Online display advertising - the lowdown
Display advertising from an online perspective is the display of adverts on websites as users browse the internet. They can be along the top of web pages, they may be at the side, they may be in the content – they can be images ads, or a series of image ads, or they could be video ads etc.
They can come in a variety of sizes. Google Display Network for example accept the following sizes:
200 × 200 Small square
240 × 400 Vertical rectangle
250 × 250 Square
250 × 360 Triple widescreen
300 × 250 Inline rectangle
336 × 280 Large rectangle
580 × 400 Netboard
120 × 600 Skyscraper
160 × 600 Wide skyscraper
300 × 600 Half-page ad
300 × 1050 Portrait
468 × 60 Banner
728 × 90 Leaderboard
930 × 180 Top banner
970 × 90 Large leaderboard
970 × 250 Billboard
980 × 120 Panorama
300 × 50 Mobile banner
320 × 50 Mobile banner
320 × 100 Large mobile banner
Phew! There is obviously a lot of flexibility in display advertising, and there are a lot of opportunities to test what works for your brand, and what doesn’t in terms of messages and visuals. A lot of companies use a small online display campaign to test response before they would invest in larger campaigns or outdoor display campaigns.
Display ads also travel far and wide, and are relatively inexpensive from a per eyeball point of view. You can set your campaigns up as big or small as you want – target by area, demographic, buying habits, audience types, or all the above. You can track the performance of each ad down to the nth degree so it’s a great testing tool.
However, ad blockers are becoming more expensive and it can block as lot of your ads. People are also developing a ‘blindness’ for display ads, as there is so many in front of them when they browse.
Because of these factors and the fact that it’s a relatively inexpensive media it is used a lot in brand awareness campaigns. Where you start to get users familiar with your brand and products as they will be taking in your logo, your brand colour schemes etc. and it will be affecting their purchase decision when the time comes.
Get in touch with us today and we can discuss how display advertising would work for your business.
