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Display Advertising

Display Advertising



What is Display Advertising: Types, the Benefits, and the Disadvantages


What is Display Advertising?

Display advertising is used as an advertising medium on the internet where messages in various forms can appear on websites or on the results page of a search engine.  Although display advertising is only one of your options, Yahoo Advertising Solutions reports that spending on paid ads such as advertising displays will rise 23.3% in 2012 alone. 


Yahoo also reports disadvantages associated with advertising displays on the internet.  About 31% or 1.8 billion advertising displays fail to impress a single client, so many firms are throwing money away with failed advertising techniques. 


What is Display Advertising: Types of Display Advertising


Apart from simple advertising displays like banners, leaders’ boards, skyscrapers, boxes, and others, there are many other types that can enhance a firm’s advertising campaign.  Some different types of display advertising are explained below:


What is display advertising: Pop-Up Ads

Pop-Up advertising displays can come in several different forms, including hover ads, floating ads or slide ads.  The use of these  ads has decreased dramatically because of pop-up blockers often used by most computers. 


What is display advertising: Flash/DHTML Ads

Many legal websites have begun to replace pop-up ads with flash display advertising.  Flash ads will involve flash animation and although they can come in traditional sizes and pixels, many of these advertising displays are becoming more and more sophisticated. 


What is display advertising: Video Ads

Video display advertising has exploded in popularity in the last couple of years—especially in the legal field.  These advertising displays can run on the legal website or a legal website’s video ad can run between videos on a website.  Major networks such as Google, YouTube, Yahoo, MSN, and others commonly use video display advertising. 


What is display advertising: Interstitial Ads

These advertising displays have also become more popular over the last couple of years.  You may notice these kinds of ads if you click on a link and an ad appears on the screen.  The advertising displays usually offer the potential client a choice to progress to the website or wait a certain amount of seconds before they are automatically directed to the website. 


What is display advertising: Text Ads

This term can seem ambiguous.  In one form, a text ad appears as a simple display of text with a hyperlink to the advertiser’s website.  However, in display advertising, a text ad is a message that is sent out to any number of mobile devices.  You may notice these advertising displays if you download a free app on a phone. 


What is display advertising: Email Ads

In this type of display advertising, an advertiser can either individually sponsor an email or purchase space within the email.  These types of ads are common within newsletters and other related emails. 


What is display advertising: Advertorials

This type of display advertising will appear in an editorial form and will often contain objective opinions about the legal website’s products and services.  Many networks will structure and write the advertorial and place it on their ad network. 


What is Display Advertising: Benefits?


There are numerous advantages to display advertising, and if you have a smart advertising campaign for your firm, the benefits will often outweigh the disadvantages.  Advertising displays may have the following benefits:


·         the ability to reach a large audience, even with a small budget

·         you may begin to see immediate results from the display advertising

·         you can often target your campaign to the best audience by placing ads on appropriate websites

·         by choosing the right keywords, you can improve your visibility on search engines like Google

·         you can increase brand awareness with the advertising displays even if clients don’t click on the advertisements

·         the results of your display advertising on the internet can be easily tracked with the right analytics software, and you can make changes based on the results


What is Display Advertising: Disadvantages?


Advertising displays have the potential of have very little click through rates in some cases.  For example, many banner ads have a click through rate of about .05% or even less.  Additionally, pay per click ads have  potential risks because competitors and clients can click on the ads with the intent of only clicking on the ads and not buying anything. 


If you’re an attorney, you’ll need to be extremely careful with display advertising.  If you’re advertising on the wrong websites or have the wrong advertisements on your blog, your brand may develop a bad reputation in some cases.  You’ll want to make sure you’re only advertising on relevant websites and that the place of the advertising displays looks professional. 


What is Display Advertising: Potential Advantages and Disadvantages Associated with Cost


When you’re working with your budget for display advertising, you’ll want to consider one of two options: pay per click (PPC) and cost per impression (CPM).  Each type of option is explained below:


PPC Display Advertising

The cost associated with PPC advertising is determined by how many times your ad is clicked on.  The majority of search engines rely on PPC ads, and the normal price range for such ads runs about 5 cents to $1.  When using PPC ads, you need to consider how you advertising displays are targeting and how much you’re willing to pay in order to increase your rank.


CPM Display Advertising

The cost of CPM advertising displays is determined by how many times your advertisement appears on the website’s of certain publishers.  CPM rates have drastically dropped in the last couple of years, but the top viewed websites can still require high rates for every 1000 times your advertisement is displayed. 




Before launching your display advertising campaign, you need to assess the potential risks and advantages associated with the type of ads you’ve chosen to pursue.  The greatest chance of success depends on how your ads are targeted and how much brand awareness the content of the ad can generate.