The term “Display Advertising” refers to all advertising activities usable online that make use of spaces specifically made available to advertisers by publishers and and website owners.
Here advertisements are placed that meet standard characteristics and can have creativity in static or interactive mode.
Display Advertising formats can be classified into 4 macro-categories:
- banner;
- pop-up and pop-under;
- rich media;
- interstitial;
- superstitial.
The main purchase models of display advertising are divided, instead, into:
- CPM > cost per thousand impressions;
- CPC > cost per click or pay per click;
- CPA > cost per acquisition or per action;
- CPL > cost per lead;
- time-based, in which the advertiser takes a position on a site for one or more days.
Display advertising campaigns are mostly carried out with the aim of increasing brand awareness, that is, acting in the first part of the funnel.
In this regard, we can mention how a display ad can be personalised based on the target audiences that can potentially be reached.
Among the different types of display campaigns we thus find:
- remarketing campaigns;
- target campaigns for site placement;
- target campaigns by interest;
- contextual targeting campaign;
- campaigns targeting by topic.
