What are some display advertising pages

Marketing Basics: What is Display Marketing?

Whether advertising banners, pop-ups or layered ads: display advertising can be found everywhere, and every Internet user, whether stationary or mobile, comes into contact with traditional advertising materials on a daily basis. The most primitive form of advertising on the internet has changed over the past few years strongly developed. Thanks to real-time auctions, retargeting strategies and new forms of advertising, classic online advertising is still very important in the online marketing mix. Everything about the basics of display marketing, the new currents, and the fight against ad blockers.

Display Marketing: Definition

The term display marketing or advertising comes from English and means Screen advertising. The area of ​​display advertising includes all measures that are taken online with graphic advertising material work. In addition to the classic banners, this also includes images, videos or animations.

The main players in display marketing are Advertiser and Publisher. The advertiser wants to advertise his company, his product or a service. The publisher makes his resources (advertising space) available for this. The advertising material is booked on third-party websites via a display network and displayed according to previously agreed conditions. A precise target group analysis is carried out beforehand to ensure that the advertisements also appear in the appropriate environment.

Display Marketing Goals

The aim of advertisements is always to provoke a certain reaction in the viewer. On the net, this is the first Click on the advertising material, which usually leads to the advertiser's website or to a special landing page. In addition, a well-placed ad can influence the general perception of the product, brand or company. This is where the difference to SEA and SEO measures comes into play. While search engine marketing is text-based, display marketing is primarily based on graphic elements. Through the visual character the ads reinforce that Company image and individualizes or specializes the brand or company appearance on the Internet.

Advertising material in display marketing

Even if you first think of classic banner advertising when it comes to display advertising, there is a wide range of advertising media available. In addition to banners and buttons, other graphic elements such as Text, image or video content can be used. A distinction is also made between display ads and mobile ads - the latter are output optimized for mobile devices. Here is an overview of some common advertising formats in display marketing:

  • Banner: Banner advertising can be of any size and, depending on the design, static, animated or interactive. You can find an overview of the different versions here.
  • Pop-up: Advertising windows that only "pop up" when the user performs a certain action (e.g. mouseover over a word); behind it is a visual Java Script technology.
  • Pop-under: The principle is similar to that of a pop-up, but appears when a website is closed.
  • Layer ads: In contrast to pop-ups, which open a separate window, layer ads cover the entire website and cover the content.
  • Content ads: Banner ads that are embedded directly in the content of the page.

This is only a small selection of display ads, because display marketing offers an extensive arsenal of different formats that differ not only in shape, size and position. Depending on which Advertising strategy If you pursue display advertising as a company, interactive forms of advertising, narrative marketing or cross-media formats can also play a role.

Billing models for display advertising

The principle of display marketing is similar to that of advertising in the print sector: the advertiser books an advertising space and the publisher places the ads on it. However, the billing is more exact than in the print area. There are different parameters. If you calculate according to the performance marketing model, you get it CPM (thousand contact price) on the bill. The advertiser pays theoretically for every 100 users who have been shown the advertising material. Are more common now success-based billing modelswhere the advertiser only pays when the user clicks on the advertising format (CPC), or afterwards an action such as the purchase (CPS) or the conclusion of a contract.

Typical billing models for display advertising:

  • CPM = thousands contact price
  • CPC = cost per click
  • CPL = cost per lead
  • CPS = cost per sale

Display Marketing Challenges Today

The first banner advertisement achieved a CTR (click-through rate) of 44 percent over 20 years ago. Many marketers get sad because today it is CTR average at 0.1 percent - this means that only one in 1,000 users clicks on a display ad. This is mainly due to the fact that the users are desensitized, some marketers speak of a real one Banner blindness. Advertising is immediately perceived as annoying - especially if it is badly done. Intrusive pop-ups in particular have negative connotations.

With the advent of ad blockers, the visibility of traditional banner ads continued to collapse, making display marketing increasingly difficult. But instead of speaking of an end to display advertising, experts see a change in quality and efficiency.

Native advertising & video ads in trend

An important hobbyhorse is the so-called Native advertising. Embedded in editorial content, online advertising should appear unobtrusive and credible in the future. This strategy is used especially in mobile advertising. Reaching users on smartphones with classic banner advertising is even more difficult than via the desktop due to the small screens and the changed surfing behavior. Native formats could be a solution here.

Another beacon of hope in display marketing is that Marketing via moving images. The boom in video advertising continues; the so-called In-stream video adsthat are faded in before or after the actual video, an enormous growth potential is still forecast.

In terms of quantity, the automated advertising trade bring an upswing. Lately, enormous advertising pressure had led to an increase in supply, prices plummeted and more and more websites to be flooded with advertising. Programmatic advertising and real-time advertising are the key to more efficient campaigns. The higher advertising costs should be offset with better quality, less wastage and good visibility.

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