Display advertising is a crucial and dynamic aspect of digital marketing. Learn how to craft an effective campaign with DubbleBlack's comprehensive guide.
Understanding Display Ads
Display ads, commonly known as banner ads, are online advertisements showcased on various websites. They can be in formats like JPG, GIF, PNG, or HTML5. These ads appear across numerous websites, with content either relevant to the site's material or targeted towards specific users, occasionally appearing almost randomly.
For publishers, banner ads provide a significant revenue stream, while advertisers gain substantial exposure.
How Display Advertising Works
DubbleBlack streamlines the process of publishing and distributing ads for both publishers and advertisers. Advertisers can manage and upload their banner marketing materials using the Creatives Inventory, creating a resource for publishers to find relevant content for their sites. Many merchants on the DubbleBlack network leverage our services for retargeting, allowing them to reach users who have previously interacted with their business online.
Banner ads are strategically placed in high-visibility areas on high-traffic websites. These ads serve as clickable links that direct users to a homepage, product page, landing page, or any desired conversion point.
Through the Creative Inventory platform, publishers and affiliates can easily host ads on their websites. They receive an HTML script to embed on their site, enabling automatic ad updates without further intervention. Ads are chosen based on retailer specifications, including size and format.
Publishers can also search by content type, topic, advertiser, and more to find the best banner ads for their brand, earning commissions based on the conversions generated.
Pricing Models for Banner Advertising
There are several core pricing models for banner advertising:
- Cost Per Mille (CPM): Price per 1,000 impressions.
- Cost Per Click (CPC): Price per ad click.
- Cost Per Action (CPA): Price based on specific conversions, such as purchases or registrations.
CPA is commonly used in affiliate networks like ShareASale, Awin, Impact, and Rakuten.
For merchants, the cost of publishing a banner ad varies based on factors like size, market, and the websites they wish to feature on. DubbleBlack's flexible commission options simplify the negotiation and implementation of payment models between advertisers and publishers.
Why Display Advertising is Effective
Banner ads are highly effective because they are visually compelling and hard to ignore when done well. They can create awareness about special offers or sales, such as exclusive discounts or free trials, which work exceptionally well with retargeting to close the deal with interested users.
However, the prevalence of banner ads has led to "banner blindness," where users become accustomed to ignoring them. To combat this, ads must be truly captivating to stand out.
Best Practices for Banner Advertising
The goal is to persuade users to click on your ad, driving traffic to your website. Ensure your ad is eye-catching, unique, and enticing.
Choosing the Right Size:While larger ads might seem more effective, they can sometimes be intrusive. Focus on standard sizes that balance visibility and user experience. Here are some common sizes:
- Standard Formats:
- Banner (468×60)
- Leaderboard (728×90)
- Medium Rectangle (300×250)
- Wide Skyscraper (160×600)
- Half Page (300×600)
- Mobile Formats:
- Smartphone Wide Banner (320×50)
- Medium Rectangle (300×250)
- Smartphone Large Banner (320×100)
Starting with a medium rectangle is advisable for beginners, as it offers a good balance of size and placement flexibility.
Designing Your Banner Ad:A clear call to action (CTA) is essential. Whether it's "Find Out More," "Shop Sale," or "Get Exclusive Offer," a CTA guides users towards conversion. Choose links wisely based on your goals, such as brand awareness, sales, or lead generation.
Use the AIDA marketing model (Attention, Interest, Desire, Action) to guide your design:
- Attention: Use colors, typefaces, and formats that grab attention.
- Interest: Make a bold statement about your product or campaign.
- Desire: Use sub-copy and imagery that resonate with your audience’s needs.
- Action: Include a compelling CTA to drive conversions.
By following these best practices, you can create effective display ads that capture attention and drive results for your brand.