What Is Display Advertising? 

Hello again! (Or is it your first time?)

Curious about display advertising? Well, buckle up, marketing maestros! This guide will whisk you through the wonderland of display ads, from their quirky essence to the myriad of types that’ll make your campaigns pop! We’ll even sprinkle in some pros and cons, along with real-life examples that’ll tickle your creative fancy. So, grab your marketing hats, and let’s dive in!

 

What’s This Display Advertising Malarkey?

Picture this: You’re scrolling through a recipe for the perfect cuppa, when suddenly, a cheeky little banner catches your eye, tempting you with a snazzy video editor. That, my friends, is display banner in action! It’s like digital billboards, but way cooler.

In a formal term, display advertising is the art of plastering the internet with eye-catching graphics, videos, images, and even audio. It’s everywhere, from the Google Network, to Facebook and other social channels, to even Amazon. 

Display Ads: The Digital Peacocks

Display ads are the peacocks of the online world – colourful, attention-grabbing, and always ready to strut their stuff. They’re online adverts that use images, videos, and a dash of URL magic to promote products or services. Their mission? To lure unsuspecting users to a website or landing page, where they’ll hopefully fall head over heels for whatever’s being flogged.

These digital divas make their grand appearances on websites that are part of the Google Display Network. It’s like an exclusive club, but for ads. Fancy, right?

Now, brace yourselves for some mind-boggling numbers. According to the number-crunchers at Statista, businesses worldwide is calculated to have splashed out a whopping $549.51 Billion on digital advertising in 2022. That’s enough dough to buy a country! (Disclaimer: Please don’t actually try to buy a country.)

So, if you’re a marketing whizz looking to make your mark, digital advertising isn’t just a nice-to-have – it’s as essential as tea and biscuits on a rainy afternoon.

But wait, there’s more! What kind of ads should you be conjuring up in your marketing cauldron? Let’s find out!

 

The Variations of Display Ad Types

Display advertising is like a box of chocolates – you never know what you’re gonna get! (Unless you are working with an expert Display Advertising Agency like us) Depending on your budget and campaign goals, you can pick and choose from a delightful assortment of ad types.

Top-secret tip: Sometimes, these ad types like to play dress-up and pretend to be each other. An ad might be a banner and a video ad at the same time – it’s like the James Bond of the advertising world!

Without further ado, let’s unveil the star-studded cast of display ads:

Display Banner Ads: The OG of Online Advertising

Think of banner ads as the digital equivalent of those massive billboards you see on the motorway. They’re images with text that, when clicked, whisk you away to the advertiser’s website faster than you can say “impulse purchase”.

These digital billboards come in all shapes and sizes, but some of the most popular ones are:

• 336 x 280 (Large Rectangle): The sumo wrestler of banner ads
• 300 x 250 (Medium Rectangle): The Goldilocks of the bunch – not too big, not too small
• 728 x 90 (Leaderboard): The supermodel of banner ads – tall, slim, and eye-catching

Video Ads: Moving Pictures for the Modern Age

Video ads are like mini-movies for your products or services. They’ve become so popular, they’re practically the Beyoncé of the advertising world.

Now, here’s where it gets a bit tricky (cue dramatic music):

Video ads come in two flavours: in-stream and non-linear. In-stream ads are those cheeky videos that pop up before, during, or after your favourite YouTube cat compilation. They hold your content hostage until you either watch the whole thing or frantically search for the “Skip Ad” button.

Non-linear ads, on the other hand, are the ninjas of video advertising. They sneak into your viewing experience without interrupting it. You’ll spot them as leaderboard banners at the bottom of the video or rectangle banners on the side, quietly vying for your attention while you’re engrossed in your content.

Rich Media Ads/Animated Ads: The Show-offs of the Ad World

Imagine animated ads as the class clowns of advertising – always moving, always entertaining. But rich media ads? They’re the overachievers who not only tell jokes but also juggle and do backflips.

Animated ads involve some sort of movement, like text bouncing around or pictures fading in and out, usually with a call-to-action (CTA) thrown in for good measure.

Rich media ads take it up a notch. They’re the Swiss Army knives of the ad world, packing in moving elements, videos, or audio that encourage you to do more than just click. Ever seen a video ad you can pause as you scroll? Or a banner ad you can push down to see the rest of the page? How about an ad that expands across your screen like it’s doing the splits? Yep, those are all rich media ads, showing off their fancy tricks.

So there you have it, marketing managers! A playful romp through the world of display advertising. Remember, in this digital playground, the only limit is your imagination (and maybe your budget). Now go forth and create ads that’ll make your audience say, “Blimey, that’s brilliant!”

 

Interstitial Ads: The Cheeky Interrupters

Fancy a bit of fun with mobile ads? Enter interstitial ads, the mischievous cousins of rich media ads!

These cheeky blighters are like pop-up books for grown-ups, bursting with images, text, videos, and audio to catch your eye. But here’s the twist: they’re mobile app superstars! Ever been knee-deep in a mobile game when suddenly you’re offered extra gold coins for watching an ad? That’s an interstitial ad, mate! It’s like a surprise party for your screen, pausing your app and taking over until you shoo it away or it finishes its song and dance.

And it’s not just game apps playing host to these digital gate-crashers. From Facebook to your favourite selfie-enhancing app, if it’s free, you can bet your bottom dollar an interstitial ad will pop up to say hello at some point!

 

Native Ads: The Advertising Chameleons

Now, let’s chat about native ads, the masters of disguise in the display advertising world. These clever clogs are designed to blend in with a website’s content smoother than a well-stirred cup of tea. By aligning with visitors’ interests, they deliver relevant info without causing a ruckus. It’s like they’re wearing camouflage, appearing as natural as a cucumber sandwich at a garden party!

The beauty of native ads is they’re proper little overachievers. They often boast higher click-through rates than their traditional display ad cousins. Why? Well, they don’t rudely interrupt your browsing, and people tend to trust them more. It’s like they’re the polite houseguest of the ad world – they fit right in and everyone likes them!

 

Pop Ads: The Surprise Party of Advertising

Pop ads are like those surprise parties you either love or loathe – they just appear out of nowhere! Let’s break down these cheeky party crashers:

1. Pop-Up Ads: These are the extroverts of the pop ad world. They burst onto your screen in a new window or tab, demanding attention like an excited puppy. They’re triggered by your clicks and often come bearing gifts (aka special offers). But beware, you’ll need to give them the old heave-ho to get back to your browsing.
2. Pop-Under Ads: These sneaky devils are the introverts of pop ads. They quietly slip in behind your current window, patiently waiting to be noticed when you close or minimise your main browser. It’s like they’re playing hide and seek with your attention!

Each pop ad type has its own personality. Pop-ups are the loud friend who always has something to say, while pop-unders are the quiet ones who surprise you with their presence later on. Use them wisely, or you might find your audience running for the hills!

 

Retargeting Ads: The Persistent Admirers

Retargeting ads are like that friend who always remembers your birthday – they never forget! These clever cookies follow users across different websites and platforms, gently reminding them of products or services they’ve shown interest in. It’s like leaving a trail of breadcrumbs back to your brand!

The best part? These ads are proper little mind-readers. They keep your brand fresh in potential customers’ minds, increasing the chances of them coming back for more. And because they’re targeting folks who already know your brand, you can personalise them based on past behaviour. It’s like having a tailor-made suit, but for ads!

 

The Ups and Downs of Display Ads: A Rollercoaster Ride

Like any good adventure, display ads come with their fair share of thrills and spills. Understanding these can help you prepare your campaigns, dodge potential pitfalls, and make sure you’ve got the right tools in your marketing toolbox.

The Sunny Side of Display Ads

Diversity (personalised ads)
If you’re in the marketing game, you’ve likely heard the mantra about chatting to one person in the crowd rather than shouting at the whole lot.

The good news? With today’s tech, you can make this happen lickety-split!

Personalised ads let you tailor your adverts to your audience’s specific likes, hobbies, and needs. Flogging sports gear? Whip up different display ads for different sports nuts: tennis gear ads for the Wimbledon wannabes, football kit ads for the footie fanatics, volleyball ads for the beach bums, and so on.

Use the data from your website, Google, or any platform you’re tinkering with to suss out what tickles your target audience’s fancy and fine-tune your ads accordingly.

Better brand awareness
Rolling out a cracking set of attractive display ads opens the door to more potential customers. It’s not just about plastering ads willy-nilly. It’s about having the right number of ads, and even better, the right number of versions of an ad.

Better optimised ads lead to better exposure, which leads to more customers. It’s like a domino effect, but with less falling over and more cash registers ringing!

Placement
Display ads are like cheeky little gremlins – they pop up everywhere, from the side of a webpage to that YouTube video you’re watching. By having them in different spots where your audience hangs out, you’re casting a wider net for potential customers.

And with a nifty automation tool, you can scale your display ads so they look spiffing on any website, whether it’s on a desktop or mobile. It’s like having a chameleon for an ad – it fits in anywhere!

Highly targeted
Advertising platforms give you all the tools you need to ensure your display ads are seen by the right eyeballs. By having the correct data about who your customers are, what websites they frequent, and what floats their boat, you can set up campaigns that help you reach those exact types of people.

A highly targeted campaign increases your chances of finding customers who’ll actually splash the cash. It’s like fishing with the right bait – you’re more likely to catch what you’re after!

Support retargeting
A customer who makes a purchase is brilliant news – but a customer who keeps coming back for more is the bee’s knees!

The same platforms that help you target the right audience will also help you retarget them. When you set up an ad campaign, you get the option to retarget the same folks who’ve engaged with your ads before. This gives you the chance to pop up more often in front of the same people, increasing the likelihood of them remembering you and coming back for seconds.

Easy to track your results
No matter where and to whom you choose to show your display ads, each platform you work on will give you the tools to keep tabs on your results. All you need to do is pick the KPIs you reckon are necessary to accurately measure your campaign’s success. The list of KPIs can be as long as War and Peace or as short as a tweet – it’s up to you! This gives you the chance to personalise your reports and only see the results that matter to you.

By having accurate results of your ad campaign at your fingertips, you’ll have an easier time fine-tuning your future campaigns. You’ll be able to see what worked a treat and analyse the things that fell flatter than a pancake.

Good return on investment
All the benefits we’ve just nattered about culminate in one mega-benefit: good return on investment.

Like any savvy marketer, you want to find a way to spend as little as possible while raking in as much profit as possible. While this might sound like pie in the sky, there are ways to get pretty darn close to it.

A good rollout of tailor-made ads that cater to your audience’s needs gives you higher chances of exposure, which can boost your sales and eventually lead to a cracking ROI. And it all starts with crafting one set of eye-catching display ads.

Display ads disadvantages

Banner blindness
With so many ads bombarding us day in, day out, it’s no surprise we’ve learned to filter through them, either on purpose or without even realising. This is what we call banner blindness.

Intentional banner blindness would be users choosing not to engage with your display ad for various reasons, despite clocking them. Your ad might not float their boat, the copy might not have grabbed their attention, or maybe the banner was plonked in an awkward spot on the webpage.

Unintentional banner blindness could be users getting too wrapped up in the content they’re after. This doesn’t mean your display ad is a dud, but it does mean you need to find a craftier way to catch their eye. Just remember, there are Display experts (like us!) that work daily to create eye catching and engaging graphic assets that draw attention.

Ad blockers
Ad blockers are the party poopers of the display ad world – they’re the biggest hurdle you’ll face.

According to a 2022 Hootsuite report, a whopping 37% of global internet users aged 16 to 64 use ad-blocking tools for at least some of their online shenanigans. The same report spills the beans on why: too many ads and privacy worries.

With the push to combat ad blockers throughout the internet, Display ads are now becoming more prominent than ever! 

Associated with spam
As we’ve seen, people often lump display ads in with spam. It’s like they’re the annoying cousin at the family BBQ.

With every Tom, Dick, and Harry able to create a Google Display Campaign with little to no experience. Refined targeting can be overlooked and therefore ads can be shown to the incorrect audience. To combat this brands have been looking towards Google Display Management services; these services are ran by experts who understand the platform and how to get the best performance.

That’s why it’s crucial to mix things up when promoting your business. A good balance of display ads, native ads, and top-notch content marketing can work wonders. It’s like a well-balanced diet for your marketing strategy!

Lower CTR
Display ads often don’t get as many clicks as you’d hope. It’s like throwing a party and only a few people show up.

According to Wordstream’s latest findings, the average CTR for Google Ads across all industries is a measly 0.46% on the display network. In fact, as we mentioned earlier, native ads are more likely to get good CTRs than display ones.

But don’t throw in the towel just yet! There are ways to boost your display ads’ click-through rate. It just shows that putting all your eggs in one basket isn’t the best idea.

 

Display Ads Targeting: What to Keep in Mind

Let’s face it, display advertising may be cheaper than search, however, it still costs money and cuts into profit. Plus the time investment of continuously monitoring and optimising performance (and don’t even get me started on the testing and research!). Needless to say, the time and budget investment can add up.

Demographic

When we talk about demographics, age and gender usually spring to mind. This alone can help you reach a pretty broad audience without spreading yourself thinner than butter on toast.

If you want to get even more specific with your audience targeting, you can also consider location (cities, countries, regions, etc.). It’s like using a magnifying glass to focus on exactly who you want to reach!

If your business already has a marketing plan, you can nab the buyer persona info from there. Easy peasy!

Where’s Wally? (Or your audience, in this case)

Knowing who your audience is? That’s half the battle. But knowing where they’re hanging out? That’s the cherry on top!

Remember when we chatted about mobile ads? Well, more than half of the folks between 16 and 44 are buying stuff online using their mobiles. If you’re running an online shop and your target audience fits this age bracket, you’ve hit the jackpot! You know exactly where to find them. Time to invest in some snazzy display ads that’ll catch their eye!

What’s tickling their fancy?

So, you’ve figured out who your audience is and where to find them. But what are they up to?

It’s like being a detective, but instead of solving crimes, you’re solving the mystery of what makes your audience tick. What floats their boat? What do they want to learn? What do they do for fun?

Once you crack this code, you’ll be able to come up with keywords faster than you can say “abracadabra”. And with these magical keywords in your arsenal, you can move on to the next level: affinity targeting.

Affinity targeting – birds of a feather

Affinity targeting is like creating a guest list for the coolest party in town. Based on your audience’s interests and hobbies, you can split them into different groups for each of your campaigns.

Let’s say you’re advertising a food blog. You’d want to reach people who love cooking, right? But if you’re specifically promoting a dessert blog, you might want to narrow it down to folks who are mad about baking. Advertising smartphones? Try reaching out to tech enthusiasts, mobile device lovers, and social media addicts.

Different platforms have their own affinity groups you can choose from. For instance, Google Ads has a smorgasbord of affinity categories for you to pick and mix.

Look-alike audiences

Your audience can only be so big, so why not cast your net a bit wider? Enter similar audience targeting.

It’s like finding your audience’s long-lost twins. These are people who share interests with your current audience. Google Ads even has a nifty option to select similar audiences when you’re setting up your campaign. It’s like getting two for the price of one!

Remarketing – the boomerang effect

Ever felt like an ad is following you around the internet? That’s remarketing, or retargeting, in action. It’s like sending a friendly reminder to people who’ve already interacted with your website.

You can use the data you have about customers who’ve engaged with your ads and visited your site. This could be a brand spanking new ad or the same one popping up on a different device.

Remarketing is a great way to keep your audience coming back for more. The more they see you, the more likely they are to remember you. But be careful not to overdo it – you don’t want to be that clingy ex that just won’t go away!

Platforms and Tools for Display Advertising

When it comes to running killer display advertising campaigns, having the right tools in your toolbox is crucial. These resources can help you create, manage, and optimise your ads like a pro, ensuring your campaigns run smoother than a well-oiled machine.

Advertising Platforms

1. Google Display Network (GDN): This is the big kahuna of display advertising platforms, reaching over 90% of internet users worldwide. It’s like the Swiss Army knife of ad platforms – it lets you create all sorts of display ads and target them across millions of websites, YouTube, and apps. Plus, it’s got more targeting options than you can shake a stick at!
2. Facebook Audience Network: This clever little platform extends your Facebook and Instagram ads to other apps and websites. It’s like having a VIP pass to advertise beyond just social media platforms. And it uses Facebook’s super-smart targeting capabilities to boot!
3. AdRoll: AdRoll is like the James Bond of retargeting platforms. It supports various display ad formats and plays nice with loads of advertising channels. Its superpower? Targeting users who’ve visited your website before, gently nudging them to come back and convert.
4. Amazon Advertising: Amazon’s advertising platform is like a treasure chest for e-commerce businesses. You can create display ads that pop up on Amazon’s websites, apps, and devices, as well as other sites within Amazon’s ad network. It’s particularly brilliant for driving sales and brand awareness.

So there you have it, marketing managers! A playful guide to display advertising that’s as easy to digest as your favourite snack. Now go forth and conquer the digital advertising world!

1. Programmatic Advertising Platforms: Fancy a bit of tech wizardry in your ad buying? Platforms like The Trade Desk, MediaMath, and AppNexus are your digital genies! These clever clogs use automated tech to snap up ad space in real-time, ensuring your ads hit the bullseye across a smorgasbord of digital channels. It’s like having a super-smart robot doing your ad shopping for you!

Display Advertising KPIs: Your Crystal Ball

So, you’ve dipped your toes into the display advertising pool. But how do you know if you’re swimming or sinking? Enter KPIs – your trusty lifeguards! These little nuggets of wisdom give you the lowdown on your campaign’s performance, helping you learn and tweak future campaigns. It’s like having a crystal ball, but for ads!

Here are seven KPIs you’ll want to keep an eye on:

Impressions: The Eyeball Counter

Impressions are like the popularity contest of the ad world. They count how many times your ad pops up when someone opens a webpage or app. It doesn’t matter if they click it or not – if it shows up, it counts! Think of it as your ad’s 15 minutes of fame.

Clicks: The Finger Tracker

While impressions tell you how many eyeballs saw your ad, clicks tell you how many fingers actually poked it. It’s like the difference between window shopping and actually stepping into the store. Comparing clicks to impressions gives you a good idea of how magnetic your ad is.

CTR: The Click-o-Meter

CTR, or click-through rate, is like your ad’s batting average. It tells you what percentage of people who saw your ad actually clicked on it. To calculate it, just divide your total clicks by your total impressions. Easy peasy!

CPC: The Penny Counter

CPC, or cost-per-click, is all about the benjamins. It shows you how much dough you’re shelling out for each click. The lower this number, the better – you want to get the most bang for your buck! But remember, different industries have different averages, so do your homework!

CPA: The Action Hero

CPA, or cost-per-action, is like the superhero of KPIs. It tells you how much you’re paying for actual conversions – the good stuff like purchases, sign-ups, or downloads. It’s different from CPC because you’re not just paying for clicks, but for real results. It’s like the difference between paying for a date and paying for a successful relationship!

Conversions: The Goal Scorer

Conversions are the endgame, the big kahuna, the reason you’re doing all this in the first place! They’re the actions that happen after someone clicks your ad – like buying something, signing up for a newsletter, or downloading an ebook. Tracking your conversion rate helps you see how many of those clicks are turning into actual results. It’s like seeing how many of your Tinder matches turn into actual dates!

View-through conversions: The Silent Achiever

Ever heard of the butterfly effect? View-through conversions are a bit like that. They tell you how many people saw your ad, didn’t click on it, but still ended up converting later. It’s like planting a seed in someone’s mind that grows into a conversion down the line. Sneaky, but effective!

So there you have it, marketing managers! A playful romp through the world of display advertising KPIs. Remember, these numbers are your friends – they’re here to help you create ads that are more irresistible than a puppy in a bow tie. Now go forth and conquer the digital advertising world with your newfound knowledge!

Display Ad Delights: A Feast for Your Eyes!

Alright, marketing maestros, you’ve gobbled up all the tasty theory about display advertising. But what about the main course? Let’s tuck into some real-life examples that’ll make your mouth water!

I’m about to serve up a smorgasbord of scrumptious display ads from various industries. These delectable dishes embody everything we’ve chatted about and should get your creative juices flowing. And when you’re ready to whip up your own masterpiece, Creatopy’s kitchen is open for business!

Food: Let’s start with a classic – McDonald’s. Their ad is as simple as a Happy Meal, but just as satisfying. Picture this: a juicy product shot, a side of witty copy, and a bold CTA that’s hard to resist. Add their signature colours, and voila! It’s a recipe for success that’s finger-lickin’ good.

Beauty: MAC Cosmetics shows us how to have our cake and eat it too with their Love Me lipstick ads. They’ve cleverly whipped up two versions, changing only the background colours and images. It’s proof that you don’t need to over-egg the pudding to create something delicious.

Fashion: H&M’s Pre-Black Friday ads are like a well-tailored suit – they fit perfectly on both desktop and mobile. With just a nip and tuck of the sizing, they’ve created a versatile look that’s ready for any digital catwalk.

Entertainment: HBO Max conjured up some magic with their Harry Potter-themed ad. It’s like they waved a wand and Accio‘d all the Potterheads! This ad is a perfect potion of nostalgia and targeted marketing. Mischief managed!

Education: Harvard’s ad is as smart as their students. With their signature colours and a copy that highlights the crème de la crème, they’ve created an ad that’s top of the class.

Finance: J.P. Morgan Private Bank knows that money talks, but their ads whisper. With just a tweak of one sentence, they’ve created two versions that can charm different audiences. It’s like having two suits for the price of one!

Tech: Google Store’s ads are like a box of chocolates – you never know what you’re gonna get! They show how one product can be advertised in multiple creative ways. It would be fascinating to see these two duke it out in an A/B test. May the best ad win!

Wrapping it up with a Bow

Display advertising has been the life of the party since the internet’s early days, and it’s not leaving anytime soon. While new tech might throw some curveballs, knowing the basics is always a home run. So keep these examples in your back pocket, and you’ll be hitting display ad home runs in no time!