Display advertising covers graphic advertising online, such as banner adverts. Display advertising also covers Rich Media. Rich Media involves forms of interactive advertising using multimedia video and audio.
Display advertising tends to be used most effectively on highly trafficked websites. Some Irish examples would include the following.
There are various formats that a client can opt for when performing display advertising. Some of which are listed below.
| Format | Dimensions (in pixels) | File Size (in kilobytes)* | Sample |
| Banner | 468x60 | 25-38 | click here |
| Expandable Banner | 468x60 > 468x250 | 25-38 | click here |
| Expandable Island | 300x250 > 300x500 | 25-38 | click here |
| Half Page | 300x600 | 25-38 | click here |
| Island | 300x250 | 25-38 | click here |
| Leaderboard | 728x90 | 25-38 | click here |
| Skyscraper | 120x600 | 25-38 | click here |
| Small Island | 200x200 | 25-38 | click here |
| Tile | 125x125 | 25-38 | click here |
* File size: depends on the given website portal. Some websites offer larger file sizes.
The rate card costs are dependent on the website in question, the positioning of the adverts, the size of the advert and the duration of the campaign. The duration of the campaign is dependent on your budget. The client adverts are charged on the basis of CPM (Cost Per Thousand impressions - the 'M' being the roman numeral). An impression means your adverts is served and shown, as opposed to CPC (Cost Per Click) where you get charged only when your advert is clicked upon.
Display advertising charges are based on CPM model because it is a different form of advertising and as such the CTR (Click Thru Rate) is much smaller. The reason it is smaller is because of consumer behaviour. When people visit a given website like RTE, Independent, Irish Times, Facebook etc their motivation is rarely to visit to purchase. They are interested in the site content or interaction as apposed to searching on the search engines like Google where consumers actively seek a product or service. As such display advertising needs to grab their attention and get the message across effectively. Display advertising is typically utilised where brand building is crucial for the advertiser or in an effort to reach audiences that otherwise wouldn't have searched for the given service via the search engines.
If you are interested in or currently running a display advertising campiagn contact Net Affinity to find our how we can improve results.
| - Search Engine Optimisation | - Paid Search Advertising | |
| - Display Advertising / Rich Media | - Email Marketing | |
| - Social Media Marketing |
