Was ist Display-Marketing?
The term display marketing or display advertising covers all marketing techniques in which graphic elements are included in advertising and which are displayed on screens. These include videos and animations as well as more traditional media such as banners, buttons and images.
- uses various graphic elements as a form of advertising
- ads are placed on suitable websites
- aims to provoke a reaction from viewers
How display marketing works
Basically – as the name suggests – it is about advertising, which is shown on various screens (displays). From advertising banners to pop-ups: display marketing or advertising has become established and every Internet user, whether he or she uses a desktop or a mobile device, encounters it every day. As the original medium for online advertising, display ads have undergone a drastic change in recent years. Thanks to real-time auctions, retargeting strategies and the introduction of other new techniques, this form of advertising is still an essential part of a robust marketing mix. The key players in display marketing are advertisers and publishers. Advertisers want to promote their companies, products or services, while publishers offer their resources (advertising space) for money. Different forms of advertising are booked via a display network on third party websites. These ads are then displayed according to the terms and conditions agreed upon by both the buyer and the seller prior to the purchase. Before this step can be carried out, a thorough target group analysis must first be carried out to ensure that the ads are displayed in the correct environment. There are different forms of display marketing, as advertising can do much more than just display banners. In addition to formats such as banners and buttons, graphic elements such as text, image or video content can also be used. There is also a certain difference between normal display ads and special ones for mobile devices.
Display marketing goals