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Display Advertising

A number of viewers and testers indicated that web-video is impressively more viewed. Comparing with television advertising clips, to spread on web, videos do not need to be in high quality format. This could be one of the main reasons to say "web-video is less over-priced." More importantly, when you distribute videos onto the Internet, no matter on your company's official websites, or on video-sharing websites, it's free. Considering the enormous cost for putting an advertising clip on television, Web-video won. The advantages of web-video, which are unable to be obtained by traditional television advertising. Perhaps the television advertising age is passing away, and this might be as controversial as the issue of "online media VS traditional media".

Online Display Banner Advertising

Online display ad spending is expected to increase 90 percent by 2019, from $19.8 billion in 2014 to $37.6 billion, according to new findings from Forrester Research.
Video platforms in particular are expected to be the main driver of the growth. Forrester predicts that the tactic will grow more than 21 percent on desktop platforms and will capture as much as 55 percent of the total desktop display spending by 2019.

Mobile Display Ads

Mobile ads targeted to both smartphones and tablets will also be a major online growth area, capturing up to 40 percent of the online display ad spending by 2019– up from 24 percent of display budgets this year.

Ads! Display advertising is an ad that shows up at the top or on the sides of search engine results or on the websites themselves. Other avenues in which display ads are used are through email and mobile apps.

Often called ad banners, or simply banners, they consist of text, pictures, company logos, and/or videos. Much like traditional ads found on TV and magazines and so on, the purpose of display advertisements is to deliver brand messages or showcase a product/service to the millions of people who surf the web.

The growth of the display advertising market

“Most of the growth in online display will come from three areas that will generate the bulk of the growth by 2019: Programmatic exchange-based trading, video advertising and mobile display,” Forrester noted, in a summary of the report.
Offline advertising is expected to grow just 1 percent during the same period, but will still capture $239 billion in marketing dollars. Cable television will be the offline platform with the most growth– at 4.8 percent– while platforms such as radio, newspapers, magazines and yellow pages are all expected to see declines.

Whatever the case, there are so many options available for display advertising that you should be out there testing

Google is pushing the envelope with their offerings on the GDN. But that is just one display network! Peel back the curtain and you will find a big world of networks, DSPs, and remarketing services– all of them offering their own special sauce of algorithms, self-service platforms and generally raising the bar for the entire industry.

Display advertising is an ad that shows up at the top or on the sides of search engine results or on the websites themselves. Much like traditional ads found on TV and magazines and so on, the purpose of display advertisements is to deliver brand messages or showcase a product/service to the millions of people who surf the Internet every day. Another advantage display advertisements have over other ads is the ability to track their performance on a daily basis. It is almost impossible to track how successful a TV ad is in raking in a customer, but with a display ad, you can see in real-time how many people have seen the ad, how many have clicked on it, and how many were converted into paying customers. Ads that are seen on TV or in magazines are fundamentally flawed for two reasons: 1) Once they are live the ads can not be easily changed.

Another advantage display advertisements have over other ads is the ability to track their performance on a daily basis. It is almost impossible to track how successful a TV ad is in raking in a customer, but with a display ad, you can see in real-time how many people have seen the ad, how many have clicked on it, and how many were converted into paying customers. These are powerful reason why so many companies have invested a lot of money into this type of ad because you can accurately measure the return on investment (ROI).

Ads that are seen on TV or in magazines are fundamentally flawed for two reasons: 1) Once they are live the ads can not be easily changed. 2) Since the company does not know who may be viewing the ad at any given moment, it has to be created with a wide audience in mind. Display ads have neither of these problems.

About Gary Cramer

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