Display advertising (or in other words, banner advertising) is one of the most effective tools of modern Internet marketing. It is indispensable if your company needs to introduce a new product or service to the market, enhance the company's image or increase brand awareness. Although many experts assure the Internet market today that display advertising is slowly dying, many ways to effectively use it to attract customers at the moment have remained the same.

There is no doubt that a few years ago display advertising worked much more productively than today. The reasons are as follows:

• there was little competition due to obscurity;
• there was no Adblock blocking program at that time, and therefore ads were shown to all users;
• advertising was placed on affordable sites.

Times have changed, the market has become much more experienced and the common task is to change with it!

• Attraction of new clients;
• increasing the loyalty of potential customers;
• increase in traffic to the Internet resource;

Types of media advertising

It has many varieties: text-graphic blocks, videos that open as separate pages in the browser, the so-called "stretch marks" located in the header of the site, in general, any advertising materials focused on visual perception.

Banners (teasers)- blocks of a certain size with text and graphic content. Payment for it is formed from the number of impressions or clicks on the banner. It is worth noting that banners do not need to be loaded with a lot of text and other elements. The user should notice the banner, become interested in it and click on the picture to study the details.

There are many varieties of banners: these are not only the extensions mentioned above, but also “rich media” (flash banners over the content of the site page, sometimes sound), “pop-unders” (when clicked on, the page with advertising opens in a separate window) , "explode banners", consisting of two flash videos, as well as "imitation banners", sort of teasers that pop up at the bottom of the web page. Unlike all of the above types, which can be safely called "aggressive methods", this banner looks less annoying and attracts attention due to the genuine imitation of popular resources.

video advertising, launched in video players on YouTube, Vimeo and other video hosting sites at the moment the desired video starts playing, but here, of course, there are other options. The very high popularity of video content among users has allowed it to become a more effective method of promotion.

• pre-roll - a video that precedes the viewing of the desired content. Duration - from 10-20 seconds. The user can stop showing the video after 5 seconds, however, as statistics have shown, a certain percentage of users (about 40%) watch the video to the end.
• mid- and post-rolls are shown to users in the middle or at the end of the video. If the video has a long duration, then the number of ad impressions will also increase: for example, 4 times for the entire time or after the video is paused.
• overlay is a slightly different format. This is a static banner that is installed at the bottom of the player and displayed during video playback.

Branding- the most expensive type of media. As they say, only large companies with quite an impressive advertising budget can afford to seek funds for branding their resource. The main goal of this direction is to promote the company's image, popularize the brand and inform users about important events - discounts, promotions, presentations of new products, movie premieres, etc.

Branded advertising is placed, in most cases, taking into account geographic targeting for the desired period (day, day, week, month). Time is tied to a specific event. Payment is calculated based on the total display time. With this method, the following can be applied: replacing the familiar cursor with an interactive advertising object, creating a new advertising tab, coloring the search bar, and also creating a unique resource background that looks very large, and at the same time, unobtrusively.

Text-graphic blocks are advertising elements that do not visually stand out from the overall design of the site. This is not a traditional colorful, catchy advertisement, but some informational messages of the resource, for example, expert recommendations. Needless to say, users who have eaten too much sugary-sweet advertising trust such modest and intelligent text and graphic blocks more.

As long as Internet display advertising provides accurate targeting, it will not, contrary to popular belief, rush to be killed in any way. Your ad will be displayed exclusively on thematic sites, with the ability to select the geographic location of users, display time and other parameters. And with the help of retargeting, an interested client can be returned to a previously viewed page.

Flexibility and interactivity are another important advantage of media. You can interact with it at any time: close the pop-up window or expand it, skip the commercial or watch it to the end.

Display advertising makes it possible to establish a connection with a potential client at the level of emotions, analyze an existing strategy and, when necessary, adjust it, show videos to a wide range of users, increase your brand awareness and loyalty to it.

In a relatively short time, the attendance of your resource and sales volumes will increase noticeably.

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Media advertising is a tool for marketing promotion of brands, websites, trademarks, goods, services, etc., when information about a product is placed on media platforms (mass media).
The main difference between media advertising and other types of advertising is the key factor - attracting the attention of consumers occurs through the visualization of information (flash pictures, videos, images, etc.).
Thanks to the visual presentation of information, such advertising is more quickly perceived by the consumer, there is no need to delve into its meaning, no need to waste time reading it. Most often, media advertising reaches the consciousness of consumers even if they do not plan to be interested in it (the eye glimpsed the banner between transitions through Internet pages, but the information was remembered subconsciously).
It is this effect that advertisers are counting on when developing the next advertising campaign for the mass media.

Benefits of media advertising

With the help of banner advertising, you can solve the following tasks:
1) Increase traffic to the advertised site.
2) Increase sales of the promoted product, especially when it comes to some exclusive, expensive, innovative products. In this case, media advertising is the best way to tell the user about the new product, who does not yet know about its existence and, accordingly, is not interested in it.
3) Inform the target audience about profitable offers, current promotions and discounts.
4) Notify a wide audience about new large-scale events (films, exhibitions, concerts and other events). In this case, media advertising replaces posters.

Information spaces for media advertising

Depending on the type of platform where media advertising will be placed, the following carriers are distinguished:
1) Television that broadcasts promotional videos at specific times.
2) Printed publications that place advertising blocks on their pages.
3) Internet media (websites, electronic magazines, electronic newspapers, news and information resources, popular social networks), which have the technical ability and desire to place a banner ad block on their pages.
Banner ads come in the following formats:
- graphic banners (static blocks).
- flash-banners (dynamic pictures, videos).
- TopLine ("stretch marks" located above the main content of the page or below).
- Rich-Media (banner blocks on top of the content of the site, which will obsessively "run" behind the mouse until they are closed).
- Pop-Under (advertising that opens in a new browser window if users click on the information they need), etc.

Feature of banner ads

1) Banner advertising has adopted the properties of contextual advertising, due to which it is shown to users depending on their search queries and the geography of their location.
2) Banner advertising is the most annoying type of media advertising. The Internet user is often disturbed when something “flickers” before his eyes (flash banner), covers half of the space of the desired page (Rich-Media) or ad blocks “jump out on their own”, so you need to spend time closing them.
90% of users are intolerant of such distracting advertising. Site visitors are most loyal to graphic blocks at the top or bottom of the site (TopLine).
Each advertiser decides on his own - what is more priority for him, be sure to be remembered, even with negative associations, or get a loyal client, because users who search purposefully are more attentive.

The range of its use is extensive - from a small poster in a shopping center to video advertising in social networks.

What is display advertising and how does it work in everyday life

Let's talk about a real case from life. Marketing director Mikhail, sitting comfortably in his car, was driving to a business meeting and was a little nervous because the secretary Masha had not reminded him of the meeting in advance. On the way, he noticed a billboard that showed Smart Watches and a brief inscription above them:

“All control is in your hands”

In the evening, while watching TV, he again saw the Smart watch in the commercial. And, immediately, without delay, he entered the phrase “Smart watch” in the Google search box. After reading detailed information about their benefits, and watching a video review on YouTube, Mikhail thought about the need to buy this fashionable device. The benefit was obvious, but he still had doubts.

In the meantime, at the moment when the subject of interest to him was driven into the search line, the entire Internet learned about his interest in smart watches. So, Mikhail got into the lists of sellers of Smart watches. And now the very fact of the sale has become a matter of time and the concern of targeting advertising, the task of which was to tirelessly remind Mikhail of the Smart Watch he really needs.

Early in the morning, Mikhail was browsing the feed on social networks. In the right column, he saw a banner with an attractive picture of a Smart watch, which contained the message:

“Are you still in doubt? And there are two hours left before the end of the action.”

In a second, he was on the site, where after a while he made a purchase.

Display advertising is an effective method to increase sales

The main role of media advertising is to create the image of the seller and promote it as a brand. A well-designed marketing campaign strategy makes it possible to strengthen your position in the market and get ahead of your competitors.

With the help of media advertising, the image recognition of the brand and the number of loyal customers are growing. Through the correct impact and emotional influence on the subconscious, the buyer develops a need for the advertised product.

Display advertising is also used to inform potential buyers about interesting events, promotions and product innovations. The result of media advertising and evaluation of its quality is a significant increase in sales.

Types of media advertising

Display advertising is used everywhere. Theater posters are posted on the streets of the city, and windows with attractive offers pop up on mobile phones. Depending on the placement - in offline or online spaces, display advertising has different effectiveness.

Offline display advertising

Thirty years ago, offline promotion dominated the world. Then, for the general attention of the consumer fought through the media (media) and print media. Today they are also relevant, and in everyday life there are the following types of offline media advertising:

• Television is short videos that are shown between programs and films, as well as in the middle of their broadcast. This is the most expensive type of media advertising. And it doesn't always justify its investment.
• Radio refers to sound promotion and has a wide range of impact on the target audience - from housewives who listen to the radio in the kitchen to car drivers. Instead of a bright picture, here they focus on the expressiveness of the sounding text. Among all media, radio advertising is the cheapest.
• Billboards and boards - they are installed on all main streets and popular places. Installation costs vary by location and size.

• Printed publications - glossy magazines and newspapers. They differ in affordable price. But the effectiveness of such promotion in recent years has been rapidly declining.
• Outdoor advertising is, as a rule, bright, eye-catching signs on buildings or free-standing structures. Used to indicate your location to potential buyers. The price depends on the type and location of the object.

• Internal advertising is all kinds of information posters in the windows, banners, spiders, three-dimensional pictures and letters, price tags, etc. The task of which is to create prompts for the client at every step to perform the necessary action. For example, buy two units of goods and receive the third as a gift.
• Advertising on transport is used both outside buses and cars, and inside minibuses and buses.

With the advent of the Internet, the spectrum of the marketing industry has expanded and subtly attracted the attention of a large part of the audience. Statistics in recent years show that financial investments in marketing campaigns on the Internet are constantly growing. Which suggests that this direction is certainly profitable. Therefore, it makes sense to dwell on each type separately, along with examples of media advertising.

Banners

Banners are blocks of different sizes located in different places on a web page. They have a graphic image and text content, and are designed to attract the attention of the target audience. The more bright and emotional elements a banner has, the more attractive it is for the consumer.

Types of banner ads

• Streamers - a banner that is located at the top of the site. It is placed statically, and it looks like a stretched canvas. For the reader, he does not look intrusive, and at the same time directly conveys his information.

• Richmedia are pop-ups that block out content for the reader. Often used in the form of sound animation or video. Readers are often perceived negatively. And as a result, they may leave the site page altogether. It is recommended to apply for warm and hot target audience or for free offers.

• - the specifics of this banner is that when the pop-up banner is closed, a new window of the advertising site opens in the background. The reader does not see it until he closes the main page on which he was. Popunder is considered a less aggressive advertising method.
• Expanding banners – when you hover over a banner, its picture “expands”, i.e. increases in size. At the same time, closing the screen with the context. If the cursor is moved away from the banner, the image will immediately return to its previous position.
• Imitation banners are pop-up banners at the very bottom of the site screen, visually repeating messages on social networks. Accompanied by sound. Due to the similarity with the usual messages, they attract attention and do not cause a desire to close. The reader reads the message and usually goes to the advertiser's website.

Which banner placement to choose

There are two types of placement of advertising banners - stationary and dynamic. And each of them has its advantages and disadvantages. So, a stationary banner is not aggressive. When updating the page of the site, it remains in the same place and in the same form, without changing the picture and information. The reader gets used to it. And as an unpleasant consequence, does not respond to it.

A dynamic banner can annoy the reader. Therefore, it is important for marketers to make them attractive and use interactive elements. Each time a new banner pops up, the picture and its content change, which is more attractive and, as a result, more likely to interest the reader to follow the link to the advertiser's website.

banner blindness

Statistics show that three out of ten banners are simply not seen by readers. Or they are simply ignored. Even in cases where the information in the pop-up window refers to the question for which the reader looked at the specified site. The thing is that the Internet today is full of advertising noise and the reader deliberately avoids it.

In order to avoid such behavior, it is recommended to reduce the number of advertisements, make it more creative, interesting, and take into account the interests of the reader. It is recommended to constantly conduct testing in order to track which promotion is more acceptable to a potential buyer.

Video advertising

In recent years, advertising, which is presented in the form of videos, is gaining more and more popularity. Indeed, it is more pleasant to look at a dynamic spectacular picture and listen to an inviting text, which immediately complement the emotional background of the reader and make him more loyal to the subject of promotion.

Such a video is always attached to the link, and if it is of interest to the target audience, then it will be enough to click on the video to go to the site with the interested product. Also, when making a video, a time ruler is always shown. That gives the viewer the opportunity to decide whether to watch to the end or turn off the commercial.

Video advertising is often used on such popular platforms as YouTube, Rutube, Vimeo, VideoClick, etc. Video advertising is also gaining popularity on social networks such as Facebook, Instagram, VKontakte, etc.

Types of video ads

• Pre-rolls - used just before the video is shown, which the user decided to watch.
• Mid-rolls - appear in the middle or after a pause of the video being watched.
• Post-roll - ends the video.

The duration of the listed videos is recommended no more than 15-20 seconds. This is the same length that up to 50% of viewers watch. Typically, a viewer can skip watching a video ad after a certain amount of time. But the spectacle and the exact hit of the content, due to the correct targeting, convince the potential buyer to watch this video to the end.

• Overlay - different from the above types of video advertising, and is used as a superimposed stationary banner on the video being produced.

Branding

The most expensive and requiring constant financial injections is branded advertising. Most often, it is used by large companies in order to attract more attention from the army of consumers.

Branding, although it involves laying large amounts in the budget, as a result creates a favorable image image of the company and increases consumer loyalty to it.

Branding originates from banner advertising but has a greater scope for creativity to promote one's own brand. To create an image and increase recognition, on the websites of large companies, branded elements are used throughout, a single style for the design of graphic images and texts, and an attractive background of the web page.
Distinctive corporate design of the site pages provides quick recognition and easy influence on the decision-making of the target audience. And as a result, it ensures high efficiency of the marketing campaign.

Text & Image Ads

These are ads in text and graphic design that are positively accepted by the audience because of their similarity with the design of the site on which the visitor is located. Seeing such an advertisement, he does not get the impression that they are trying to sell him something. And, he most often shows interest in reading such an advertising post.

Text and image ads do not require large financial investments and special design. All that is needed for success is to choose a more suitable narrowly-themed site, and make the design of the advertisement similar to the style of the selected site.

Online display advertising - its advantages and disadvantages

After we have considered the essence and all types of media advertising, it's time to pay attention to what is good promotion on the Internet and what to be wary of. So to say - "aware - means armed."

Disadvantages of online display advertising

As in the entire business world, everything needs to be given special attention to each stage of the marketing campaign. If you do not take due care of this, then the following may turn out.

• banner blindness. Due to the large amount of media advertising, it is often difficult to reach a potential buyer.
• Expensive. To achieve high efficiency, it is necessary to calculate all the stages in advance and put a good amount of money into the budget of a marketing company.
• Difficulty of hitting the target. Without good specialists in design, context and marketing, there is a chance to create advertising that will work for nothing.
• Aggressiveness. The monotony and aggressive methods of media advertising can form a negative impression about the company and even blacklist it.

Benefits of online display advertising

Despite the disadvantages, the advantages of advertising on the Internet are much greater. If you follow all the rules and recommendations, the result will definitely not be long in coming.

• Clear targeting. The tool, which appeared in 2009, allowed the Internet industry to clearly hit its target audience. And as a result, the opportunity to make advertising only for a narrow number of consumers - those who need it and are interested. This provides significant savings in the financial cost of advertising.
• Price. Promotion on the Internet, even the most expensive, will be much cheaper than advertising on television. And unlike all offline media advertising, promotion on the Internet makes it possible to immediately go to the advertiser's page and get to know the product of interest.
• Easy performance tracking. Using Internet advertising analytics tools, you can track how every penny of invested money works. Where did the visitor come to the site, how much time did he spend, and what interested him the most. After analyzing the data obtained, you can clearly track where advertising is less effective and where you need to strengthen your positions. And as a result, adjust the marketing strategy.
• Wide coverage. Using targeting, and knowing where it is, it is enough to identify a popular online platform and put ads there. This will lead to a wide reach of users.
• interactivity. Advertising on the Internet is more often entertaining than it attracts attention. Also, the user can always make a decision in relation to the appearing advertisement. He can become interested in her, join in her conditions, or turn them off if desired.
• Brand recognition. Frequent and unobtrusive appearance in front of your target audience, with a variety of interesting offers, creates brand recognition and loyalty of potential buyers to it.

What is the CTR of display advertising on the Internet and how to improve this indicator

CTR = (all clicks / all impressions) * 100

In real life, things are not as good as in the above example. The average CTR for banner ads is between 0.01% and 2%.
What actions can influence this indicator so that it is more effective?

• As already mentioned, you should clearly strategize the marketing campaign and clearly articulate its goal.
• Pay special attention to the creativity, emotionality and colorfulness of the advertising product itself and its content.
• With the help of targeting, it is necessary to correctly select the target audience and its habitats.
• Constantly monitor analytics and adjust the strategy based on its data.

Properly chosen tactics of the marketing strategy will provide a higher CTR of media advertising on the Internet.

And finally, a few tips that will ensure the success of display advertising on the Internet

• Take a good look at the sites where your ad will be placed.
• Pay attention to the quality of the site itself, the interestingness of the information provided and the number of its visitors.
• Give preference to sites with fewer ads. Accordingly, for your target audience, advertising noise will be lower, and the likelihood that you will be noticed will be higher.
• Creativity, brightness, emotionality, interactivity - these are the main parameters by which you will be seen on the vast expanse of the Internet.

Media advertising is the placement of text and graphic advertising materials (banners, videos) on news portals, industry and thematic sites, video hosting sites, in teaser and RTB networks, as well as in many other content placement sites.

From the point of view of the customer journey, media advertising works at the “top levels” of the sales funnel, introduces the consumer to the brand and can bring significant benefits to the overall result in conjunction with a performance campaign, as it is aimed at a wide audience coverage and the minimum cost of contact with it, which increases the number of consumers who start their customer journey by getting acquainted with the advertised product.

Directions for placement of media advertising

1. Display advertising- classical placement on sites, both on large portals, and on thematic or regional sites. In this case, a specific placement is purchased, payment is made for CPM or CPC, taking into account the period of placement.

Internet portals are a site that is widely popular due to the provision of free services to users (mail, search, news, weather, traffic jams, etc.)

Why do you need placement on such sites?

• Image. Advertising on portals creates an impressive image and increases the effectiveness of other types of advertising by increasing brand trust.
• Recognition. Advertising on portals increases consumer awareness of both the company itself and its product in the eyes of the audience. With such a media campaign, the number of consumers who begin their customer journey along with the brand of a company or its product expands.

In Runet, there are many specialized sites on each significant topic. Of course, when organizing a comprehensive promotion on the Internet, you should not ignore the resources that accumulate your target audience.

• Advertising is shown exclusively to the affinitive target audience;
• Advertising on thematic resources is often cheaper than on resources with more general topics;
• Advertising on thematic resources involves an individual selection of sites and placements, focused on your task and target audience.

1. Special projects- non-standard placement on specific sites. Here, unique mechanics are formed for the task of the client. As a rule, a separate landing page is created, on which content is formed: project description, video, contest, etc. Also, within the framework of the special project, it is planned to announce it with the help of media banners. Usually payment is made for a package of services: project implementation, announcement, production. Production at the same time is carried out on the side of the site.
2. Placement in RTB networks. This type of placement is divided into 2 types: maintenance with the help of contractors and maintenance on their own. In this case, a specific audience is purchased for the client’s tasks and technologies: content targeting, retargeting, look-alike, supergeo, audience transfer, and much more.
3. Video placement. As a rule, here we are talking about YouTube, on which we host our own placement. There are three main reasons why our customers most often request Youtube:
   • low price and payment by CPV, that is, by cost per impression (however, sometimes clients also advertise using CPM or CPA models);
   • Extensive targeting options, identical to the mechanisms of the Google Ads network.
Less commonly, video placement is implemented with the help of contractors, namely Yandex Videoset, GPMD and IMHO Videoset.
4. Posting on YouTube channels or bloggers on Instagram. In the case of YouTube, we host a pre-roll, a special or an integration. On Instagram, it's either a post or a story. The placement strategy for bloggers is created individually for a specific project.
5. SRA networks. This format involves placement with payment for the result. First of all, the target price per lead is determined, volumes and preferred traffic sources, geo. iConText specialists create a database of creatives for use in CPA networks, less often they allow them to produce additional samples.
6. teaser networks– placement of images and text in teaser advertising networks. As a rule, this format implies a small budget and is suitable for products that can be purchased "here and now" (cosmetics, perfumes, small gifts, etc.).
7. Advertising articles– placement of long reads on certain sites with additional announcement on the pages of sites using media banners.

Benefits of placing display ads in iConText

Manufacturability of placement and advanced analytics

The iConText agency cooperates with such contractors as Weborama, Maxima Telecom, First Data, Clever Data, NPO Analytics, which allows for additional tracking of placements, including post-view conversions, data transfer to other channels (context, social networks). O2O – Online to offline projects are also being implemented, i.e. offline data is transferred to online locations.

Experience in running major media campaigns

Our services for working with this tool have already been used by such brands as: National Bank Trust, La Redoubt Rus, Transbank, MVideo and other clients of the agency.

1. Full range of services and high quality customer service

   iConText provides a full range of media advertising services on the Internet: from planning to production. The stages of work in the project include:

   1. Production of promotional materials
   2. Media plan approval
   3. Implementation and ongoing project management

Planning media advertising campaigns

Strategic planning

Implemented by the planning team

The client fills out a brief containing a specific task, and the planning team proposes channels and formats that can lead to the final KPI

Buying planning

Carries out a media buyer

The client provides a specific list of resources and formats, and the media buyer indicates the prices and conditions under which the project will be implemented

We always give the client a choice: he can prepare promotional materials on his own or use the services of iConText experts. In the latter case, we provide an additional estimate for the implementation of promotional materials.

Project implementation and management

A separate iConText manager is allocated for each project, who controls the process of implementing tasks, producing advertising materials, following the developed strategy and correctly placing media advertising, and also provides ad hoc and post-campaign reporting in the format required by the client

Display advertising in Yandex and Google

• Visual solutions in all colors and sizes - banners- in the form, for example, of "constrictions" from one edge of the screen to the other, or the backing of pages with branding. In partnership with Yandex - more than 20 thousand sites, and each of them can host banners of a different nature and purpose;
• Video advertising in Yandex is divided into two main “types” - this is a regular video in the text on partner sites without video content, as well as the so-called. “multi-rolls” - videos within films or trailers on partner sites (for example, Kinopoisk), can be located both at the beginning or at the end of the video, and in the original video sequence itself;
• Audio advertising- consists in scrolling advertising messages (audio clips) embedded between the music being played. Works on services such as Yandex.Radio or Yandex.Music. There is also an option to add a media banner visible when a station/track is selected.

To ensure maximum reach, Yandex places all of the above ad formats both in the usual - "desktop" - form of sites, and in their smaller - "mobile" - counterpart.

When using display advertising in Yandex, the price is charged per thousand "impressions", but only those "impressions" that are recognized as "visible" are paid. In turn, those impressions are considered “visible” when the user had more than 50% of one or another advertising option in direct view (more than half of the banner on the screen, etc.).

The display campaign format was only available in Yandex.Display until March 2018. At the moment, it is also possible to use and configure this format through Yandex.Direct, which is the so-called “single window for advertising”.

Yandex.Direct has a clear and functional interface for setting up the details of a media campaign, from choosing an impression strategy from several recommended ones to fine-tuning the expected target audience and its preferences, behavioral characteristics, etc.

• Banners - from ordinary images to the introduction of animation on them, as well as interactive and multimedia elements;
• Text - ads similar to regular Google search results and consisting of a title, description and a link to the advertised resource;
• Multimedia - this includes both classic videos and animations, both with and without text;
• Gmail - advertising in the Google mailbox interface, personalized for each user;
• Applications - if necessary, a campaign targeting one or more categories of mobile applications.

Google also has a service that provides advertising services for various products from online stores -. For some types of advertising, it is possible to use multimedia materials from external advertising servers (applications, multimedia, etc.).

Google's media network includes more than 2 million sites and over 650,000 applications. Also, do not forget about the resources developed by the company - Youtube and Gmail.

The Google Display Network (GDN) is able to obtain resources for display advertising from two main sources - AdSense and Google Ad Manager.

AdSense sites serve a variety of Google Ads ads, including text ads, video ads, and other display ads. At the same time, publishers are free to choose the acceptable sizes and types of ads for resources, and the Google system ensures the maximum relevance of the displayed ads.

1. Cost per click - if you need to increase the amount of traffic to a specific site;
2. Cost per thousand impressions - when it comes to promoting brands;
3. Cost per conversion (completed acts of purchase, order, registration, etc. are considered conversions) - implies payment only if the user performs the necessary action on the site. It is mainly used to increase the number of conversions.

The specifics of the Google Display Network interface makes it easy to select the necessary options for display campaigns, including its subtype, budget, rotation, display schedule, as well as more precise settings for individual audiences.

media advertising We believe that display advertising is a great addition to contextual advertising. However, by itself, it can bring significant benefits to the brand, as it is aimed at a wide coverage of the audience and the minimum cost of contact with it.

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Modern man daily faces a huge array of information. It is sometimes quite difficult to draw his attention to the offered goods or services. For this, a powerful tool has been created - media advertising, which, if properly presented, effectively affects the consumer's subconscious, creating the necessary associations, and thereby stimulating sales growth.

Display advertising on the Internet is a popular area of ​​online marketing, designed for the visual perception of information. This is a rather powerful tool that allows you to announce a new brand and form an attitude towards the company and product.

The Internet is an excellent medium for posting various kinds of information. To date, many ways have been developed to influence the human brain through the competent choice of colors, the selection of slogans, and the placement of graphic information on the page.

Display advertising has not only visual capabilities, it also has an excellent technological base. This helps to reach and attract a specific consumer. Targeting allows you to select a potentially interested audience by a key set of characteristics, such as gender, age, income, etc. The choice of a product or brand by the consumer as a result of viewing bright and “suitable” information is intuitive, this leads to an increase in sales and brand development.

Tasks of online media advertising

• – creation of a recognizable image and a reminder of it;
• brand promotion - the choice of the target audience and the formation of product fame;
• attracting attention - competent design of the information provided, its originality and effectiveness;
• sales promotion - persuading the consumer to make a purchase from a particular company, announcing sales, discounts and promotions.

Types of media advertising

It is customary to include any materials aimed at visual perception as varieties of the media engine of trade.

The main types are as follows.

1. - Most users associate media advertising with them.

Banners are the most common type of online advertising. This is bright, attractive information, often not related to the semantic load of the site. Banners are quite intrusive, sometimes they have sound, they can be animated and funny. The main goal is to be noticed, to declare a product or company.

Advertising banner on the Yandex browser search page.

Thus, the purpose of banners is not to sell, but to create an image due to visual visibility or redirect to the official website if a potential consumer is interested.

Examples of the most popular banners:

• classic - traditional ads in the form of ordinary pictures or teasers, they are small in size, therefore inexpensive;
• stretch banners - are placed on the entire width of the web page and are similar to outdoor advertising signs;
• rich media - an obsessive, "pop-up" ad that is impossible not to notice;
• pop-under - an information block, when clicked, a window with advertising also pops up;
• pop-ups - open when hovering or when “clicking” on them with the mouse;
• imitations - pop-up messages, similar in appearance and sound to the received messages in social networks, which are often reacted by inexperienced users.

Each of the banner options is quite effective, but not durable, so the formats need to be constantly updated.

Teaser blocks on the page of the social network Odnoklassniki.

1. Branding is the creation of an original image for products and brands. As a result, the company acquires a wide range of consumers, its products become recognizable and rise in price.

Choosing the right logo, correcting the name, applying the original style are key factors in branding and promoting goods and services.

1. Video materials. The name speaks for itself, highlight the following advertisements in the form of videos:

• streaming video (pre-rolls, mid-rolls, post-rolls) - files that start playing before the user gets acquainted with the site, in the middle or at the end;
• overlay - the overlay of advertising, usually in text form, on the video file being played;
• video banners - are used to "fit" the video in the banner.

Video advertising of a popular brand on a page in Odnoklassniki

1. Text-graphic blocks are advertisements with a title, a picture and a brief description. Such blocks take up little space, they are quite effective, since they are more likely to resemble not an advertisement, but a recommendation. Moreover, the right choice of description, for example, some understatement, attracts attention and makes the site visitor learn more about the product.

What is RTB

To date, there is an easy way to place media advertising - this is RTB. What is RTB and how does this system work?

Real Time Bidding is a special platform that purchases and places advertisements through an auction.
Thus, there are three subjects of the process:

• user;
• RTB system;
• advertisers.

The user visits the website. RTB gets access to its ID and the kind of information interesting to the person. The system analyzes this data and puts it up for an online auction. The advertiser who offers the largest amount gets the right to place his block.

Scheme of the advertising campaign on the RTB system

This demonstration of media products is inexpensive. Moreover, the advertiser himself has the right to set an acceptable price in the following ways:

• a specific budget and terms for advertising placement are set, while it is possible to limit the amount of purchase per one thousand impressions;
• minimum CPM - with this setting, advertising is placed on non-competitive sites and is inexpensive;
• fixed rate - the cost of 1,000 impressions is set;
• average CPM - the customer specifies the price, which is adjusted by the system by 15–20%.

So, how much does media placement cost?

The RTB system offers many options for cooperation. Yandex is the cheapest, the average price for 1,000 views is 35 rubles. The cost of sites Vl.ru and Mail.ru is almost twice as high.

The cost of media advertising

The choice of the type of media advertising depends not only on priorities, but also on the financial capabilities of the customer. There are large advertising agencies that themselves are engaged in the promotion of advertising on websites and offer a wide range of services, including ad correction and the choice of platform for placement. The cost of their services is approximately 20 thousand rubles per month.
Placing a banner either in the relevant networks or directly can be free or start with a minimum amount of 200–500 rubles.

The most expensive is branding. It is available mainly to large corporations, since the price of this type of media advertising is over 500 thousand rubles.

The effectiveness of media advertising

Display advertising is an effective tool at the beginning of its action. As the embedded information ages, it annoys users, becomes uninteresting, and therefore loses its relevance.

According to statistics, the response to media advertising occurs in 0.5–2% of cases. This one is indicatively quite good, as there is a significant increase in sales. In addition, the link is mainly clicked by new consumers; reminding regular customers of the existence of the brand is one of the goals of advertising. Thus, online media advertising is a powerful marketing tool.

The choice of creative ideas and a platform for placement, analysis of the effectiveness of advertising of other companies, proper planning of product promotion are the main secrets of success, following which you can achieve a significant increase in sales.