Display advertising is a method of attracting the audience of a website, social media platform or other digital mediums to take a specific action. These are often made up of text-based, image or video advertisements that encourage the user to click-through to a landing page and take action (e.g. make a purchase).
Most display and online advertising campaigns are charged on a cost per click (CPC) basis. That is to say, every time the user on a search engine clicks on your ad, you’ll get charged an amount based on your overall bidding strategy.
They can also be used for retargeting campaigns. This is where ads are served to users who have already visited a specific website. The aim is to “retarget” them and encourage them to return to the website to take the same action (or an action at a different stage of the funnel).
With that in mind, let’s explore what makes a great display ad campaign and how to put together compelling ad creative to attract your ideal audience.
Banner advertising refers to the use of a rectangular graphic display that stretches across the top, bottom or sides of a website.
Smartlinks are ads that are displayed to users either i
n front of them or in the back of their current browsing window. Smartlinks are enriched contextual ads through an algorithm that makes sure these ads are received well; at the right time, with suitable offers, and to ideal targets. A neat way to profitable website monetization.
Push notifications are clickable pop-up messages that appear on your users’ browsers irrespective of the device they’re using or the browser they’re on. They serve as a quick communicati
on channel enabling companies to convey messages, offers, or other information to their customers. Subscribers can be anywhere on the browser and still receive these messages as long as they’re online or have their browsers running on their devices.
VAST stands for Video Ad Serving Template. Simply put, it's an XML script developed by the IAB. The most popular ad standard, VAST creates a communication link between the ad server and the video player.
Digital video’s share of ad spending is growing and, with it, the need for standards that govern it. The result is an alphabet soup of ad tech jargon like VAST, VPAID and MRAID. They sound confusing, but they don’t have to be. Here’s a primer on what they are and why they matter.
Let’s start from the beginning. WTF is VAST?
VAST, or “Video Ad Serving Template,” is a script that gives video players information about which ad to play, how the ad should show up, how long it should last, and whether users are able to skip it.