What are Display Ads?

Digital Marketing

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Whether you want to build your brand or generate leads, it is everything here.

Here you will learn everything including how to create eye-catching and engaging ad creative, target the right audience and wrap everything together in a funnel that creates results. Before we get into that, let us define what display ads are and how they help in contributing to your growth and digital marketing goals. 

What is Display Advertising

Display advertising is a method of attracting the customers of a website, social media platform, and other digital mediums to take a certain action. These are generally made of image, text-based, or video ads that support the users to click-through to a landing page and take necessary action. 

Most of the display and online advertising campaigns are charged based on cost-per-click. Every time the user on a search engine clicks on the ad, you will be charged an amount based on the entire bidding strategy. 

Display ads can also be used for retargeting campaigns. This is where ads are served to those users who have already visited a certain website. The main aim is to “retarget” them and support them to return to the site to take similar action. With that in mind, let us explore what makes a great display advertisement campaign and how to put together attractive ad creative to attract your target audience. 

Comparison of Display Ads with Native Ads

While display advertisements are used as an umbrella term that includes all the ads that users come across online. The term “native advertising” refers to a form of ad that attempts to match the platform’s content. This is done to make the message more easily consumable by users of that platform. Native ads appear in-feed and are considered non-disruptive, like the suggested posts on Facebook or promoted posts on Twitter. For the detailed learning you can join digital marketing course in Bangalore.

So, while display ads intend to stand out, native ads are meant to mix in with the web page they are located on and not like advertisements at all. Native ads are usually found on social media feeds or in the form of recommended content on the web page; the advertisements look like a part of the editorial flow of the page. 

Display ads call out for attention, whereas native ads blend in with web pages and mainly focus on soft-selling. Native ads are perfect for driving traffic to your site as they serve customers with educational ad content that attracts their interests.

If you are looking to educate users on a specific subject or trying to get them to your site to view more and more offers, then making native ads is the best bet. Native ads are regarded as non-intrusive and therefore are not affected by banner blindness, however, if the focus of your campaign is to increase brand awareness, retarget the lost customers, or customer acquisition then curating a display advertising campaign is the best way to go. 

Advantages of Using Display Ads in your Marketing Campaigns.

Display ads offer you opportunities to show your offers in different ad formats. Also, when you create display ads on platforms like the Google Display Network, your ads have the potential to reach users on millions of sites across the globe. Display ads are an excellent way to build brand awareness and attain clicks, sales, and conversions from users who might not be interested in your business but think your display ad attractive and relevant to the solution they were looking for. 

The success of display ads lies in focusing the right user at the right time on the right site. 

As far as remarketing campaigns are concerned, display ads work wonders for brand awareness and customer acquisition as they remind users who have left your site what they are missing by not availing of a specific offer. 

Display ads can increase your marketing ROI as their format attracts attention; they increase brand awareness as well as visibility and target relevant customers with retargeting campaigns. 

Different Types of Display Ads

Animated Ads– Animated ads are a cut above static banner when it comes to capturing the attention of the audience. Animation makes a movement that naturally attracts the attention of customers and works against banner blindness, urging target audiences to investigate your creativity. Animations can be combined with audio to generate long-form advertisements that offer complex or deep explanations about a process, problem, or a product. 

Another important aspect of animated ads is that they can offer an extra layer of humor and fun that makes them more share-able than a usual banner ad. Animals make it simpler to create a narrative that the target customer can connect with. 

Interactive Ads– Interactive ads offer embedded features that let the customers instantly interact with the products or services. One of the common examples of interactive advertisement is Playable ads. Ads for mobile video games are generally playable, letting users test a miniature demo of the game interface that is embedded in the ad. Often, playable ads are displayed on other gaming websites or mobile games. Popular brands like Mc Donald’s and Wheat Thins have related their playable display ads to capitalize on this trend and boost brand awareness. Other interactive ads may ask users to fill a lead form or respond to a poll in exchange for access to the gated content.

Video Ads– While video ads are mainly served through video content platforms like YouTube and Netflix, they can be distributed through display ad networks and social ad networks. It is best trick to increase application downloads on play store. The best thing about video ad is that nowadays almost everyone has access to a mobile phone which can capture high-quality videos. There are thousands of people clicking, editing, and then publishing video-based content, including advertisements, on nothing more than a simple mobile phone. 

Right now, customers love video ads. YouTube is the second-largest search engine online and people spend around 33% of their time online while engaging with video content. Videos also perform great on both desktop and handheld devices, they are simple to share, and many marketers have attained higher engagement rates with video when compared to traditional image ads. 

Expandable Ads– Expandable ads are rich media ads that can be expanded beyond the actual size of the ad units. Some of the expandable ads are configured in such a way that they get expanded automatically once the page starts loading. Others expand by following a user-initiated interaction. 

These ads start in the “invitation state” where they occupy a small ad unit on the page. After the initiation, the ad moves into the “expanded state” and takes up more space on the page, mostly doubling or tripling the size. 

Expandable display ads are mostly uncommon, though they are being used on mobile and desktop display networks. Some digital marketers consider Expandable ads to be disruptive to the user experience, but they do a great job of overcoming banner blindness and can perform better compared to the standard banner ads. 

Lightbox Ads– This is another popular type of display ad. These ads are an expandable ad format that was discovered by Google in 2012 on the Google Display Network. Lightbox ads look like a standard ad unit, but when a user keeps their cursor over one, it starts to expand into a full-screen canvas ad that can include audio, video, animation, and many other features. To lessen accidental engagements, users must hover their mouse on a lightbox ad for 2 full seconds for triggering the expansion. These ads offer an immersive experience that brings users away from the web page that they were browsing and into a full-screen ad experience. 

Interstitial Ads– These ads have grown in popularity with rising mobile technology. These are full-screen advertisements that cover the interface of a host application. They appear during transition points that occur naturally while users engage with the app. Interstitial advertisements are commonly featured in mobile games like Bejeweled. Every time a user finishes one level, they must sit through a loading screen before they move to the next level. Interstitial ads are generally presented during these loading screens. Often, these ads are presented during these loading screens. Users on the free versions of the app may be needed to view advertisements for a specific set of times, whereas some users may pay just a one-time charge to remove this ad from their platform experience. 

Either way, interstitial ads are one of the popular methods for monetizing mobile applications and games. 

Popular Display Ad Networks

  • Google Display network- This is possibly the most popular choice. As Google makes about 97 percent of its money from serving advertisements, you can be sure they have refined the display ad process to science that will earn returns for you. 
  • Facebook Audience Network- The Facebook Audience Network is the biggest competition of Google as far as display ads are concerned. Facebook provides just as many options for its advertisers, and they also have a suite of tools that can be used to design the perfect display ads. 
  • Twitter Audience Platform- Twitter Audience Platform is another popular display ad network. Just like the other two options, this is designed to take your advertisements and promote them online, including mobile apps. 

These three display ad networks can display your ads on any site and app that is opted into their network in the form of a displayer. You may also learn how to use an Information Kiosk for advertising for business growth.