Display Advertising refers to banner adds including both
graphics and text that appear on particular areas of a website. These are paid
advertisement that comes in different types and sizes.
Some of the different types of display adds include static
image banners, GIFS and animated HTML ads. Static image banner is a jpg or png
or other image that contain a graphic or a text. GIF
ads are animated or static images that carry the .gif extension. HTML
ads use HTML5 language to animate pieces of banner ads or the entire banner.
The primary goals of display advertising
are:
1.
Brand Promotion
2.
To generate product
awareness
3.
Customer acquisition
4.
Increase Sales
5.
Leads Generation
Paid campaigns enable advertisers to
filter the audience by demographics, behaviors and retargeting tools to make
the display ads more effective.
The success of a display ad campaign can
be measured as follows:
Reach: Reach is measured by the number of people to whom the
advertisement reaches.
Click Through Rate (CTR): It is the probability of the user
clicking on your online initiative.
Conversion: It is the percentage of people that accomplished
the desired goal after clicking on the ad.
In addition to the above parameters, bounce rate is
percentage of users that exit the site in a very short span of time after
clicking the advertisement and visiting the site. They may not find the ad
relevant to them.
The overall success of an online ad is measured by ROI i.e
return on investment. It is the ratio of the amount of sales generated by a
campaign to the cost of the campaign.