Digital advertising is swelling and with each passing month its reputation is growing, especially for reaching niche target audience with exact measurable results. Now with all these natural marketing traits with in and the ad content convergence power, the businesses are shifting spends from traditional BTL advertising model into digital. However looking at the various digital ad models and can see display ad is one of the most popular, old and effective type, which is form of visual advertisements that can be placed on a variety of web media. Display ads come in a wide array of formats such as text, images, video, animated, and more.
Along with PPC, for many marketers display advertising is another piece of the advertising cake (and it’s true). The great part about display ads is their adaptability& diversity! You can target almost any type of media to get your message across to your audience. And you can target your audience across multiple devices and channels.You can choose individual websites for your banner ads to be displayed, or you can create banner ads as part of a retargeting campaign. But for your reference, a retargeting ad campaign tracks your website visitors and serves them customized ads with variety of messages on multiple channels.
“Display ads is a must fit in overall integrated marketing strategy as it helps people who are browsing web after they exposed to any offline activity such as TV commercial, Print ad or radio commercial”
There are many types of display ads. We will go over some of the most popular types of display ads in the upcoming sections.Static Display Ads Your static ads are the bread and butter of your display ad strategy. These banner ads typically use an image and have some copy, your brand logo, and a clear call-to-action (CTA). A static ad has no movement and works on a variety of channels and devices. This type of ad is also the least expensive to create, so it is the most scalable.
Best Practices for Static & Animated Display Ads:
1. Have a clear CTA (Call To Action):
One of the most important practice when it comes to your advertising. While you are spending money for your banner ads so you want to ensure that the people who click on your ad do exactly what you want them to do. Keep your CTA short, wherever it’s possible make it action oriented and full of usability. Good examples are “Download Today”, “Shop Now”,“Buy Now”, “Find More”, and so on.
2. Use clear and talking images:
You need an image which act as a catalyst for ad engagement. Usually web pages can be too clutter with information. Or your consumers might even be surrounded by a number of other banner ads. Therefor ensure that your banner image instantly catch the attention. Make it eye catching, have top contrast imagery and consider using lifestyle images, which tends to perform better than others.
3. Have great branding:
Its quire important that your ad branding is aligned with your website and other owned media assets. Keep in mind that ad should have your brand colors, brand fonts, and other elements so consumers know that the ad belongs to particular brand.
4. Use Company Logo in the Banner:
No rocket science at all, ensure that you include brand logo! Try different placement for testing purpose, otherwise logos work best in the top left or right corners.
5. Include a Promotion as a Part of Ad Message:
If it’s a sale or discount or sale campaign then mention promotion in your ad, this certainly a higher click through rate (CTR). Consider offering a discount, free shipping, or sale %.
6. Include a Sense of Urgency Highlighted in the Ad Message:
Include a sense of urgency by saying that promotion “Ends Today” or that before certain date “21 January 2016”. People are much more likely to click on adsthat include this kind of punch lines.
7. Include a Headline Text Message:
Add a headline along with your image, so your audience knows exactly what to do.
8. Match your Landing Page to your Ad before Going Live:
Relevancy is a wining feature like i said many times. Make sure that your landing page is reflecting an expression of your ad! If your ad promotes a mobile phones and your landing page promotes tablets, you are inviting higher bounce rate, which is a reverse of engagement.
9. Choose Banner Sizes Correctly:
There are definitely banner ad sizes that outperform, so make sure you are focusing time on the following sizes for both (static or animated html 5 banners)
10. Always be Testing for Better Engagement Rate & Conversions:
You can test various elements of your banner ads, so make sure you are incessantly testing.
Display advertising plays a crucial role in the online marketing mix for both branding and direct response campaigns with a 26.4% rise year on year. Changes in customer behavior in last few year years has introduced the term “always on consumer”. For display advertising or any other form of digital marketing, data is now a stark reality which is serving the always on consumer with messages that echo with them wherever they choose to interact. And in the last ensure that consumer focus should be the heart of all variations of display advertising strategy.