The main goal of online display advertising is to attract the attention of potential customers. The display medium is somewhat reminiscent of a billboard, although the latter, in comparison with similar objects posted on the Internet, loses several points at once.
Absolutely all people see a billboard. Even those who are not interested in the content of the street “shout”.
The main advantages of display advertising on the Internet are as follows: a potential client sees only the information that interests him and has the opportunity to immediately find out the details of the commercial proposal by clicking on the link.
A well-thought-out advertising strategy prevents users from forgetting about brands, increases demand and increases sales.
Display advertising on the Internet. What is a banner?
Display or banner advertising is, in fact, a vivid picture (mini video clip, interactive text), equipped with a hyperlink, by clicking on which, a potential customer gets to the seller’s (service provider) website.
A modern online advertising banner is issued in the form of a business card. Even if users paid attention to the original marketing solution, but were not so interested as to follow the link, a vivid picture is still stored in memory.
Among the most popular on the Internet are banners, the size of which is 468 pixels (banner width) by 60 pixels (height). The destination file is traditionally assigned the extension * .jpg, * .gif or * .flash.
Ways to promote
There are several types of display ads on the Internet:
- Banner advertising. It is used so often that even many advanced users call display ads banner.
- Text ad. Most visitors to thematic sites note: text advertising is very easy to mistake for content, which cannot but be outraged.
- Native advertising. It is a mix of useful information and advertising phrases.
- Image ad units. Annoy many users no less than text ads for the reason that they "merge" with the content of sites.
- Promotional videos. That type of media advertising on the Internet, the effectiveness of which depends not so much on design, but on the lecturer's ability to “keep” the audience.
- Using the TV-syns system. A relatively new invention by marketers. Based on the habit of most smartphone owners to while away the time allotted for television advertising, on social networks or on gaming and thematic sites. Having recorded the preferences of users, TV-syns sends relevant advertisements to their mobile devices.
Marketing "tricks" on the Internet. Display Advertising Formats and types of advertising banners
By specification, banners are divided into pop-up (opens in a new window, overlapping the web page), reach-media (the window in which the banner is located is provided with a cross, clicking on which the user can close reach-media at any time), pop -under (also opens in a separate window, but not from the top, but under the previous window or web page), top line (covers the entire top of the web page), a banner with the ability to examine some objects in detail (after moving the cursor over the image, the image is enlarged )
Formats of horizontal banners used on the Internet (in pixels): 728 by 90, 468 by 60, 234 by 60, 88 by 31, 120 by 90, 120 by 60.
Also, the banner may be in the form of a vertical rectangle with sizes of 300: 600, 160: 600, 120: 600, 240: 400, 120: 240 pixels.
In addition, an online banner can be square (250 by 250, 125 by 125 pixels) and almost square (336 by 280, 300 by 250, 180 by 150).
By type, advertising banners are divided into dynamic, static and animated (so-called flash-banners).
How to create banner ads
Display advertising on the Internet is not only an intriguing picture and a catchy text. For media promotion to bring the desired result, there is no need to buy advertising spots on all portals with high traffic.
In order for each potential buyer (representative of the target audience) to be able to see the banner on those frequently visited content, the participation of a strategic media planning specialist is required.
This person knows everything about display ads on the Internet to get the most out of it. Only he can choose the online platform that is most suitable for the advertising campaign and calculate at what time the banner should appear on the selected sites.
What a specialist should know
A person who is engaged in media planning should have an idea of the methods of display advertising on the Internet and have such skills as conducting media and marketing research, monitoring advertising, analyzing information about potential consumers, planning an advertising budget.
What is a dynamic banner?
Dynamic is a banner consisting of moving pictures and special effects. In creating dynamic banners, not only programmers and designers can be involved. Here you can find work for copywriters as well, since dynamic banners often contain richtext - text or graphic blocks with text ads.
Benefits of Static Banners
Static banners are the simplest form of display advertising. They look like a still picture or text.
Static banners are light (small in volume), and therefore, take up little space, that is, they do not “slow down” the loading of a web page. And most importantly, create a static banner and place it on the Internet, even an amateur can do it.
Advantages and disadvantages of Flash
Animated banners or flash-banners often cause the website or even the entire browser to slow down.
The volume of a flash banner depends on the number of successive images (frames) and the designer’s imagination. The more frames and special effects - the larger the volume of the banner. A flash banner may contain animated elements urging web users to participate in various interactive games or pass a test.
The main disadvantage of flash-banners is that many potential consumers working on the Web specifically disable their display in the browser settings so as not to slow down its operation.
Some advanced users consider the presence of sound as a serious drawback of flash banners. It was noted that sound banners act on most visitors to commercial and thematic sites as a source of annoyance. Almost all possible buyers, having found a sound banner on a web page, immediately leave the site.
Google AdWords Display Ads
Google’s service is particularly active on the Internet. Whoever hasn’t encountered Google AdWords ad units has never taken advantage of the World Wide Web.
Sites, blogs, and news feeds that host ad units must meet certain Google requirements. The uniqueness of this cooperation is that even “young” projects that have not yet been filled with content and have just parked the domain can display the right contextual advertising from Google.
Display ad inventory
An online entrepreneur, using any type of display advertising, gets the opportunity:
- quickly capture the attention of a large number of potential customers and quickly find target customers;
- pay separately for each unique click or display of an advertising banner (a click or display made by the will of the user who saw the advertisement is considered unique, and not pay for wholesale promotion;
- get tangible returns from all kinds of promotions and marketing techniques;
- use different types of non-standard advertising: video and interactive banners, retargeting and selective (narrow targeting) advertising;
- make adjustments to the advertising campaign (for example, change the search parameters of potential customers by belonging to the age, professional and other categories).
What is targeting?
The word target is translated from English as “target”. Targeted advertising refers to the urgent delivery of information to a specific (selective) group of people or, in other words, to the target audience.
Creating an advertising message, a specialist in targeted advertising focuses on the interests, tastes and preferences of a certain category of people. The uniqueness of targeting is that only consumers who are interested in the seller’s offer see the banner.
Targeting is not the only way to deliver advertising information to the target audience. When the user knows exactly what he needs, he enters the name of the product he is interested in in the search bar of the browser. From that moment, the ad units that are shown to him in the browser match his search query. This type of advertising is called search retargeting.
About the advantages and disadvantages of retargeting
Search retargeting is considered one of the most effective types of advertising. After collecting the information entered by the user in the search bar, advertisements matching his request appear not only in the browser, but also on sites that the user visits subsequently. Moreover, the subject of the site often has nothing to do with the search query.
Retargeting as a way to get information about the preferences of a particular person, today almost all search engines use it. Search retargeting is often used by entrepreneurs who want to get new customers or promote a new brand. However, this method of developing an online business cannot be called ideal.
A significant drawback of retargeting, according to the developers of display ads on the Internet, is its importunity and some incorrectness. True, it cannot be said that potential customers are completely indifferent to advertising banners. Follow the links, but very rarely. The fact is that retargeting links lead, as a rule, not to the page with the desired product, but to the seller’s trading platform.