Display advertising is a marketing tool designed to grab attention, captivate, and engage emotions – all at once so that the product is remembered and the user takes the desired action. Display advertising includes online and offline sources, making this method universal and highly practical.
Designing attention-grabbing media ads requires time and effort, as it’s not enough to quickly come up with the visual and roll it out on social media. Behind every successful ad campaign is meticulous and analytical work.
Experts now pay close attention to trendy colors to appeal to the intended audience and secure good leads and effective conversions. One of those voguish colors is periwinkle, which professionals claim to get into the limelight this summer. This lavender-type color provides softness and serenity, so don’t hesitate to learn more about periwinkle hex code if you aspire to make your ads tranquil.
In addition, we’ve put together essential info you should know about media ads. So read on.
What Tasks Does Display Advertising Solve?
- Increases brand attractiveness and awareness.
- Informs about specific events, specials, and sales.
- Leads potential customers to the company’s website.
- Helps bring new products to market.
When it comes to advertising, performance is especially influenced by the time, place (platform) and audience of the display. It is the media that allows you to make your ad message relevant, thanks to the variety of formats and many targeting options.
What are the Different Display Ad Formats?
As mentioned above, display ads come in many formats. Read more about the most common ones below. We explained them shortly.
Banner is the first and most common type of display advertising. It all started with an ordinary picture in the newspaper, and now there are dozens of banner options.
Video ads include videos that are shown to users before, during, or after the video and are also displayed as a pop-up window. Advertising videos can be integrated into video hosting sites, social networks, and highly specialized sites. The most popular platform for displaying video ads on the Internet is YouTube.
Sound ads are audio messages that run between tracks on music venues, as well as within narratives in audiobook and podcast listening services.
The media shop is placed not only on the Internet, there are also offline formats. Examples of offline media resources:
- TV shows
- radio broadcasts
- print mass-media
- urban space (outdoor advertising)
- company attributes (branding).
Advantages of Display Advertising
The benefits of online display advertising include:
- Wide coverage – media helps to increase brand awareness, bring a new product to the market.
- Setting up accurate targeting – only show ads to your target audience.
- A variety of formats – not only static and interactive banners but also video and audio ads.
- A large selection of sites – search, thematic sites, social networks, YouTube, and etc.
- Solves various tasks – from increasing coverage to increasing sales.
- Analytics – statistics are collected on impressions, clicks, and user behavior.
- Interactivity – you can add a poll or mini-game.
- Emotionality – it is easy to evoke emotion, empathy, anticipation, or possessiveness through display ads.
- Cost – when a PPC auction is overheated, a media display can help grab the attention of potential customers at a lower cost.
Key Recommendations Before Launching Display Ads
Determine your advertising budget and goals. How much you are willing to spend and what you want to get. You can have two goals: increase your reach or sales. In the first case, it is better to choose payment for impressions, and in the second, for clicks.
Choose an audience and a placement strategy: you need to define a portrait of your target audience and understand where and how you can “catch” it. At this stage, it is also important to decide on the advertising sites. Prepare your promotional materials, we’ve covered the available display ad formats above. You can choose one or more of them, depending on the placement sites.
What Types of Targeting to Use
Geo-targeting. Usually, the use of a mobile application is not limited geographically, so geo-targeting can be omitted. If the mobile application is created in the USA, then the coverage should be in English-speaking territory: the USA, the UK, and other countries. An exception is mobile applications that provide services in a specific location: taxi, food delivery, flower delivery, and the like.
Mobile targeting is a must. The ad must be shown at the moment when the user can download it. If a user sees an advertisement on a stationary computer, he will have to remember the name and then find it in the app store. The likelihood of this is low.
Platform targeting is a must. Popular platforms: Android and iOS. The third place is taken by Windows Phone, which occupies 0.4% of the market. Apps are created separately for each platform, so it doesn’t make sense to advertise an Apple app for Android users. Users simply won’t be able to use it.
Connection type targeting allows you to serve ads when the user has Wi-Fi and is not limited by traffic. The user saw an advertisement for the application and can immediately install it. Google already only serves ads to users with a Wi-Fi connection. If the user has a different Internet connection, the advertising video will be played only after clicking on it.
Socio-demographic targeting is needed when the advertiser knows the target audience well. For example, the mobile applications “Baby Development Diary”, “Women’s Calendar”, “Horoscope” are clearly linked to the female audience and financial planning, to the age category 25+.
Audience targeting is necessary when the application has a narrow focus: fitness, sports, education, cryptocurrencies, etc. Targeting allows you to show ads only to users who visit sites of a certain subject.