Definition

Display Advertising refers to advertising of products or services through visuals like videos or images on publishers’ websites like Facebook.

Definition

Catching people’s attention is a must for a brand when it is about increasing brand awareness. Display advertising strengthens the brand consistency and supports the Paid Per Click advertising.

In advertising, it is about the cost of investment. Display advertising delivers higher ROI for most investors because the number of clicks that count for the ad is always higher than the amount you invest in the ad.

Display ads are placed on the third party websites in the form of the banner, text ads, and image.

The form of advertising is categorically classified as a push approach. It makes people aware of the brand. Display ads make people aware of the brand further leading to higher ROI.

Display advertising also comes with the ability to track and analyse the advertising performance. Google Displays Network offers detailed reports to analyse the performance of individual display ads.

Example

Catching people’s attention is a must for a brand when it is about increasing brand awareness. Display advertising strengthens the brand consistency and supports the Paid Per Click advertising.

In advertising, it is about the cost of investment. Display advertising delivers higher ROI for most investors because the number of clicks that count for the ad is always higher than the amount you invest in the ad.

Display ads are placed on the third party websites in the form of the banner, text ads, and image. The form of advertising is categorically classified as a push approach.

It makes people aware of the brand. Display ads make people aware of the brand further leading to higher ROI.

Display advertising also comes with the ability to track and analyse the advertising performance. Google Displays Network offers detailed reports to analyse the performance of individual display ads.

Example

This is an example of display advertising where Lenskart has used the banner on their website. The ad looks attractive and appealing to the target audience due to the promo offer “Buy 1 Get 1 Free”.

It also offers the customers an option to stay connected by receiving push notifications. The ad also shows different types of glasses that the brand sells.

Importance of display advertising

This is why display advertising is important:

• It improves brand awareness with the help of eye-catching visual format. You can use colourful formats and make sure that the ad stands out. The colourful format allows you to create ads that are easily recognisable for a particular brand.
• Strengthen brand visibility, track performance, and support the success of PPC ads.
• Display advertising supports other forms of marketing and Pay per click advertising. Overall, it benefits the business with online advertisements.
• Display advertising is important to engage new audiences and nurture leads. A display ad will help the customer connect with the brand giving the audience a gentle reminder to make a purchase.

How to measure display ad performance?

These are the metrics that will help you measure the performance of display advertisement:

• Impressions: It gives the number of times the ad was displayed on a website. The impression must increase over the life of the advertisement campaign as it helps you to reach a wider target audience.
• Cost: Consider the cost you invest in display advertising and determine how you can improve other metrics. You can measure cost per click, cost per thousand impressions, and cost of campaign.
• Clickthrough Rate: CTR is derived by dividing the number of clicks your ad generates by the number of impressions. It is the percentage of the audience that clicked on your display advertisement.
• Conversion Rate: It is the percentage of individuals that converted from the ad.

Things to avoid when thinking of display advertising

These are the things you must avoid when thinking of display advertising:

• Avoid autoplay video ads and too many pop-ups. Also make sure that the display ad does not cover more than one-third of the screen.
• Use simple design for display advertising. Keep the design simple and let there be less words as too many words can confuse the audience.
• Make sure the ad looks good with high-quality images.
• Include a strong and appealing Call-To-Action. The CTA should be benefit oriented, it should create urgency, and the language be persuasive.

Future of display Advertising

The future of display advertising is bright but only if the ads are relevant and speaks of functionality. Otherwise, we know that a large number of ads are blocked by using Ad Blockers.

Individuals may not wait to see your ad if they find that there are too many pop ups or if the ad is not clear.

Thinking of the target audience, the future of display advertising is bright as ads can be personalised to create an impact on the audience.

FAQs

What are the major attributes of a display advertisement?

These are the major attributes of a display advertisement:

• It is an image or image based.
• The advertising is used to promote a brand, product, offering, or service.
• A display ad is not a search ad.
• Ad placement is negotiated through Google Display Network

How to create display ads?

This is how you can create display ads. Make note of these while you create advertisements:

Creative: Make the ad creative by writing the value proposition, tag line, logo, Call-to-Action, and business name.
Sizing: The ad should be effective for both the laptop and mobile screen. The size of the display advertisement should be:

• Google Display Network:
  • 300X250
  • 728X90
  • 120X60
• Social Networks
  • 1080X1080
  • 1200X768

What are the types of the display ads?

These are the types of display ads:

• Traditional display ads: The traditional display ads are placed on websites and are largely image and some text based.
• Responsive display ads: These display ads have multiple text headlines, images and descriptions in multiple formats like at different places, sizes, and content.
• Retargeting display ads: Retargeting ads are those which are shown to people who have visited your webpage or a set of pages. Retargeting display ads can help with personalised content.
• Native ads: Native ads are placed in the same format as the content on the website. They do not look like ads but these can be seen as promoted content.