Yuma 4×4

Media and Communications

The ins and outs of display advertising

The ins and outs of display advertising

Hi! It’s time to cover
the different components that make display advertising work, including how you’ll find
and target the right audience, how you’ll build your adverts, and how you’ll organize your campaigns. First, you’re probably going to be using
a display advertising network; that is, a system that lets you advertise
on many different websites, to help you build and run
your display campaigns. And almost all of them
will allow you to decide where your adverts will show up
and who will see them. Like all digital advertising display advertising platforms
offer many targeting options. You can limit your ads to people
who speak certain languages or to certain days or times. You can even combine
multiple things together. For example, you can target local people
heading out on their morning commute, by choosing to advertise
to English speakers who are using smartphones within 20 miles of your shop
in the morning. But there are many more. So, let’s take a look
at some targeting options that are unique to display adverts. For example, you can really zero in
on where you want to be advertising by defining specific websites, individual pages on those websites, and even specific areas
on those individual pages that you want your adverts to appear on. These are known as placements. The idea here is that you know
the kind of sites your target audience
is likely to be visiting, and you can get your ads in front of them by targeting the exact
placements you want, or you can aim for a broader audience. If we take our example
of a film review podcast you could decide to show
your adverts on any website that fits into general high-level topics
like cinema or art, instead of targeting specific websites. You can even target
specific groups of people and even the things they do online, regardless of the sites they’re browsing. Depending on what options
your ad network offers you might be able to target
by gender or age group, or by very specific locations, such as people who are located
on a university campus, for example. You can even target people
who have demonstrated an interest in film, based on the kinds of websites
that they have visited in the past. Finding the right audience is essential, but your display campaign also needs
actual adverts to show them. With display advertising
you have lots of options for what form they might take
or how they look. There are banner adverts
in all sorts of shapes and sizes, and video adverts
that can use motion and sound to show what’s going on
behind the scenes of your podcast. There’s no reason why you can’t use
many different kinds of adverts. In fact, you’ll be maximizing
all the potential places where your adverts might appear. Just remember,
you’ll want to match the content with the audience you are targeting. So, you’re probably seeing
how to accomplish your different advertising goals using many different combinations
of audiences and adverts, and you’re probably also realizing
just how important it is to keep things organized. That’s why nearly
all display advertising solutions allow you to keep things under control by creating and managing
what are known as campaigns. You could have one display campaign
aimed at indie film fans with adverts featuring your interviews
with up-and-coming directors. At the same time, another campaign could be dedicated
to everyday moviegoers. These adverts might target
cinema sites or film review sites. They could run
on specific days of the week, like Fridays and Saturdays
when people are going out to the movies. The message could be different as well, perhaps suggesting people come to decide
which films to watch this weekend. Display advertising can be used
to target very specific audiences and even multiple audiences
at the same time, depending on the message you want to send. Thinking about who you want to reach
and what you want to tell them will not only keep
your campaigns organized, it will also help you figure out
the message, the tone, the style your display
advertising should take. Understanding how
these things work together will help you match the right message
with the right people, and you’ll be well on your way.

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