Display Ads – A Wide Range of Opportunities on the World Wide Web
Display Ads (Display Advertising or also Banner Advertising) translates to “screen advertising” in German. It refers to classic advertising formats from the online world, including Super Banner, Medium Rectangle, Skyscraper, and more. The billing is either based on the Cost Per Thousand (CPT) or a performance-related criterion such as Cost-per-Click, Cost-per-Action, or Cost-per-Lead. Online marketers work with standardized online advertising formats to simplify the production and delivery of display ads for advertisers.
The Range of Available Ad Formats in Display Ads is Huge. It Includes Standard Advertising Formats Such As:
- Full Banner
- Super Banner
- Expandable Super Banner
- Rectangle
- Medium Rectangle
- Standard Skyscraper
- Wide Skyscraper
- Expandable Skyscraper
- Universal Flash Layer
- Sticky Ads
- Ad Bundle (Combination of Banner, Skyscraper, and Medium Rectangle)
Layer Ads versus Universal Ad Package
The formats Super Banner, Rectangle, Medium Rectangle, and Wide Skyscraper are part of the “Universal Ad Package” – a globally recognized standard developed by the US-based Interactive Advertising Bureau (IAB US). Layer Ads are ad formats that overlay the website and, to the annoyance of many users, cover the content until the user actively closes the display ad. Expandable display formats involve an automatic enlargement of the ad when hovered over with the mouse. This display ad aims to increase attention and is perceived by users as less intrusive. Sticky Ads are ads that remain visible when scrolling down and are therefore favored by advertisers.
Frequency Capping and Display Ads
To limit the number of display ads shown to a potential customer, Frequency Capping is used. This caps the number of interactions with the display ad. When multiple display ad formats are booked at the same time, the so-called Family Capping comes into play. In this case, different motifs are excluded from appearing together, so that only one ad motif is shown per page visit. Example Ad Bundle: during a page visit, either the Medium Rectangle, Skyscraper, or Super Banner will be visible. Display ads can be used not only online on PCs but also in the mobile space.
Display Ads and Their Link to the Landing Page
Display Ads are always linked to a landing page (target page), where more detailed information about the advertising message can be found. When a user clicks on the display ad, they are automatically redirected to the offer. It is important that the content of the landing page matches the offer on the display ad, as otherwise, the user may quickly leave the page and exit the website.
Campaign Goals with Display Ads
Display ads are very effective for branding and reach campaigns. They are also suitable for short-term campaigns or discount offers, as they can be optimized in real time and targeted at specific audiences. This ensures that waste is minimized and your campaign achieves good performance.
Your Contact for Display Ads Inquiries
For further questions about display ads, please contact our online specialist Tanja Hensler (hensler@trebbau.com, Tel.: 0221/37646 – 330). She will be happy to plan your next display campaign with you and show you how to succeed with your online campaign and what opportunities are available to you.