There are many options for advertising digital. It differs in goals, formats, audience, and many other features. In this article, newage. will take you through the main display ad delivery options offered by Google, Facebook, TikTok, and other media giants.
According to the display methods, all media digital advertising can be divided into two large groups:
- banner advertising;
- video advertising.
Offline there is also TV, radio, newspapers, billboards, events and many other formats. Sometimes they mix with digital, giving rise to hybrid types of promotion. But the main digital budgets in 2019-2021, according to VRK (All-Ukrainian Advertising Coalition), fell on banners, videos, and sponsorship.
Let’s take a closer look at when to use the banner and video advertising for better promotion efficiency.
Banner advertising is a method of promotion in which the advertiser places graphic objects with hyperlinks (banners) on third-party sites.
Let’s take a look at the main banner formats available to advertisers.
Banners On Partner Sites Of Advertising Networks
Site owners often leave space for banners to monetize their projects. Some try to sell advertising space on their own, others join affiliate programs of Google, Facebook, or other advertising networks.
Each network has its requirements for banners, their size, extension, and creative features. The list of all possible options is endless, so let’s just leave links to the requirements of the main advertising networks:
Such banner advertising is an excellent solution for increasing brand awareness, introducing the target audience to the product, or notifying them about events. If you plan to show up to ten creatives (excluding resizes), you should choose regular banner ads. If there are more creatives, consider the next option – responsive banners.
Adaptive banners from the user’s point of view differ little from conventional ones. But “under the hood” they are much more interesting. The advertiser uploads several objects (titles, descriptions, creatives, logos, etc.) to the account, from which the system automatically collects ads for display.
The use of responsive banners and dynamic creatives automates the work of designers and saves time on resizing. Read more in the article “An advertiser who does not use automation will lose”.
Video advertising is an advertising format in which videos are shown to the target audience that promotes the advertiser’s product or brand.
In terms of video advertising, Youtube remains the absolute leader, so we’ll take a closer look at the formats offered by this site.
Skippable in-stream ads
These are ads that appear at the beginning or middle of videos, as well as on partner sites. The user can skip ads after 5 seconds of the display. If you used the golden rule of creating creatives and placed the brand, product, and message in the first 5 seconds, you can choose this format.
When preparing videos for this format, be sure to put the product, brand, and main message in the first 5 seconds so that even those who miss the ad will recognize them.
Non-skippable in-stream ads
This format differs from the previous one in that the “Skip” button does not appear at the fifth second. Videos in this format should be no longer than 15 seconds.
There is no division into views and impressions in payment, it occurs according to the “Target CPM” model. To create an ad with this format, you need to select the Brand Awareness and Reach objective in your ad account.
6-second videos that are displayed at the beginning and during the video on Youtube. You can’t miss this ad. The purpose of these videos is to show a short and catchy creative, so to enable this format, select the “Brand Awareness and Reach” goal in the settings. And the payment is charged for impressions, according to the “Target CPM” model.
Out-Stream ads are designed for mobile devices and appear on partner sites and Google apps. Videos start playing automatically, but without sound. When a user clicks on an ad, the audio is played.
For such ads, the cost per thousand impressions in the visible area of the screen, that is, taking into account viewability, is applied. The advertiser pays if the ad is viewed for 2 seconds or longer. To run this format, select the Brand Awareness and Reach objective.
Users see Video Discovery ads on the main page of Youtube mobile, as well as in search and next to related videos. The appearance and size of these ads depend on where they appear. For the user to view the advertisement, he must click on the video.
To reach this format, when setting up a campaign, select the goal “Interest in the brand and products.” Payment is similar when the user decides to watch the video by clicking on it.
Such ads are the first thing a user sees when they go to the Youtube home page or launch the app on their phone or TV. The video selected for promotion plays without sound for 30 seconds, after which its icon remains on the page, from which the user can go to the video viewing page. In the mobile version, you can also add a CTA to it for greater effect.
These ads cannot be simply selected in the advertising office but can be reserved through a Google sales representative.
Commercials from 5 seconds to 10 minutes are shown “inside” other videos on Facebook. Ads run after 60 seconds of viewing the main content, and only on mobile devices.
Clips lasting 5-15 seconds are played in full. After 15 seconds, the option to skip appears. With the help of in-stream video advertising, you can demonstrate your range, service, or brand from a new perspective. Add dynamics and sound to tell the audience about the unique features of the product or brand story.
How to evaluate the effectiveness of display advertising
To understand which ad format performed best, we compare their performance using the Comprehensive Display Ad Analysis methodology.
Comprehensive Display Advertising Analysis is a methodology for evaluating the effectiveness of display advertising campaigns, which analyzes: the quality of placement, media metrics, and response to advertising, which can be measured in digital tools and applies an agile approach for further optimization.
Using Comprehensive Analysis, we evaluate not only ad clicks but also delayed user actions, post-view, and cross-device conversions.
This allows us to compare the actual impact of the campaign. The slide below shows data on clicks and deferred transitions for different formats. If you focus only on clicks (dark blue segments), it may seem that In-stream and Youtube splash screens did not work. But the full data on delayed conversions proves that the ad had an impact on users.