What is display marketing?
Definition of display marketing: Advertising that is presented graphically on a screen, also known as display advertising, online advertising or banner advertising. Display advertising can be shown on PC screens and on the touchscreens of tablets and smartphones. On the web, this applies to all advertising in the form of images, videos, animations, text links or moving images. The most classic form is the advertising banner and can be found on almost every website.
Display marketing is simply screen advertising. The aim of a display marketing measure is to increase brand awareness and encourage the user to react in a certain way. In addition to SEO-oriented advertising, display marketing is an important marketing tool.
How does display marketing work now?
An advertising campaign for display marketing requires advertising space on a website or online portal. Classic online advertising is made up of graphic components, such as banners and buttons or text and image displays. The online advertisement is shown to the user on the display when the advertising material is placed on the website. Clicking on the ad takes the user to the website of the company that is advertising. Placing a banner costs money, the price depends on the popularity of the website. The classic billing format is the thousand-contact price (CPM). The advertising is usually placed on landing pages or corresponding product and category pages of the advertised products. The online banner should convey an advertising message as quickly as possible and at the same time leave no questions unanswered. The advantage of the online ad is that potential customers can click on the banner to go directly to the product or company’s website.
How do I recognize display marketing?
Display marketing is about graphic components and not about textual methods and keywords as in SEO marketing. Display marketing is basically about a graphic element on a website, e.g. a button or banner. There is also text content and an image or animation. The appearance is defined by the banner.
What advertising formats are there in display marketing?
- Skyscrapers: the tall, narrow banners on the right or left edge of the screen.
- Layer: This Internet advertisement fills the entire screen. This form of advertising is becoming increasingly popular as it cannot be prevented by the pop-up blockers integrated in web browsers.
- Pop-up: the classic opening of a new browser window or tab. In this case, the advertisement appears in the form of a window when a specific user action is performed, such as a mouseover over a certain word.
- Pop-under: These advertising windows only appear when a website is closed.
- Banners: They are available in various sizes and functions and can be static, animated or interactive. The absolute classic as an advertising medium.
- Content ads: Banner ads that are integrated directly into the content of the website.
What is needed for display marketing?
To start a display marketing campaign, you need an advertiser who wants to reach a specific target group with an advertising message and a publisher who is responsible for the publication. The advertiser creates the advertisement, while the publisher provides a digital medium for the advertisement (website, online store or blog). The advertisement always contains a link that leads the user to the target page. The cost of placement depends on the popularity of the website, with the classic billing format being the thousand-contact price (CPM).
Advantages and disadvantages of display marketing
The advantage of display marketing over traditional print advertising is that there is less wastage. Cookies make it possible to collect user information so that the user can be presented with an ad that is ideally suited to them. Banner rotation makes it possible for a user to always see a different advertisement when visiting the same page several times. The reach of a campaign can be very wide. The direct link to the advertised product shortens the time between discovery and purchase. Targeted advertising can also be displayed for mobile users. One of the few disadvantages can be the simple ignorance of the users, as they are used to seeing these banners. This is known as banner blindness. Many users use an ad blocker that blocks ads from being displayed from the outset.
Advantages of display advertising?
- Reach
- User is directly encouraged to buy
- Reaching the target group
- Various advertising formats
- Good, variable display on mobile devices
- Branding/ image enhancement
Disadvantages of display advertising?
- Oversupply of advertising leads to banner blindness
- Ad blocker
Conclusion:
Display marketing is a powerful, practical and effective advertising measure. To this end, it should be target group-specific and goal-oriented. If you take these factors into account, you can achieve an increase in brand awareness and also a wide reach.
