Display advertising comes in the various forms of text, graphics, audio, animation and video, or even combinations of these. When seen in an Internet context, display advertising simply refers to those ads that appear alongside web content. Aptly called banners, this clever way of advertising as well as many other forms have proved to be very beneficial.
When a person views a web page and reads the primary content, the ads alongside are difficult to overlook. With the attractive designs and flashy presentations, display ads can immediately capture the attention of potential buyers, enticing them to click on the ad in less than a few seconds.
Reaching Target Audience
Ads or banners are usually displayed in relation to the content being viewed in a web page. Many ads on the Internet are also highly targeted to specific audiences, only showing ads that are related to relative search terms. This makes for a very effective way of getting in touch with your target audience, thus maximizing your product’s buying potential.
When a viewer clicks on an ad, he will immediately be directed to the product’s website. Payment for Internet display ads is generally only paid for ads that are clicked upon, meaning that the person that purchases Internet ads will only pay for people visiting their website. However, there are many ad programs where ads can be paid for on a "per-impression" basis versus a "per-click" basis.
Internet Performance Tracking
Most ad servers have features where ad creators can view the number of times their ads were clicked, thus being able to note the campaign performance. Information regarding ads posted can be tracked daily, weekly or monthly, leading to optimized ad campaigns.
Other forms of display advertising are still used; however, they are becoming outdated as more modern, cheaper and more effective methods are becoming popular. One of the most widely used forms is billboard advertising, the advantage being that thousands of people, while driving, will come across the majority of locations that have billboards. In metropolitan areas, billboards can even be seen by millions in a relatively short period of time.