Display for beginners
Display Advertising was the internet’s first advertising model, yet it has come a long way since the days of the first banner ads.
Display Advertising is the closest thing to old-fashioned advertising on the internet. You, the advertiser, buy space on someone’s website and put a creative ad in that space. If the ad is a good one, people will click on it to find out more.
Like all campaigns, the first thing you need to do is understand your audience and where you can find them online. Next, you need to work out what your campaign is trying to achieve. Once your target audience and campaign goals have been defined, it is time to formulate a media plan and start negotiating with media networks.
It is the networks who will carry your ads and present them to your audience. Each network/placement will have an individual set of guidelines, such as a minimum monthly budget, or the size limits of the creative used.
Developing Your Campaign
Next, you need to develop the creative executions of your ad. The creative can be price-led, or more generic in nature, depending on your campaign objectives. There is a set of industry standard size dimensions that must be adhered to when designing the creative, so the ads actually fit into the space available on the page. Some example standard creative sizes are:
- Skyscraper – 120 x 600 pixels
- Multiple Purpose Units (MPU) – 300×250 pixels
- Banner – 468×60 pixels
- Leaderboard – 728×90 pixels
When the creative is ready, either the networks host it themselves or use a third party URL which call the ads from an adserving solution. The adserver works by literally serving (or sending) the ad to the placement each time the URL is called. While this may sound more complicated, it is a simple process and affords the advertiser or agency more control and flexibility.
After testing is complete, the campaign is ready to go live. This where the work really begins. Regular monitoring is required to ensure the campaign is hitting the planned objectives. If it is not, what can you do about it? There will be options to work with the networks to change the rotation of sites the ads are appearing on. Equally, if the campaign is hitting the objectives, what can be done to improve it further? How long is the current creative going to be effective before the message needs refreshing? Optimisation of your campaign is the key to real ROI.