobile apps. Display advertising is an effective way to reach a large audience and increase brand awareness.
Table of Contents
This content provides an overview of display advertising, including its definition, types, best practices, examples, and benefits.
Display advertising uses visual aids such as banners, images, and videos to promote products or services on websites, social media platforms, and mobile apps. The different types of display advertising include banner ads, pop-up ads, video ads, and native ads.
Best practices for display advertising include choosing the right platform, using eye-catching visuals, keeping it simple, including a call-to-action, and testing and optimizing.
Examples of display advertising are provided, including those used by Coca-Cola, Nike, Amazon, and Spotify. The benefits of display advertising include increased brand awareness, better targeting, higher engagement, measurable results, and cost-effectiveness.
Types of Display Advertising
Banner ads are the most common type of display advertising. They are rectangular or square-shaped ads that appear on websites or social media platforms. Banner ads can be static or animated and may include text, images, or both. They are typically placed above, below, or on the sides of webpages.
Pop-up ads are ads that appear in a separate window or tab when a user clicks on a link or visits a website. Pop-up ads are known to be intrusive and annoying, but they can be effective if used sparingly.
Video ads are ads that play before, during, or after online video content. They can be in-stream, meaning they appear during the video, or out-stream, meaning they appear outside of the video.
Native ads are ads that blend in with the content of a website or social media platform. They are designed to look and feel like the surrounding content, making them less intrusive and more effective.
Best Practices for Display Advertising
Choose the right platform: Display advertising can be seen on a variety of platforms, including social media, search engines, and websites. Choosing the right platform is important to reach your target audience effectively.
Use eye-catching visuals: Display ads rely on visuals to catch the audience’s attention. Use high-quality images and videos that are relevant to your product or service.
Keep it simple: Display ads should be simple and easy to understand. Avoid cluttering the ad with too much text or too many images.
Include a call-to-action: A call-to-action (CTA) is a phrase that encourages the audience to take action, such as “click here” or “learn more.” Including a CTA in your display ad can increase engagement and conversions.
Test and optimize: Display advertising requires constant testing and optimization to achieve the best results. Experiment with different visuals, messaging, and platforms to see what works best for your brand.
Examples of Display Advertising
Coca-Cola: Coca-Cola uses colorful and eye-catching visuals in their display ads to promote their brand and products.
Nike: Nike’s display ads often feature high-energy images and videos of athletes to promote their sports apparel and footwear.
Amazon: Amazon uses native ads that blend in with the content of a website to promote their products and services.
Spotify: Spotify’s display ads often feature artists and their music to promote their music streaming service.
Google Display Network: Google Display Network is a powerful advertising platform that allows businesses to display ads on millions of websites across the internet. It offers a range of targeting options and ad formats, including banner ads, video ads, and native ads.
Facebook Ads: Facebook Ads allows businesses to create and display ads on the Facebook platform, including the Facebook news feed and Instagram. With advanced targeting options and a range of ad formats, Facebook Ads can be an effective way to reach a large audience.
Programmatic advertising: Programmatic advertising is a type of display advertising that uses automated software to purchase ad space in real-time. This allows businesses to target specific audiences and optimize campaigns for better results.
Amazon Advertising: Amazon Advertising allows businesses to display ads on the Amazon platform, including product pages and search results. With over 300 million active customers, Amazon Advertising can be a powerful way to reach a large audience and drive sales.
LinkedIn Ads: LinkedIn Ads allows businesses to display ads on the LinkedIn platform, targeting specific audiences based on job titles, industries, and more. With a range of ad formats and targeting options, LinkedIn Ads can be a powerful way to reach business professionals and decision-makers.
Benefits of Display Advertising
Increased brand awareness: Display advertising allows you to get your brand in front of a large audience, increasing brand awareness and recognition.
Better targeting: Display advertising platforms allow you to target specific audiences based on demographics, interests, behaviors and more, making your ads more relevant to the right people.
Higher engagement: Display advertising is more visually appealing than other forms of advertising, which can lead to higher engagement rates and more clicks.
Measurable results: Display advertising platforms provide detailed analytics and insights, allowing you to measure the success of your campaigns and make adjustments as needed.
Cost-effective: Display advertising can be a cost-effective way to reach a large audience, especially when compared to traditional forms of advertising like TV or print.
Display advertising can be a powerful tool for businesses looking to reach a large audience and increase brand awareness. By using the right targeting and ad formats, businesses can create engaging and visually appealing ads that grab user attention and drive results. With advanced analytics and insights, businesses can measure the success of their campaigns and make adjustments as needed for even better results.