Display advertising is one of the most popular type of online advertising that comes in several forms, including banner ads, rich media, native ads, interstitial ads and more. Unlike text-based ads, display advertising relies on elements such as images, audio and video to communicate an advertising message.
Display advertising can be used for re-targeting. This is when an ad served to target users who have once visited a certain website. It is aimed to re-target and encourage them to take further action on the website.
Several Forms of Display Advertising
Banner ads refers to the use of a rectangular graphic display that stretches across the top(leaderboard 728×90), bottom(leaderboard 728×90) or sidebars(medium rectangle-300×250 & wide skyscraper-160×600) of a website. Dochase display banners usually consists of static or animated images and are usually placed in high-visibility areas on high-traffic websites. Banner advertising is attractive because it can help create brand awareness, generate leads and re-target an audience.
Rich Media Ads encourage users to interact and engage with an ad as it includes advanced ad features like video, audio, or other elements. While text ads sell with words, and display ads sell with pictures, rich media ads offer more ways to involve an audience with an ad. Rich media ad uses advanced technology such as streaming videos and programs that interact instantly with the user, and ads that change when the user’s mouse moves over it.
Native Ads are designed to blend in with their surroundings in order to appear more authentic. By fitting in seamlessly on the pages on which they’re placed, native advertising is thought to be less disruptive. Native ads are sponsored contents which unlike display ads or banner ads, native ads don’t really look like ads.
Interstitial Ads are full-screen ad formats covering the interface of an app and appearing at natural app transition points like pausing a game, between levels or before closing an app. Interstitial ad has been know to catch and hold user attention on mobile devices, as it tends to take the form of a large format ad that blocks out all content on the mobile viewpoint, requiring the user to take an action like clicking on the ad, or closing the ad down.
How To Measure Display Ad Performance
Reach also known as impressions, is the number of people who can potentially view your advertisement online. This will be represented by the number of visitors that visit our partner sites who altogether have a reach of over 34 million people monthly.
Click-Through-Rate is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. According to Doubleclick (the display advertising part of Google), overall display ad CTR is 0.05% which means out of 10,000 people that see an ad 5 of them are interested enough to click n them. Dochase has recorded an average CTR of 0.45%.
Bounce rate It is the percentage of visits in which a person leaves your website from the landing page without browsing any further. When a user bounces on a page that was advertised by a display advertisement, it indicates that the user was intrigued enough to click on the advertisement, but when they visited your site, they found that what they saw on the advertised page is not relevant to them. A high bounce rate is seen as bad but a low bounce rate is good for the ad campaign.
Conversion Rate is the number of conversions divided by the total number of visitors. If a total of 200 people visit a site and 50 people make purchase or fill a form, then the conversion rate is 25%.