One of the great things about online advertising is that you can target a very specific audience. This is possible with both display and video advertising.
Some companies lump display advertising and video advertising together under one category. For the purpose of this blog, we will separate the two.
What is display advertising?
Display advertising is visual based advertising through the use of images, video, animations and audio. These ads are published on websites across the internet.
Display ads are banner ads, and include many different sizes. The most popular sizes are 300×250 and 728×90.
Display advertising is a great medium for businesses to build brand awareness with general messaging. It is also a great medium for businesses looking to connect with past website visitors through retargeting.
What is video advertising?
Video ads are often seen on places like YouTube, Instagram, and websites online.
There are many different types of video advertising available to advertisers. Advertisers have the ability to choose the format and placement of their video, depending on the platform they use. Placements include: desktop, mobile, mobile apps and OTT (over-the-top).
The first type of video advertising that most of us are familiar with is ‘instream video’. These ads display within video content. There are a couple different types of instream videos, and they are characterized based on placement in the video. They include: linear video ads and non-linear video ads.
Linear video ads are video ads that display within the video content. In marketing terms, these videos are either pre-roll (before), mid-roll (during), or post-roll (after). Advertisers have the ability to choose when they want their advertisement to appear.
Non-linear ads are video ads that run simultaneously with video content. This means you can watch both the video and the ad. A non-linear ad does not interfere with the video the user is viewing.
Another common format is companion ads. Companion ads are display ads that are shown alongside an in-stream video ad. These ads stay on screen until a video ad has finished playing.
Other video ad formats include: in-page video ads, in-banner video ads, in-text video ads and in-game video ads.
Why display?
Display advertising is a medium that allows businesses to promote their brand across the internet. This gives businesses the opportunity to reach a much larger audience than other forms of online advertising. It is said that you can reach over 90% of people who surf the web, globally. This makes display advertising very popular, especially for businesses looking to build brand awareness. With many targeting options; including website targeting, retargeting, and search targeting, you can reach customers at every stage in the customer funnel.
Historically, Display advertising has been highly complicated, expensive and time consuming which has prohibited many businesses from even trying. Adacado solves these issues by making it easy, and accessible for all businesses.
Adacado is built for businesses of any size. The average CPM rate for display ads through Adacado ranges from $5-$6. As well, Adacado provides you with the ability to build your creative for free.
Adacado provides you with free templates to build your ads so that you don’t have to worry about hiring a creative designer. All you need to do is select your creative template, add your images/text, choose your media settings, and hit publish.
Getting started with display advertising is easy and all you need is a landing page. You don’t need a ton of content to get started, as long as you have a clear call-to-action that leads the user to your offering.
Why video?
Video advertising is a great way for advertisers to engage and capture the attention of their desired audience. It is a great medium for educating and informing your audience about your business with visuals and audio capabilities. It also offers the opportunity for businesses to communicate a story in a short amount of time.
We will go over why some advertisers would choose to do video advertising.
Video advertising tends to have high engagement rates, even with all the noise online. This is because videos are interactive. You can convey a message much quicker, and share more information than you can with text.
Another benefit of video is that you can incorporate user generated content. In your ads, you can showcase a customer using your product, which creates trust and credibility within your business.
Video is also favored by search engines such as Google – which is great for SEO. Since people like to watch videos online, Google will often rank video content as more favorable.
So, on top of video ads, creating video content for organic traffic is recommended.
Lastly, video makes lasting impressions on people. It is said that people retain 95% of a message when they watch a video, and 10% when they read text. So, if you create high quality and interesting video content your audience is much more likely to remember you with video.
Display vs video – why you should invest in display advertising
Although there are similarities between display and video advertising, they both have their unique characteristics when it comes to performance. Video advertising is known for its high engagement factor, but it does not compare to display with its simplicity.
Video ads, although effective, require a ton of resources – experienced video producers, time, money, and a story. They can be quite costly to produce, especially if you outsource the work.
Whereas, display advertising is much easier, affordable and time efficient. Platforms like Adacado make this possible where anyone with any budget can advertise.
It is often much harder to understand what the call-to-action is with video. For display, the call-to-action on banner ads is visual and right in front of you.
