Display advertising. Display advertising. Display advertising is an effective method of increasing sales

Display advertising is a tool for marketing promotion of brands, sites, trade marks, goods, services, etc., when information about a product is posted on the media platforms (mass media).
The main difference between display advertising and other types of advertising lies in 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 an advertisement 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, display advertising reaches the consciousness of consumers, even if they do not plan to be interested in it (the eye slid along the banner between the transitions on the Internet pages, but the information was remembered subconsciously).
This is the effect advertisers are counting on when developing their next advertising campaign for the media.

The benefits of media advertising

Using banner advertising, you can solve the following tasks:
1) Increase traffic to the advertised site.
2) Increase the sales of the promoted product, especially when it comes to any exclusive, expensive, innovative products. In this case, display advertising is the best way to tell about a new product to a user who does not yet know about its existence and, therefore, 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, display advertising replaces posters.

Information spaces for media advertising

Depending on the type of site on which the display advertisement will be placed, the following carriers are distinguished:
1) Television, which broadcasts promotional videos at specific times.
2) Printed publications that place ad units 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 unit 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 at the bottom).
- Rich-Media (banner blocks on top of the site content, which will obsessively "run" after the mouse until they are closed).
- Pop-Under (advertising that opens in a new browser window if users clicks on the information they need), etc.

Feature of banner advertising

1) Banner advertising has adopted the properties of contextual advertising, thanks to which it is shown to users depending on their search queries and the geography of their location.
2) Banner ads are the most annoying type of display ads. An Internet user often gets in the way when something “flickers” in front of his eyes (flash-banner), covers half of the space of the desired page (Rich-Media), or advertising blocks “jump out by themselves”, so you need to spend time to cover them.
90% of users are intolerant of such distracting ads. Site visitors are most loyal to the 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 remember, even with negative associations, or to get a loyal customer, because users who are looking for a purpose are more attentive.

A modern person is faced with a huge amount of information every day. It is sometimes difficult to attract his attention to the offered goods or services. For this, a powerful tool has been created - media advertising, which, with a competent presentation, effectively affects the subconscious of the consumer, creating the necessary associations, and thereby stimulating sales growth.

Display advertising on the Internet is a popular area of \u200b\u200bonline marketing designed for the visual perception of information. This is quite a powerful tool that allows you to declare a new brand and form an attitude towards the company and the product.

The Internet is an excellent medium for posting all kinds of information. To date, many ways have been developed to influence the human brain through a 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 according to a key set of characteristics, such as gender, age, income, etc. The choice of a product or brand from a consumer as a result of viewing bright and "appropriate" information is intuitive, this leads to an increase in sales and brand development.

Tasks of online display advertising

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

Types of display advertising

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

The main types are as follows.

1. - most users associate display 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 have a soundtrack, they can be animated and funny. The main goal is to get noticed, to announce a product or company.

Advertising banner on the Yandex browser search page.

Thus, the task of banners is not sales, but the creation of an image due to visual visibility or redirection 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;
• banners-streamers - are placed on the entire width of the Internet page and are similar to outdoor advertising signs;
• rich media is an intrusive, pop-up ad that cannot be overlooked;
• pop-under - an information block, when you click on it, an advertisement window also pops up;
• expands - open when you hover or click on them with the mouse;
• imitations - pop-up messages, similar in appearance and sound to the messages received on social networks, to which inexperienced users often react.

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

Teaser blocks on the Odnoklassniki social network page.

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

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

1. Video materials. The name speaks for itself, the following ads are highlighted 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 - ad overlay, usually in text form, on the video file being played;
• video banners are used to "fit" a video into a banner.

Video advertising of a popular brand on the Odnoklassniki page

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

What is RTB

Today, there is an easy way to place display ads - this is RTB. What is RTB and how does it work?

Real Time Bidding is a special platform that buys and places ads 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 type of information that is interesting to a person. The system analyzes this data and puts it up for an online auction. An advertiser who offers a large amount gets the right to place his block.

The scheme of the advertising campaign on the RTB system

This display 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 there is the possibility of limiting the purchase amount for one thousand impressions;
• minimum CPM - with this setting, ads are placed on non-competitive sites and are 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 it cost to host a media product?

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 the Vl.ru and Mail.ru sites is almost twice as high.

Display Advertising Cost

The choice of the type of display 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 sites and offer a wide range of services, including adjusting advertising, and choosing a platform for placement. The cost of their services is approximately 20 thousand rubles per month.
Placing a banner either in appropriate 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 display advertising is over 500 thousand rubles.

Display Advertising Effectiveness

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

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

The choice of creative ideas and sites 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.

Going to various sites in search of information, we often see blinking pictures in front of our eyes, or links to various resources. All this is called "display advertising" in the language of professionals. A banner is not only a hyperlink to the advertiser's website, but also visual information in order to increase the rating and image of the company or, in other words, create a brand using targeted data.

The content of the banner can be different: from a regular photo or logo to the overlay of text on it, which can change, creating some kind of action.

The big plus of a banner is its low price compared to its counterparts and a much wider audience range. That is why display advertising is the most profitable and productive, and also helps in solving tasks such as conducting information and PR campaigns.

In order for the banner to be most effective, you need to make it so that it has an attractive appearance, but at the same time it does not look too clumsy and bright; submit information in such a way that the image is both well remembered and informative.

There are two types of banners: the usual ones made in or. Gif, and those created based on Flash and Java applications that allow you to add sounds or video.

Informational - they simply convey relevant information about a product or service;

Image - create pleasant emotions in the target audience associated with the advertised product, increase brand awareness.

The most popular formats are Pop-Under, Top-Line and Rich-Media.
An advertising banner made using Pop-Under technology appears in a new window, and is not embedded in the viewed page, which does not irritate the user at all. Also, this technology supports the use of not only common formats, but also allows you to embed sound and video into the banner. The advantage of using them is that they have no restrictions on size and design, you can activate a window with ads only when the elements are fully loaded, the requirements for the design of sites that are selected as advertising platforms are very low.

Top-Line technology is used when you need to promote any brand of goods. Banners are very popular due to their large size and location in the header of the site.

Rich-Media is a multimedia format based on flash technologies.
Media-contextual advertising is a method of promotion on the Web, which consists in matching the advertised materials with the requests of users. Such advertising is designed to help you find the information you are looking for on the right topic.

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

What is display advertising and how it works in everyday life

Let's talk about a real life case. Marketing director Mikhail, sitting comfortably in his car, was driving to a business meeting and was a little nervous that the secretary Masha did not remind him of the meeting in advance. On the way, he noticed a billboard displaying a smartwatch and a short inscription above it:

"All control is in your hands"

In the evening, while watching television, he again saw the Smart Watch in a commercial. And, right there, without delay, he entered the phrase "Smart Watch" into the Google search bar. After reading detailed information about their advantages, and watching a video review on YouTube, Mikhail thought about the need to buy this fashionable device. The benefits were obvious, but he still doubted.

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

In the early 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, in which there was a message:

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

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

Display advertising is an effective method of increasing sales

The main role of display advertising is to create a seller's image and popularize it as a brand. A well-designed marketing campaign strategy makes it possible to strengthen your position in the market and break away from your competitors.

With the help of display advertising, image brand awareness 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 news. The result of display advertising and the assessment of its quality is a significant increase in sales.

Types of display advertising

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

Offline display advertising

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

• Television are 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 display advertising. And she doesn't always justify her investment.
• Radio - refers to sound promotion and has a wide range of effects on the target audience - from housewives who listen to radio in the kitchen to car drivers. Instead of a bright picture, the emphasis is placed on the expressiveness of the sounding text. Among all media, radio advertising is the cheapest.
• Billboards and boards - these are installed on all main streets and popular places. Installation costs vary by location and size.

• Print editions - glossy magazines and newspapers. Differ in affordable cost. But the effectiveness of such progress has been rapidly declining in recent years.
• Outdoor advertising is usually bright, attention-grabbing signs on buildings or free-standing structures. It is used to identify its location for potential buyers. The price depends on the type and location of the object.

• Indoor advertising is all kinds of informational posters on showcases, banners, spiders, three-dimensional pictures and letters, price tags, etc. The task of which, at every step, is to create prompts for the client to take the necessary action. For example, buy two units of goods and receive the third as a gift.
• Advertising on transport - 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 segment of the audience. Statistics in recent years show that financial investments in online marketing campaigns are constantly growing. Which suggests that this direction is certainly beneficial. Therefore, it makes sense to dwell on each type separately, along with examples of display advertising.

Banners

Banners are blocks of different sizes located in different places on a web page. They have graphics 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 advertising

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

• Richmedia are pop-ups that hide content from the reader. Often used in the form of sound animation or video. Readers often perceive it negatively. And as a result, they can leave the site page altogether. Recommended for warm and hot target audiences or free offers.

• - the specificity 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 you move the cursor away from the banner, the image will immediately return to its previous position.
• An imitation banner is pop-up banners at the very bottom of the site screen, visually repeating messages on social networks. Accompanied by sound. Due to the similarity to familiar messages, they attract attention and do not cause the 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 own advantages and disadvantages. Thus, a stationary banner is not aggressive. When the page of the site is updated, 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, it does not react 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 changes, which is more attractive and, as a result, more often interests the reader, follow the link to the advertiser's website.

Banner blindness

Statistics show that three out of ten banners, readers simply do not see. Or they simply ignore it. 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 test in order to track which promotion is more acceptable to a potential buyer.

Video advertising

In recent years, advertising that 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 the 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 will interest the target audience, then it will be enough to click on the video to go to the site with the interested product. Also, when producing a video, the time ruler is always shown. Which 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 advertising

• Pre-rolls are used just before the video that the user has 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 are watching. Typically, a viewer can skip watching a video ad after a certain amount of time. But the spectacularity and accurate hit of the content, due to the correct targeting, convince the potential buyer to watch this video to the end.

• Overlay - differs from the above types of video advertising, and is used in the form of an overlay 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 to the army of consumers.

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

Branding comes from banner ads, but has more creativity for promoting your own brand. To create an image and increase awareness, on the websites of large companies, brand elements are used that are repeated everywhere, a uniform design style for graphic images and texts, and an attractive background of a web page
The distinctive branding of the website 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 and image ads

These are ads, in text and graphic design, which are positively accepted by the audience due to their similarity with the design of the site on which the visitor is located. Having seen such an advertisement, he does not get the impression that they are trying to sell him something. And, most often, he is interested 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 thematic site, and to make the ad design 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 display advertising, it's time to pay attention to what is good online promotion and what to fear. That is to say - "knowledgeable means armed."

Disadvantages of online display advertising

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

• Banner blindness... Due to the large number of display ads, 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 the marketing company.
• The difficulty of hitting the target... Without good people in design, context, and marketing, there is a chance of creating ads that go to waste.
• Aggressiveness... Monotony and aggressive display advertising methods can form a negative impression of a 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 certainly not be long in coming.

• Clear targeting... The tool, which appeared in 2009, allowed the internet industry to clearly target its target audience. And as a result, the ability to advertise only for a narrow number of consumers - those who need it and are interested in it. That provides significant savings in financial advertising costs.
• The cost... Internet promotion, even the most expensive, will be much cheaper than advertising on television. And unlike all offline display advertising, promotion on the Internet makes it possible to immediately go to the advertiser's page and get acquainted with the product of interest.
• Easy performance tracking... Using online advertising analytics tools, you can track how every penny of your money is working. Where did the visitor come from, how long he spent, 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 the position. And as a result, adjust your marketing strategy.
• Wide coverage... Using targeting and knowing where it is located, it is enough to identify a popular online platform and advertise there. This will lead to wide user coverage.
• Interactivity... Advertising on the Internet is more often entertainment in nature, which is what attracts attention. Also, the user can always make his own decision in relation to the advertising that appears. He can be interested in it, join in its conditions, or turn it off if desired.
• Brand recognition... Frequent and unobtrusive appearance in front of your target audience, with a variety of interesting offers, creates brand awareness and loyalty of potential buyers.

What is online display CTR and how to improve it

CTR \u003d (all clicks / all impressions) * 100

In real life, things are not as good as in the above example. The average CTR of banner ads shows results from 0.01% to 2%.
What actions can influence this indicator to be more effective?

• As already mentioned, you should clearly draw up a marketing campaign strategy and clearly formulate its goal.
• Pay special attention to creativity, emotionality and brilliance 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.
• Continuously monitor analytics and adjust the strategy based on its data.

A well-chosen marketing strategy tactic will provide a higher CTR of display ads on the Internet.

And finally, some tips to ensure the success of online display advertising

• Study well 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 priority to those sites where there are fewer ads. Accordingly, for your target audience, advertising noise will be lower, and the likelihood of being 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.

"And what is the use of a book,"
thought Alice "without pictures
or conversation? "

"And what is the use of a book," thought Alice "without pictures or conversation?"

Everyone knows the feeling of disappointment that a child encounters when he decides to flip through a thick book from the parent's shelf. And everyone knows for sure the reason for the spoiled mood - the lack of pictures. At a later age, when he has already learned to read, a young man takes a book, where, even if there are no pictures, each page consists almost entirely of monotonous moralizing texts devoid of dialogues or at least paragraphs, a similar feeling arises. Further in life, such mini-injuries are prepared for everyone who flips through books in a store or at a party before reading them or receiving a weighty recommendation.

What are the reasons for the described "disorder"? The fact is that we all come from childhood. And the first steps on their mental path, almost everything was done in a playful life form, relying primarily on the most informative and fully formed communication channels with the outside world - visual and emotional.

Many smart books claim repeatedly that 95% of the information entering the brain is visual signals. And if we combine this knowledge with the popular wisdom that “habit is second nature”, we can make an unambiguous conclusion that not only information obtained in the learning process, but also memorization mechanisms are also a necessary component of the personality formation process. So, if from childhood we are trained to perceive information in the form of colorful pictures and explanations of a loved one, this cognitive mechanism is fixed as the main one and, therefore, comfortable. In the future, any visual information with comments is associated with childhood, home and good mood, which in turn keeps our attention on even the most uninteresting topics.

Almost all advertising tricks are based on the described mechanisms - if you want to be noticed and remembered, do first of all an attractive picture, and then the content. It will be ideal if both the picture and the content, being in close interconnection, will synergistically form their own positive emotions in the consumer's mind. It is the recollection of them at the moment when it is not clear what to do next that will be the most powerful incentive for the subsequent purchase. The Internet for lovers of the visual series with comments, as you know, is Paradise. Everything is simple, interesting, in color and even sometimes with sound.

Display advertising (media) - advertising containing, in addition to textual content, additional sound and visual information - graphics, video, animation (so-called multimedia). In many ways, media is similar to advertising in print media. However, the presence of a hyperlink, animation, interactivity, and even a call to a mobile phone (WOW-call) for a banner significantly expands the impact of display advertising.

Types of display ads

And how, with the help of moving pictures, can you sell such serious things as, for example, BMW? And how does this relate to a child's desire to leaf through books? Everything is very simple: remember Harry Potter with magical pictures and candy wrappers, the images on which moved and spoke ... CHILDREN the whole world to spend so much money on the dreams of an elderly British woman, if their TO PARENTS were such fantasies foreign?

Advertising platforms

• Thematic and information portals (this includes all major sites: Yandex, Rambler, Mail.ru, RBC, news, etc.)
• Video hosting (YouTube, etc.)
• Banner exchange networks are an aggregator of impressions on a large number of small (not only) sites. Initially, they were intended specifically for the exchange of banners, that is, each network member could not only place their banners on the websites of the network participants, but also had to place other people's banners on their website. Currently, such networks have become more like an aggregator, a tool for receiving paid traffic, when an advertiser simply pays for impressions and provides banners that are automatically placed on network sites. However, there is still a variant of the exchange, when the placement does not require financial costs, but obliges to place someone's banners at home. Examples of banner exchange networks are TBN, Russian LinkExchange (RLE), SSBN Banner NetWork, PBS, ELBN, etc.
• Affiliate networks (YAN, GDN, VKontakte) are partner sites of large advertising platforms, where they can centrally place their advertising content.

Efficiency

The primary focus of display advertising is branding. The fact is that the classic media has a wide, but completely inaccurate audience coverage - very different people are interested, for example, in the Yandex.Weather service. Nevertheless, a number of thematic sites can attract a fairly narrow audience in large numbers (for example, sections devoted to a specific brand on a car portal, sites devoted to mobile devices, etc.), and a media for this audience can show very good results in relevant topics.

One way or another, a media outlet is a full-fledged traffic flow channel that should not be ignored if the budget allows. If savings on advertising are introduced, as a rule, it is the media that is reduced first because of its ambiguity ...

However, with the advent of targeting (and retargeting), opportunities for more accurate and effective use of display advertising appear - the ability to segment the audience by gender, age, interests, or even after visiting your site before, allows you to make the media really effective.

Promising areas of media

• - displaying banners to an audience that was previously interested in the advertiser's site, or even a specific section on the site, or who performed a previously specified action (for example, subscribing, registering or ordering).

• RTB (real-time bidding) is a technology for placing banners at auction sites. For each position for placement, a mini-auction is carried out in real time, when everyone can get information about the site, the position of the placement, and in some cases the visitor who is ready to see someone's ad right now on this site - if such the site and such a visitor are interesting to us, we can participate in the auction and, possibly, win them. Then it is our banner that the visitor will see at this very place. All this takes a split second while the website with the banner is loaded in the user's browser.