Going to various sites in search of information, we often see flashing pictures or links to various resources before our eyes. All this in the language of professionals is called "media advertising". A banner is not only a hyperlink to the advertiser's website, but also visual information in order to increase the rating and image of the company or, in other words, create a brand with the help of purposefully placed data.
The content of the banner can be different: from regular photo or a logo before with text overlaid on it, which can change to create some kind of action.
The big advantage of the banner is its low price compared to analogues and a much larger audience range. That is why media advertising is the most profitable and productive, and also helps in solving such problems as conducting an information and PR campaign.
In order for the banner to be the most effective, you need to make sure that it has an attractive appearance, but at the same time it did not look too clumsy and bright; submit information in such a way that the image is both well remembered and informative.
There are two types of banners: ordinary, made in or. Gif, and created based on Flash applications and Java, which allow you to add sounds or videos.
Informational - they simply convey relevant information about a product or service;
Image - create target audience pleasant emotions associated with the advertised product increase recognition trademark.
The most popular formats are: Pop-Under, Top-Line and Rich-Media.
advertising banner, made using Pop-Under technology, appears in a new window, and is not embedded in the page being viewed, which does not annoy the user at all. Also, this technology supports the use of not only conventional formats, but also allows you to embed sound and video in the banner. The advantage of using them is that they have no restrictions on size and design, you can activate the ad window only when the elements have loaded completely, the requirements for the design of sites that are selected as advertising platforms are very low.
Top-Line technology is used when it is necessary to promote any brand of goods. Banners are very popular due to their large size and location in the header of the site.
Rich-Media is a multimedia format based on flash technologies.
Media-contextual advertising is a method of promotion on the Web, which consists in matching the advertised materials with user requests. Such advertising is designed to help you find the information you are looking for on the desired topic.
The range of its use is extensive - from a small poster to mall to social media video ads.
What is display advertising and how does it work in everyday life
Let's talk about a real case from life. Marketing Director Mikhail, sitting comfortably in his car, was driving business meeting and was a little nervous that Masha, the secretary, had not reminded him of the meeting in advance. On the way, he noticed a billboard that showed Smart Watches and a brief inscription above them:
“All control is in your hands”
In the evening, while watching TV, he again saw the Smart watch in commercial. And, immediately, without delay, he entered the phrase “Smart watch” in the Google search box. After reading detailed information about their advantages, and after watching a video review on YouTube, Mikhail thought about the need to buy this fashionable device. The benefit was obvious, but he still had doubts.
In the meantime, at the moment when the subject of interest to him was driven into the search line, the entire Internet learned about his interest in smart watches. So, Mikhail got into the lists of sellers of Smart watches. And now the very fact of the sale has become a matter of time and the concern of targeting advertising, the task of which was to tirelessly remind Mikhail of the Smart Watch he really needs.
Early in the morning, Mikhail was browsing the feed on social networks. In the right column, he saw a banner with an attractive picture of a Smart watch, which contained the message:
“Are you still in doubt? And there are two hours left before the end of the action.”
In a second, he was on the site, where after a while he made a purchase.
Display advertising is an effective method to increase sales
The main role of media advertising is to create the image of the seller and promote it as a brand. A well-designed marketing campaign strategy makes it possible to strengthen your position in the market and get ahead of your competitors.
With the help of media advertising, the image recognition of the brand and the number of loyal customers are growing. Through the correct impact and emotional influence on the subconscious, the buyer develops a need for the advertised product.
Display advertising is also used to inform potential buyers about interesting events, promotions and product innovations. The result of media advertising and evaluation of its quality is a significant increase in sales.
Types of media advertising
Display advertising is used everywhere. Theater posters are posted on the streets of the city, and in mobile phones windows pop up with attractive offers. Depending on the placement - in offline or online spaces, display advertising has different effectiveness.
Offline display advertising
Thirty years ago, offline promotion dominated the world. Then, for the general attention of the consumer fought through the means mass media(media) and print media. Today they are also relevant, and in everyday life there are the following types of offline media advertising:
- Television is short videos that are shown between programs and films, as well as in the middle of their broadcast. This is the most expensive type of media advertising. And it doesn't always justify its investment.
- Radio refers to sound promotion and has a wide range of impact on the target audience - from housewives who listen to the radio in the kitchen to car drivers. Instead of a bright picture, here they focus on the expressiveness of the sounding text. Among all media, radio advertising is the cheapest.
- Billboards and boards - they are installed on all main streets and popular places. Installation costs vary by location and size.
- Printed publications – glossy magazines and newspapers. They differ in affordable price. But the effectiveness of such promotion in recent years has been rapidly declining.
- Outdoor advertising is, as a rule, bright, eye-catching signs on buildings or free-standing structures. Used to indicate your location to potential buyers. The price depends on the type and location of the object.
- Internal advertising is all kinds of information posters in the windows, banners, spiders, three-dimensional pictures and letters, price tags, etc. The task of which is to create prompts for the client at every step to perform the necessary action. For example, buy two units of goods and receive the third as a gift.
- Advertising on transport is used both outside buses and cars, and inside minibuses and buses.
With the advent of the Internet, the spectrum of the marketing industry has expanded and subtly attracted the attention of a large part of the audience. Statistics in recent years show that financial investments in marketing campaigns on the Internet are constantly growing. Which suggests that this direction is certainly profitable. Therefore, it makes sense to dwell on each type separately, along with examples of media advertising.
Banners
Banners are blocks of different sizes located in different places on a web page. They have a graphic image and text content, and are designed to attract the attention of the target audience. The more bright and emotional elements a banner has, the more attractive it is for the consumer.
Types of banner ads
- Streamers - a banner that is located at the top of the site. It is placed statically, and it looks like a stretched canvas. For the reader, he does not look intrusive, and at the same time directly conveys his information.
- Richmedia are pop-ups that block out content for the reader. Often used in the form of sound animation or video. Readers are often perceived negatively. And as a result, they may leave the site page altogether. It is recommended to apply for warm and hot target audience or for free offers.
- - the specifics of this banner is that when the pop-up banner is closed, a new window of the advertising site opens in the background. The reader does not see it until he closes the main page on which he was. Popunder is considered a less aggressive advertising method.
- Expanding banners – when you hover over a banner, its picture “expands”, i.e. increases in size. At the same time, closing the screen with the context. If the cursor is moved away from the banner, the image will immediately return to its previous position.
- Imitation banners are pop-up banners at the very bottom of the site screen, visually repeating messages on social networks. Accompanied by sound. Due to the similarity with the usual messages, they attract attention and do not cause a desire to close. The reader reads the message and usually goes to the advertiser's website.
Which banner placement to choose
There are two types of placement of advertising banners - stationary and dynamic. And each of them has its advantages and disadvantages. So, a stationary banner is not aggressive. When updating the page of the site, it remains in the same place and in the same form, without changing the picture and information. The reader gets used to it. And as an unpleasant consequence, does not respond to it.
A dynamic banner can annoy the reader. Therefore, it is important for marketers to make them attractive and use interactive elements. Each time a new banner pops up, the picture and its content change, which is more attractive and, as a result, more likely to interest the reader to follow the link to the advertiser's website.
banner blindness
Statistics show that three out of ten banners are simply not seen by readers. Or they are simply ignored. Even in cases where the information in the pop-up window refers to the question for which the reader looked at the specified site. The thing is that the Internet today is full of advertising noise and the reader deliberately avoids it.
In order to avoid such behavior, it is recommended to reduce the number of advertisements, make it more creative, interesting, and take into account the interests of the reader. It is recommended to constantly conduct testing in order to track which progress is more acceptable to potential buyer.
Video advertising
In recent years, advertising, which is presented in the form of videos, is gaining more and more popularity. Indeed, it is more pleasant to look at a dynamic spectacular picture and listen to an inviting text, which immediately complement the emotional background of the reader and make him more loyal to the subject of promotion.
Such a video is always attached to the link, and if it is of interest to the target audience, then it will be enough to click on the video to go to the site with the interested product. Also, when making a video, a time ruler is always shown. That gives the viewer the opportunity to decide whether to watch to the end or turn off the commercial.
Video advertising is often used on such popular platforms as YouTube, Rutube, Vimeo, VideoClick, etc. Video advertising is also gaining popularity on social networks such as Facebook, Instagram, VKontakte, etc.
Types of video ads
- Pre-rolls - used just before the video is shown, which the user decided to watch.
- Mid-rolls - appear in the middle or after a pause of the video being watched.
- Post-roll - ends the video.
The duration of the listed videos is recommended no more than 15-20 seconds. This is the same length that up to 50% of viewers watch. Typically, a viewer can skip watching a video ad after a certain amount of time. But the spectacle and the exact hit of the content, due to the correct targeting, convince the potential buyer to watch this video to the end.
- Overlay - different from the above types of video advertising, and is used as a superimposed stationary banner on the video being produced.
Branding
The most expensive and requiring constant financial injections is branded advertising. Most often, it is used by large companies in order to attract more attention from the army of consumers.
Branding, although it involves laying large amounts in the budget, as a result creates a favorable image image of the company and increases consumer loyalty to it.
Branding originates from banner advertising but has a greater scope for creativity to promote own brand. To create an image and increase awareness, on sites large companies, corporate elements are repeated throughout, a single style for the design of graphic images and texts, and an attractive background of the web page
Distinctive corporate design of the site pages provides quick recognition and easy influence on the decision-making of the target audience. And as a result, it ensures high efficiency of the marketing campaign.
Text & Image Ads
These are ads in text and graphic design that are positively accepted by the audience because of their similarity with the design of the site on which the visitor is located. Seeing such an advertisement, he does not get the impression that they are trying to sell him something. And, he most often shows interest in reading such an advertising post.
Text-image ads do not require large financial investments and special design decoration. All that is needed for success is to choose a more suitable narrowly-themed site, and make the design of the advertisement similar to the style of the selected site.
Online display advertising - its advantages and disadvantages
After we have considered the essence and all types of media advertising, it's time to pay attention to what is good promotion on the Internet and what to be wary of. So to say - "aware - means armed."
Disadvantages of online display advertising
As in the entire business world, everything needs to be given special attention to each stage of the marketing campaign. If you do not take due care of this, then the following may turn out.
- banner blindness. Due to the large amount of media advertising, it is often difficult to reach a potential buyer.
- Expensive. To achieve high efficiency, it is necessary to calculate all the stages in advance and put a good amount of money into the budget of a marketing company.
- Difficulty of hitting the target. Not having good specialists in design, context, and marketing, there is a chance of creating ads that will work for nothing.
- Aggressiveness. The monotony and aggressive methods of media advertising can form a negative impression about the company and even blacklist it.
Benefits of online display advertising
Despite the disadvantages, the advantages of advertising on the Internet are much greater. If you follow all the rules and recommendations, the result will definitely not be long in coming.
- Clear targeting. The tool, which appeared in 2009, allowed the Internet industry to clearly hit its target audience. And as a result, the opportunity to make advertising only for a narrow number of consumers - those who need it and are interested. This provides significant savings in the financial cost of advertising.
- Price. Promotion on the Internet, even the most expensive, will be much cheaper than advertising on television. And unlike all offline media advertising, promotion on the Internet makes it possible to immediately go to the advertiser's page and get to know the product of interest.
- Easy performance tracking. Using Internet advertising analytics tools, you can track how every penny of invested money works. Where did the visitor come to the site, how much time did he spend, and what interested him the most. After analyzing the data obtained, you can clearly track where advertising is less effective and where you need to strengthen your position. And as a result, adjust the marketing strategy.
- Wide coverage. Using targeting, and knowing where it is, it is enough to identify a popular online platform and put ads there. This will lead to a wide reach of users.
- interactivity. Advertising on the Internet is more often entertaining than it attracts attention. Also, the user can always make a decision in relation to the appearing advertisement. He can become interested in her, join in her conditions, or turn them off if desired.
- Brand recognition. Frequent and unobtrusive appearance in front of your target audience, with a variety of interesting offers, creates brand recognition and loyalty of potential buyers to it.
What is the CTR of display advertising on the Internet and how to improve this indicator
CTR = (all clicks / all impressions) * 100
In real life, things are not as good as in the above example. The average CTR for banner ads is between 0.01% and 2%.
What actions can influence this indicator so that it is more effective?
- As already mentioned, you should clearly strategize the marketing campaign and clearly articulate its goal.
- Pay special attention to the creativity, emotionality and colorfulness of the advertising product itself and its content.
- With the help of targeting, it is necessary to correctly select the target audience and its habitats.
- Constantly monitor analytics and adjust the strategy based on its data.
The right tactic marketing strategy, will provide a higher CTR of media advertising on the Internet.
And finally, a few tips that will ensure the success of display advertising on the Internet
- Take a good look at the sites where your ad will be placed.
- Pay attention to the quality of the site itself, the interestingness of the information provided and the number of its visitors.
- Give preference to sites with fewer ads. Accordingly, for your target audience, advertising noise will be lower, and the likelihood that you will be noticed will be higher.
- Creativity, brightness, emotionality, interactivity - these are the main parameters by which you will be seen on the vast expanse of the Internet.
Media advertising is a tool for marketing promotion of brands, websites, trademarks, goods, services, etc., when information about a product is placed on media platforms (mass media).
The main difference between media advertising and other types of advertising is the key factor - attracting the attention of consumers occurs through the visualization of information (flash pictures, videos, images, etc.).
Thanks to the visual presentation of information, such advertising is more quickly perceived by the consumer, there is no need to delve into its meaning, no need to waste time reading it. Most often, media advertising reaches the consciousness of consumers even if they do not plan to be interested in it (the eye glimpsed the banner between transitions through Internet pages, but the information was remembered subconsciously).
It is this effect that advertisers are counting on when developing the next advertising campaign for the mass media.
Benefits of media advertising
With the help of banner advertising, you can solve the following tasks:
1) Increase traffic to the advertised site.
2) Increase sales of the promoted product, especially if it is about any exclusive, expensive, innovative products. In this case, media advertising is the best remedy tell about the new product to the user who does not yet know about its existence and, accordingly, is not interested in it.
3) Inform the target audience about great deals, current promotions and discounts.
4) Notify a wide audience about new large-scale events (films, exhibitions, concerts and other events). AT this case media advertising replaces posters.
Information spaces for media advertising
Depending on the type of platform where media advertising will be placed, the following carriers are distinguished: 1) Television that broadcasts promotional videos at specific times.
2) Printed publications that place advertising blocks on their pages.
3) Internet media (websites, electronic magazines, electronic newspapers, news and informational resources, popular social networks) that have technical capability and the desire to place a banner ad unit on their pages.
Banner ads come in the following formats:
- graphic banners (static blocks).
- flash-banners (dynamic pictures, videos).
- TopLine ("stretch marks" located above the main content of the page or below).
- Rich-Media (banner blocks on top of the content of the site, which will obsessively "run" behind the mouse until they are closed).
- Pop-Under (advertising that opens in a new browser window if users click on the information they need), etc.
Feature of banner ads
1) Banner advertising has adopted the properties of contextual advertising, due to which it is shown to users depending on their search queries and the geography of their location.
2) Banner advertising is the most annoying type of media advertising. The Internet user is often disturbed when something “flickers” before his eyes (flash-banner), covers half of the space of the desired page (Rich-Media) or ad blocks “jump out on their own”, so you need to spend time to close them.
90% of users are intolerant of such distracting advertising. Site visitors are most loyal to graphic blocks at the top or bottom of the site (TopLine).
Each advertiser decides on his own - what is more priority for him, be sure to be remembered, even with negative associations, or get a loyal client, because users who search purposefully are more attentive.
Modern man daily faces a huge array of information. It is sometimes quite difficult to draw his attention to the offered goods or services. For this, a powerful tool has been created - media advertising, which, if properly presented, effectively affects the subconscious of the consumer, creating the necessary associations, and thereby stimulating sales growth.
Display advertising on the Internet is a popular area of online marketing, designed for the visual perception of information. This is a rather powerful tool that allows you to announce a new brand and form an attitude towards the company and product.
The Internet is an excellent medium for posting various kinds of information. To date, many ways have been developed to influence the human brain through the competent choice of colors, the selection of slogans, and the placement of graphic information on the page.
Display advertising has not only visual capabilities, it also has an excellent technological base. This helps to reach and attract a specific consumer. Targeting allows you to select a potentially interested audience by a key set of characteristics, such as gender, age, income, etc. The choice of a product or brand by the consumer as a result of viewing bright and “suitable” information is intuitive, this leads to an increase in sales and brand development.
Tasks of online media advertising
- – creation of a recognizable image and a reminder of it;
- brand promotion - the choice of the target audience and the formation of product fame;
- attracting attention - competent design of the information provided, its originality and effectiveness;
- sales promotion - persuading the consumer to make a purchase from a particular company, announcing sales, discounts and promotions.
Types of media advertising
It is customary to include any materials aimed at visual perception as varieties of the media engine of trade.
The main types are as follows.
- - Most users associate media advertising with them.
Banners are the most common type of online advertising. This is bright, attractive information, often not related to the semantic load of the site. Banners are quite intrusive, sometimes they have sound, they can be animated and funny. The main goal is to be noticed, to declare a product or company.
Advertising banner on the Yandex browser search page. Thus, the purpose of banners is not to sell, but to create an image due to visual visibility or redirect to the official website if a potential consumer is interested.
Examples of the most popular banners:
- classic - traditional ads in the form of ordinary pictures or teasers, they are small in size, therefore inexpensive;
- stretch banners - are placed on the entire width of the web page and are similar to outdoor advertising signs;
- rich media - an obsessive, "pop-up" ad that is impossible not to notice;
- pop-under - an information block, when clicked, a window with advertising also pops up;
- pop-ups - open when hovering or when “clicking” on them with the mouse;
- imitations - pop-up messages, similar in appearance and sound to the received messages in social networks, which are often reacted by inexperienced users.
Each of the banner options is quite effective, but not durable, so the formats need to be constantly updated.
Teaser blocks on the page social network Classmates. - Branding is the creation of an original image for products and brands. As a result, the company acquires a wide range of consumers, its products become recognizable and rise in price.
Choosing the right logo, correcting the name, applying the original style - key factors in branding and promotion of goods and services.
- Video materials. The name speaks for itself, highlight the following advertisements in the form of videos:
- streaming video (pre-rolls, mid-rolls, post-rolls) - files that start playing before the user gets acquainted with the site, in the middle or at the end;
- overlay - an overlay of advertising, usually in text form, to the video file being played;
- video banners - are used to "fit" the video in the banner.
Videos advertising popular brand on the page in Odnoklassniki - Text-graphic blocks are advertisements with a title, a picture and a brief description. Such blocks take up little space, they are quite effective, since they are more likely to resemble not an advertisement, but a recommendation. And right choice descriptions, for example, some understatement, attracts attention and makes the site visitor learn more about the product.
What is RTB
Currently operating easy way display ad placement is RTB. What is RTB and how does this system work?
Real Time Bidding is a special platform that purchases and places advertisements through an auction.
Thus, there are three subjects of the process:
- user;
- RTB system;
- advertisers.
The user visits the website. RTB gets access to its ID and appearance interesting to a person information. The system analyzes this data and puts it up for an online auction. The advertiser who offers the largest amount gets the right to place his block.
Scheme of work advertising campaign according to the RTB system This demonstration of media products is inexpensive. Moreover, the advertiser himself has the right to set an acceptable price in the following ways:
- a specific budget and terms for advertising placement are set, while it is possible to limit the amount of purchase per one thousand impressions;
- minimum CPM - with this setting, advertising is placed on non-competitive sites and is inexpensive;
- fixed rate - the cost of 1,000 impressions is set;
- average CPM - the customer specifies the price, which is adjusted by the system by 15–20%.
So, how much does media placement cost?
The RTB system offers many options for cooperation. Yandex is the cheapest average price for 1,000 views is 35 rubles. The cost of sites Vl.ru and Mail.ru is almost twice as high.
The cost of media advertising
The choice of the type of media advertising depends not only on priorities, but also on the financial capabilities of the customer. There are large advertising agencies, which themselves are engaged in the promotion of advertising on sites and offer a wide range of services, including ad adjustment and the choice of platform for placement. The cost of their services is approximately 20 thousand rubles per month.
Placing a banner either in the relevant networks or directly can be free or start with a minimum amount of 200–500 rubles.
The most expensive is branding. It is available mainly to large corporations, since the price of this type of media advertising is over 500 thousand rubles.
The effectiveness of media advertising
Display advertising is effective tool at the beginning of its action. As the embedded information ages, it annoys users, becomes uninteresting, and therefore loses its relevance.
According to statistics, the response to media advertising occurs in 0.5–2% of cases. This one is indicatively quite good, as there is a significant increase in sales. In addition, the transition to the link is carried out mainly by new consumers, a reminder of the existence of the brand regular customers is one of the goals of advertising. In this way, media online advertising is a powerful marketing tool.
The choice of creative ideas and a platform for placement, analysis of the effectiveness of advertising of other companies, proper planning of product promotion are the main secrets of success, following which you can achieve a significant increase in sales.