Display advertising (banner advertising) is a form of advertising that conveys a commercial message visually using text, logos, animations, videos, photographs, or other graphics. Display advertisers frequently target users with particular traits to increase the ads' effect. In order to uniquely identify anonymous users, online advertisers today tend to make use of cookies, which are unique identifiers of specific computers, to decide which ads to serve to a particular consumer. Cookies can track whether a user left a page without buying anything, so the advertiser can later retarget the user with ADs from the site the user visited.
Traditional Display Ads: These are the ads that are most associated with display advertising, consisting of landscape, square, and skyscraper image sizes. These ads are primarily image-based with some text and are primarily placed on websites.
Responsive Display Ads: These are a type of display ad that is based on multiple text headlines, descriptions, and images that the ad-platform algorithm uses to place, size, and orient an ad in various combinations. The platform determines the best-performing format for the specified audience.
Retargeting Display Ads: Retargeting (or remarketing) is when a display ad is shown to people who have visited your web property – usually a specific page or set of pages – in a specified time frame but have not yet completed the desired action. Retargeting display ads are a great vehicle for personalized content.
Native Ads: Native display ads are designed and placed in the same style as the content of the website, email, etc. You see native ads as promoted or recommended content on various sites, but they usually don’t look like ads at all.
Social Ads: These are ads you see on social networks such as Facebook and LinkedIn. Like responsive display ads, they are a combination of text and images with a CTA.
Discovery Ads: Discovery ads are a form of native ads that use machine learning to showcase image assets in the most appropriate format for the user. Discovery ads appear on YouTube search results, Watch Next, Gmail social and promotion tabs, and the Google Discover results.
Facebook: Facebook is a social media platform, with equally 2 billion users worldwide. They’re quite engaged. They’re what’s called a logged-in environment because they have a profile with an email address to access the platform, and we have access to their demographics and their interests and various things like that. It’s a strong and accurate way of targeting people. And if you consider the mobile nature of Facebook and the mobile nature of the internet community, it’s a very close medium to transit users. So, it’s good for targeting any kind of mobile use.
AdRoll: AdRoll is primarily known as a retargeting platform. We do is we add a pixel to your website or a piece of code, and anyone who goes to the website is then retargeted, essentially served out on premium websites and premium partnerships across the web with your ad. It’s based on a CPM basis and there’s a slight amount of programmatic associated with it too.
Criteo: Criteo is a specialist e-commerce targeting platform. When you look at a particular product on someone’s website, and then you decide not to buy, and then you move to another website, Criteo will serve you that product, the image from the website, and the price from the website. When you click through that ad, it drives you back to that product page. So, it’s a highly specific e-commerce retargeting option.
Premium Network Buys: We spoke briefly about Premium Network Buys if you wanted to buy access to a particular audience. So, if you wanted to buy access to the Guardian&rsquo's audience because you know that they’re likely to be interested in your product, or indeed a section on the Guardian or a section on the New York Times, or whatever it may be. It&rsquo's premium, so, therefore, it’s more expensive.
There are a number of benefits of using display advertising:
There are some downsides to display advertising:
The biggest perk of display advertising is its wide outreach that allows businesses to find prospects worldwide. Take a closer look at other benefits of this type of ad.
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