Thursday, 17 January 2019

The Success of a Display Ad

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.