Display Advertising refers to advertising on apps, websites and social media through multiple advertising formats made of flash video and audio and text and banners.
Display Advertising refers to advertising on apps, websites and social media through multiple advertising formats made of flash video and audio and text and banners. Display advertising carries the objective of creating awareness among the audience and customers about a particular brand, its products or services. Display advertisers quite frequently target those customers with particular traits to increase the effects of ads. Display adbasically can be created in a variety of different forms but it carries a certain strong core principle that can never be altered.
Display advertising appears in specified areas of websites, social media platforms or apps that allow bidding for placement. The ads are designed to detract viewers from their initial objective, instead leading them down the path to learning about a product, service or promotion. Display ads are generally placed on third party websites based on their relevance in the form of image, text ads and banners. Although display ads include pretty much all the visual ads on a website, it can still be divided into three main categories:
- Site placement advertising- In this form of display advertising the advertiser sets his sight and aims over a particular site where he would display his ads.
- Remarketing- Remarketing display ads usually appear in front of users who have accessed your website but did not complete the relevant conversion goal.
- Contextual advertising- In such type of advertising networks place ads on relevant websites, for example showing an ad of Nike sports shoes in a sports website.
Working of Display Ads
In order for a display ad to run successfully there are various departments that have to come together.
- Creative department- The role of the creative team is to create and conceptualise the advertisement. They have to develop the content in such a manner that the customer will be persuaded in all sense to buy the product. Innovation is the key to success here.
- Media planner- The media planners’ job is the one that matters the most here. He can be dubbed as the engine that runs the operation. The task of the media planner includes measuring the reaction of the audience or the customer and looking out for the types that the audience finds most appealing. As a result, they usually spend a lot of time studying the response of the users to sounds, motions and images.
- Accounts department- The task of the accounts department is to meet with the client and define the objectives of the ad campaign. They look to remove all those financial restraints.
As with any effective advertising, display campaigns target specific audiences to increase ad relevance, clicks and conversions. The ads can take on many sizes and formats, with the message targeting viewers anywhere from the awareness stage to the final moments of decision-making.
You won’t be able to track performance without knowing what you want your display campaign to achieve. That’s why before you even think about ad placement or design, you’ll need to define your campaign goals. Start by asking yourself what you want the display ads to achieve. The answer will probably be to increase something, whether it be brand awareness, web traffic, sales, conversion rates and so on.
Success metrics will vary depending on what stage of the customer journey your ads dabble in. For instance, top-of-the-funnel KPIs deal with brand awareness. This may include the number of new site visitors as well as engagement indicators such as visit duration or number of pages viewed. Middle-of-the-funnel starts getting into conversion metrics, while bottom-of-the-funnel is better analysed through ROI and lifetime value KPIs.
Display advertising allows remarketing. Remarketing allows your business to position targeted display ads in front of a defined audience that has previously visited your website as they browse elsewhere on the internet. Once a potential customer knows about your product or service, a well-placed display ad can remind them to make a purchase.
Remarketing is a smart way to connect with potential customers who may not have made an initial purchase or inquiry. There is a high degree of targeting flexibility and the Google Display Network also allows you to filter your targeting to show only on specific sites or exclude specific sites. You can even showcase display ads that include a brand message or a specific product that your potential customer viewed while on your website.
Display advertising could help you in establishing your business of buy used broken phones.
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