What Is

Display
Advertising?
A popular and effective format of digital
advertising is display advertising. It is
completely driven by the visuals it uses
to attract attention and spread brand
awareness across the internet.

Display ads are a lucrative method of

advertising for marketers looking
for ways to reach and acquire
customers. They make generous
use of visual media in the form
of texts, images, or even videos
to catch people’s attention.
You can usually spot display ads in designated
corners of webpages and social media platforms, and
they are usually showcased in the form of a banner
ad (graphic or text). All campaigns ranging from the
ones using simple text to those with attractive videos
can be grouped under display advertising.

Most successful display advertising campaigns use

a clever combination of images, text, gifs, and
videos to stand out on the internet and send their
message across to the targeted audience.
Marketers can play around with language, design,
shapes, and sizes of banners to create engaging
display ads.
One of the most vital features of
display advertising is its ability to The multitude of options
target specific sections of the
available when it comes to
audience that match parameters
based on the advertiser’s display ad targeting can be
requirement. The display overwhelming; it is important
advertising targeting feature to have clarity about the kind
ensures that your ad reaches the of demographic that you want
right audience, and ad spend isn’t to cater to, and accordingly
wasted on a demographic that choose from available
isn’t interested in your targeting options.
product/service.
The Display Advertising Targeting Process

1 Define your demographic

You can segment the audience based on their basic
demographic details like age, gender, interests, etc.
The Display Advertising Targeting Process

2 Identify target keywords

This allows you to reach the target demographic based on selected
keywords as per your product or service. The display ad will match your
keywords with words/phrases present in the publisher’s site where your
ad will be displayed.
The Display Advertising Targeting Process

3 Formulate the ideal placement

You can choose the website you want your display ads to run on. For
example, if you’re targeting customers of a specific car variant, you can
display the ads on articles related to that model, or even on a product
review page.
The Display Advertising Targeting Process

4 Show ads based on interest

Google collects data on its users’ behavior, and depending on what users
are searching for, you run display ads that resonate with specific interest
areas. For example, a car enthusiast may be researching tires, car stereo
systems, etc. Interest-based display ad targeting will place your ad on all
relevant webpages.
The Display Advertising Targeting Process

5 Retarget based on past behavior

Also known as retargeting, this display ad targeting feature lets you

target users who have already visited your website, thereby reinforcing
the brand’s impact and recall.
Types of
Display
Advertising
 1 Banner ads
Banner ads are the most common
display advertising format, as they
clearly stand out on any webpage.
They are named after their shape,
which is banner-like. They are
nothing more than hyperlinked,
image-based ads in the shape of a
strip. They are usually placed on the
top of a webpage to immediately
draw the user’s attention.
 Rich
2
Media
Considering that roughly 30% of
Internet users find traditional
banner advertising distracting,
advertisers are exploring more
innovative ways to display their ads.
Use of rich media is one such new
tactic that involves using interactive
elements such as video, audio, and
clickable elements to make the
advertisement more engaging.
 Interstitial
3
ads
These are ads that appear as a
separate webpage before you
are directed to the original page
that you wanted to visit on the
internet. They are effective in
capturing the user’s attention as
they take up the entire screen.
 4 Video ads

When it comes to display

advertising costs, video ads are
slightly more expensive but
worth it. Platforms like YouTube
and Instagram have made it
convenient for marketers to run
video ads and attract a lot of
attention and engagement.
Google Display Network
Display is a significant investment for
any company, so it is only natural that
you’d want the maximum Return on
Investment (ROI) from your display ad
costs. Therefore, it is crucial to
measure how your display advertising
management strategy is working out.
Here are four Key Performance
Indicators (KPI) to help quantify the
outcomes of display ad management
1. Reach
2. Impressions
Measuring the reach of your ad accurately
means obtaining figures on how many users Simply put, an impression is the number of
saw the ad. This is reflected as the unique times an ad has been “served” to a user on a
number of views on your display ad. You website or placement. Every time an ad is
can monitor the reach of your ad and assess displayed, it counts as an impression. Once
the effectiveness of your display ad you have successfully quantified this, you
management and targeting effort. If ads are can map ad performance against the
not reaching the desired audience, it is conversion rates. If it seems that your
advisable to readjust your targeting impressions are growing but your conversion
parameters. rate isn’t, you may need to rethink your
display ad management plan.
3. Click-through rate
4. Conversion rate
A crucial indicator of engagement, click-through
This is the most important metric to consider
rate indicates the number of people who have
because, at the end of the day, conversion is
clicked on your ad. Mathematically, it is the ratio
the main objective of running ads. This rate is
of impressions to clicks. For example, if your ad
a quantification of the number of people who
receives 2,000 impressions and you generate 200
click-through to your landing page and
clicks, that’s a click-through rate of 10%. Low
perform a definitive action such as
CTRs are indicators of the need to adopt a new
downloading your app, opting-in to a
display ad management strategy or relook at
newsletter, or buying a product.
targeting formulas.
 Benefits of Display Ads
Display ads are now a marketing staple, taking center-stage in most ad campaigns and
letting you reach a vast global audience. Despite having been around for a while, the
technology shows no signs of slowing down. This is because of the following benefits:

Visually appealing – Since these ads are usually graphic/visual, advertisers can experiment
with different designs, shapes, sizes, and formats to identify what works and what doesn’t.
Diverse options – You can be as traditional or as out of the box as you wish to be when it
comes to display ads.
Effective targeting – The display advertising targeting lets you reach audiences as per
diverse parameters, ensuring optimum engagement.
Enables retargeting – The retargeted display ad that you show them acts as the slight push
they needed to come back to your website.
Analytical insights – Using a tool like Google Analytics for display advertising management,
you can track how your ads are performing.
 Challenges of Display Ads
Blocking display ads: a challenge for advertisers

The term “banner blindness” was coined in 1998 after a study found that many users tend to skip
banner-like information when scrolling through a website. After seeing thousands of banner ads,
they even learned to ignore them and focus their attention on a page’s content.
Current statistics show that the average US user sees approximately 63 image ads per day. It is
overwhelming and possibly the reason why around 380 million people use adblock software on
their mobile browsers and 236 million on desktop computers. Some of their decisions to use it
include:
•malware threat;
•interruptions in Internet usage;
•slow website loading time;
•too many ads on too many websites;
•tracking by unknown sites.
If someone is looking for information on a website but can’t access it because of advertising, they
definitely won’t like a brand it promotes. As ad blockers increase, content in the form of less
intrusive information can help retain your customer base.
 Challenges of Display Ads
Making display advertising more effective with AI

an advantage of display advertising is the ability to reach the target group and increase
brand, product or service awareness. Technologies based on artificial intelligence
are what you need to improve this process. Their use can serve to:

•better targeting thanks to understanding the needs and preferences of recipients;

•recommendation of products that customers are looking for or need at the moment;
•reaching new audiences through look-a-like audience analysis systems.
The goal of advertising network companies should be to increase the effectiveness
of advertisements displayed on the Internet. Therefore, it is crucial to work
on increasingly advanced solutions based on data analysis and machine learning
models. Thanks to AI software, it is possible to obtain information in real-time,
speeding up the process of reaching the target group.
ACTIVITY- REPLICATE THE DISPLAY ADS