Advertising designers walk a fine line. They must design ads that are attractive but direct and engaging.
Often, success depends on the venue for which the ad will be designed and displayed. That being said, there are some places where display advertising has a significant edge over any other form of advertising - well worth the time and effort to design stunning ads.
Display advertising has a distinct advantage over search. It doesn't require searching. Display ads can be seen without a single keystroke and on just about any digital surface. That fact alone has helped reenergize the entire industry. Simply put, display advertising can go places search cannot. What follows are a few new toys in the display advertising chest and some providers who can get you in on the fun.
VIDEO: Opinions sometimes vary but most advertising providers consider video to be part of the display environment. There is no doubt that video has become a dominant form of media online and, of course, advertising dollars have followed. Whether pre-roll, post-roll or mid-roll, and on YouTube, Vimeo or Hulu, video advertising is booming. Even better news is that consumers are becoming accepting of the ads.
Check out SpotXchange, Brightroll, Google, and SpotMixer.
SOCIAL: Is there still lingering doubt as to the business case for social media advertising? There shouldn't be. The numbers alone are impossible to ignore and so are the targeting possibilities. Users spend more time on social media sites than anywhere else online doing everything from playing games to watching videos and messaging one another. That means advertising to them, at the very least, should be experimented with. You might be surprised at the results.
Check out Facebook, Twitter and MySpace.
MOBILE: Mobile display advertising has several attractive qualities. To start, the user is connected constantly. Also, advertisers know that a mobile user has particular, pressing needs such as maps, directions and phone numbers. Geo-targeting, obviously, is appropriate. And don't forget apps - or appvertising. This is big business and it's only going to grow.
Check out AdMob, iAd, GreyStripe, and Microsoft.
TABLETS: Tablets might be considered in the same vein as mobile, but they can also fall into the realm of home computing. Additionally, tablets are working with significantly more screen space and, often, the ability for ads to be much more interactive. Ads can include video, audio, animation and more. Ads that are targeted to tablets can also go well beyond the needs of a consumer on the go.
Check out iAd, GreyStripe, AdReady, Microsoft, and AdMob.
TELEVISION: Opinions sometimes vary but most advertising providers consider video to be part of the display environment. There is no doubt that video has become a dominant form of media online and, of course, advertising dollars have followed. Whether pre-roll, post-roll or mid-roll, and on YouTube, Vimeo or Hulu, video advertising is booming. Even better news is that consumers are becoming accepting of the ads.
Check out any app advertising platform, YouTube, Apple TV, Facebook, and Engage.
Digital marketing executive with proven experience in all aspects of search engine optimization (SEO), performance-based advertising, consumer-generated/social media, email marketing, lead generation, Web design, usability, and analytics. - 20-year Internet marketing veteran, currently serving as the Digital Marketing Campaign Manager at Antenna Group (formerly Chicago Digital). - Former Editor-In-Chief of Website Magazine, and a regular speaker on Web technology digital marketing strategy - Author of several books on digital marketing Including Web 360: The Fundamentals of Web Success; Affiliate 360: The Fundamentals of Performance Marketing; Domains 360: The Fundamentals of Buying & Selling Domain Names, and SEO 360: The Fundamentals of Search Engine Optimization.