What is display advertising?
Display advertising campaigns are one of the essential complements to any online marketing plan if we want to attract traffic and gain recognition. But do you know how to implement them? We tell you all about it in this post!
As online advertising spaces grow, display advertising campaigns have become one of the most used digital marketing techniques. In fact, according to the Study of Advertising Investment in Digital Media 2021 of the IAB Spain, investment in display advertising has increased by 34, 4 € in the last year.
In this post we tell you everything you need to know about display advertising and how to implement it.
What is display advertising?
Display advertising is a digital advertising format in which an ad is shown through audio-visual elements such as images, video, text or audio. Their objective is to direct traffic to specific destination web pages through a call to action or CTA, according to its acronym of Call To Action.
Display ads are visually appealing and cost-effective. They are usually seen in the form of a banner at the top or side of a web page.
Types of display advertising
The types of display advertising currently available are classified according to their format or payment method.
Basic display advertising payment models
- Cost per thousand impressions (CPM) A certain amount is paid each time the ad has reached 1,000 impressions. In other words, a thousand users have seen it.
- Cost per click (CPC) A certain amount is paid each time a user clicks on the ad.
- Cost per action (CPA) You pay a certain amount each time a user performs a specific action, such as making a purchase.
- Flat rate A fixed amount is paid for the duration of the campaign, regardless of the results.
Display advertising formats
There are several display advertising options depending on their size and placement. These are the most common formats.
- Superbanner: it is usually placed at the top of the web page and can be expanded.
- Skin: consists of customizing the header and sides of the web page.
- Skyscraper: it is a column that covers the entire side of the screen, often from the top to the bottom of the web.
- Banner stealer: it can be a rectangle or a square that adapts almost organically to the space where it appears, and it is one of the most used.
- Pop-up: these are pop-up ads that appear automatically in the content of the website.
- Intersitial: it is like a pop-upa and hides all the content of the page and has a button to close it early.
- Floor Ad: it is usually located at the bottom of the web page and has an elongated format.
- Pre-roll: it is shown for a few seconds before the reproduction of a video content.
Advantages of including display advertising in a campaign
Here are the advantages that display advertising can bring to your business.
- It offers measurable results and important data about the campaign.
- It complements other channels.
- Supports multiple formats, making it flexible and accessible.
- Allows segmentation by gender, age, location, themes and keywords among other variables. This ensures that you focus on impacting the right audience.
- Increases conversions.
- It has a great visual impact.
- Allows you to customize the payment method.
- Offers good synergies with mobile.
Tips for creating a display advertising campaign
If you want to set up your display advertising campaign, we have prepared a small guide to help you do it. Follow these steps!
- Define the objective of the campaign First, you will need to define the objective of your campaign based on what you want to achieve.
- Know your target audience This step is key for a display advertising campaign, because from this you will be able to segment your campaign to impact the people who are really interested in your product or service.
- Choose the right ad format Now that you know the different banner formats, you can choose the one that best suits the objective of your campaign and your audience.
- Create your ad message Create ads with attractive and relevant content, with a clear and visible CTA to achieve the highest number of conversions possible.
- Determine the payment method that best suits the objective of your campaign. As mentioned above, there are four payment methods, so you can choose the one that best suits the campaign you want to run.
- Measure and analyse It is important to know the results of each action in order to optimize the investment and make improvements in the future.
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