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Display Advertising in Digital Marketing – Part 1


Display advertising is a method of attracting the audience of a website, social media platform or other digital mediums to take a specific action. These are often made up of text-based, image or video advertisements that encourage the user to click-through to a landing page and take action.

Top Techniques that Define the Success of Display Advertising
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Whatever types of ads that we see all of them especially fall on display. As the name suggests, any promotional content that is put on display for you to see both offline or online to sell a product or service is what display comprises of. As of today, display is the most preferred digital platform by advertisers and marketers and has the highest reach among all other mediums.

Any promotional material used or created by a brand to sell or promote their products and services is called as Display Advertising. In print media, you may find such advertisements in magazines, billboards, etc. But while on digital platforms you find these majorly on websites. Basically, a display ad is nothing but a banner ad and it works on paper click advertising. The ad size can vary and can maybe a combination of maybe say a logo, an image, some text and some symbols too.

Display Advertising is done in various ways. Some of its types are –

Site Placement Advertising

You often see a few ads which only flash on certain websites and not all. Well this is because the advertiser chooses certain websites by himself to showcase his display ads. This type of advertising which involves specific websites is called site placement advertising. This is the foremost way of Display Advertising.

Under this, advertisers choose websites which are absolutely relevant to their own brand. So that when a customer browses that website he directly gets to see an ad of his interest. Although this type of advertising can turn out to be expensive as the costs of running ads are decided by individual sites.

Contextual Advertising

Contextual advertising may sound very fancy and complex but it isn’t! it is a form of target-based advertising and most of us have seen these and most of us have seen these type of contextual ads. Well let’s say that you love looking for some amazing sneakers online. In your free time, you keep surfing on Myntra, Jabong or any such sites for some amazing sneakers. And you also have shortlisted a few from them.

You resume working on other websites or you may be reading your favourite blog and suddenly you see that these websites you are on are decorated with display ads all around it. These ads show you the products you have shortlisted or simply banner ads that tell you about the recent sale which is going on the sites you have surfed on earlier.

Now what happens here that you are most likely to click on these ads than some other user as these ads might remind of those amazing sneakers that you desperately wanted to buy or simply because you love sneakers. This is how contextual advertising works.

ALso Read: Twitter – The Unique Platform for Social Media Marketing

Advertisers choose the kind of content they want to display their ads alongside. The targeting is majorly based on a user’s recent browsing history, or frequently browsed pages by which they get an idea of user’s interests. This type of advertising is relevant and the click through rates are considerably higher.

Isn’t it a lot to process already? Don’t worry the remaining types are explained in the next blog. Make sure you visit it too!

Re-Marketing Advertising

Imagine that you have just entered Amazon.com and are looking for JBL headphones. You surf for a while but due to some reason you leave that website and don’t buy anything as such. Now what Amazon would do is that it will track you using cookies and will either show you ads of those products you had gone through or will offer incentive to you via display ads to you.

This is basically done to get you back to their website so that you can complete your transaction. This is what re-marketing advertising is all about and it is marketers favourite. it is majorly done to get past visitors back to the website. Higher click through rates are seen through the advertising too.

Author: Ankita Mundhra


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