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The Power of Display Advertising and Why You Should Use It

why use display advertising

Online advertising has been the go-to method businesses have been using to reach a broader audience for years. The digital advertising landscape is so vast that experts predict that the total global digital ad spending will surpass $220 million by 2022, according to Statista. However, not all ads are created equal, as particular types of ads have been dominating the online world for a while now.  

Namely, the most popular tools among digital marketers by far are display ads. Due to their visual nature, these have proven to be perfect for the digital realm. But what are these ads, and why are they so effective? And most importantly, why use display advertising in the first place? That, among other things, is what we’re going to look into in this article. Here’s a short overview of what we’ll cover:

Let’s begin immediately!

What Is Display Advertising?

Display advertising entails using text-based or visual ads on websites or social media networks to attract people to take action or simply raise awareness. The prices of these ads are most often calculated following a CPC model. That means that whenever someone clicks on your ad, you will be charged a specific amount.

Another way brands use these ads is in their retargeting campaigns. But what does that mean? It means you can use display advertising platforms to target users who have previously left your website without purchasing anything. That way, you entice them to come back and reconsider.

But despite the various uses display ads have, they remain particularly suitable for targeting potential customers still in the awareness stage of the marketing funnel. The reason behind that is that the users seeing display ads aren’t searching for specific products and services. If they were, they’d be using a search network. That means their search intent isn’t transactional, but informational. Consequently, most display ad impressions don’t end up in a conversion.

What Kind of Display Ads Are There?

As we’ve already mentioned, there are several different types of display ads. Here are some of the most common ones:

1. Banner Ads — These display ads are the most well-known ones. They appear at the top or the sides of websites, and they got their names because they resemble banners.

banner ad example

2. Interstitial Ads — These ads are like the pop-up ads of old. In essence, an interstitial ad is an advertisement that appears before you can access a site’s landing page. The vast majority of the internet population dislikes these ads because they prevent you from opening a website before closing the ad. Also, these types of display ads are most commonly used on mobile devices.

interstitial ad example

3. Rich Media — These are interactive ads that can engage users in different ways. For example, they might be an interactive video, some kind of poll, a button, or similar. 

rich media example

4. Video AdsVideo advertising is all the rage in the digital marketing world nowadays because they offer an interactive experience for the users and a plethora of possibilities for advertisers. There are two most prominent kinds of video ads: instream and outstream. The former appears in the shape of pre-, mid-, or post-roll ads on videos, whereas the latter usually manifests in the form of a video player appearing somewhere on a website. Here’s how that looks like: 

video ad example

Now that you know what display advertising is and the different types of display ads out there, let’s address our original question — why use display advertising?

6 Reasons Display Advertising Is Beneficial

Considering we’re here in the first place should be enough evidence that display advertising provides outstanding benefits for your business. So let’s get straight into why that is the case! Here are six reasons why you should use display advertising:

It Has Outstanding Reach

If you take into account that, according to WordStream, Google Display Network alone reaches 90% of all internet users, while getting to 64% of them daily, you can see the incredible potential of display advertising. Few other mediums out there can achieve the reach that display advertising has. That is precisely why it is one of the most popular digital marketing tactics out there.

Excellent for Raising Brand Awareness

We’ve already briefly mentioned this, but it’s worth repeating since it’s one of the most notable perks of display advertising. This type of marketing is best suited for businesses looking to build brand awareness since these ads are rarely placed in front of users looking to make a transaction. So when you combine that with the facts we’ve stated above about the reach of display advertising, you have yourself a potent tool for getting your brand’s name out there. Oh, and let’s not forget to mention that you can even exclude your ads from sites you don’t want to be associated with.

It Captivates Your Audience

Instead of sticking to plain old boring text, these ads utilize engaging visuals. These help you grab your users’ attention and draw it to your brand. On top of that, you have plenty of different possibilities when designing these ads. So don’t be afraid to play around a bit and experiment!

It Gives You Plenty of Targeting Options

The technology behind display advertising allows marketers to target specific people with their ads. That has proven to be a real game-changer in the digital realm and is the primary reason so many businesses are flocking to this type of advertising. Regarding the different targeting options you’ll have at your disposal, here are a few:

  1. Contextual Targeting — This option entails targeting your customers based on their search engine activity and search history. With contextual targeting, you can place your ads in front of people who have searched for relevant keywords recently, thus, increasing your chances of achieving conversions.
  2. Placement Targeting — This type of targeting includes choosing websites you wish your ads to appear on. Now, you can let Google ads show up on any sites you like, but having the option to restrict or even “favorite” some sites is invaluable. That way, you’ll be able to include or exclude them in your follow-up campaigns, 
  3. Demographic Targeting — This option is perhaps the most useful because most brands cater to narrow target audiences and age groups. This kind of ad targeting lets advertisers distribute their display ads only to people that meet particular criteria such as their age group, gender, location, interests, language, etc. That allows brands to maximize the effectiveness of their advertising budget by delivering their ads only to the people most resembling their target persona.

Various Pricing Options and Low Costs

One of the best perks of display advertising is its flexibility in payment options and its low costs. The two most common paid search engine ads you have at your disposal (we’ve already mentioned one of them) are Cost Per Mille (CPM) and Cost Per Click (CPC) ads. The latter is more popular, though, since you only have to pay for each person that clicks on your ads instead of on a per-impression basis. But overall, both of these methods are cost-effective compared to more traditional advertising forms, so you can’t go wrong with either.

It Offers Excellent Tracking Options

An essential part of every marketing strategy is adapting when necessary. That is why insight into your campaign’s performance is vital for success. And display ads offer just that! With these types of digital ads, you’ll be able to know the exact number of impressions and clicks your ads have received, which will allow you to re-evaluate your tactic on the fly and adapt your strategy. 

Will You Incorporate Display Advertising in Your Strategy?

Were these reasons sufficient to make you consider utilizing display advertising in your next marketing campaign? If so, all you have to do is decide which types of ads you’re going to go for! Will it be traditional banners? Maybe you’d like to go with rich media ads? Or, if you want to be particularly contemporary, why not go for video ads? Whichever you choose, we’re sure you’ll get an excellent ROI!

And if you happen to settle for video ads and don’t know where to start, we at Brid.TV can help you. Our state-of-the-art HTML5 video player and CMS can help you monetize your video content using instream video ads and get your outstream video ads out there. If you wish to learn more about how we can help you and what we can offer, check our website or send us an email! We’ll get back to you promptly.

Until next time, best of luck with your advertising campaigns!