Types Of Display Advertising & How They Can Help Your Brand

Display Advertising Poster

No matter your business goal, you can’t neglect the importance of display advertising. It builds brand awareness, creates a digital footprint and enhances local & national marketing campaigns. Businesses can market their brand on local and popular websites throughout Taunton.

More business owners are opting to create specific and targeted adverts through digital display advertising. We are thoroughly in the digital age, meaning you’ll need to know how to create engaging and eye-catching ads that target your audience and wrap it together in a funnel that generates results.

In this guide, you’ll get an insight into what you need to know about display ads. Whether it’s the definition, forms of, their benefits or overall impact on your digital marketing strategy – it’s all here.

What Is Display Advertising?

Firstly, display advertising is a method of attracting the audience of a website, social media platform or other digital mediums to take a specific action. These are often made up of text-based, image or video advertisements that prompt the user to click-through to a landing page and take action (e.g. make a purchase).

Display advertising is long been thought of as the easiest and most effective way to reach consumers by distributing information, often in small fragments. Display ads appear in distinct sections on a site that are typically reserved for paid advertisements. Every time the ad is displayed on a website, it’s counted as a page impression, whereas Google AdWords which works on a Pay Per Click (PPC) basis.

Digital display ads have been running on the internet for decades, with the first originating in 1994. Since then, digital display ads have been altered in appearance, functionality and the frequency in which they are shown – all display/showcase relevant ads in convenient locations. They remain vital for businesses in today’s age with statistics from SEMrush showing that Google’s Display Ad Network reaches 90% of global internet users.

Forms Of Digital Advertising

Display campaigns come in several shapes and sizes and appear on varying positions on a webpage. Online display advertising is not usually content-heavy, but they harness the power of images to grab the attention of viewers and drive sales and build overall brand awareness.

banner ads

Banner Ads

Banner ads are one of the oldest and most traditional forms of online display advertising. They usually appear on top of a website in a “banner” format. The advertisement consists of an image (.jpg, .png, .gif) or of a multimedia object. Banner ads can be static or animated, depending on the technology used to make them. Their main goal is to promote a brand and get users from the host website visit the advertiser’s website. They remain an effective form of display ads to this day.

MPU ( Mid-Page Units)

Another form of a banner ad is an MPU. These ads are 300 pixels wide and 250 pixels high. This type of website banner ad usually appears on either the left, right or middle of a webpage.

Leaderboard Ads

A leaderboard ad is one of the most popular and efficient ad units available to advertisers. It is a rectangular ad measuring 728 pixels wide by 90 Pixels tall. It’s what’s known as a high-impact unit and is often placed at the top of a page to be visible upon landing. The leaderboard ad is one of the strongest performing ad units in terms of CPM (Cost Per 1000 Impressions) This is due to the ad having high visibility rates when used at the top of a webpage.

Leaderboard Banner ad
Rich media example

Rich Media

These ads include interactive & clickable elements. They have advanced features like video, audio and other components that encourage viewers to interact and engage with the content. While text ads sell with words, and banner ads sell with pictures, rich media ads offer versatile methods to entice an audience. According to an article from SEMrush, 72% of display ads are responsive. That’s more than double what they found just two years ago!

A form of rich media is video advertising. They are used predominantly on YouTube’s advertising platform as well as social media networks such as Facebook or Instagram. They allow you to reach your audience and connect with them on a personal level smilair to other rich media elements.

Benefits Of Display Advertising

Display ads have long proved they have many benefits to businesses of all sizes & industries. Aside from building overall brand awareness and driving traffic towards your website, display ads have other benefits.

Smartphones have opened up many avenues for advertisers and will only evolve in the future. Phone applications and social media have become the main channels for modern digital display ads. They often include rich media, such as streaming, video, audio and animation. This adds more variation to the choice of display ads, whilst creating a new way for customers to engage with your products/services.

Diversity

As we know, display ads come in many shapes, sizes and can be presented in many different formats. This allows your business to choose the display ad that would best suit their business goals and align with their advertising strategy.

Targeting

Because of Google Display Networks (GDN), your business can also target the correctaudeince by placing your ads on the right websites. Targeting via Geographic location, demographics and specific interest are just some of the specifications.

Remarketing

This will target people who have already visited a website without completing a conversion goal. It uses JavaScript tag to place cookie in user’s browser that targets them with a display ad at a convenient location to remind users of products they viewed elsewhere.

Measurable

Clicks, impressions and conversions can all be tracked through Google Ads, as well as Google analytics for more detailed performance and engagement tracking. This allows you to measure progress and act accordingly based on positive/negative metric trends.

Mobile Phone Responsiveness

Smartphones have opened up many avenues for advertisers and will only continue to evolve in the future. Phone applications and social media have become the main channels for modern digital display ads. They often include rich media formats like streaming, video, audio and animation. This adds more variation to the choice of display ads whilst creating a new way for customers to engage with your products and services.

Digital Advertising Experts In Taunton

Display Advertising is one of the most assured ways of building brand awareness and a digital footprint. Search4Local carry out thorough display advertising for businesses in Taunton looking to target specific audiences.

Contact one of our consultants on  01823 765095 or tauntonoffice@search4local.co.uk for more information into digital display advertising.

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