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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

The main goal of most advertisers is to provoke a reaction from their viewers. Online, users most often reach the advertisers website or a specific target page by first clicking on some kind of advertising material. In addition, a well-positioned ad can help to influence the overall reputation of a company. While search engine marketing is mainly about text, display marketing is mainly about images. The visual character of ads individualizes and strengthens the image of companies and their brands. The sizes of banner ads can vary and include static, animated or interactive designs. Pop-up ads are ads that appear when a user performs a specific action. This method is based on JavaScript. There is also the so-called pop under – this works like pop-up ads, but is displayed after a website is closed. Commonly used are banner ads that are directly embedded in the content of a page. Depending on a companys advertising strategies, interactive advertising, storytelling marketing or cross-media marketing can also play an important role. The principles of display marketing work in a similar way to the print advertising industry: advertisers book advertising space and the publisher places an ad there. The billing process for display advertising is much more accurate. (This can involve different parameters.) When calculating according to the performance marketing model, CPM (cost-per-mille) is used. Theoretically, the advertiser pays in units of 1000 people who were exposed to his ad. Recently, performance-based billing models have become more common. For these, the advertiser only has to pay when the user clicks on an ad or makes a purchase or contract. However, there are also challenges in display marketing. The main reason for this is that users have become desensitized. Some marketers refer to this phenomenon as banner blindness. Ads, especially badly designed ones, are immediately perceived negatively by viewers, and this is especially true for pop-ups. The rise of ad blockers has further reduced the visibility of standard banner ads, making display marketing an increasingly difficult practice. Another ray of hope for display marketing is the use of video as a marketing tool. The boom in video advertising appears to be continuing and in-stream video ads have shown particular promise.

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