From Banners to Native Ads: Understanding the Types of Display Advertising

foreign
advertising and types of display ads
display advertising is an online
advertisement type that combines text
images and a URL that links to a website
where a customer can learn more about
products or services
before we dig deeper into display
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display ads appeal to the audience
through Visual content thanks to the
evolution of advertising technology
today you can find display ads with
interactive elements like video audio
and clickable elements
there are many types of display ads
let's quickly go through the most
popular ones
first banner ads
this is a type of rectangular ad
displayed in high traffic areas on
websites they have a high advertising
demand because this form of advertising
is effective for both Performance Based
and brand awareness campaigns moreover
Banners are light work well with any
website or app and are easy to implement
for both Publishers and advertisers
for example above the fold which is the
area of the page that the user sees when
he opens a web page it's considered the
best place for banner ads in addition
the sides of the page are also very
effective for banner ads
when it comes to the benefits of banner
ads they are as follows
Global when placed in high traffic areas
of the websites
so can be designed in various formats
they're customizable to each site
compared to other forms of advertising
such as TV or print media banner ads are
generally more affordable
however they also have some
disadvantages
which are they can be easily overlooked
due to Banner blindness
despite their visibility banner ads
often have a lower conversion rate
compared to other forms of advertising
they're also subject to ad blockers that
remove or block them from being
displayed
second native ads
unlike display ads native ads
intentionally don't look like ads these
ads blend into the website's contents
they match the site's design look and
feel therefore they provide a better
user experience compared to other AD
formats because users don't get
interrupted by intrusive ads while
consuming the content
as a result they have a higher edu
ability
native ad examples are most common
across in feed units recommendation
widgets and promoted listings
here are some pros of native ads
they blend in with the surrounding
website's contents
they're best for driving traffic to the
advertisers websites and have a higher
viewability and CTR
L the cons of native ads are as follows
tracking the performance of native ads
is challenging
it also tends to be more costly to
create than other forms of advertising
also they can seem deceptive unless
labeled as sponsored promoted or simply
add
third video ads these ads are displayed
on platforms like social media YouTube
and websites most are sold
programmatically while some are sold
directly
generally speaking all video ads can be
divided into outstream and in-stream ads
in-stream ads usually appear inside
pre-existing video contents and require
a video player while outstream ads are
placed in non-video environments such as
social media or text-based content
let's outline some benefits of video ads
the most important and the obvious one
videos are very engaging thanks to the
motion sound and visual storytelling
video ads have better conversion rates
compared to most other AD formats
they are better for conveying an
advertising message because videos are
more memorable than text
however some notable disadvantages of
video ads are
they are more expensive and time
consuming to create
there are also a lot heavier than other
AD formats and as a result can slow down
the Publisher's page
also they're acquire a video player or
video provider which can be an
additional overhead
fourth rich media ads
rich media ads are interactive digital
advertisements that go beyond
traditional static images or text
they incorporate various elements such
as audio video animations and other
interactive features these ads include
elements like expandable banners sliders
video overlays games and quizzes
providing a more Dynamic and immersive
user experience
Birch media ads aim to capture attention
encourage interaction and deliver a more
compelling message compared to static
ads
when it comes to the benefits of rich
media ads they often offer higher
click-through rates and increased brand
awareness due to their interactive
nature
they can deliver a more compelling
message compared to static ads and
increase in ad Revenue due to high ctrs
and cpms
however there are also some drawbacks if
the publisher displays intrusive ad
formats like pop-up ads some users might
find it annoying and exit the page
since these ads are heavier than
standard banners they take more time to
load
fifth interstitial ads although
interstitial ads partly fall under rich
media we consider it a separate ad
format due to the benefits it has
interstitial ads are noticeable ad
formats that cover the interface of the
website
besides either fill the screen on a
mobile device or float over a web page
on a desktop
interstitial ads appear when a user
makes an action for example clicks on
another article they also have a
built-in frequency capping of one
interstitial ad per user in an hour
which makes them less intrusive than
other AD formats like pop-up ads
another example when an interstitial ad
can appear is between game levels in the
mobile app
users can easily close the ad and
continue exploring your web page or app
interstitial ads have various advantages
for both Publishers and advertisers
first they can contribute to higher ctrs
because they provide a unique attention
grabbing format that captures users
attention
they have a high click-through rate
which generates more conversions and
greatly benefits advertisers
they also have higher cpms compared to
standard banner ads
however when using interstitial ads
beware of these cons
if you change the frequency cap of one
interstitial ad per user in an hour not
only will this negatively affect the
user experience but might also result in
a penalty from Google if interstitial
ads don't consider the natural flow of
user engagement they can obstruct the
usage of the site or app
interstitial ads cover the entirety of
the screen which can be seen as
intrusive for some users even it
implemented according to the best
practices
and that's a wrap we would love to hear
what's your experience with display
advertising let us know in the comments
bye and see you next time