Display advertising, also known as banner advertising, is an established form of Online marketing, advertising, in which advertising messages are displayed in visual formats on websites, mobile apps and social networks. Their primary aim is to attract the attention of potential customers through appealing images, animations, videos or interactive elements and to encourage them to interact, such as clicking on the ad.
Elements and formats of display advertising
The core components of display advertising are graphic elements. These include static images, animated GIFs or sophisticated rich media content. Increasingly, video clips are also being used to create a more dynamic and immersive advertising experience. These elements are presented in various formats:
- Banner Ads: These are the classic advertisements that are often placed on websites as rectangles, skyscrapers or leaderboards in various standard sizes.
- Video ads: Short commercials that appear before, during or after video content (pre-roll, mid-roll, post-roll) or as standalone ads on platforms and in apps.
- Rich Media Ads: These are interactive advertising media that can encourage users to take actions such as filling out forms, playing short games or interacting with 3D content.
- Native Ads: These ads adapt seamlessly to the environment in which they appear, both visually and in terms of content, to minimize disruption to the user experience.
Target group approach and playout
A key advantage of display advertising lies in its advanced targeting options. Advertisers can address target groups precisely based on demographic data, geographical locations, interests, search history or online behavior. Particularly effective is Retargeting (also known as re-marketing), in which users who have already interacted with a website or product are targeted again in order to win them back or encourage them to make a purchase. Conversion to move.
The display ads are usually played out via ad networks such as the Google Display Network, via specialized demand-side platforms (DSPs) or by purchasing advertising space directly from publishers. Modern programmatic approaches enable the automated and data-driven purchase of advertising space in real time (real-time bidding). This increases efficiency, optimizes reach and significantly improves the scalability of campaigns.
Display advertising is a versatile instrument in the digital Marketing mix, which, if used correctly, can make a significant contribution to increasing brand awareness and support high-performance campaign objectives. The continuous development of AI-supported optimization mechanisms continuously improves accuracy and return on investment.
