Display Advertising – An Introduction | SiteMap 21

[ayshakhatun3113]

Today's show is the first about display advertising , which will take us from banners to affiliate marketing, and also remarketing. But let's start by explaining what display advertising consists of exactly.

WHAT IS DISPLAY ADVERTISING
“Display advertising” is the placement of graphical advertisements on websites that are considered to be visited by the target audience . These advertisements, also known as banners, can be static or interactive and include a combination of images, text and/or video with the aim of getting the user to click on them and, after doing so, perform an action intended by the advertiser, for example, buying a product, filling out a form, etc.

The first banner was created in 1994 and achieved an extraordinary 78% click-through rate. Impressive, isn't it? In the following years, however, the low relevance of banners for users and their widespread use led to a phenomenon known as banner blindness – that is, the ads are there but people don't even see them.

THE EVOLUTION OF OLD BANNERS
However, technology has evolved and banners have reinvented cryptocurrency data themselves, becoming more effective. And in recent years their use has increased again, mainly due to the multiplication of recipient targeting options . Today, ads can be shown only to a certain geography , to a certain age group , exclusively on sites that have thematic affinity with the products or services advertised and to people with specific and relevant search behaviors and interests .

Even more innovative and effective is display advertising through remarketing , in which ads are shown only to people who have previously visited the advertiser's website, seeking to bring them back to complete a purchase they left halfway through, for example. But we will dedicate next week's program to remarketing.

WHEN TO CHOOSE BANNERS AND WHAT ARE THEIR BENEFITS
To conclude today, one last note on the use of banners by companies. One of the aspects that we have frequently highlighted in SiteMap is that in digital marketing, the selection of channels or tactics should be made according to the objectives to be achieved, on the one hand, and the stage of the purchasing process in which the consumer is, on the other. Now, displays are particularly interesting when the objective is branding , that is, to make a brand, product or service known .

But to ensure that ads don't just interrupt the user experience, you need to be creative with your copy, have good images and properly segment your target audience. And remember, clicks aren't everything : banner click rates are low, but repeated impressions of ads give companies great visibility, which increases their familiarity and produces complementary results such as an increase in the volume of searches for the brand and clicks on Google Adwords search network ads, which we've discussed in recent weeks.