Display advertising on the Internet

The Internet advertising market is developing so fast that business owners do not have time to use all the opportunities. They try to choose the most effective tools with a good response from the audience. One of them is media advertising. Users meet her everywhere: on TV, on the street, when reading an article on a website, when watching videos on YouTube. Running display ads gives advertisers a chance to reach as many audiences as possible. And these are potential customers, buyers, partners, investors, that is, the engine of any business.

What is display advertising

Let’s do a little experiment: try to remember the ads you saw today. With a high probability, even the last 5 ads have already been completely erased from memory. And that’s okay. The abundance of advertising offers creates informational noise, and in 95% of cases it comes from media advertising.

These are all image, text and video ads that follow us everywhere. Display advertising affects people’s emotions and perceptions. Its goal is not to sell “on the forehead”, but to represent a brand or company, its products and services. Advertising should cause a positive opinion among the audience and the necessary associations with the brand.

In a broad sense, media advertising includes almost all types: on television, radio, in the media, etc. We will focus on the features of Internet formats.

Varieties of media advertising

Consider immediately the available formats of the advertising tool.

Banners

This is one of the very first formats. Initially, the picture was in the form of a static banner 240×400. Now advertisers can place animated images that even more attract the attention of users.

Of course, banner advertising on the Internet is not limited to the classic 240×400 format. You can run ads with images 728×90, 160×600, but you need to check the available options with representatives of the advertising platform.

Video

This format is found on information and entertainment sites, video hosting sites. Since YouTube remains the most popular platform for demonstrating a variety of videos, let’s look at advertising options using this example:

  • in-stream. Short clips in a random place in the main video. Length – 15-20 seconds without the skip option;
  • True View Video Discovery. This is the ad that is displayed in the right block next to related videos. Each transition and viewing of the video is paid;
  • splash ads. Small video inserts up to 6 seconds. There is no pass function. The advertiser pays for advertising according to the CPM model;
  • outstream. Format for mobile devices. Advertising is displayed on platforms and in partner applications. Watching a video is counted if it has been running for at least 2 seconds.

The possibilities of video in display advertising are huge. But each format has its own requirements regarding duration, placement and other nuances, so it is better to study each type separately. Usually, information is written in the rules of the advertising platform.

Branding

Expensive media advertising format. For example, branding a page on Kinopoisk will cost 300 thousand rubles a day! But image promotion works great for increasing brand or company awareness.

The essence of advertising is that the main page of the partner site is designed in the corporate colors of the customer company. In general, you can brand and individual headings.

Text-graphic blocks

This format is suitable for promoting promotions, messages about special offers, that is, for those situations when you need to attract the user’s attention here and now.

Advertisements are easy to develop, do not require a serious waste of time and money. They contain an image, accompanying text, a CTA button.

How to place display ads

First you need to choose a platform for launching ads or videos. We will not consider each separately, but will focus on the three largest:

  1. CCM Google. This includes over 2,000,000 advertising resources. These are YouTube, Gismeteo, etc.
  2. YAN. Yandex offers its own services (Maps, Auto, Real Estate, etc.) and over 40,000 partner sites.
  3. MyTarget Platform. Suitable for displaying ads to the audience of Mail.ru, social networks VKontakte and Odnoklassniki.

You can deal with media placement on your own or order services from an online agency. It should be understood that the subtleties of settings, the requirements at each site are different, it is important to take them into account. Before launching videos and announcements, there is a lot of information to be studied.

Benefits of display advertising

How to place display ads

First you need to choose a platform for launching ads or videos. We will not consider each separately, but will focus on the three largest:

CCM Google. This includes over 2,000,000 advertising resources. These are YouTube, Gismeteo, etc.
YAN. Yandex offers its own services (Maps, Auto, Real Estate, etc.) and over 40,000 partner sites.
My Target Platform. Suitable for displaying ads to the audience of Mail.ru, social networks VKontakte and Odnoklassniki.

You can deal with media placement on your own or order services from an online agency. It should be understood that the subtleties of settings, the requirements at each site are different, it is important to take them into account. Before launching videos and announcements, there is a lot of information to be studied.

Benefits of display advertising

The main advantage of such advertising campaigns is the ability to set clear targeting. That is, ads or videos are shown to potentially interested users, and not to everyone in a row.

Attract advertisers and other advantages of the tool:

assistance in solving performance problems. Media is effective at every level of the sales funnel;
variety of formats. You can focus on one or two types of advertising or use all at once for even greater reach;
detailed analytics. It is easy to track the desired performance indicators and, if necessary, make changes. The risk of draining the budget is minimal;
flexible cost. It is much cheaper to promote on the Internet than on television. The advertiser can choose a convenient payment model (CPC, CPM, CPA or directly to the site).

There are also disadvantages to media advertising. First of all, get ready to spend. Although advertising is flexible in terms of payment, it costs a lot of money.

The second significant disadvantage is the risk of developing “banner blindness” due to the abundance of advertising on the sites. Make every effort to design videos and ads so that they do not merge with the rest.

The effectiveness of media advertising

Why do advertisers invest in this promotion tool? What is the purpose of media advertising on the Internet?

The answers lie in the tasks of the advertising channel:

increase brand awareness;
build a good reputation for the company;
increase resource traffic;
increase demand for specific products.

But how do you know that the goal has been achieved? You need to measure the effectiveness of media advertising. It is calculated according to such parameters as the number of views, average click-through rate, user attitude to advertising. To determine the effectiveness of a particular banner, use a simple formula:

CTR = number of clicks / number of impressions * 100%.

If the indicator suits, then everything is done correctly. Otherwise, you need to make changes, because the user pays attention to even the smallest details. Pay attention to them even at the development stage. Choose the right colors and placement of ads, dose the number of words, be creative in design and design. Become better than competitors, and the user will not be able to ignore ads.

What to look for before starting

To make sure your audience sees and remembers your ad, take it seriously. In particular, focus on the following points:

  1. Targeting setup. Show ads to a truly interested audience. Target ads to specific regions, age groups, and other meaningful criteria.
  2. Creating relevant content. Focus on the information content and ease of perception of media advertising. It is also important that it does not contradict the content of the promo page.
  3. A clear statement of the proposal. Write creative headlines USP.

Don’t forget about testing advertising portals. Place ads and videos on resources with a similar direction. Be sure to analyze the effectiveness of the advertising campaign and make changes if necessary.

Leave a Comment