Part A: DISPLAY ADVERTISING
Display advertising is
graphical advertising on the World Wide Web that appears next to content on web
pages, IM applications, email, etc.
These ads, often referred to
as banners, come in standardized ad sizes, and can include text, logos,
pictures, or more recently, rich media.
Rich media, synonymous for
interactive multimedia, is enhanced media that utilizes a combination of text,
audio, still images, animation, video, and interactivity content for active
participation from the recipient of the ad.
You may picture display
advertising like magazine or newspaper ads, just online and - like TV
commercials - with the possibility of moving from static to interactive, flash
and video. However, display advertising has a significant advantage over
advertising in magazines, newspapers and TVs:
targeting options such as demographic and behavioral targeting are
available to laser in on your audience and,
you can track the performance of your campaign daily to measure metrics
such as impressions, clicks and conversions to calculate your ROI.
Types of
Digital Ads
An array of online display ad
types exist -- everything from hyperlinked still images to interactive “mini
websites.” Marketers usually mix and match types of ads, making almost everyone
a hybrid. Here are the typical types:
-> Static
Static display ads, which have
been around for more than a decade, offer no movement or user interaction. They
are simple images hyperlinked to an advertiser’s site. They can contain a
combination of still images and text.
-> Animated
Animated ads inject movement
in .GIF or Flash formats. Depending on the design, the entire ad can be
animated or just a part of the ad while the other part remains static -- it’s
up to you. Publishers usually limit the file size of an animated ad and the
number of times the animation can loop on their sites.
-> Interactive
Interactive display ads
include a long list of tools and games. They offer the user some function while
bringing them to the advertiser’s site. The ad’s design and coding determines
the number of clicks needed to direct a user to an advertiser’s website or
which portion of the ad is hyperlinked.
-> Video ads
Video ads play a short video
for the user. The video can be programmed to play automatically when a Web page
opens, or it can be user-activated. Their functionality varies greatly. Some
allow users to rewind, fast-forward and adjust the volume; others offer no
controls. One thing almost all these ads do is link to an advertiser’s site.
-> Expanding ads
Expanding ads increase in size
when moused over or clicked. Their expansion varies. They can start as a static
image ad and expand into something as complicated as a fully interactive video.
Or they can start as an animation and expand into a list of product features.
NEW ONLINE ADVERTISING TRENDS
Many of the newest online display advertising options are referred to as rich media ads. They are more interactive, immersive, and sometimes even more user-friendly, resulting in better results for both advertisers, publishers, and consumers.
Popular
rich media formats
Billboard Ad – This type
of ad is very large and appears at the top of a website. A typical example is
visable at the top of YouTube’s home page. Often this type of ad shows movie
trailers, but another important feature is the ability for consumers to dismiss
the ad by closing it in the upper right-hand corner.
Pushdown Ad – This type
of ad is interactive and contains video. It is also social-media friendly, by
giving the option to share the ad directly onto Facebook and Twitter. It gets
its name because it “pushes down” the website’s content while the ad runs, and
then when it closes the web page content gets pulled back up.
Slider Ad – This ad is
initially smaller than the rest. It pops up in a small strip from the bottom of
a web page; however, when it is clicked on a full size
Types of
Display Ads – Basis Size
Although ads can be any size
allowed by a publisher, there are more than a dozen commonly accepted sizes.
The Interactive Advertising Bureau maintains a list at its site (see hyperlink
below) and Google provides examples of the ads and their typical placement
(also linked below).
Some of the most common sizes,
in order of popularity:
#1. Leaderboards (728x90 pixels)
Leaderboards are the most
common Web ads, making up 30% of all online display ads, according to
Nielsen//NetRatings. They are frequently found at the top or bottom of a
website and stretch across a page from end to end.
#2. Medium/large rectangles
(300x250 pixels and 336x280)
These box-like ads are often
used to interrupt text content; paragraphs form around them. This gives the ads
a stronger chance at being seen since users read around them.
#3. Wide skyscraper and
skyscraper (160x600 and 120x600)
These aptly named tall ads
usually run down the left or right side of a site.
#4. Non-standard dimension
Not every ad conforms to the
IAB’s guidelines. Display ads in this category can be any non-standard
dimension agreed on by the publisher and the advertiser. As the fourth-most
popular category, these ads illustrate that not every ad needs to conform to
standards.
#5. Full banner (468x60)
Full banners look like smaller
leaderboards.
#6. Button #1/Button #2 (120x90
and 120x60)
Buttons are small, box-like
ads that usually don’t offer functionality beyond a link to a site. They can
feature animation.
Types of Display ads – Basis Placement
Traditional;
These ads are usually rectangular
in shape, contain text, and have GIF or JPEG images that link to
another page or site. They are
the most common and popular ads seen online because they load quickly, are easy
to design and modify and are easy to embed into a webpage
In-line ads;
These ads can be seen in a column on
the right or left side of a web page and can be graphical
with a link, or just text with
hyperlinks highlighted.
Pop-up ads
These ads are generated
onscreen when you click a link or button on a web page. When clicked, a
separate window opens over the page you are viewing. Some viewers find these
ads intrusive because they have to click to remove them and return to the
original page
Category;
Example: You are advertising a
new beauty cream so you would publish your ad on websites that have a largely
female audience like fashion or beauty sites.
You choose to advertise in this category of websites because their
visitors are your target audience and your ad is of topical interest to them.
This type of advertising is best for raising brand awareness as it involves a
long list of websites for your ad to be published on.
Re-targeting
Example: You checked the
Groupon website and later on, while you’re surfing online elsewhere, you see Groupon display
advertisements. With re-targeting in display advertising, visitors who have
already been to the specified website are
served the ad when they continue browsing elsewhere on the Internet. This form of advertising is more
expensive and targets a smaller audience, but promises a good end result as the viewer has already
established an interest in the product or service by visiting the publisher’s
website before
Contextual
Example: Placing display
advertisements about the latest Jeep model on a car forum website. Your display
ad matches the content of the web page and is of topical interest to its
visitors. This type of advertising works best combined with
category advertisement
Behavioral
Example: If you have been
visiting a list of different real estate websites in search of a new apartment,
you will be served an ad for real estate listings. Behavioral
display advertising targets a specific audience based on their web history with
the help of cookies. This form of display advertising focuses on a smaller
audience but provides more solid leads in the end.
No comments:
Post a Comment