What is Display Advertising & Types of Display Ads 📢

Display Advertising and Types of Display Ads

Display advertising uses visual ads—typically banners combining text and images, and sometimes video, audio, or interactive elements—on websites and landing pages. Ads commonly appear at the top, side, or bottom of a page.

How the ecosystem works

• Advertisers choose where and how to promote their products or services.
• Websites and blogs provide ad placements.
• Affiliate networks and platforms connect advertisers with publishers and manage ad delivery. Google AdSense is one example; the platform takes a share of the proceeds.
• Ads tend to work better when the advertised product or service is relevant to the site hosting them.

Pricing models

• CPM (cost per thousand impressions): Payment is based on how many times an ad is shown. This model suits visibility and awareness goals.
• CPC (cost per click): Payment is made when a user clicks the ad.
• CPA (cost per action): Payment is made when a user completes a defined action, such as buying a product. This model is closely tied to conversions and performance marketing.
• Flat rate: A fixed fee is agreed for a day or month, regardless of results. Advertisers should assess expected performance before choosing this model.

Benefits and practical tactics

• Measure and optimize: Track impressions, frequency, and click-through rate (CTR), then adjust campaigns as results come in.
• Run A/B tests: Compare banner elements such as copy, images, and colors to identify stronger variants.
• Use audience and placement targeting: Affiliate platforms offer segmentation options. Advertisers can also negotiate directly with high-traffic websites or blogs.
• Match pricing to the objective: Choose a payment model based on campaign goals, budget, and expected user behavior.
• Use remarketing: Reach people who visited a website but left without purchasing, using personalized messages to encourage them to return.
• Fit ads to context: Integrating a banner creatively with the site where it appears may improve CTR.
• Adapt for mobile: Use mobile-friendly banners and personalization to make ads more relevant.
• Consider user experience: Prominent formats can attract attention, but intrusive placements may frustrate users.

Common display-ad formats

• Super banner, mega banner, or leaderboard: A large placement at the top of a webpage.
• Ceiling ad: A customizable ad at the top of a page.
• Floor ad: A placement at the bottom of a webpage.
• Rectangle ad: A classic vertical ad on the right side, sometimes expandable.
• Skyscraper: A tall format, commonly 120 × 600 pixels, with wider variants available.
• Pre-roll: An ad shown for a few seconds before content.
• Skin: Campaign imagery and colors applied to the page header, sides, and bottom. Premium versions may include video or dynamic elements.
• Interstitial: An overlay that covers most page content and can be closed. It is attention-grabbing but potentially intrusive.

Metrics and targets

The video identifies impressions, frequency, and CTR as key metrics but provides no numeric benchmarks, performance results, or campaign targets.

Presenter/source: The presenter is not identified in the subtitles. The source is Marketing Explained, described in the metadata as a Cyberclick series.