Once you know what digital advertising is, you will probably want to venture into the field, here we share some of the most common advertising formats.
When advertising began to reach the Internet, around 1994, it found its place on websites through large banners , with a CTR of up to 44% https://blog.hubspot.com/marketing/history-of -online-advertising # sm.0000jbmkousfueqpw4h1jpjlbt6ma (currently the CTR of an average banner could be as low as 0.06%).
By 1997 pop-ups made their appearance, which quickly gained popularity, and lost it just as quickly. The following years saw paid search and pay-per-click -PPC appear.
Targeting became more and more refined and search revolved around less intrusive ads. This is how native advertising and social media appeared.
The future seems to lie in finding the most creative ways to present relevant, highly segmented information, aimed at offering consumers content of their interest, without making them feel invaded or bothered .
20 years after its first appearance, the question still remains for many, exactly what is digital advertising?
What is digital advertising?
If browsing the Internet you come across an ad, that is classified within digital advertising. It is not at all uncommon for you to see it everywhere, you will generally find ads on every page of every website you visit.
The term is quite broad, within it almost all marketing efforts that are executed at the digital level fit .
This includes banners, search engine optimization (SEO), social media efforts, email marketing, interstitial ads , search engine marketing (SEM ) ads , etc. Spam even has a place.
Digital advertising moves along with the expansion of the internet , which is why it has moved along with users from platform to platform. For example, as users migrate from PC to mobile devices, digital advertising does too.
Some common banner formats in digital advertising
List all the formats in which it is possible to advertise on the Internet would be insufferable. The list, in addition to being extremely long, could never be completed, because new ones appear every day and others fall into disuse.
But generally speaking, these are some of the most common banner formats in digital advertising:
Banners or Traditional Display
It is the pioneer of formats in digital advertising and in general they are quite affordable. These are graphic elements that appear on the websites of a third party. Their most basic forms have evolved and it is now possible to find them in countless creative varieties.
You can find it as static images, in text form, floating and moving on the screen, animated, in video form or as a form.
Google and its many alternatives
The pattern opportunities are very varied. Here it is possible to perform:
- Search advertisements: which appear when a person performs a search that is related to the products or services that your company offers. They can even be displayed in the form of shopping ads, which allow you to buy from Google.
- Display ads: Google takes care of placing your ad in the form of a banner or text on news websites, blogs, applications and even in Gmail.
- Video ads : the great advantage that Google has for this is YouTube. These ads can be played before a video is played on YouTube or next to search results.
This is sponsored content, which is relevant to the consumer experience, which does not interrupt, looks and feels similar to the editorial content of the place where you are.
According to Hubspot there are 5 keys to native advertising :
- Editorial skills are basic, a great story must be told that generates interaction.
- You must be entertaining. The new generations want entertainment.
- You must align yourself with the interests of consumers, appealing to what they are passionate about.
- You must be relevant to the online activity they are running, you must not interrupt.
- Your ad must be clearly identified as such, you must not try to mislead anyone.
Social media is an integral and extremely powerful part of the success of native advertising.
Social media advertising
It is one of the fastest growing markets in digital advertising, it is also efficient and effective. They are similar to banners in that they can be anything from a simple image or a publication, to an autoplay video.
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Its great appeal and success is due to the precision with which it is possible to segment an audience. Facebook is one of the leaders in this regard, allowing the use of such specific parameters as age, region, interests, education, among many others.
Facebook is joined by platforms such as LinkedIn, Instagram, Pinterest, Tumblr and Twitter, among which they offer the most facilities for digital advertising.
This is one of the leading channels for sales . It has the advantages of being quite inexpensive, fast and effective for sales.
It allows you to build loyalty and improve sales, while it is possible to use tools that allow you to accurately know the performance and return on investment.
Everything must be built based on a correct strategy, which must be clear in terms of how to feed the email list, its classification and the ways to contact and follow up on them.
After knowing these pattern formats, you may ask yourself: which one should I choose? Which is the best? Should i use them all?
Like everything that refers to a marketing strategy: it depends . The answers will not be the same for all companies, they will be conditioned by the type of business, the objectives in terms of results, audiences, type of campaign, among many others .
The key is to have a solid marketing strategy that is constantly tested and flexible enough to adapt to the rapid changes that the digital world undergoes every day.