Digital marketing, like any other area, is full of professional words and jargon, that every newcomer can feel lost in the area. Direct reading and understanding are impossible as it leads to complete rubbish while googling and constant asking make you feel annoyed or irritated… Calm down, we are to help and highlight key points. It may be not a full list of your questions, but you will certainly feel that your life is getting better.
One of the biggest superstitions we are going to deal with is that any online marketing is a media one. Guys, we have sad news for you. It is the case for native advertising, as sometimes it can be referred to content marketing, while in some cases it is a display ads that can take various forms. Don’t hurry to close the tab, further material will be even more interesting, we are promising.
So, what do we actually mean when say “a display ad”?
To say it simply, they are ad blocks displayed on websites. The most common formats are banners, located on top positions of the page, it can be also a textual broad advertisement panel or a video. These ads can be found on special places of websites, that are designed for paid advertising and assist in quick conversion.
It may be surprising, but size matters. Broad banners have more chances for success in comparison with their relatives of the long and narrow square.
According to Google sizes 336 × 280, 728 × 90 or 320 × 110 are the most profitable ones.
What is better: native ads or displays?
The former ones are considered to be less disruptive as they fully migrate to the style and specificity of the website where they are displayed. As a result, we have more loyal users as nothing distracts them from their activities.
Such ads are often marked as “sponsored content”, however, it is not often noticeable by visitors.
Content marketing can be also referred to as native advertising, while its form is very specific. For example, paid infographics and videos with neat inserting into the article. While other forms like reviews or blogs cannot be listed here as their main task is not to deliver advertising, their values are in sharing valuable information with visitors.
What about other ad types?
There are also some other popular that online advertising platform provides:
Multimedia ads. There are a lot of their subtypes where the most prominent is a video that starts playing immediately at the page loading. No special warning was given to you and all your colleagues are informed that you are screwing around. Its polite relative is generally waiting in the corner until touching them by the mouse after it they expand themselves to the page size and move with you on the page.
Interstitials. They are often seen when you, for example, have just completed one level in the game and are going to start next. They are successful as don’t interfere main business when a person is “ready” to accept them.
Overlay. This type is a bit similar to a previous one: you will have to close the window with the ad to see what you need. While this ad is transparent, thus, you can easily guess what is written behind.
What can you take from here?
The same as everything in our life, media ads can be treated from both positive and negative sides.
We cannot ignore flexibility here, as media can be represented in so great variety of forms and sizes so that everyone can find something to the taste.
Easy ways to promote also make it a tempting option, as well as a variety of tools to estimate results. We are talking not about targeting, but also clicks, conversions, displays – all that stuff to understand what is really interesting for people.
However, banner blindness is a real problem for marketers, and they have to struggle a lot to be remarkable and noticeable.