Display Advertising

Display advertising is a type of advertising that typically contains text, logos, photographs or other images, location maps, and similar items. Yahoo is the leader in online display advertising. Most Google advertising is achieved via the Google’s AdWords Content Network.

Display advertising also appears on the Internet, as a form of internet marketing. Display advertising appears on web pages in many forms, including web banners. These banners can consist of static or animated images, as well as interactive media that may include audio and video elements. Adobe Systems Flash or .gif are the preferred presentation formats for such interactive advertisements.

Display advertising on the internet is widely used for branding as opposed to direct response, or search advertising. This is why metrics like interaction time are becoming more relevant. However, this may change in the future as display advertising is becoming much more targeted to users much like engine ads are extremely relevant to what users are looking for.

Examples of display advertising are shown below.

 

 

Display adverstising is dominated by Yahoo. Google has been playing catch-up and will make a powerful defence.

Google's Display Advertising Strategy
Google wants to increase its share of display adverting (Yahoo remains the leader in this field) and has launched a three-pronged display advertising strategy.

Yahoo’s display advert choices
Yahoo’s recommendations are shown below. AFS likes to recommend its own view depending on each client’s individual needs. CPC is cost per click and CPM is advert cost per thousand views (Impressions).