What is Display Advertising? (& What to look out for)

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Display advertising occurs in the most diverse forms. This differs from native advertising, however, native advertising consists of both display ads, as well as from Content marketing exist. It is therefore understandable that some ambiguities arise when clarifying the term display advertising. The most important aspects of this are clarified below.

What is Display Advertising?

Display Advertising In simple terms, this is advertising on websites, apps, and social media platforms. This advertising can take on many different formats and appears, for example, in the form of text, images, videos, or audio clips, often in the margins of websites.

Occasionally Display Advertising refer to as any type of online advertising. However, this is a very simplified explanation of the term. Display ads are overt forms of advertising for something where the advertiser wants the customer to take a certain action. For example, the user is made to click on a website, look at a product or service, or read a text.

This is in contrast to native advertising, where ads are mixed to appear as an authentic part of their environment. Because of this, sponsored content, brand graphics, videos, or articles, appear as if they were a natural part of the website.

In addition to display advertising and native advertising, there is also a third form, namely the Content-marketing. This category includes, for example, blogs, reviews or articles. This provides the customer with useful, targeted information that enables the acquisition of the customer.

However, these three forms of advertising cannot be clearly separated, but tend to overlap. One example of this is native marketing, which is both display advertising but also part of the Content marketing appears.

Accordingly includes Display Advertising all obvious online advertisements. However, it does not only include the classic Banner advertisingbut is much more versatile. Nowadays, the majority of display ads are created using rich media formats such as GIFs, HTML5-animations, video, audio and text to attract the user's attention.

Where to display ads on websites?

Display ads can potentially be used on all websites, apps, and social media platforms. However, this is where the Relevance a crucial role in the impact of your ad. In the early days of display ads, the process of advertising on a website was mostly a direct sales process between the advertiser and the owner of a website. This often results in ads being placed out of context, which promotes what is known as banner blindness, where web users judge display ads as irrelevant, intrusive and unreliable.

Today's advanced technological capabilities make it possible to place display ads in a meaningful context in front of a relevant target audience.

These ads are served when your desired audience browses websites, watches videos, checks email, or uses apps.

Search engines display your ad when users are actively searching for your product or service. For example, within display networks, your ad can capture the interest of the target audience before your audience actively searches for your services. Another option is to analyze the user's search history to remind them of their interest in a product. This technique is also known as retargeting. Display networks match your ads to your audience based on search terms, browsing history, and interests. When you create your campaign, you define keywords or your own targeting settings for your ads.

Why: Display advertising

With Display Advertising you can use a variety of different formats and ad types. Moreover, it is possible to determine the most diverse relevant data through the right use of analytics tools. This allows you to see which websites are serving your ads and which campaigns and ads are the most efficient. It also allows you to see which ads are getting the most click-throughs (CTR), conversions and ROI.

The large amount of information and testing capabilities allows you to personalize your ads and campaigns for specific audiences based on current data and numbers. With this knowledge, you can improve the results and optimize your results. The idea is to gain insights that will give you a higher CTR, more leads and a better conversion rate at a lower cost. This allows your ads to perform better through higher quality, improved placement, and increased audience relevance.

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FAQ

What is display advertising?

Display advertising refers to the use of image, video or text ads on websites or in apps. It is one of the most popular forms of digital advertising, as it offers a wide reach and the opportunity to draw potential buyers' attention to a specific product or brand.

How does display advertising work?

Display advertising is delivered via advertising networks such as Google Ads, Facebook Ads, and other service providers. These ad networks serve as intermediaries between advertisers and publishers. An advertiser can have their ad delivered to a specific website or app by placing a bid for a specific ad. The publisher can then decide whether or not to accept the bid.

What are the pros and cons of display advertising?

The biggest advantage of display advertising is that it offers a very wide reach and thus the opportunity to reach a large number of potential customers. In addition, advertisers can tailor their ads to a specific audience and target specific interests and demographics. The downside is that display advertising can be expensive and it can be difficult to measure the success and ROI (return on investment) of the campaign.

Are there different types of display advertising?

Yes, there are different types of display advertising. The three most common types are text ads, image ads, and video ads. Text ads are short blocks of text embedded in web pages and apps. Image ads are images that are embedded in web pages and apps. Video ads are short videos embedded in web pages and apps.

How can advertisers measure the performance of their display advertising?

Advertisers can measure the performance of their display advertising using various metrics such as clicks, impressions, cost per click (CPC), and cost per thousand impressions (CPM). In addition, advertisers can measure the success of their display advertising campaign using metrics such as sales, revenue, customer satisfaction, and brand awareness.

Which platforms support display advertising?

Many of the largest digital ad networks support display advertising, including Google Ads, Facebook Ads, Bing Ads, Yahoo Ads, and many others. There are also a number of smaller ad networks that support display advertising.

Can I play out my display advertising myself?

Yes, it is possible to play out your display ads yourself. However, many advertisers use the services of an ad network, as this is an easy and efficient way to embed your ads on a variety of websites and apps.

How do I choose the right keywords for my display advertising?

Keywords are an important part of targeting for display advertising. You can select relevant keywords using various tools such as Google Ads Keyword Planner, Bing Ads Keyword Planner, and other search engine optimization tools. It is important that you choose keywords carefully so that your ads are shown to the right customers.

Which target group is best suited for display advertising?

The audience best suited for display advertising depends on the type of campaign you're creating it for. If you're promoting a general brand or product, you should focus on a general audience. However, if you're promoting a very specific product or brand, you should segment the audience as precisely as possible.

How do I run my display advertising campaign?

To run your display ad campaign, you must first place a bid for your ad. Your bid determines whether your ad is displayed on a website or in an app. If the advertiser's bid is higher than the publisher's, the ad will be delivered to their website or app.