Display Advertising Explained
When you hear the phrase “display advertising,” perhaps you think of a billboard you see while driving down the highway, or signage at a trade show booth. And that’s correct. But there is an entirely different form of display advertising online which uses similar methods, but a bit of a different cost model.
Above, we have an example from a popular wedding planning site. There are several display advertisements highlighted here. Varying sizes, the inclusion of text, and image-only ads are common, and websites will often have a variety of each in order to diversify the look of the site.
Banners containing ad copy (text), graphic images, company logos, photographs, and other tools are common methods of display advertising. These can be small square banners, or they may run the entire length or width of a web page. Below is an example of a hyperlinked banner ad.
Most often, pricing for display advertising is based upon impressions, or the number of times that the particular ad is displayed to a visitor of that particular web page. Generally this is done on a CPM basis, which simply means “cost per thousand” impressions. For example, if someone were to purchase a display ad campaign at $10 CPM, guaranteed to receive 100,000 impressions in a month, the cost would be $1,000 per month. Display advertising can also be done on a PPC basis.
This type of advertising is often used for branding, although it can be a method of lead generation or sales generation as well. Display ads can also be utilized exclusively geographically, which can provide great analytics to determine response rates regionally, by city, and so forth.
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