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Ad networks
Best Display Ad Networks and Platforms
Display ad platforms (or banner ad networks) is a classic method to advertise offers in affiliate marketing. Since the dawn of the industry, display advertising has become one of the most effective tools to monetize any businesses.
The secret of display ad success lies in flexibility and possibility to upload compelling creatives – static and dynamic images. Advertisers and affiliate marketers often use this ad format to increase brand awareness and sales.
What is Display Ad Format
Display ad format in display advertising networks is a banner featuring an image with visual elements, text and CTA (call-to-action). A banner is clickable and contains the link leading to the publisher website or landing page. In addition to websites, banners can be placed on social media and apps. Depending on the ad spot, banners can have different sizes.
Here are some of the most common standard sizes of banners:
- Leaderboard: 728×90 pixels (prominent horizontal banner);
- Medium rectangle: 300×250 pixels (versatile size);
- Wide skyscraper: 160×600 pixels (tall, narrow banner);
- Mobile banner: 320×50 pixels (designed for mobile devices);
- Square: 250×250 pixels.
Commonly, display ads show up at the top, sides, or bottom of sites and applications.
Now, let’s review basic banner types on display advertising platforms: static and dynamic.
Static is the widespread banner format. Static banners are the most basic type of display ad. They consist of a fixed image that doesn’t change. The most popular formats for static banners are PNG and JPEG.
Dynamic banners, on the other hand, can change their appearance based on user data, time, or even user interactions. They offer a more personalized and engaging experience for the user.
Popular file formats of dynamic banners include HTML5 and JavaScript.
How Do Display Ad Networks Work
Display advertising networks are platforms that connect advertisers and publishers for banner advertising. Both sides pursue their own interests, resulting in mutually beneficial collaborations. Publishers provide their websites or apps to display promotions and monetize their resources this way, while advertisers place their banners on these platforms and make money on traffic generation.
The core technology for media buying in display ad networks is programmatic advertising. Algorithms analyze user data (demographics, device parameters, connection type, etc.) to target the most relevant ads to the right audience at the right time. The heart of programmatic advertising is the real-time bidding (RTB) auction.
Here’s how a banner advertising networks works:
- An ad network aggregates numerous publishers to provide ad spots for placing banners on an RTB auction basis;
- In turn, advertisers create banner ad campaigns using the ad network inventory. Campaign setup covers targeting by GEO and device parameters, making creatives and conversion tracking integration;
- Upon creation of banner ad campaigns, advertisers start getting banner traffic. Then, they can keep running a campaign or optimize it to get better results.
How Do Display Advertising Networks Bill Marketers?
Display ads generate revenue through models such as cost-per-click (CPC), where advertisers pay for each click on their ads, and cost-per-mille (CPM), where payment is based on the number of times the ad is displayed to users. These ads benefit brands by increasing visibility and directing traffic to their websites, ultimately leading to greater customer purchases and increased income.
Pros & Cons of Display Ads Networks
Working with banner ad format, it’s important to value its pros and cons for your business at the start.
Pros:
- Visual appeal:
Display ads utilize vibrant, dynamic, or interactive images that effectively capture user attention and maintain interest. This is crucial in a saturated marketing environment where standing out from competitors is essential.
- Broad reach:
Display advertising networks allow brands to reach diverse audiences across various platforms and websites, enhancing visibility and increasing the chances of connecting with potential customers.
- Diverse ad formats:
Display networks offer a variety of ad formats, including static banners, animated ads, and rich media (interactive banners with video and audio elements). This flexibility allows brands to choose the format that best aligns with their marketing objectives and audience preferences.
- Cost efficiency:
Display advertising can be cost-effective, especially for small to medium-sized businesses. The ability to initiate campaigns with lower budgets makes it accessible for a wide range of advertisers.
- Retargeting opportunities:
Remarketing strategies enable brands to reach visitors who left their websites without making a purchase or taking other desired actions. By displaying ads that link back to an offer users previously viewed, businesses can recapture interest and increase the likelihood of conversion.
Cons:
- Banner blindness:
Users often overlook banner ads due to “banner blindness”, a phenomenon when they subconsciously filter out advertising content. This is a result of the overwhelming amount of online ads, leading users to focus only on content that genuinely interests them.
- Intrusiveness:
Some forms of banner advertising can be intrusive and disruptive, for example, auto-expanding banners with sound. These aggressive tactics may irritate users, negatively impacting their perception of the brand and potentially increasing bounce rates. Additionally, poor targeting can result in ads being shown to irrelevant audiences.
How to Choose the Best Display Ad Network
Choosing the right display ad network is akin to selecting a trusted partner in your marketing journey.
Here are some critical considerations that can help you choose the perfect fit from top display advertising platforms.
Build off your audience
Before selecting a display ad network, it’s essential to investigate which verticals or industries the network specializes in. Different ad networks cater to distinct verticals – such as Gambling, Finance, Nutra or Dating – and their success in these niches can significantly influence your campaign performance.
Compare targeting options
The effectiveness of your banner advertising largely depends on how well you can target your audience. Compare the targeting capabilities offered by different networks, including geographic targeting and device targeting. Some networks might offer advanced options like retargeting, which allows you to re-engage users who have previously interacted with your brand. Others may provide lookalike audience capabilities, enabling you to target users similar to your existing customers.
Quality over quantity
Not all ad placements are created equal. Give a top priority to networks that offer access to high-quality inventory. Discover the types of websites where your ads will be displayed. Are they reputable, relevant, and aligned with your brand ethos? A network with a reputation for premium placements may charge more, but the potential for higher engagement could justify the investment.
Compare pricing structures
When evaluating ad networks, consider the various pricing structures they offer. Common models include CPM and CPC. Each model serves different marketing strategies, so choose one that aligns with your goals.
Consider CPC if your goal is to drive traffic and engagement, as you pay only when users click on the ad. Opt for CPM if your focus is on brand visibility and awareness, since you pay for every 1000 impressions, regardless of clicks.
Choose a reputable partner
Research the banner network reputation through industry forums, reviews, and case studies. Connect with other advertisers to gauge their experiences. A network known for excellent customer service and support can be invaluable, especially when navigating campaign complexities. Building a relationship with your ad network can lead to better support, optimization tips, and exclusive opportunities as you grow together.