Display (graphic, graphic, mock) advertising ( eng. Display advertising ) is a type of advertising focused on a spectacular audience perception. It is developed using special techniques to attract readers' attention and may include text, a company logo, photographs and other images, indicate a location on a map, etc.
In print media, display advertising is placed both directly on the page with editorial content, and on pages adjacent to it. Thus, display advertising differs from thematic (the so-called “classified”), which is usually placed in special sections and traditionally represents only text, the appearance of which is limited even by the choice of a font typeface.
At the same time, display advertising does not have to contain pictures, video or audio: text ads can be either completely “pass-through” or truly effective. An example of text display ads is SMS advertising messages or similar e-mail newsletters .
One common form of display advertising is billboards or billboards . Posters , flyers , colorful shopping tents, large-scale product models are all examples of display advertising.
Display Advertising on the Internet
Display advertising on the Internet takes many forms: traditional banners , teasers , videos, blocks in e-mail, even mobile banner advertising , etc. Some sources draw a parallel between media and display advertising on the Internet [1] , especially when it comes to the evolution of visual (as opposed to contextual) advertising using interactive elements, video and audio content, RTB technology , etc. [2]
It is using RTB technology and, in particular, using DSP systems that display advertising receives all possible types of targeting [3] from demographics and geographic location to recommendations for specific placements and digital devices used by the audience, which greatly increases the efficiency of the formats used [4 ] . Placing according to the auction model takes display advertising to a new level when the advertiser pays for contact with the target audience relevant to him, without budget losses when shooting “in areas” [2] .
Notes
- ↑ Change of Consciousness Conference: “Crisis has always been to the good of the Internet” . Cossa.ru (May 5, 2014).
- ↑ 1 2 “Evolution. Natural selection: trends in the online advertising market in Russia, 2012-2014 . Dentsu Aegis Network Russia (April 25, 2014).
- ↑ “Delivery Methods of Advertising (Delivery Methods) . Doubletrade (August 19, 2013).
- ↑ Data - a revolution in the targeting of display advertising . Cossa.ru (March 8, 2013).
See also
- Real-time trading
- Internet advertising
- Internet Marketing