Advertising online has been the de-facto avenue for businesses to reach a broader audience for several years now. The digital advertising arena has become so vast that research predicts the total digital advertising spend across the world will surpass $220 billion by 2022. It turns out that not all ad formats are created equal – some forms of advertising have been dominant in the digital landscape for quite some time. The most popular ad format by far for many digital marketers and online marketing agencies is display advertising.
The visual nature of these ads has proven significantly effective in the digital realm. So, what are display ads and why are they so effective?
What are Display Ads in Digital Marketing?
Display advertising by a performance based marketing agency incorporates the use of text-based or visual ads on websites and social media networks to influence people to take action or just to increase brand awareness. The rates for such ads are calculated based on the CPC (Cost Per Click) or CPM (Cost per Mil) models. Here you are charged a particular amount when someone clicks on the ad, or per thousand impressions of the ads to users.
Even though display ads are generally used as part of programmatic advertising, many brands also use them for their retargeting campaigns. This implies that they make use of display advertising avenues to target specific users who had previously left their websites without making a purchase. This approach tries to entice the prospects to return and reconsider.
Despite its various applications, display advertising is eminently apt for targeting potential customers who are still in the awareness stage of the marketing process. The primary reason for this is that the prospects seeing display ads aren’t on the lookout for specific products or services. If that were the case, they would be using a search engine. When people come across a display ad, their intent is not transactional, but informational. This is why only a handful of display ad impressions end up converting.
Types of Display Ads
The most prevalent types of display ads are:
- Banner Ads – These are the most recognisable display ads. They are positioned at either the top or the sides of websites and resemble banners, hence the name.
- Interstitial Ads – These are like the popup ads from the past. Interstitial ads are the advertisements that appear before opening a site’s landing page. This type of advertising is greatly disliked by users as it prevents them from opening the website without viewing the ad. These ads are particularly displayed on mobile screens.
- Rich Media – This type of display advertising encompasses interactive ads that can engage users in multiple ways. For eg, a rich media ad could be an interactive video, a poll or something along those lines.
- Video Ads – This type of display ad is currently highly sought after because videos bring with them interactive experiences for prospective viewers and a plethora of possibilities for advertisers.
Benefits of Digital Display Advertising
The importance of display advertising cannot be overstated! Display advertising provides exceptional benefits to businesses, and is an economical and effective way to promote your brand. Some major benefits of display advertising are:
The mind-blowing potential of display advertising is quite apparent, considering the fact that the Google Display Network by itself reaches 90% of all users on the internet. There are only a few other forms of advertising that can match the reach of display advertising. This is why it is one of the most popular ad formats.
Raising brand awareness
Display advertising is ideal for businesses aiming for increased brand awareness. These ads are rarely presented to transactional users. Their immense cost-effectiveness makes them an excellent avenue for building audiences.
Captivate your audience
Display ads incorporate engaging visuals instead of relying on boring text-based ads. This helps you grab the attention of users and draws them towards your brand.
Plenty of targeting options
Display advertising and the technology it works on permits marketers to target specific users with their advertisements. This has resulted in a paradigm shift in the realm of digital advertising and is the main reason many businesses are flocking to these ad formats.
Available at various price points and at low costs
One of the most significant benefits of display advertising is the flexibility it offers in payments and its relatively low costs. The two oft-used payment methods are Cost Per Impression (CPM) and Cost Per Click (CPC). Either of these payment terms can be more cost-effective than traditional advertising.
Detailed tracking options
A good digital marketing strategy by a marketing agency needs to be adaptable to changing needs. Digital advertising allows you to track the performance of your campaign in order to analyse and adapt as per the response. Digital display ads let you know the exact number of impressions and clicks on your ads, allowing you to revise your tactics and adapt your strategy accordingly.
How can Interics IN-DIGITAL help?
Interics IN-DIGITAL is a division of Interics Designs – a highly reputed digital marketing company in India – that can strategise, plan, design and execute your display advertising campaigns. We utilise the power of the latest technologies to broaden your audience, generate qualified leads, and optimise your marketing efforts.
Why go with Interics IN-DIGITAL?
Interics IN-DIGITAL is the foremost Digital Marketing Company in Pune, Web Development Company in Pune and Lead Generation Company in Pune. As a holistic Digital marketing agency in India, Interics IN-DIGITAL has the experience, expertise and resources to deliver robust strategies for Digital Marketing and Social Media Management.
Through a tailor-made amalgamation of Content Strategy, Social Media Strategy, Digital Advertising, Website Design and more, Interics IN-DIGITAL offers solutions for successful Brand Reputation Management, captivating Digital Brand Experience and substantial brand impact.
Visit www.intericsdigital.com to find out more about our Digital Marketing solutions!