Display Advertising
A graphical advertisement that appears next to content on websites, instant messaging (IM) applications, emails & other digital format.
The graphical advertisements are referred to as banners and can include:
- Text
- Images
- Audio
- Animations
- Video
- Interactive content
Think of display advertising as similar to advertising in printed media like a magazine. However, you can also target according to:
- Demographic
- Geographic location (to an extent)
- Behavioural targeting
Tracking
Depending on your analytics solution, you can track:
- The number of people that have potentially seen the ad
- The number of people that have clicked on the ad
- The journey of the person to your site and once on your site
- What they did on your site (if anything)
- Conversion –> ROI
Why use Display Advertising?
Although it is a push marketing technique (people see your ads even if they don’t want to) Display advertising does bring about some valid reasons to use it:
- Increase your online presence
- Help reach your marketing goals
- Help to increase brand awareness
- Drive leads
- Promote new products or seasonal offers/promotions
- Increase reach and frequency