Models for selling media advertising. Display advertising

At one time, we argued for a long time in which category to include advertising on transport. In theory, this is an outdoor advertising designed to attract the attention of users, which means it belongs to media advertising.

Therefore, in this article, let's figure out what display advertising is, what it consists of and how it can be useful for business.

Meal'n'Real

Its main task is to attract the attention of a person. For this, various technologies are used containing texts, pictures, infographics, company logos, maps, and more.

Let's do a little experiment. Think back to the ad you saw today. Most likely, you won’t even be able to remember the last 5 advertising messages.

This is fine. Too much noise. And in 95% of cases, this noise is created by media advertising, because the following channels are included here:

Advertising on TV;
Advertising in the press (in printed matter);
Internet advertising;
Outdoor advertising;
Indoor advertising (this is advertising inside shopping centers leading to a shopping pavilion);
Advertising on transport.

From what we saw above, we can conclude that all advertising belongs to the media. But it's not.

Cold calls or cold calls (telemarketing);
Advertising catalogs and brochures;
Souvenir products;
Promo events.

And I'm probably going to say something stupid now, but it suits everyone. Without exception. For example:

Niche b2b - advertising in the press is ideal, as well as transit advertising (branded transport that delivers orders to customers);
The b2c niche is advertising on TV or radio, although many people refuse it because of its high cost in favor of outdoor and indoor advertising.

Or a universal “gentleman's set” for all areas - + customized. The same advertisement on the Internet. But there may be other options.

Life hack. If you are going to make a landing on your own, then I recommend – PlatformaLP , Tilda , Bloxy .

For example, one of our clients, with the help of posting ads in the entrances, as well as placing ordinary ads in newspapers, was able to achieve much more than using various other ones.

WE ARE ALREADY MORE THAN 29,000 people.
TURN ON

But you follow our youtube channel, right?! So one of the latest videos “Bad advertising does not exist” did not pass you by. Not?! Then here it is. A must-see for the knowledge of "zen".

Death of offline display advertising

But I'm not going to say that traditional advertising is dying, because after one case of our client, I'm not sure anymore.

Our satellite TV installer decided to declare war on the competition.

Provided that for the most part it was, and not made according to technology or.

Many tools have been used. Competitors "died in batches." And at that moment, when the number of competitors decreased to the number of fingers of one hand and the advertising budget practically dried up, and potential buyers were simply “fucked up”.

So the season has come and the client decided to allocate a small budget for offline advertising, as they say, “for testing”.

What was his astonishment when the results from the "test advertising" turned out to be more significant, and the advertising itself more effective.

It was after this moment that I again believed in traditional advertising and that it works, at least in the regions. But this is a small digression.

Pain from the difference: offline and online

That is, on the Internet, this can be done in a more targeted way, that is, to show your ads more precisely (choose a specific display geography, age of people, etc., or only on thematic sites).

Offline, this feature is not available. This is what gives rise to the second difference. Aggressiveness.

One of our clients, who has been successfully working in the service market for more than 20 years and has 6 branches in Moscow and the Moscow region, with a monthly budget for website promotion of about 200 thousand rubles.

Media advertising media

In our blog, we have written a huge number of articles on different channels and methods of advertising. To learn them, read these 3 articles first:

After studying these articles, you will decide on specific ways of presenting information, which can be conditionally divided into four means of transmission (type).

Which one is more effective and how to apply them to your business, we will consider further using the example of several companies.

Banners

As a rule, the larger the size, the more it attracts attention. The more accessible the place, the more expensive the cost.

Offline, we still pay for the fact of placement. On the Internet, the method has evolved and become more client-oriented, that is, payment for clicks has appeared.

But on urban and small sites, there is also a placement scheme with payment for the time it will be on the site or for the number of impressions on the site.

Such media banners are now fashionable to call - teasers ("teaser" - tease). That is, with their information, they tease the user to take a targeted action: go, call, click or go to the site.

In offline space, on average, you will pay from 10 to 50 tr. for one banner. As part of the online space, I will give an example of placing a banner for a week on the main page of Yandex.

Prices on Yandex

You see everything right. The numbers start at 4 million per week. You can find the full price list on their website. But this is if you have a federal project and you need to cover more than everyone.

However, I want to warn you. Banners have become boring to such an extent that now there is a so-called “banner blindness”.

This is when the client psychologically does not notice advertising banners. Therefore, just in case, think carefully and count everything again, if you suddenly decide to put the entire advertising budget on the purchase of one banner.

Video advertising

The most engaging means of presenting information. True, it takes time to get used to it.

Due to ignorance of this, we once lost a large amount of money. Namely, they gave video ads for directors in social networks in work time. Result?! They opened it, but did not turn on the sound, as they were at work.

In addition to the fact that it is important to know at what time to show ads globally, you need to know what to show and how long.

I’m sure you’ll figure out when and what to show, but I’ll tell you about the length, because there are 2 types of video advertising:

Rolls. Commercials that play while you are watching a video. You can call it an ad break, which is both online and offline.
– Pre-rolls (pre-roll) – videos played BEFORE the start of viewing.
– Mid-rolls (mid-roll) – a video that is played IN THE MIDDLE of the view.
– Postrolls (post-roll) – video that is played AFTER viewing.
Overlay (overlay). Banner (I said that there are a lot of them). A banner that is placed at the bottom of the video and shown while watching the video. Offline, these are running lines.

Personally, we now give a lot of emphasis on video advertising. Although it takes more resources, the effectiveness of media advertising in this form gives the maximum effect.

But don't forget about our mistake. In addition to the video, you also need to use text with an image, because not everyone has time to watch a video and not everyone likes to do it.

Branded advertising

It is also great for various movie premieres or presentations of new products.

And only large federal companies use it, the buyers of which are every second person.

Branded advertising

Our personal conviction is that if you are not in the VIP segment and you are not a federal company with billions of dollars in turnover, then you need to postpone this method of transmitting information for later.

It will give you recognition, but will not give you a purchase. In addition, if you have taken this road, then get ready to pour money into image advertising constantly, because as soon as you stop doing this, you will be forgotten like “the first bruises on your knees.”

Text & Image Ads

Offline examples are ad newspapers and magazines, where we see a separate attractive picture and a separate text.

Offline, at the beginning it was not clear to me, until I saw an example. Behind these words is the Google Display Network (GDN). Rather, advertisements with pictures for these networks.

Text & Image Ad

Recently, the cost of an ad in contextual advertising increased significantly, if we talk specifically about the search.

I want to keep silent about offline, but my inner voice makes me say it.

This is a double monster. I say this from experience, as I was previously a co-owner of the magazine.

It brings customers, but if we talk about maximum efficiency, then it can be achieved only by being placed in specialized publications.

Ad newspapers also work surprisingly, but only if your target audience is retirees (there are still certain conditions, but these are rather exceptions).

Briefly about the main

It was not in vain that I gave an example about our client, who used display advertising to “mow down” competitors.

By the way, this allowed him not only to remove many small competitors, but also to take first place in the region in terms of sales and recognition.

It is through the use of offline and online media advertising that he has achieved such results.

I'm also sure you've tried or are using the display ad formats I listed above. Whether you use it correctly or not, it's hard for me to say.

But most importantly, you must realize that only with an integrated approach can great results be achieved and the benefits of media advertising will become apparent.

And for dessert, a small bonus. According to research by Business Insider Intelligence among online display ads, the video format has the highest CTR (click-to-impression ratio) at 1.84%.

All other indicators were much lower. I think you now know where to direct your efforts 😉

The main criterion for media advertising is entertainment. To get attention target audience, videos, pictures, photos, text or sound are used. Offline, such messages are posted in the media, on billboards, leaflets or posters. On the Internet, any site or social network can be a platform for media advertising.

In fact, any advertising that works primarily to attract attention and brand awareness is classified as media advertising. This type does not include promotions, cold calls, direct marketing or catalogs - all those methods when a product is sold "on the forehead".

Attract attention and increase awareness of the company or brand.

Bring a new product to market.

Quickly talk about promotions, products or events.

Attract customers to the site.

Display ad formats

There are five main types of online display advertising.

banner advertising

Both on the Internet and offline, this is the most familiar way of promotion. To run banner ads, brands buy a specific space on a website or app for a period of time, or pay for a certain number of impressions and clicks.

Banners are the oldest form of online advertising. Initially, such messages looked like a static picture with short text, but today this format has evolved. Now they often add animation or sound, they can respond to mouse movements or clicks.

You can place banner ads in different ways: directly through the site administration, in the Google advertising network or on the Yandex search results pages. If an advertiser needs a large reach, then you will have to spend an impressive amount. For example, this is how the price of a banner on the main page of Yandex looks like:

Despite the new creative formats, many marketers believe that banner advertising is dying. Due to the abundance of information noise, users stop paying attention to annoying pictures, and many generally block them with the help of special programs. Some sites even go to extreme lengths and ask visitors to turn off AdBlock for a while.

Video advertising

Unlike banners, video ads have a better effect on brand awareness and create less informational noise. The user sees a lot of headlines, pictures and ads on the site page, so he can’t always focus on something specific. The video is always in the spotlight.

Runs before the video is shown. It can usually be skipped a few seconds after it starts.

Message at the end of the video.

In addition to videos embedded in video content, there is an outstream format when advertising messages are integrated into text or banners. These are the same players that suddenly appear at the moment when you are reading material in an online magazine.

The cost of placing video ads is the sum of the number of impressions and clicks to the advertiser's website. A large team is involved in the creation of the video itself: the director, screenwriter, actors, editors, sound specialists and colorists - their work also needs to be paid. The budget here is measured in hundreds of thousands of rubles.

Audio advertising

Branded Pages

Usually branding is used by large companies. This is an image promotion that is more suitable for increasing awareness than for sales.

Branding a page or section is usually timed to coincide with some major event: a concert, a movie premiere, a large-scale sale or a new product presentation.

Text-graphic advertising

These are ads that are shown to users in accordance with their requests. They are placed through the Yandex advertising network or the Google Display Network. In part, they resemble banners and advertisements in print media: The ad consists of a picture to grab attention and short text.

Advantages of media advertising

You can find interested customers through the context, choose thematic sites and time for displaying ads, as well as target messages by gender, age, geographic location and other characteristics.

In addition, display advertising works even if the user does not click on your banners or ads. Brand awareness increases simply from the fact that messages with your identity periodically flicker on the network.

Disadvantages of media advertising

Another problem is the low interest of users. People have long been tired of the huge flow of advertising online and offline, so they prefer to get rid of it by all available means. Most visitors will block your banners, ignore context, and skip videos.

Conclusion

Display advertising- a universal tool that works for the long term. Expensive YouTube videos or branded fields are unlikely to increase sales overnight, but they can help build your brand's image and credibility.

The range of its use is extensive - from a small poster in a shopping center to video advertising in social networks.

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 to a business meeting and was a little nervous because the secretary Masha had not reminded him of the meeting in advance. On the way, he noticed billboard, which showed the Smart watch and a brief inscription above it:

“All control is in your hands”

In the evening, while watching TV, he again saw the Smart watch in the commercial. And, immediately, without delay, he entered the phrase “Smart watch” in the Google search box. After reading detailed information about their benefits, and 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 windows with attractive offers pop up on mobile phones. 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 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 last years falls rapidly.
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 promotion is more acceptable to a 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 one's own brand. To create an image and increase recognition, on the websites of large companies, branded elements are used 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 and image ads do not require large financial investments and special design. 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. Without good specialists in design, context and marketing, there is a chance to create advertising 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.

Therefore, in this article, let's figure out what display advertising is, what it consists of and how it can be useful for business.

Meal'n'Real

Its main task is to attract the attention of a person. For this, various technologies are used containing texts, pictures, infographics, company logos, maps, and more.

Let's do a little experiment. Think back to the ad you saw today. Most likely, you won’t even be able to remember the last 5 advertising messages.

This is fine. Too much noise. And in 95% of cases, this noise is created by media advertising, because the following channels are included here:

Advertising on TV;
Advertising in the press (in printed matter);
Internet advertising;
Outdoor advertising;
Indoor advertising (this is advertising inside shopping centers leading to a shopping pavilion);
Advertising on transport.

From what we saw above, we can conclude that all advertising belongs to the media. But it's not.

Cold calls or cold calls (telemarketing);
Advertising catalogs and brochures;
Souvenir products;
Promo events.

And I'm probably going to say something stupid now, but it suits everyone. Without exception. For example:

Niche b2b - advertising in the press is ideal, as well as transit advertising (branded transport that delivers orders to customers);
The b2c niche is advertising on TV or radio, although many people refuse it because of its high cost in favor of outdoor and indoor advertising.

Or a universal “gentleman's set” for all areas - + customized. The same advertisement on the Internet. But there may be other options.

Life hack. If you are going to make a landing on your own, then I recommend – PlatformaLP , Tilda , Bloxy .

For example, one of our clients, with the help of posting ads in the entrances, as well as placing ordinary ads in newspapers, was able to achieve much more than using various other ones.

WE ARE ALREADY MORE THAN 29,000 people.
TURN ON

But you follow our youtube channel, right?! So one of the latest videos “Bad advertising does not exist” did not pass you by. Not?! Then here it is. A must-see for the knowledge of "zen".

Death of offline display advertising

But I'm not going to say that traditional advertising is dying, because after one case of our client, I'm not sure anymore.

Our satellite TV installer decided to declare war on the competition.

Provided that for the most part it was, and not made according to technology or.

So the season has come and the client decided to allocate a small budget for offline advertising, as they say, “for testing”.

What was his astonishment when the results from the "test advertising" turned out to be more significant, and the advertising itself more effective.

It was after this moment that I again believed in traditional advertising and that it works, at least in the regions. But this is a small digression.

Pain from the difference: offline and online

That is, on the Internet, this can be done in a more targeted way, that is, to show your ads more precisely (choose a specific display geography, age of people, etc., or only on thematic sites).

Offline, this feature is not available. This is what gives rise to the second difference. Aggressiveness.

Media advertising media

In our blog, we have written a huge number of articles on different channels and methods of advertising. To learn them, read these 3 articles first:

After studying these articles, you will decide on specific ways of presenting information, which can be conditionally divided into four means of transmission (type).

Which one is more effective and how to apply them to your business, we will consider further using the example of several companies.

Banners

As a rule, the larger the size, the more it attracts attention. The more accessible the place, the more expensive the cost.

Offline, we still pay for the fact of placement. On the Internet, the method has evolved and become more client-oriented, that is, payment for clicks has appeared.

But on urban and small sites, there is also a placement scheme with payment for the time it will be on the site or for the number of impressions on the site.

Such media banners are now fashionable to call - teasers ("teaser" - tease). That is, with their information, they tease the user to take a targeted action: go, call, click or go to the site.

In offline space, on average, you will pay from 10 to 50 tr. for one banner. As part of the online space, I will give an example of placing a banner for a week on the main page of Yandex.

Prices on Yandex

However, I want to warn you. Banners have become boring to such an extent that now there is a so-called “banner blindness”.

Video advertising

The most engaging means of presenting information. True, it takes time to get used to it.

Due to ignorance of this, we once lost a large amount of money. Namely, they gave video ads for directors in social networks during working hours. Result?! They opened it, but did not turn on the sound, as they were at work.

In addition to the fact that it is important to know at what time to show ads globally, you need to know what to show and how long.

I’m sure you’ll figure out when and what to show, but I’ll tell you about the length, because there are 2 types of video advertising:

Rolls. Commercials that play while you are watching a video. You can call it an ad break, which is both online and offline.
– Pre-rolls (pre-roll) – videos played BEFORE the start of viewing.
– Mid-rolls (mid-roll) – a video that is played IN THE MIDDLE of the view.
– Postrolls (post-roll) – video that is played AFTER viewing.
Overlay (overlay). Banner (I said that there are a lot of them). A banner that is placed at the bottom of the video and shown while watching the video. Offline, these are running lines.

Personally, we now give a lot of emphasis on video advertising. Although it takes more resources, the effectiveness of media advertising in this form gives the maximum effect.

But don't forget about our mistake. In addition to the video, you also need to use text with an image, because not everyone has time to watch a video and not everyone likes to do it.

Branded advertising

It is also great for various movie premieres or presentations of new products.

And only large federal companies use it, the buyers of which are every second person.

Branded advertising

Text & Image Ads

Offline examples are ad newspapers and magazines, where we see a separate attractive picture and a separate text.

Offline, at the beginning it was not clear to me, until I saw an example. Behind these words is the Google Display Network (GDN). Rather, advertisements with pictures for these networks.

Text & Image Ad

Recently, the cost of an ad in contextual advertising has increased significantly, if we talk specifically about search.

I want to keep silent about offline, but my inner voice makes me say it.

This is a double monster. I say this from experience, as I was previously a co-owner of the magazine.

It brings customers, but if we talk about maximum efficiency, then it can be achieved only by being placed in specialized publications.

Ad newspapers also work surprisingly, but only if your target audience is retirees (there are still certain conditions, but these are rather exceptions).

Briefly about the main

It was not in vain that I gave an example about our client, who used display advertising to “mow down” competitors.

By the way, this allowed him not only to remove many small competitors, but also to take first place in the region in terms of sales and recognition.

It is through the use of offline and online media advertising that he has achieved such results.

I'm also sure you've tried or are using the display ad formats I listed above. Whether you use it correctly or not, it's hard for me to say.

But most importantly, you must realize that only with an integrated approach can great results be achieved and the benefits of media advertising will become apparent.

And for dessert, a small bonus. According to research by Business Insider Intelligence among online display ads, the video format has the highest CTR (click-to-impression ratio) at 1.84%.

All other indicators were much lower. I think you now know where to direct your efforts 😉

Media advertising on the Internet is advertising in the media. The technology for submitting "medical information" can be different, on the Internet - text, video, graphics. Media advertising on the Internet uses various techniques to attract attention: logo, photo, geo-mark on the map, text

How to effectively draw attention to your product? How to convey to a potential buyer that it is with you that he will find the product or service in which he is interested? Display advertising does a great job with these tasks, which is why it is so popular.

So what is the difference between display and banner advertising on the Internet?

In this case, you need to understand that banner advertising is a special case of media advertising. Speaking about the types of media advertising on the Internet, it should be borne in mind that it can be any type of advertising, for example, email - mailing list or video clip.

To deliver an ad to the target audience, display ads use cookies that allow you to track user behavior and properly customize ads. Advertisers aggregate the received data, which will lead to more effective behavioral targeting

You can often hear another name for media - display advertising (Display advertising).

Why do you need media?

The main tasks solved with the help of media advertising:

quickly attracting the attention of a large target audience to the promoted product;
increasing brand awareness;
improving the image and building brand loyalty;
increase in sales during periods of targeted or seasonal promotions;
formation of demand for a new service or product in the market.

What does display advertising give to Internet business?

According to Yahoo, ComScore, Network and Specific Media, with the help of media, you can increase vital (branded) traffic seo 26%, contextual 155%, since after seeing a branded advertising banner, 21% of users later type the brand name into the address bar of the browser and 9% monitor brand on social media.
Modern media advertising tools make it as effective as possible. Being professionally organized and executed, it always achieves its goals, as it works targeted. The banner will be shown to those consumers who are already interested in the product or service you are promoting. The cost of media advertising on the Internet justifies itself, having a high ROI. With media, you will reach your KPIs.

The effectiveness of media advertising on the Internet

If you want to launch display advertising or increase the effectiveness of an existing one, entrust the placement to professionals. Our industry award-winning company employs experienced media traders, over 200 SSPs and many partners.

We will ensure the effectiveness of the media campaign thanks to

creating banner ads allowed addblock
traffic conversion services
post-view tracking system

Banners and landing pages should be mobile friendly

To maximize conversions on smaller screens, ads, landing page, and site navigation should also be mobile-friendly.

VeAds display advertising cost

We offer several payment options for placing CPM and CPA display ads. We are ready to offer media retargeting by CPA if the traffic on your site is at least 100,000. If you have less traffic on the site, we will individually calculate the cost of CPM for you, on average it is 1 00 rubles / 1000 impressions. We guarantee high-quality, well-converting traffic.

We collect traffic, measure performance and optimize your ads and provide real-time analytics.

Benefits of online display advertising

One of the main advantages of media is accurate targeting. It is strictly targeted at the target audience, as the buyer who is already interested in purchasing, for example, a TV set, is encouraged to make the purchase easier. For these purposes, banners, videos and other advertising materials are placed on thematic sites, in the search results, or on other popular resources, taking into account the parameters of the visitor. It takes into account its geographical location, as well as search queries. If the user is studying popular TV models in order to choose the most interesting option for himself, then it's time to offer him to buy equipment from you!

Some prefer to order display ads for the sake of a very effective function. retargeting(i.e. retargeting). It allows you to return the visitor to the site with the promoted product or service, which he has already visited before. Repeated contact with a potential buyer who once showed interest motivates to make a purchase.

The next advantage of media advertising lies in the way the information is presented. Most often, the media is entertaining, and in some cases even interactive, prompting the user to perform a certain action, for example, click on a banner. The purpose of such material is to attract the attention of the page visitor so that he clicks on the link. At the same time, media advertising is not annoying, because, unlike TV and audio clips, it is controlled: the banner can be ignored, the video can be skipped, the pop-up window can be closed.

Display ad formats

For dynamic format, the frequency of ad impressions among unique users is configured, this format is the most popular at the moment.

Use formats and features that match your campaign goals.

Tell us what is your final goal, and we'll create a display banner that matches the campaign's goals.

Types of media advertising on the Internet

Banners are static or animated (from several interleaved slides) graphic blocks that display this or that information. Here, the cost of media advertising depends on the number of impressions, time or number of clicks. The main purpose of the banner is to attract attention, to interest the visitor of the page, so they are bright and highly visible. Not tied to the theme of the site.
Text-graphic blocks. They are similar to banners, but they do not animate and at the same time they coincide with the theme of the site in terms of subject matter. Therefore, they are less like advertising, and resemble the recommendation of the site itself, which inspires confidence. For example, using a text-graphic block, a metal tile can be advertised on a construction site.
Video advertising (the share of which is constantly growing inside the media). Very similar to the videos shown on TV. It is distributed together with video content that is highly popular among Internet users today (especially online video). In contrast, a series of TV commercials that are shown to the viewer for several minutes can be turned off by the user a few seconds after the start of the show.

Branding. Spectacular, but expensive type of media, which consists in the redesign of the site itself using recognizable brand elements of the client company. Branding is used on popular, actively visited resources before major events, movie premieres, promotions, etc.

Principles of the display advertising project

Make them an offer they can't refuse.

Media planning. Analysis of the target audience and selection of resources for placing advertising content. Not only sites are determined, but also the time for displaying advertising and the frequency in order to achieve the greatest number of responses.
Development of promotional materials. Development of basic ideas, creation of layouts, production of banners, videos, branding. A very difficult and responsible stage. If the material does not attract the attention of users, the investment will be in vain.
Monitoring advertising campaign. Evaluation of the effectiveness of the media, analysis of user behavior and the number of transitions, evaluation of offline response, i.e. making purchases, ordering a promoted service, etc.

Display advertising has great potential, which today is only being revealed on. This marketing tool is under active development and regularly opens up new opportunities. As the impact of the economic crisis becomes more and more significant, online advertising has remained almost the only one of the growing media.

What is a media-contextual banner. .

Media prospecting campaign: the goal, how to measure brand awareness. Read in .