We have all seen ads online, big banners on top of the page, squares on the side lines, long rectangle ones, you name it! But how do you get your own ad on another website? How do you design the ads and what shape would be best? Well, you have come to the right spot! In this blog I’ll explain what you need to do to create the best display advertisement. It all begins with figuring out where you want to place the ad, what the ad will look like, and who you need to target and how your can target those people. Finally you need to measure the results of the advertisements. Continue reading when you want to know all the ins and outs of display advertisements!
There are several ways to deal with the payment methods. The pricing model for display advertising consists of pay per sales, per lead, per click, or pay for impressions. You can decide which one of these fits best with your product or service. For example, if you want to gain more brand awareness your best shot is to pay per a thousand impressions and to create a banner advertisement which drags attention from the viewers.
You can also chose for real time bidding (RTB). RTB is newest form of payment for display advertising and therefore it is referred to as the future of display advertising. RTB makes it possible for advertisers to decide in real-time which individual impression the banner will be and how much money has to be bid on the banner. In RTB there are more links in the chain than just the advertisers and the publisher. Advertisers can only bid on impressions of the individuals they want to target, which means that they can aim directly at their target audience. This means that via RTB the publisher also get a better reach since the webpage and the advertisement can be linked to each other in terms of the same subject. You can see it as ‘buying a user instead of buying inventory’.
Let’s see what those links of the chain are:
- Agency Trading Desk
- Demand Side Platform (DSP)
- Ad Exchange
- Ad Network
- Supply Side Platform (SSP)
The advertiser is the first one in line. He is the one that wants his advertisement on another website. Most advertisers are in close contact with an agency. The agency takes care of selling the advertisements to the publisher. But before we reached the publisher we need the Demand Side Platform (DSP) where all demands are placed for advertisements. After that there are two ways to pick from: The ad exchange or the ad network. All the information will be placed on the Supply Side Platform (SSP) where the publisher will get the information, and via this way the advertisement will be placed on the publisher’s page.
There are many sizes and shapes to show your advertisements to the viewers. The most used type of size is Medium Rectangle for 300x250px (number 2 on the figure). The figure does not show all available sizes. Think about the Wall Paper for example, an advertisement placed as a background of a website.
As you can see there are many different shapes and sizes. Make sure the designer designs the advertisement in more sizes, so it does not matter what size the empty spacing is. The best designed advertisements contain visual and colors, since visual say more than a thousand words. Don’t make it too colorful, the advertisement needs to fit with the vision of your organization. Another option for the design is to make a native advertisement. These types of advertisements look like they are part of the webpage itself. When you prefer this kind of advertisement you should have contact with the publisher to make sure that the content of your advertisement fits with the content of the webpage of the publisher.
But what with performing format fits best with which brand metric? Well. I’ll tell you:
A wall paper format fits best if you want more brand awareness or message association. A billboard would be best when you want to reach brand favorability and online ad awareness. Skyscrapers are the best format for to increase the purchase intention. As you can see, the bigger the format, the more awareness you can get. Not only online but also offline. Try to link your online advertisements with your offline advertisement to create more awareness, but most of all: Think outside of the box!
A few things need to be considered when setting up the targeting for your audience. Think about who your target audience is, and where they could be reached. If for example your audience are typical students, you can maybe advertise on websites who share videos like GeenStijl or Dumpert, or other sites students visit often. But if your audience contains women, mothers, between the age of 35 to 50, it is better to advertise of websites like Libelle or any website of that kind.
Another thing that needs to be considered when setting up the targeting is the amount of times you want to show the advertisement. It would definitely help to show the advertisement more often, you can create both recall and recognition. But don’t show the advertisement too many times, if this happens people will get annoyed and this will lead to negative responses towards your products/services or brand.
The most important part of targeting is creating remarketing. This means that if people visit your website, they will see advertisements of your website when they visit another website and then returns to your website.
For example: Zalando, this clothing webshop tracks everyone that visited its website. If you are looking, for example, for a pair of brown furry boots and your find them on the website, look up the information, watch the photos, and eventually put the product in your basket. But unfortunately your bank account does not approve of this, so you leave the website. Guess what kind of advertisements you will see all over the web? Yes! The brown furry boots will show up on your Facebook, and on a lot of other websites. After a day the advertisement might even contain a discount for the boots! All they want is you buying the boots. This process is called ‘abandoned checkout process’. Other types of remarketing are seasonal remarketing, when you bought cloths online, you will see a banner when the new season collection is in stores. Sale time remarketing will occur when you buy a mobile phone online, advertisements of a phone case, an extra plug, or any other gadget that will fit with your new mobile phone.
The last step to think of when creating display advertisements is measuring. Display advertisements can be measured with funnels. These funnels can be seen as buckets. The top funnel is the biggest bucket and the bottom funnel is the smallest buckets. The first, and biggest bucket is filled with all visitors of the website. The second bucket contains the visitors that click for example through to the product page. The final bucket is the smallest bucket and also the ‘conversion bucket’. The people in this bucket buy the actual product or take action, depends on what the goal of your website is. Google Analytics can help you with this. It shows the amount of people that end up in each bucket.
This funnel model will show you whether there are any weaknesses in your website. If many people ‘drop out’ during their search on the website you can figure out that you might need to change some things on your website so make sure that people actuallt stay to reach your goal.
Now it is time for you to start your own display advertisement. Keep these tips and tricks in mind and you can always search online for example, but please don’t copy any work of others. That is not good for them and especially not good for you! The advertisements should give the same impression as you want your organization look like. Good luck!
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