Display advertising

Display advertising is advertising on web sites. It includes many different formats and contains items such as text, images, flash, video, and audio. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors.According to eMarketer, Facebook and Twitter will take 33% of display ad spending market share by 2017. Also, desktop display advertising has eclipsed search ad buying in 2014, with mobile ad spending to overtake display in 2015.

Importance of formats of display ads

Two students of the “Amsterdam school of Communication Research ASCor” have run studies about the audience reactions to different display advertising formats. In particular, they took into consideration two different types of format (sponsored content and banner advertising) to demonstrate that people react and perceive formats in different ways, positive and negative. For this reason it is important to choose the right format because it will help to make the most of the medium. It is also possible to add:

Video; Rich Media Ads (Expandables): flash files that may expand when the user interacts on mouseover (polite), or auto- initiated (non-polite); Overlays: ads that appear above content and that are possible to remove by clicking on a close button;

Interstitials: Ads that are displayed on webpages before expected content (before the target page is displayed on the user’s screen);

Sponsorship: including a logo or adding a brand to the design of a web site. This can also can fall under Native advertising, which is an ad that can seem like Editorial, or “In-Feed”, but has really been paid for by the advertiserTo help to better selecting the right format for type of ad, Interactive Advertising Bureau has realized a Display Standard Ad Unit Portfolio that works as guideline that can be followed by the creatives.