展示广告：它是什么、格式、类型、运作方式、工具和最佳实践

Display advertising is an essential element of digital marketing, serving as a cost-effective tool to build brand awareness and support conversion goals. It is an online advertisement that combines image, text, and a good CTA across numerous applications, websites, and online platforms.

Display ads have evolved beyond traditional banners into video ads, rich media, and programmatic ad formats. This has made them a marketing staple that is used to connect with the target audience across multiple channels. With global digital advertising spending projected to reach $836 billion by 2026, this is the perfect time to understand the usefulness of this online ads display advertising format. This article will tell you all you need to know about this ad format and the best practices to make it work.

What Are Display Ads?

Display ads are clickable visual ads that appear on third-party sites, social media platforms, and mobile apps. They are a form of digital advertising that combines copy, visual elements, a CTA (Call To Action), and a link to a landing page.

Examples of display advertising are images (banner ads), videos, or the changing text called rich media ads. These site placed ads are flexible, so advertisers can play around with their shapes and sizes to create engaging content. That’s why you see a wide variety of GIFs, texts, videos, or images on the top, bottom, side, or middle of websites. Regardless of how they appear, most display marketing campaigns are used to build awareness, to engage users through games and puzzles, or to educate.

What Are the Common Display Ad Sizes?

The Interactive Advertising Bureau(IAB) has created a Display Standard Ad Unit Portfolio that acts as a guide for advertisers. Of course, these are only the standard formats of ad sizes, and different online platforms may have their own specs. Nevertheless, the most popular formats you’ll find online include:

• 300x250
• 728x90
• 160x600
• 300x600
• 320x50

1. 300x250

The 300x250 is a medium rectangle banner, and it usually appears at the bottom of the screen or integrates into the content. It’s a size that works well on mobile and desktop and can be adapted to most ad formats like text ads and video ads. For mobile websites, this ad size also works well as a page break.

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2. 728x90

Known as the leaderboard banner or horizontal banner, this ad size is large and very noticeable. It usually sits at the top of publisher sites and is the first ad users see. As such, it is great for engaging users and increasing brand awareness.

3. 160x600

This is the wide skyscraper banner (or standing banner), and you’ll find it on the sides of web pages. Since it can cover the side of a full page vertically, users will notice it more easily. With this ad size, advertisements can be animated with multiple images or appear as image ads that can capture a reader’s attention.

4. 300x600

This is the large skyscraper-size display advertising, and it occupies a half page (180,000 pixels). With such a large size, advertisers can combine images, videos, and text, leading to attention-grabbing multimedia content.

5. 320x50

This is the mobile leaderboard, a common banner size that appears at the top of the screen or within the content on mobile platforms. It is one of the best sizes for digital advertising display ads that appear on mobile phones. It offers fast load times and easy file size optimization.

These ad sizes can be used to create the popular types of display ads seen today, which include rich media, expandables, overlays, and interstitials. Nevertheless, online display advertising is still evolving to battle ad fatigue and banner blindness.

As such, in 2017, the IAB introduced new ad guidelines to reflect this. They introduced guides for Augmented Reality (AR), Virtual Reality (VR), 360-degree video ads, mobile video ads, and more.

Types of Display Advertising (With Examples)

Display ads vary greatly, but some of the formats that brands can use are:

• Banner ads
• Rich media ads
• Video ads
• Interstitials
• Contextual and native-like formats

According to a paper from the Amsterdam School of Communication Research, user perception varies based on format. This shows how important the right display ad format is to convey the needed information and align with the host website's overarching theme.

Banner Ads

These are the traditional static or animated ads. They are used for brand awareness and general promotions. Banner ads lead to better brand visibility and work well on desktops, mobile devices, and tablets. The first banner ad was run in 1994 by AT&T on HotWired.

Rich Media Ads

These online advertisements are perfect for engaging users with their interactive elements, and they can be used on both mobile devices and desktops. These ads convey your message as floating or expandable interactive media, often called rich media ads. Some of the rich media advertising you see today appears as games or puzzles.

Video Ads

A video ad is suitable for storytelling and releasing product demos on mobile phones, desktops, and smart TVs. This form of display ads can appear as in-stream ads, where the advertisement shows up pre-roll or mid-roll when playing videos on streaming platforms. In some cases, you’ll also find outstream video ads on websites. Video ads pop up to capture attention effectively, and Blockchain-Ads DSP video inventory is the best way to take advantage of this.  

Interstitials

These ads appear for application installation prompts or for high-impact display advertising campaigns. They appear as full-screen pop-ups on smartphone applications or mobile websites. Although interstitial ads are effective, their actions can be disruptive to user experience.

Contextual and Native-Like Formats

This comprises the likes of in-feed display ads, overlays, and sponsored placements. These display ads provide great value as they’re visually branded yet blend into the surrounding media. So, users will see them, but they won't interrupt the user experience on the platforms where they appear.

How Display Advertising Works

Below is a step-by-step guide on how display advertising campaigns are executed:

• Define your audience
• Set campaign goals and budget
• Choose display ads formats
• Create and size your creatives
• Launch and traffic the ads

Step 1: Define Your Audience

The first thing you take care of when creating a display advertising campaign is to decide who you want them displayed to. You can segment your audience based on geo, behavior, demographic, on-chain behavior (a unique feature of Blockchain-Ads), or interest.

You could even engage remarketing, known as retargeting ads, to serve your marketing efforts to individuals who have viewed your products in the past. Lookalike audiences are another option for defining your ideal audience, along with custom segmentations found on Google’s affinity, intent and in market segments, and other platforms.

Step 2: Set Campaign Goals and Budget

With your audience sorted out, you can define the goals for a successful campaign. To do this, you can choose the Key Performance Indicators (KPIs) that best represent the outcome you're hoping for.

So you can set the awareness (impressions and reach) that you hope to hit and the engagement (Click Through Rate (CTR) that you desire. You can also put performance indicators like conversions, Cost Per Click (CPC), Cost Per Thousand Impressions (CPM), and Return on Ad Spend (ROAS) in place.

Choosing your KPIs early affects your creative direction and bidding strategy, allowing these elements of your campaign to align effectively. That way your marketing campaign will be better optimized to perform effectively.

Step 3: Choose Display Ad Formats

Now you must choose the ad formats in which your advertising will be displayed. The formats you choose should effectively communicate the unique benefits of your brand or product. Most advertisers usually stick with the popular IAB sizes, as most platforms support that. This is why you should use Blockchain-Ads for your advertising efforts, as the platform supports the standard 300x250, 320x100, 728x90, and 320x50 ad sizes in landscape or skyscraper formats with images.

Step 4: Create and Size Your Creatives

When creating your marketing media, emphasize clarity, simplicity, and mobile responsiveness. This means small ad formats should prioritize CTA (Call To Action), while large ones should include body copy under the headline. Other best practices are readable fonts, high-resolution images, and bold CTA buttons. A rule of thumb for CTAs is to make your CTA benefit-oriented, tying a benefit to the activity, like “Subscribe & Save,” “Watch Now,” and “Get Your Free Copy.” Avoid overwhelming users; stick with simple, clear messaging to convey your value effectively.

Step 5: Launch and Traffic the Ads

With creation done, the next step is to traffic the ads. This is to ensure they are exported to spec and sent to DSPs (Demand Side Platforms) or ad servers according to schedule. This step also includes everything from ensuring ad dimensions meet platform requirements to creating tracking pixels, conducting quality assurance tests, and ensuring full budget delivery.

Step 6: Monitor Metrics and Optimize

Now that your ad is live, it’s crucial to measure display ad performance effectively. Key metrics like CTR indicate if your ad engages users, while impressions show how often it’s displayed. CPC reveals your cost to drive traffic, and ROAS measures the revenue efficiency of your campaign.

Compared to traditional advertising networks, Blockchain-Ads provides advanced metrics such as viewability, cost per wallet transaction, audience overlap reports, and powerful audience targeting features. This platform also offers guidance on visuals, A/B testing CTAs, and headlines to avoid autoplay video ads pop, which can harm user experience.

Step 7: Analyze Learnings and Improve

Analyzing your campaign results helps identify what worked and what didn’t. The top three levers for optimization are audiences, creatives, and bidding strategy. Documenting these learnings improves future display advertising campaigns by refining audience profiles, targeting similar audience ads, and enhancing creative execution.

Display Ad Targeting Options

There are quite a few methods that advertisers use to specify who gets to see their ads, and the common choices include:

• Contextual targeting
• Audience targeting
• On-chain behavior targeting
• Remarketing and retargeting
• Placement targeting

Contextual Targeting

Instead of targeting the users directly, this method makes use of the content of the web pages that the audience visits. Contextually targeted ads involve showing this form of advertising to users based on page content, such as specific keywords and topics.

Audience Targeting

Here, display advertising target consumers based on their online behavior, psychographics, demographics, and interests. Blockchain-Ads provides this feature with its custom-built audiences.

On-Chain Behavior Targeting

This is a unique feature of Blockchain-Ads, and it allows brands to target Web3 users based on their blockchain activity. It’s like audience targeting on steroids with its pinpoint accuracy.

Remarketing and Retargeting

Brands can show ads to users who have previously interacted with their platform or their products with this option. The major forms of these similar audience ads are pixel and list-based. With pixel-based retargeting, you collect real-time data from the actions of the site visitors. List-based retargeting, on the other hand, uses the existing visitor data (like email and phone numbers).

In the end, retargeting and remarketing ads provide advertisements that reflect the user’s interests. According to research by Accenture, this is something that 91% of internet users prefer.

Placement Targeting

If you know exactly where you want your ads to appear, you can get its URL and use it. This targeting option allows advertisers to select a specific landing page, website, or YouTube channel and get their ad shown there.

Manual placement performs best when it's combined with contextual targeting. This means that you know the site where your ads will appear and can prepare your media to match the context of that platform.

顶级展示广告平台有哪些？

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这个 展示广告的最佳平台 是：

• 区块链广告
• 谷歌显示网络
• 亚马逊 DSP
• 其他网络和工具，如 StackAdapt、The Trade Desk 和 Meta Audience Network

区块链广告

区块链广告是管理任何注重增长的品牌的最先进的展示广告平台。它是新兴、成熟和受到严格监管的行业的最佳选择，例如银行、成人娱乐、DeFi、iGaming、CBD和外汇交易领域。它提供所有标准横幅尺寸，富媒体单元和交互式元素可提高知名度。借助区块链广告，品牌可以享受广泛的受众范围（尤其是在 Web3 人群中）、精确的受众细度、统一的堆栈工作流程和久经考验的性能。

谷歌展示网络 (GDN)

这是一个广告平台，涵盖了谷歌旗下的数百万个网站和应用程序，例如YouTube和Gmail。有了这个，它能够为90％以上的互联网用户带来展示广告。这使其成为展示广告最广泛使用的选项之一，非常适合情境和市场内定位。计划将来扩大广告活动的广告商在GDN上这样做不会遇到任何麻烦。

亚马逊 DSP

亚马逊 DSP（需求方平台）是一个展示广告平台，允许广告商购买广告投放位置并吸引亚马逊内外的受众。可以在产品商店、产品详情页面和品牌网站（如Twitch、Prime Video和Kindle）上看到来自亚马逊DSP的展示广告。该网站提供动态创意交付，并带有内置指标。它为广告商提供了访问发布商服务、营销云和亚马逊广告服务器的权限。

其他网络和工具

除了上述选项外，您可以使用的其他展示广告平台包括：

• 元受众网络: 这是来自Meta（前身为Facebook）的移动广告网络，它允许开发者通过Facebook、Messenger、Instagram和其他第三方网站通过其应用程序获利。该平台利用 Meta 的受众数据进行精确定位，并提供实时效果跟踪和广告投放控制的访问权限。
• StackAdapt： 这是一款人工智能驱动的 DSP，允许数字营销人员规划、执行和优化跨多个渠道的展示广告活动。它提供高级定位功能、人工智能驱动的优化和实时见解。
• Criteo: Criteo是一家全球广告公司，专门允许品牌在购物之旅中与客户建立联系。该平台提供各种展示广告格式，包括富媒体、图片广告和视频广告。其高级定位功能利用情境信号、第一方数据和行为见解。
• 交易台：这是一个DSP，允许品牌通过实时竞价通过各种渠道获取在线广告库存。借助该平台，您可以获得全面的分析、基于人工智能的优化、全渠道广告和高级定位功能。

展示广告的好处

展示广告是覆盖面和效果的完美结合，其优势在于：

• 可测量且可跟踪
• 性价比高且灵活
• 跨渠道工作
• 可扩展的覆盖范围

可测量且可跟踪

展示营销允许实时跟踪诸如每次点击费用、点击率和广告支出回报率等重要指标。利用这些指标，广告商可以确定广告是否对目标受众产生了预期的效果。使用区块链广告部署展示广告的品牌将免费获得这种活动前/后的分析。

性价比高且灵活

展示广告比传统的广告方式更实惠，而且具有很大的灵活性。在线广告可以采用多种视觉效果和号召性用语进行部署，可以在活动中期进行修改。

跨渠道工作

展示广告很容易与其他广告格式结合使用。当它们与其他广告格式结合使用时，它们可以提高广告支出回报率，并将销售时间缩短21％。

可扩展的覆盖范围

展示广告可以在不损失效果的情况下针对多种格式、受众和设备进行调整。这使品牌能够利用区块链广告的精确定位、亚马逊上的第一方生态系统以及亚马逊上超过200万个网站的优势 GDN。

常见的展示广告挑战（以及如何避免这些挑战）

尽管它提供了许多好处，但展示广告仍然存在一些弱点，这些弱点将在下面以及可行的解决方案中显示：

展示广告疲劳

消费者可能会看到展示广告的次数过多，导致他们失去兴趣或在下次看到时忽略它。这是广告疲劳，是展示广告的缺点之一，它会严重影响展示广告的功效。因此，使用频率上限来限制用户看到广告的次数并轮换广告素材非常重要。

旗帜失明

在线广告曝光过多会导致用户出现横幅盲症。这是一种他们在不知不觉中忽略了网站上所有类似横幅的元素的现象。为了解决这个问题，广告商可以使用与用户相关的内容作为创意。毕竟，个性化广告比普通广告更成功地定位消费者。广告商还需要考虑广告投放平台的背景，才能成功开展活动。

低点击率和可见度

为了提高展示广告的点击率（点击率），品牌可以在广告中使用高质量的图片并细分受众。监控和调整关键字以及优化产品描述也很有用。A/B 测试是通过测试各种图像、标题和描述来确定哪些图像的点击率较高来提高可见度的另一种选择。

6 个经过验证的展示广告的 CTA 示例

为了提供最佳效果，展示广告必须具有正确的CTA以吸引用户，其中一些最佳广告包括：

• 立即购物： 鼓励互联网用户购买您正在营销的商品
• 了解更多: 提供指向有关你所说内容的更多信息的链接
• 立即观看： 鼓励客户观看您的视频
• 预购: 让互联网用户有机会领先于其他客户
• 预约： 提供预约的机会
• 获取免费副本: 允许互联网用户注册免费产品

你会注意到，所有这些CTA都是以利益为导向的，它们可以快速传达你的信息，并且它们是以转化为中心的目的而创建的。这是展示广告附带的 CTA 应该是什么样子的模型。

展示广告与其他格式的对比

在下面，您将看到展示广告与其他广告格式的比较以及何时更适合使用它们。

展示广告与原生广告

在展示广告与其他社论内容分开的情况下，原生广告旨在模仿社论内容的展示并与周围的内容融为一体。展示广告的破坏性行为使互联网用户很容易注意到它们，而原生广告则不会造成干扰，可以增强用户体验。尽管启用了广告屏蔽软件的展示广告无法覆盖用户，但名为原生广告的策略可以克服这个问题。展示广告可以提高品牌知名度和重定向，而原生广告最适合以内容为导向的广告活动和讲述故事。

展示广告与搜索广告

搜索广告出现在搜索引擎结果页面 (SERP) 上，而展示广告则出现在应用程序、网站和流媒体平台上。这意味着搜索广告仅以文字形式出现，而展示广告通常使用视频、动画或图像。就成本而言，展示广告的成本低于搜索广告。搜索广告最适合转化率，而展示广告则在渠道的每个阶段都能吸引客户，包括渠道顶层营销、重定向和品牌知名度。

展示广告与视频广告

展示广告可以采用视频、图像或动画横幅的形式，而 视频广告 以视频形式出现。在横幅广告失明会使许多用户忽略展示广告的地方，视频广告就是为了吸引注意力而制作的。如果将视频广告部署在流媒体平台上，则其可见度很高，而展示广告的可见性则适中。

最后要点：如何通过展示广告取得成功

展示广告是21世纪最具成本效益的数字营销解决方案之一，覆盖面广。尽管它饱受广告疲劳和横幅盲之苦，但广告商可以通过创意变化、定期测试和使用正确的平台来缓解这些弱点。这将使展示广告摆在合适的受众面前，提高品牌知名度并产生销售额。但是，请记住，展示广告作为多渠道营销策略的一部分效果最好，绝不能独立使用。

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