Display advertising can be a fantastic way to reach out to brand new audiences both on your own website and others.
Easy, clickable advertising with colours and images that best represent your business can bring in exactly the right traffic you are looking for. You can even customise where your advert takes your audience, so to direct them to the exact landing page you are looking for.
But which type of display advertising is going to bring in the best ROI for your business? Here are our top 5 types of display advertising you need to know to perfect your next advertising campaign
Banner ads are the most popular website advertising tactic you are likely to see or use. These creatives are placed in several spots across the website to attract the attention of anyone who visits it. Depending on the website, as a business, you may be able to specify where you want your adverts to be placed. For example, here at Bdaily, we offer advertising by topic and region, so you can reach the business audience that best suits what you are promoting.
Banner adverts come in many different sizes on each website. These include
- Skyscraper (vertical down one side of a webpage)
- Square (placed towards the top of either side of a webpage)
- Leaderboard (horizontal across the very top of the website)
Plus many more, with mobile optimisation available too
- Widely used across many websites
- Can be targeted at specific audience segments
- Easy to create
- Non-disruptive to website users
- Being static makes them blend into the webpage more
- Specific sizing can limit creativity
Similar to banner adverts, animation adds an extra layer to the images you see across a website. The advert animation doesn’t have to be complicated, but it can be useful when encouraging website visitors to your landing page. Animation captures easily captures a user's attention especially if it is the only moving element of a webpage. This makes your advert easier to spot, helping you become a recognised brand.
- Adds another element to a static advert
- Can help your business stand out from others
- Attracts more attention
- Animation can take more time and effort to produce than static adverts
- Some users may find the movement distracting as they scroll around the page.
Interactive adverts are fast becoming popular, as users are drawn to more video content and can’t resist the chance to use interactive features! Interactive adverts offer a user a chance to play an active role in what you are promoting. This could be as simple as giving them the option to see your product in different colours via clicking through or offering a short yes/no quiz which leads them to an advert that is more tailored to them. In a B2B world, you could focus on asking them a question based on their business needs, with two options that help guide them to the right landing page for what they are looking for. Users like to feel in control of the buyer's journey, and interactive adverts offer the chance to be more active in their decision-making. This can be a great way to gather data on your audience too.
- Offer users the chance to be actively involved in your campaign
- Allows you to see user preference through adverts
- Stand out amongst other advertisements
- Requires a knowledgeable team to make them
- The interaction may distract from actually clicking through to the landing page
- Not every user will want to interact with your advert as intended
Pop-up advertisements are about getting your business centre stage in front of every unique website user. This type of advert works by ‘popping - up' when a user first clicks on a website, taking over the screen with a call to action to grab their attention. Once a user either clicks on the advert or clicks away to continue on the page, a smaller call to action remains on the site, should they want to your landing page later. To not upset users, these adverts tend to appear once a day for each website visitor so as not to distract from the content.
- Gaining the undivided attention of each website user
- Creates a memorable experience for each visitor
- Gives your business the chance to share a call to action clearly
- Creates website traffic easily
- Some users might find having to click off an advert frustrating
- Click-through rates can be skewed by missed clicks
- Exposure is limited to once per day
Sponsorships see your business share your logo on any website content, showing your involvement in what users are experiencing. This could be done in any number of ways. For example, Bdaily offers the option to sponsor news content such as our appointments articles or specific sector news. Other websites may offer the opportunity to place your logo on their homepage or offer you the chance to be part of some of their content and place your sponsorship alongside that. Unlike other forms of display advertising, sponsorships encourage a sense of leadership and seniority when associating with well-respected companies. There is longevity to sponsorships, giving your logo will have a more permanent place to stay.
- Less effort is needed to create this option
- Builds brand image through association
- Offers a longer display lifespan than other options
- This can lead to an association that doesn’t match your company (so make sure you choose to connect with the right brand for you)
- Doesn’t offer a clear call to action or specific advertising lead theme
In conclusion, there are many ways that display advertising can play a role in your digital marketing campaign. This is not an exhaustive list, and there are many other types of display marketing out there, which means you will be able to find the perfect fit for your business.