Display advertising is basically an ad that is displayed on a website.
The problem with display ads is that viewers are getting tired of seeing them;
So advertisers are getting more creative about forcing viewers to see the ads,
And viewers are getting more creative about navigating around ads, or just tuning them out completely.
http://blog.hubspot.com/marketing/horrifying-display-advertising-stats gives stats about the success and failure of common display ads.
For instance, if you don’t understand the customers you’re advertising to, or the purpose of your ad, you’ll just be wasting money on your display ad campaign.
According to the afore mentioned blog, ad blocking grew by 41% globally in the last 12 months, and there are now 198 million active ad block users around the world. (Source: PageFair)
Also, 33% of internet users find display ads completely intolerable (Source: Adobe)
However, if you understand your customers, target audience, and the overall goal of your advertising campaign, display ads can be successful!
The trick is to stay away from banner ads,
(which most people view as annoying and cheap looking.)
And stick with native ads!
(Which are viewed 53% more than banner ads, (Source: Dedicated Media) and which 32% of consumers said they would share a native ad with friends and family, versus 19% for banner ads. (Source: ShareThrough))
A website that I use frequently is Pandora (Free), which uses advertising to make money by playing short ads periodically, in between songs; while Pandora One makes money by offering a paid subscription to the same content, but without these ads.
- Dani 😉 🙂 😀