Display Advertising

ad on mobile phone

A display advertising campaign involves running visual ads that highlight an effective call to action. Display advertisements have been called “billboards of the internet.” They can be served as static or animated units in several different shapes and sizes. Types of display ads include: 

  • Banner Ads – Banner ads display in the traditional “banner” format at the top or along the sidebar of a website or app. 
  • Interstitial Ads – Interstitial ads appear before the user accesses content, blocking or overtaking the screen. 
  • Rich Media Ads – Rich media ads incorporate interactive assets such as video, audio, or clickable elements. 
  • Video Ads – Video ads take it a step further and only incorporate video to engage with the audience on an emotional or personal level.

Similar to social media advertisements, display ads have advanced targeting options that include demographics, geolocation as well as a user’s specific interests. 

What are the pros and cons of display ads?

Banner ads have been around for more than 20 years. They are one of the most cost-effective solutions for increasing brand or product awareness. Though, that’s just the beginning.

Pros of banner ads include: 

  • Variety – Ad space is available for several variations of sizes, shapes, and types. This grants you a lot of creative freedom for the imagery in your ads. 
  • Targeted – Programmatic placement systems like Google Display Network allow you to manage the placement of your ads on hundreds of different sites that match your specified targeting criteria, all from a single management tool. 
  • Measurable – Ad performance must be tracked so that it can be effectively optimized. Metrics include clicks, impressions as well as conversions and more.

As with anything, there are a few cons to utilizing display ads: 

  • Banner blindness – When ads have been around for 20+ years, it’s easier to ignore them. This is an opportunity to challenge your creative team to develop unique, eye-catching visuals that will stand out. 
  • Ad avoidance – Users can also deploy ad blocker software and technology to hide ads from websites. With this in play, your ads may not be seen by everyone on your target websites.
  • Low conversions – Display ads are primarily for generating awareness, and awareness doesn’t always mean conversions. These ads help introduce customers to your brand and business, keep you top of mind, and start them on their customer journey.

Designing a Great Display Ad

Display ads do offer a lot of creative freedom depending on the placement, but you will have to follow the platform’s ad size specifications. Common display ad sizes are: 

  • Mobile: 300×250, 320×50, 320×100, 250×250, 200×200 
  • Desktop: 300×250, 336×280, 728×90, 300×600, 160×600, 970×90, 468×60

A business’ ad campaign should be compelling, have a consistent theme and branding, and drive results. No matter which type of display ad you use, be sure to incorporate these core elements in each: 

  • A compelling, short headline
  • Your value proposition 
  • A call to action
  • Your business name and/or logo
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How Back40 Can Help

We understand that building brand awareness can be overwhelming. Digital advertising has matured and grown into somewhat of an art itself. 

There are several tactics available to utilize depending on your audience and goals. While search engine optimization (SEO) and paid search advertising are top tactics to drive website traffic, display advertising increases awareness of your brand. When combined with organic content marketing tactics and other digital advertising efforts, your results will compound. 

Back40’s team of graphic designers and digital marketing specialists have the experience to design and implement an effective display ad campaign to reach your goals. Contact us today to set up your one-on-one consultation with our digital marketing manager and account executive. 

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