Display advertising

What is a display campaign?

Display, or digital advertising, is a format of online advertising. Display campaigns generated nearly €1.165 million in 2020.

A display advertisement can be showcased across various platforms:

• Computers
• Tablets
• Mobile phones

It's worth noting that:

• 50% of digital advertising is on mobile
• Display video increased by 38%

*Source: goodbuy-media.fr

>>> Place a display/video advertisement on Oh! My Mag.

Why run a display campaign?

Display is one of the most popular internet formats. Whether for branding, acquisition, or retargeting, it helps achieve marketing goals effectively.

A display campaign delivers personalized and targeted messages (based on interests, age, gender, retargeting, and geolocation). The aim of display advertising is to increase conversions or drive traffic to a website, enhancing online visibility. Plus, display ads are easily measurable with performance tracking tools.

How to run a display advertising campaign?

During a digital advertising campaign, creating various formats to adapt to different operating systems and versions is advisable. Keeping abreast of digital trends, especially mobile formats, is crucial.

What formats do display ads appear in?

A display campaign can take several forms, such as:

• Medium rectangle (300x250): Standard and widely used, often on the side of web pages
• Large rectangle (336x280): Offers better visibility but isn't available on mobile
• Takeover: One of the most lucrative formats, fully framing the website
• Leaderboard (728x90): Header format, ideal for acquisition campaigns
• Wide skyscraper (300x600): High visibility format
• Mobile leaderboard (320x100): Double height space for mobiles

Other newer formats include:

• 3D display: Banner expands into a 3D experience on hover or click
• Expandable banners: Expand beyond initial boundaries
• Lightbox: Display banner unfolds into a large overlay similar to a pop-up
• Interstitial: Placed above the content, similar to a pop-up

How to place a banner ad on a site?

To publish a banner ad in a chosen space, it's advisable to contact an advertising agency. Most sites that display display ads are associated with professional agencies.

After purchasing ad space, create a banner corresponding to your marketing campaign. The banner ad can be designed by the agency or by the company itself.

>>> How to place a display/video ad on Gentside?

How is it different from programmatic advertising?

Programmatic advertising automates the buying and selling of ad space.

Programmatic involves two steps:

• Advertisers define campaign parameters: budget, audience, location, and content via programmatic buying platforms
• Programmatic buying platforms conduct real-time auctions to help achieve your goals

>>> Explore our programmatic advertising offer with Ouest France.

What's the cost of display advertising?

The cost of display advertising varies based on the pricing model chosen by the advertiser. To calculate display cost, several options are available:

• Cost per click (CPC) charges advertisers only for clicks on the ad, meaning no payment is necessary without clicks
• Cost per action (CPA) bills advertisers only when specific actions, like a purchase, are taken by users
• Cost per mille (CPM) evaluates the online ad space price for every 1000 ads displayed
• Cost per lead (CPL) requires payment for each prospect acquired through the ad, whether it's signing up for a newsletter or filling out a contact form

By studying these pricing options, advertisers can choose the model that best fits their advertising goals and budget.

>>>For all you need to know about display, check out this article.