Display advertising are adverts that you see on websites that are clearly adverts. They are pretty obvious and don’t blend in with their surroundings. Usually they are banners at the top of pages, but they can also be videos. There are reserved sections on web pages for this type of advertising, and their main aim to force quick conversions i.e. clicks.
The banners can be wide (normally at the top) or long and narrow (normally down the side). The wide banners typically perform better. The range in sizes offers flexibility in your designs, but Google has reported that the most effective sizes for display advertising are:
Like all forms of advertising, there are positives and negatives. The upside of display advertising is that millions of people can potential see your ad, and Google will match them with the best websites based on your preferences. It is also simple to analyse the results, look at the number of clicks, conversions and impressions. The negative however, is that they have a tendency to be ignored due to their wide use, causing a low click-through rate. Ad blocking can also cause a problem, with over 70 million people choosing to use ad blocking software.
There are a few things to keep in mind for display advertising to be beneficial. Make your advert visually exciting, almost like an infographic. It won’t appeal to anyone if it is over-crowded and messy. However, do be experimental. There are lots of formats to choose from so work out which is best for you. You don’t want to have to make your logo tiny because it won’t fit in a long, narrow banner. Don’t make your advert offensive, the last thing you want to do is make someone download an ad blocker! Finally, never forget your goal, whether it is purely brand awareness or encouraging a call to action. Always make the call to action very obvious using simple language.
If you need help with display advertising, give Monster a call or email and find out what we can do.
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