Display advertising Display advertising is a type of advertising that typically contains text (i.e., copy), logos,

photographs or other images, location maps, and similar items. Display advertisements are not required to contain images, audio, or video: Textual

advertisements are also used where text may be more appropriate or more effective. An example of textual advertisements is commercial messages sent to mobile device users, or email.

Display advertising in Internet

Display advertising is graphical advertising on the World Wide Web that appears next to content on web pages, IM applications, email, etc.

These ads, often referred to as banners, come in standardized ad sizes, and can include text, logos, pictures, or more recently, rich media.

Rich media, synonymous for interactive multimedia, is enhanced media that utilizes a combination of text, audio, still images, animation, video, and interactivity content for active participation from the recipient of the ad.

You may picture display advertising like magazine or newspaper ads, just online and - like TV commercials - with the possibility of moving from static to interactive, flash and video. However, display advertising has a significant advantage over advertising in magazines, newspapers and TVs:

1. targeting options such as demographic and behavioral targeting are available to laser in on your audience and,

2. you can track the performance of your campaign daily to measure metrics such as impressions, clicks and conversions to calculate your ROI.

Display Advertising Technology

.

Display Ads – Advantages & Disadvantages-

Display ads, which combine text, images, and animation (but are not interactive – those are rich media ) to convey a message, are usually more economical than rich media ads, but have some advantages and disadvantages:

Advantages

Cheap – Although placing an ad on top websites can cost thousands of dollars a month, prices are usually cheaper for display ads than for rich media ads (due to costs in creating, hosting, and annoyance factors).

Easy to Create – Static display ads (jpg, gif, sometimes png) can easily be created in most free graphics programs (or that program for digital photos that came on your computer). Even animated display ads can be created using free and low cost software. Creating good display ads requires a bit of design and marketing knowledge.

Attention – Ads placed within a block of content are more likely to be clicked on (especially if the ad is related to the content). Medium rectangle ads (300×250) are especially effective in content.

Basic – With little complexity display ads are fairly easy to understand in terms of creation, placement and analytics, making them a great place to start for beginners.

Disadvantages

Ignored – Ads placed on the side or page in “traditional” ad spots tend to be ignored (because people know that they are ads without paying attention to them – especially if they are animated).

Blocked – As with most ads which are served from an ad server, display ads may be blocked by viewers who either turn off scripting in their browser or have some other type of software that blocks ads (there are some ways that ad servers try to get around this – more on that in a future post).

Limited – Display ads are limited in the amount of information they can convey. Even with animation you usually only have 10-15 seconds of time to get your message across in a limited space.

Little Information – Information collected about display ads is usually limited to impressions, clicks and possibly some information about who clicked on the ad (if the site has registration tied to their ad serving – more on analytics in a future post).

While display ads have some limitations, they are a great way to start advertising. Display ads in content are the best bang-for-your-buck to advertise your business.

Win More Customers with Display Advertising

Display ads are the advertisements that appear on web pages and emails, along with the actual page or email content. Display advertising can include videos, audio, animation, graphics, text or different combinations of these. If you haven’t invested in display ads, you could be missing out on a lot of potential customers. Here are some of the benefits of display ads you should consider to make a more informed decision as far as your internet marketing campaign is concerned.

Attracting Potential Customers

The purpose of display ads is to attract the attention of prospective customers and get them interested in the product or service being advertised. The right combination of text, graphics, animation etc can entice visitors to click on the ads to learn more about the advertised product or service. This can ultimately lead to a sale on your website.

Targeted Advertising

Display ads are placed on web pages with relevant content. For example, an ad for designer handbags will be placed on web pages having articles or giving information on fashion accessories or handbags. People interested in the content of a webpage will also be the target audience for the product or service displayed through ads on such a page. Targeted advertising is a sure fire way of guaranteeing high conversion rates of display ads.

Cost Effectiveness

A display ad campaign works out to be more cost–effective than print advertising. The price for display ads is either on per–impression basis or per–click basis. In per–click pricing, the cost depends on the number of clicks generated by the ads. In case of per–impression pricing, the cost depends on the number of impressions. For example, if the webpage with your ad has 7,000 views, you will have to pay for 7000 impressions. You should remember that for a high click through rate, it is important to optimize your display ads. Effective display ads can be very profitable for your business.

Measurable Results

The results of online display advertising are easily measurable as most display advertising companies offer features which enable marketers to track the performance of the ad campaign by providing the exact number of ad clicks.

Other than direct clicks and website conversions, display ads also increase a company’s brand awareness. They have a positive influence on the company’s website traffic and also lead to an increase in purchases.

Tool To create Ads-

Google Adword

Overview

Create all types of ads - text, image, interactive and video ads. Place those ads on websites that are relevant to what you’re selling.

Show those ads to the people that are likely to be most interested.

Manage and track your budget, campaigns and results as you go.

Text Ads on websites

Image Ads on websites

Video Ads on websites

Ads on Mobile Websites

What are display ads, and what is the display ad builder?

About display ads

Display ads are any ad format with graphical, audio, or video elements beyond basic text. This includes all ad format variations within both the image ads and video ads formats.

Both of these general format groups include different file formats, sizes, as well as different possible user interactions depending on how they are created and where they are shown. Display ad formats can only be shown on the Google Display Network. Depending on the variation of the format created, the ads may also be restricted to appearing on certain devices.

Creating display ads with the display ad builder

You can use the display ad builder to create or customize your own display ad that will engage users and drive traffic to your site.

Creating a display ad requires very little time and effort to get started. After selecting the display ad builder from any ad group page within your account, you'll be able to fully customize an ad template's background colors, fonts, images, and text. We'll automatically create your ad in most of the standard IAB ad sizes. The ads you can create will include product showcases, galleries, and industry-specific ads.

Benefits of using interest categories

Quite simply, adding interest categories can help you improve the performance of your campaigns. Here are three reasons why adding them can be beneficial:

1. Increase awareness of your brand and products, and help bring traffic to your website.

Ads using the categories you’ve targeted can reach customers associated with their respective interests, even when they're visiting websites that might not be contextually related to the interest category you selected.

In addition to reaching people across the entire Google Display Network, you can benefit from automatic, real-time bid optimization based on someone’s current page and cookie to help improve the performance of your campaign. You need to use cost-per-click (CPC) bidding or Conversion Optimizer to benefit from this bid optimization.

Interest category campaigns can also help you find people for your remarketing lists. Once someone visits your site after clicking an ad, for example, you can add that visitor to your remarketing lists so you can show that person ads while on other sites on the Display Network.

2. Extend the reach or frequency of your existing campaigns that already use keyword, placement, or topic targeting.

Let’s say you want to reach people who’re interested in buying a car. Typically, it costs more to advertise on car sales websites than on sites that are related to certain other topics, such as food and drinks. If you add interest categories to your ad group, you can reach people who’re interested in cars even when they're on unrelated pages. This means that you can generally reach a wider audience and get more clicks and sales at a lower cost.

3. Tailor your ads and bids to specific interests.

Suppose you sell cars and want to reach people on auto websites. You believe that the brand of cars you sell appeals to a wide variety of people, but some of them may react more positively than others to certain types of ads.

For example, you could add the following interest categories to your ad group: Autos & Vehicles and People & Society. That way, you could show an image ad that associates a family-oriented lifestyle with your car brand to auto website visitors who’re also interested in parenting.

If, for example, you think people who’re interested in websites related to parenting are 30% more likely to buy your car than the typical auto website visitor, you may choose to bid 30% more to show your ad to any auto website visitor who has an interest in parenting websites.

How interest categories differ from topic targeting

In a nutshell, the difference is context. Topic targeting allows you to place ads on pages directly related to the topic you've selected, among other factors. In other words, with topic targeting, your ads are more likely to be contextually relevant. Targeting by topics is an alternative to selecting individual placements where your ad can appear, or individual keywords that will trigger your ad.

By contrast, as we’ve outlined above, interest categories allow you to reach visitors across the Google Display Network who’ve demonstrated specific interests, regardless of whether your ad correlates with the particular topic of the page they're currently on.