Digital advertising has become a large part of modern-day marketing, with many people in front of screens daily around the world. As a result, digital display advertising has become more prevalent than ever. With a multitude of benefits and a low cost barrier, this form of advertising is a great way for businesses to reach potential customers. Before diving into digital display advertising, it is important to understand what it is and how it works.
What Is Digital Display Advertising?
Digital display advertising is a form of online advertising that uses visual ads to promote companies’ products or services across websites, apps, and more. The main components of a digital display ad are an image or video with attention-grabbing messaging, a CTA, and a landing page. It is important for all aspects of the ads to mesh with each other to make sure you are effectively getting the message across to the consumer. Digital display ads are typically top-of-the-funnel ads, attempting to introduce a brand to consumers by reaching a large audience and serving a lot of impressions.
These ads differ from other digital ads, such as search ads or social ads. These ads differ from social media ads because they have a larger network to reach more consumers across websites and apps, compared to ads that are strictly served on platforms like Facebook or Instagram. Digital display ads also differ from search ads, as search ads are strictly text-based, while digital display ads are mostly visual.
Types of Digital Display Ads
Before deploying a digital display ad campaign, it is important to understand the types of ads that can be used. One of the most common digital display ads is banner ads. These are static or animated ads that show on websites. These ads typically appear at the top/bottom of the webpage or along the side of the page, next to the site’s content. There are also digital display ads that show in mobile apps. These ads can be shown when a user first loads up an app, in between a game’s levels, and more. These ads get good engagement, but users can find these full-screen ads to be more disruptive than other types of digital display ads. A third type of digital display ads is rich media ads. These ads are interactive ads that typically include video, audio, or some other kind of dynamic content. Rich media ads engage users through these interactive components, which cause higher engagement rates than other types of digital display ads.
How Digital Display Advertising Works
Digital display advertising works by using ad networks and other programmatic platforms to serve ads on the properties that they own. For example, Google Display Network has access to over 2 million websites, videos, and apps where display ads can serve. With all of these properties, Google Display Network is able to reach over 90% of internet users. These ad networks use RTB to bid on every instance that an ad can show. Most networks use AI learning to only bid on the most relevant ad placements for advertisers, based on their product/ service that they are advertising and the goal of their campaign.
Benefits of Digital Display Advertising
There are many benefits of digital display advertising that can make an impact for companies of all sizes. One of the biggest benefits is brand awareness. With digital display advertising, companies are able to get their brand in front of millions of potential customers at any given time. This leads to another advantage, which is the vast reach that digital display advertising offers to advertisers. By being able to reach consumers on their devices such as their phone, computer, and tablet, digital display advertising offers a larger reach than traditional advertising. A third benefit of digital display advertising is the granular targeting that is offered to advertisers. This allows you to target different people based on criteria such as demographics or interests, and serve those groups different ads that are more tailored to them. Another advantage that digital display advertising offers is measurable results. Depending on the goal of your campaign, you can track the success of your campaign by monitoring performance based on reach, clicks, conversions, and more.
Display digital advertising is an important part of a successful digital marketing campaign, but it is important to understand what it consists of, the different types of ads available in this form of advertising, and how it works. When deciding what kind of advertising to use, consider the benefits that display digital advertising offers and whether or not these benefits will help you achieve your goals.
Here at Corkboard Concepts, we are experts in digital display advertising. Reach out today to see how we can help you reach your goals with digital display advertising!
