What is Display Advertising in Digital Marketing?

What Is Display Advertising In Digital Marketing?

  • May 25, 2020
  • 886 words
  • 3 minutes read

Photo by Paweł Czerwiński on Unsplash

The Internet has completely changed the way people view advertisements. As computer prices decreased, online content became accessible to a wide array of audiences. The tremendous change in technology has modified the way people are exposed to media and advertising.  

When display advertising first surfaced in the realm of marketing, it lacked context and value. As a result, many online users deem those display ads irrelevant and untrustworthy, leaving numerous advertisers with a bad taste in their mouths. But thanks to the never-ending innovation in digital marketing as sophisticated means have surfaced allowing advertisers to set out contextual ads that are more accepted by online users. 

Ad exchanges like Google Ads or Exoclick allow marketers to bid only on ad space that is relevant to their brand, targeting specific criteria of audience. The introduction of more seamless advertising techniques has helped to reshape the way people are seeing and engaging with advertising material online. 

Display Advertising Definition

Display advertising is one of the oldest forms yet also one of the most popular types of online marketing. It is a visual-based promotion of your brand or products on websites, apps, and social media channels. Display advertising is another form of paid advertising to attract audiences to click-through to a landing page and take action like make a purchase. 

Although commonly known as banner ads, display ads can come in several shapes and sizes and can be in the form of a fancy text, a video, or audio.  Display ads serve as a way for websites to monetize as advertisers pay to have their promotions displayed alongside the content of the page. The main objective of display advertising as a digital marketing strategy is to deliver general advertisements and brand messages to site visitors.

How Does Display Advertising Work

Advertisers and publishers used to go through long negotiations before they came up with an agreement. But with the advent of technology, this has gradually changed. 

There is now a better way to create an effective display ad creatives in just a few minutes. With today’s display ad strategy, campaigns are charged on a cost per click (CPC) basis. That is to say, every time the user clicks on your ad, you’ll get charged an amount based on your overall bidding strategy. Thus, display advertising is certainly cost-effective.

Display Advertising Effectiveness

Today, digital display advertising is working for advertisers across the purchase funnel, from increasing awareness, desire, and demand, to enhancing engagement, and ultimately to driving conversions.  Creating the right creative, and testing with multiple variants is essential for building a successful display advertising campaign.

The amount of exposure that display advertising gives will certainly benefit your business in the long run.  Think of the ads on tv played again and again. People get to know the brand and recognize it as a trustworthy brand even though they did not perform a  background check. Eventually, if the time comes that they will need products or services just like yours, they would definitely look for your brand since it is what they know. 

Mere-Exposure Effect

So, even if online users skip the banner ads, it does not mean that they don't see it and don’t recognize it. Time will come that even if they don’t totally remember your website name or your actual product name if they see your brand somewhere else, may it be just the logo or the brand name, they will certainly recognize it and probably hit it to make a purchase.  People usually tend to develop a preference for things merely just because they are familiar with them. This is called the “Familiarity Principle” or mere-exposure effect in Psychology. Therefore, the more often the person sees the product or the brand, the more pleasing, likable and trustworthy it appears to him. 

Display Advertising versus Search Advertising

Unlike search advertising that utilizes a pull approach where users are actively searching for a product/service similar to yours, display advertising uses a push approach where users who see your display ads are targeted intentionally for those ads, either because of remarketing campaigns or maybe they’re browsing a website that’s relevant to your offer. 

Display ads give you the ability to show up on sites that are not only highly trafficked, but which are also related to the offer of your ad. Display advertising benefits your business by getting you in front of a high volume of the right people, even if they're not searching.

Bottom line

While display advertising in digital marketing is continuing to evolve for the better, all this change ultimately comes with a learning curve. There's a great deal to consider when planning to run paid advertising, specifically, display advertising. Without a clear notion of what an effective display ad looks like, it can be a challenge for you and your business to master the method.

Allow us to help you take your business to the next level by ensuring your brand captures the attention of those you can serve best. Let us help you identify how you can increase your ROI and accelerate your business. 

Ready to amplify your brand’s influence? Contact us today!

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