According to Wikipedia, digital display advertising is graphic advertising on Internet websites or
social media for banners or other advertising formats made of text images, video and audio.
And this definition is nice and clear.
But before we explore how to use display advertising for the best benefits, we should first take a
look at what types of these ads are available and when to use them.
No one banner ads, banner ads are the oldest form of display advertising out there.
They take part of the screen and are usually placed on the fixed placements on the website.
The most popular sizes of those banners for desktop hour seven hundred twenty eight by nine pixels also
called leaderboard nine hundred seventy by 250 pixels.
Also called the billboard three hundred by two hundred and fifty pixels, also called medium rectangle.
And for mobile both three hundred by fifty pixels and three hundred twenty by fifty pixels.
You can take all of the standard sizes on the website of AIB.
Our Interactive Advertising Bureau will prepare such recommendations for multiple industries.
There are also variations of banners that expand after a click or mouseover called expandable banners,
which allow you to show more.
There are also overlay ads that appear mainly on top of the videos.
You can see some examples of different banners on screen.
There are some parts of banners they are very cheap and fast to produce and also they are very cheap
to advertise at the same time, they are not attractive to the user and their click rate is lower every
year.
There is even the phenomenon called banner blindness.
Number two, interstitial ads, interstitials are ads that take full screen of a browser window or a
mobile device screen.
Their biggest advantage is that it's hard to miss them as they get 100 percent of your screen.
As for the cars, even though they are on the screen, people are closing them right away, not paying
attention to the ad itself.
Also, people may easily get frustrated with interstitial ads.
Some companies are using interstitials with rewards.
So the user gets some kind of a bonus for clicking or interacting with an ad like bonus points in a
game or a discount to use in a shop.
You can see some examples of interstitials on the screen.
No free, rich media at rich media ads are creative that use a lot of interactive elements, it can
be a quiz, simple playable game animation and many other elements, rich media ads, varying sizes.
The most important benefit of using them is that they can better engage users and help your brand or
product to be remembered.
As for disadvantages, they are expensive to produce and may not bring your expected return on investment.
You can see some examples on the screen.
Number four, native display ads, negative advertising is advertising in which the look and feel of
your advertising matches the look, feel and function of the platform on which it is placed.
Thanks to that, users don't know right away that it is an ad they are looking at and not the content
uploaded by the publisher.
Negative ads usually have only small attacks next to them.
If you think of Facebook or other social media platforms that display ads in your feet among the past
of your friends and the companies you like, you are correct.
But negative ads can be implemented on any other website or app.
Please take a look at the examples.
The biggest advantage of those kinds of ads is the attention of the users who can easily ignore them,
but this form of advertising is not cheap, and when users are text or a text next to them, you can
lose all the attention and credibility unless your ad is really valuable.
Number five, new media experiences, display advertising is adapting to changes and implementing innovations
they are often called new media experiences.
These are display ads that use 360 photos or videos with which you can interact or sometimes even augmented
reality or virtual reality experiences by many users.
They are not perceived as ads or unwanted interruption, but as content you might engage with and that
you can even share with your friends.
On the flip side of that, they are probably the most expensive and the hardest to produce out of all
this play out.
So use them only for your products or campaigns.
And some nice examples of new media experiences are on screen.
OK, now you know what types of display ads you can use in your campaigns and what other strong and
weak points in the next video will have a closer look at marketing and standard display campaigns implementations.
See you there.