What is display advertising and how does it work?
Display advertising, often referred to as banner advertising, is a visual form of online advertising. It combines a graphic element, textual content, and a link to a target URL. When a user clicks on such a banner, they are redirected directly to a specific webpage that the advertiser promotes.
Types of banner formats in display advertising
Display ads can appear in various forms. The most commonly used include:
- Static banners – these are simple images that contain the company logo and brief text that communicates the main message or call to action.
- Responsive banners – these banners adapt to the dimensions of the device and usually do not contain hard-coded text or logos. These elements are uploaded separately in different versions, allowing for automatic combinations of individual elements within a single campaign.
- HTML5 banners – these are advanced animated formats that utilize dynamic switching of multiple images and texts. This creates visually engaging animations that increase user engagement.
Structure and placement of display advertising
Banner formats used in display advertising typically have a rectangular or square shape. For the advertisement to be displayable within advertising networks and on host sites, its size and volume must comply with the technical specifications of individual advertising tools (e.g., Google Ads). Properly setting the parameters ensures that the display advertisement is displayed correctly on various devices and websites.