Why you should use display advertising.
What is Display Advertising?To reach customers visually, you need display advertising. It comes in many different forms such as image banner ads, video content, in-app and flash advertisements. Display advertisements are targeted towards audience members who are not actively seeking the ads. They are positioned on websites and social media platforms to catch the audience’s eyes.
Display advertising builds brand awareness, increase website traffic and increases sales.
Programmatic advertising is the process of bidding for specific ad placements on websites. To gain an ad placement on a website, placements are auctioned off through real-time bidding which is a system that focuses on managing the process of purchasing and selling them. Supply and demand is controlled by software like demand-side platforms, where businesses looking for ad spaces can decide their criteria for buying an ad placement. The software allows websites to register their ad inventory or commonly known as display advertising space. The bidding for space commences based on how much a demand-side platform deems the impression (the views the ad may receive) is worth. Once the request is placed the ads placement is almost instant. The demand-side platform uses analytics to evaluate each ad space and determine the bid. When a customer’s website loads, the new ads will be present on the landing page.
Aspects of search engine marketing can be costly when compared to the results gained. With display advertising though, it’s easier to reach large target audiences for a reasonable price. For radio, television, billboard and mailing ads, to reach the same volume of people that display advertising does, it would cost a business exponentially more. With the internet, it has become easier to advertise to customers quickly, so they are aware of your brand. The visibility of your brand is achieved through visual ads, and this increases the number of clicks an ad receives. When compared to search advertising, display advertising is cheaper in the long term. This online marketing tool is especially useful to advertise a new business, a business advertising to a new target market or a company hoping to hone in on their existing target market.
It is important to set goals for your display advertising campaign to gain the most out of this advertising form. It is necessary first to understand what you want to achieve with your advertisement. Your goal needs to be clear, concise and include a change in numerical figures such as increasing your sales by 15% or gain 500 new customers signing up to a feature in your business. This will help you to know what you want to gain from your campaign and will help to customise it for the best results. The results of display advertising are not usually immediate and will take time to be seen. This is why research surrounding your audience and ad placement are needed. By following the right advertising processes, this helps with google ads to grow your customers brand awareness.
The cost of an impression depends on where it appears and when it is scheduled. The timing of an ad appearing isn’t controllable, as it is generated randomly. An online advertising network connects the ad hosting websites -the suppliers- to where there is demand allowing ad servers to track and analyse the habits of their market segments. The platforms where digital display advertisements are placed are on websites, blogs, emails and messaging apps. The most commonly used type is on sites due to their ability to catch audiences when they are distracted. Websites especially smaller ones can benefit from selling their space through an ad network.
The types of ad networks are vertical networks, blind networks and targeted networks. Vertical systems communicate the location of the advertisements and offer the option to advertise a business throughout the one website. A blind network doesn’t deliver the space of the display-ad initially making this form cheaper than other network types. Targeted networks use analytics to understand customers and target the advertisements specifically to certain customer behaviours. We recommend you use display networks like Google, Taboola, Leadbolt, Media.net, Adblade, YouTube Partner Program and Adsterra Network.
Our Display Media Packages
From $850 per month (save $100) or $200 per week
- Ideal for local business
- Focus on brand awareness
- Monthly report and video call
- Basic campaign management
- Little customisation
- No included creative
From $1100 per month (save $190) or $280 per week
- Essential Package + small amount of customisation each month
- Ideal for a small or local business
- Custom goal tagging
- Focus on brand awareness and retargeting
- Small amount of audience list building
- Occasional addition simple ad creation
Price on request
From $1600 per month (save $600) or $500 per week
- Bronze + negotiated monthly hours
- Management of one programmatic partner for your business
- Regular new creative including animated display ads
- Large focus on audience targeting and optimisation
- Introduction of first party data
Price on request
From $4800 per month
- Silver + negotiated monthly hours
- Ideal for a competitive industry or looking to go global
- Senior account manager
- Full growth strategy
- Management of programmatic partners
- Regular creative work on any ad format
- CRM intergration
- Extras as needed
Get started with a free strategy session with our digital marketers to discuss what might be right for your business.
Here is more information on display advertising:
Video Display Advertising:
Video display advertising is available on platforms like YouTube and other websites that host videos on the display network. They are found in skippable in-stream videos, non-skippable in-stream ads, discovery ads and bumper ads. Video advertising on YouTube requires interaction from a potential customer to not only watch the video but depending on the format, to click on a link to find out more. This means that the content has to be succinct and high quality to interest potential customers. Video ads capture attention easier than images as they have the addition of sound which is memorable for consumers. Consumers understand that to watch videos there will be ads and certain types of video ads are placed in the middle of the screen where the consumer’s attention is already. Video ads have an already captured audience. Video advertising can still be targeted towards demographics or customer behaviours so viewers will be more inclined to watch the ad. A popular type of YouTube ad is TrueView videos which are placed at the beginning, middle or end of videos and viewers can skip the ad if they aren’t interested which saves your business money.
Image and Interactive Banner Advertising:
Image banner ad spaces are available in a variety of sizes and are a common type of advertising to be featured on websites. Image banners can be either static or moving whether this is in the form of a photograph, gif or an animation. This type of advertising is prominent with written text and accompanies long-form writing on websites successfully to break-up the visual format. This draws the audience’s eyes towards the ad. Sites can include more ads at the one time as there is more space but also due to the size of the ads being smaller.
Mobile Advertising (Apps):
Mobile advertising is useful for advertising mobile-specific applications, games or everyday use businesses. Commonly seen in mobile games, such as Clash of Clans, ads are used to skip tasks or to obtain prizes. A balance must be found between the popularity of a game and the demand level for the impression the app ads space has. Mobile advertising has a captured audience in the application users.
Can be found in search results, next to related videos and on the homepage for the mobile version of YouTube. You pay when a viewer clicks on any part of the ad (website, overlays, cards and banners).
File Size: 1 GB
File Type: MP4, MPEG, AVI, Quicktime, ASF and Windows Media (It should be already uploaded before YouTube as a video file)
Length: Doesn’t have a 3-minute length restriction (Although we recommend a shorter video to keep customers’ attention)
Dimension: 480 x 360 (4:3) or 640 x 360 (16:9)
Headline: Max 25 characters
Description: Max 35 characters each line (two lines)
Thumbnail: 4 auto-generated thumbnails
They are short videos at the beginning, middle or end of the video
File Size:File Size: Max 1GB- Which we think this is excessive file size and you should not need it to be this big.
Video Codec: H.264, MPEG-2, MPEG-4
Audio Codec: AAC, MP3
Frame Rate: 30FPS
Resolution: 640 x 360 or 480 x 360 pixels
Length: 6 seconds of non-skippable ad
Accompanying the video is pre-roll ads which are situated at the top left of the YouTube video ad with the company name and a short 10 sentence maximum description. It includes at the bottom left of the YouTube video space to state how long the ad is and the company’s website URL. The bottom right part of YouTube pre-roll ads incorporates a small image and a 6-second countdown showcasing the video after the ad. Businesses pay per 1,000 times the ad is shown.
File Size: Max. 1 KB File Type: still GIF, JPG or PNG Dimensions: 300 x 60 pixels Length: Max. 6 seconds
Standard sizing images for YouTube image ads that are placed beside YouTube videos
File Size: Max. 150 KB
File Type: GIF, JPG or PNG
Dimension: 300 x 250 pixels
Length: Max. 30 seconds long
Overlay ads are ads that appear across the bottom of YouTube videos.
File Size: Max. 150 KB
File Type: GIF, JPG or PNG
Dimension: 480 x 70 pixels
You only pay when a viewer watches 30 seconds of your video and can chose to skip after 5 seconds. After 12 seconds you recieve YouTube channel’s analytics.
File Size: Max. 150 KB
File Type: JPG, GIF or PNG
Dimension: 300 x 60 pixels
Length: Max. 3 minutes
Image Banner Display Ads
Banners can be placed on websites that are either a static image or a moving image. We recommend a bigger ad, as smaller ads don’t tend to perform as well and have limited supply of display space.
The sizing of the available banners are:
180 x 150 (Small Rectangle)
125 x 125 (Button)
120 x 240 (Vertical Banner)
234 x 60 (Half Banner)
200 x 200 (Small Square)
250 x 250 (Medium Square)
468 x 60 (Banner)
320 x 50 (Mobile Leaderboard)
Not available for desktop or tablet viewing but ideal for the bottom of pages.
320 x 100 (Large Mobile Leaderboard)
728 x 90 (Leaderboard)
Commonly placed at the top of pages on a site and generally a desktop placement.
300 x 250 (Medium Rectangle)
Mobile, tablet and desktop friendly placement either used inside gutters or within long-form text like news articles and blogs.
336 x 280 (Large Rectangle)
Commonly available size and is ideal for placing with text.
120 x 600 (Skyscraper)160 x 600 (Wide Skyscraper)
Commonly available size and is ideal for placing near text along sidebars of webpages.300 x 600 (Half-page)
Ideal to provide audiences with detail.970 x 90 expands to 970 x 415 (Large Leaderboard)
Pushes content downwards when clicked which is ideal for showcasing high-quality ads such as videos, photos, apps and animations.970 x 250 (Billboard)
Ideal for placing above the main content of the webpage. This size has limited supply.300 x 1050 (Portrait)
Ideal for placing on sidebars of pages.
What Display Advertising Campaign Management Do We Offer?
Our digital marketing team can help you with creative ads that websites can’t do themselves. Below are our different packages on offer that will help to increase brand awareness and combat your business’ goals: