Display Ads

What are Display Ads?

Display ads are visual advertisements shown on websites, apps, and social media platforms. They combine images, text, and sometimes animation to catch users’ attention and drive action. Think of them as the digital evolution of traditional print ads!

Common types include:

• Banner ads

• Image ads

• Rich media ads

• Responsive ads

• Interactive ads

👆 By the way, an interesting fact: The first banner ad appeared in 1994 on HotWired.com (now Wired.com) and had an astounding click-through rate of 44%! Today’s rates are much lower, but the targeting is way smarter.

Why Display Ads Matter

Understanding display ads is crucial because:

1. They build brand awareness

2. They reach users at scale

3. They offer precise targeting

4. They provide visual storytelling opportunities

5. They work well for remarketing

Types of Display Ads

1. Static Display Ads

   • Standard images

   • Fixed dimensions

   • Simple messaging

   • Clear call-to-action

2. Animated Display Ads

   • GIF animations

   • HTML5 animations

   • Multiple frames

   • Dynamic content

3. Rich Media Ads

   • Interactive elements

   • Video content

   • Expandable formats

   • Sound integration

Standard Display Ad Sizes

Most common dimensions (in pixels):

• 300 x 250 (Medium Rectangle)

• 728 x 90 (Leaderboard)

• 160 x 600 (Wide Skyscraper)

• 320 x 50 (Mobile Banner)

• 300 x 600 (Half Page)

Key Metrics for Display Ads

Track these important metrics:

• Impressions

• Click-through rate (CTR)

• Cost per click (CPC)

• Cost per thousand impressions (CPM)

• Conversion rate

• View-through conversions

Best Practices for Display Ads

1. Design Tips

   • Clear messaging

   • Strong visuals

   • Brand consistency

   • Compelling CTA

   • Clean layout

2. Targeting Strategies

   • Demographic targeting

   • Interest-based targeting

   • Behavioral targeting

   • Contextual targeting

   • Remarketing

3. Performance Optimization

   • A/B testing

   • Multiple ad sizes

   • Responsive design

   • Regular refreshes

   • Performance monitoring

Cost Models for Display Ads

Common pricing structures:

1. CPM (Cost Per Mille)

   • Pay per thousand impressions

   • Good for awareness campaigns

   • Typical range: $1-$5 CPM

2. CPC (Cost Per Click)

   • Pay only for clicks

   • Performance-based

   • Varies widely by industry

3. CPA (Cost Per Action)

   • Pay for specific actions

   • Lowest risk

   • Higher rates