One of the advertising formats that helps enhance brand awareness and reach many target customers is display advertising. So, how does this form differ from other online advertising types? What is the impact of display advertising? Follow this article below.
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What is display advertising?
It is a type of online advertising that combines text, images, and compelling calls-to-action (CTAs) to promote a product, service, or content. It works similarly to print ads in newspapers, used to inform, attract, and increase brand awareness. At the same time, it increases ad click-through rates, boosts traffic to your website, and generates potential customers for your business.
This is an effective and cost-efficient tool that businesses use to achieve marketing goals. Display advertising links to a landing page where customers can learn more or purchase the product. You often see display ads at the top, sides, or sometimes within the content of a webpage being read.
With display ads, there are no constraints on size, text, or shape. It comes in various formats: banner ads, native ads, and video ads. The placement of these ads can be on websites, apps, social media platforms, or any other third-party URLs.
Display ads campaigns can be run through advertising networks such as Facebook ads or Google ads. It provides powerful targeting features that allow ads to be displayed to the right target audience with needs for the business’s products or services.
Common types of display ads
Types of display ads are:
Banner ads
These are common image display ads appearing at the top, bottom, or sides of a webpage. They can be static or dynamic and are often used to promote a brand or product. Further, it is designed to attract attention and encourage customers to click on the ad.
Interstitial ads
With these ads, it’s a full-screen image or HTML ad covering the interface of a webpage or hosting app, usually appearing in the middle of content streams. Viewers have the option to either continue viewing the ad or close it to continue viewing the content. Having 100% screen coverage is completely different from pop-up ads or banner ads.
Multimedia ads
These ads combine video, audio, animations, and interactive elements such as potential customer forms to collect customer data, increasing conversion rates.
Common types of multimedia ads include in-page ads displayed at specific ad slots on a webpage. Or in-stream ads, which are video ads appearing before, during, or after a video. Additionally, there are out-stream ads triggered by user behavior.
Text ads
These are ads used on Google network to promote a business’s products or services. They appear on search result pages, Google search network, and Google display network.
Video ads
These are ads using visual and audio elements to convey a message. They usually appear before, during, or after video content, within social media feed streams, or on websites. Video ads are effective in storytelling and attracting attention.
Original ads
This form of advertising attempts to blend with the surrounding content on a webpage to make it easier for users of that webpage to digest the message. It appears within the original data and does not disrupt suggested posts on Facebook or promoted tweets on Twitter.
What is the impact of display advertising?
Display ads campaigns aim to promote products or services but also bring many positive impacts to businesses such as:
Creating impressions and attracting target customers
By using captivating images, videos, and graphics, attractive sounds help attract attention and create a good impression with the target audience from the first time they see the ad. Therefore, display advertising helps businesses create strong initial impressions on potential customers. At the same time, businesses can attract attention and convey messages to target customers quickly and effectively.
Quick brand message delivery
Due to its visual and vivid display, display advertising can help businesses quickly and effectively convey the core messages of the brand. Further, ads can be customized to meet the needs and understanding of the target audience, increasing conversion rates.
Building awareness and increasing brand recognition
Display advertising can reach target customers even before they need the products or services your business offers. This creates initial interest and establishes brand awareness in the minds of customers. When seeing ads continuously across various media, customers will easily remember the brand and products of the business when they need to use them.
Reaching customers at every stage
Display advertising campaigns help you reach target audiences at any stage of the customer journey. Starting from decision-making, from awareness of needs to purchase readiness. Advertisers can leverage demographic, geographic, and behavioral data to ensure their ads are displayed to the right people at the right time.
Advanced targeted audience
With advanced targeting tools such as precise targeting through factors such as interests, behaviors, demographics,… Your display advertising messages will be displayed to the right target audience at the right time. Whether you’re targeting potential customers or re-engaging previous visitors, display ads will give you the power to refine your reach.
This type of advertising can change images or messages once launched, unlike other ads. Moreover, image display advertising campaigns have the lowest fees due to charging per impression. Moreover, display advertising is flexible, allowing advertisers to change directions while running campaigns. Therefore, it helps brands be more flexible in optimizing campaigns and maximizing their budget effectiveness.
Support for other channels
Display advertising complements other channels when you combine it with another channel like social media to boost target ROAS in Google Ads. Display advertising will support other online strategies such as paid social media advertising. By using multiple advertising channels, you can increase brand coverage and expand the scope of connections with more potential customers, increasing interaction.
Increasing loyalty and building customer relationships
By continuously distributing relevant and personalized ads. Also, attracting users through interactive ad formats and compelling messages helps create memorable brand experiences. Display advertising provides businesses with the opportunity to continuously interact with target audiences. At the same time, building loyalty to the brand promotes customer relationships, and increases customer retention.
Increasing competitive advantage for businesses
Through the deployment of creative display advertising campaigns and exploring various advertising formats and targeting techniques. Businesses can create uniqueness from competitors and effectively attract the attention of target customers.
Retargeting
Display advertising provides retargeting opportunities to help businesses reconnect with previous users who have shown interest in their products or services. By targeting these users in personalized ads. Businesses can remind target audiences of their products, services. Also, it encourages them to complete purchases or take desired actions.
How to create a display advertising campaign?
You can create a successful display advertising campaign by following these steps:
Identify the target audience
Identifying the target audience in a display advertising campaign is very important. This helps you understand who your ad content will reach and their characteristics. The more specific and detailed you can be about your target audience, the better. You can target your display advertising campaign based on criteria such as location, demographics, interests, etc. Continuously analyze targeting data and refine your campaign to ensure accurate targeting and improve overall campaign performance.
Set goals and budget
To achieve successful campaigns, you need to know what outcomes you want and how much you’re willing to invest. Before launching the campaign, set specific campaign goals. Then, plan how to achieve these goals, including reach, advertising platforms, campaign duration, and budget,…
Create attractive ads
Once you have developed your advertising strategy, start creating ads and launching your campaign. If you want attractive ads that draw in your target audience, thoroughly research your product, service, and target audience. This will help you create relevant, appealing, and effective display ads. Moreover, you should test different ad versions to optimize your campaign.
Choose the right display network
Display advertising networks allow advertisers to place ads on websites and applications to reach a broad audience across multiple platforms. The most widely used display advertising platform is Google Ads, which offers various targeting options, ad formats, and sizes. Create a relevant and efficient display advertising campaign to reach more customers at a lower cost.
Measure display advertising performance
Throughout the display advertising campaign, regularly monitor and evaluate the campaign’s performance. Analyze this data to devise appropriate advertising strategies to improve the future performance of your display advertising campaign.
Since display advertising primarily serves as a top-of-the-funnel advertising strategy, you might consider metrics like impressions, cost-per-impression, and brand metrics such as NPS. Display advertising aims to create awareness about the brand and products, which can lead to increased sales and website traffic.
Through this article, we hope you can apply this knowledge to run successful ads and achieve the best results.
Please see more:
- How to fix Facebook ads not approved
- How to reduce advertising costs on Google Ads effectively?
- How to set up an online advertising campaign
Frequently Asked Questions
One of the most basic methods to measure the impact of display advertising is by tracking the number of ad impressions and clicks. These metrics can tell you about the visibility and interest your ad generates as well as how relevant it is to your target customers.
While certain fields like e-commerce or travel may be more suited to image display advertising, it can also be effective for many other sectors. Google’s image display advertising can be customized to fit various business objectives and target audiences across different industries.
This type of advertising is valuable at every stage of a customer’s buying journey. However, you should set key performance indicators (KPIs) to help track the effectiveness of your image display advertising and your campaign goals.
