1 00:00:01,140 --> 00:00:07,860 According to Wikipedia, digital display advertising is graphic advertising on Internet websites or 2 00:00:07,860 --> 00:00:14,500 social media for banners or other advertising formats made of text images, video and audio. 3 00:00:14,790 --> 00:00:16,640 And this definition is nice and clear. 4 00:00:16,950 --> 00:00:22,170 But before we explore how to use display advertising for the best benefits, we should first take a 5 00:00:22,170 --> 00:00:25,790 look at what types of these ads are available and when to use them. 6 00:00:27,530 --> 00:00:33,480 No one banner ads, banner ads are the oldest form of display advertising out there. 7 00:00:34,160 --> 00:00:39,070 They take part of the screen and are usually placed on the fixed placements on the website. 8 00:00:39,590 --> 00:00:46,100 The most popular sizes of those banners for desktop hour seven hundred twenty eight by nine pixels also 9 00:00:46,100 --> 00:00:50,870 called leaderboard nine hundred seventy by 250 pixels. 10 00:00:51,260 --> 00:00:57,980 Also called the billboard three hundred by two hundred and fifty pixels, also called medium rectangle. 11 00:00:58,640 --> 00:01:04,010 And for mobile both three hundred by fifty pixels and three hundred twenty by fifty pixels. 12 00:01:04,640 --> 00:01:08,180 You can take all of the standard sizes on the website of AIB. 13 00:01:08,390 --> 00:01:14,170 Our Interactive Advertising Bureau will prepare such recommendations for multiple industries. 14 00:01:14,780 --> 00:01:21,380 There are also variations of banners that expand after a click or mouseover called expandable banners, 15 00:01:21,650 --> 00:01:23,170 which allow you to show more. 16 00:01:23,780 --> 00:01:27,800 There are also overlay ads that appear mainly on top of the videos. 17 00:01:28,400 --> 00:01:31,280 You can see some examples of different banners on screen. 18 00:01:35,740 --> 00:01:42,310 There are some parts of banners they are very cheap and fast to produce and also they are very cheap 19 00:01:42,310 --> 00:01:48,640 to advertise at the same time, they are not attractive to the user and their click rate is lower every 20 00:01:48,640 --> 00:01:49,000 year. 21 00:01:49,750 --> 00:01:52,750 There is even the phenomenon called banner blindness. 22 00:01:54,050 --> 00:02:01,670 Number two, interstitial ads, interstitials are ads that take full screen of a browser window or a 23 00:02:01,670 --> 00:02:02,820 mobile device screen. 24 00:02:03,290 --> 00:02:08,760 Their biggest advantage is that it's hard to miss them as they get 100 percent of your screen. 25 00:02:09,350 --> 00:02:15,830 As for the cars, even though they are on the screen, people are closing them right away, not paying 26 00:02:15,830 --> 00:02:17,360 attention to the ad itself. 27 00:02:18,020 --> 00:02:21,910 Also, people may easily get frustrated with interstitial ads. 28 00:02:22,520 --> 00:02:25,330 Some companies are using interstitials with rewards. 29 00:02:25,670 --> 00:02:31,160 So the user gets some kind of a bonus for clicking or interacting with an ad like bonus points in a 30 00:02:31,160 --> 00:02:33,540 game or a discount to use in a shop. 31 00:02:34,010 --> 00:02:36,980 You can see some examples of interstitials on the screen. 32 00:02:41,070 --> 00:02:49,140 No free, rich media at rich media ads are creative that use a lot of interactive elements, it can 33 00:02:49,140 --> 00:02:57,080 be a quiz, simple playable game animation and many other elements, rich media ads, varying sizes. 34 00:02:57,600 --> 00:03:03,690 The most important benefit of using them is that they can better engage users and help your brand or 35 00:03:03,690 --> 00:03:05,090 product to be remembered. 36 00:03:05,670 --> 00:03:12,120 As for disadvantages, they are expensive to produce and may not bring your expected return on investment. 37 00:03:12,780 --> 00:03:14,760 You can see some examples on the screen. 38 00:03:20,110 --> 00:03:26,890 Number four, native display ads, negative advertising is advertising in which the look and feel of 39 00:03:26,890 --> 00:03:32,320 your advertising matches the look, feel and function of the platform on which it is placed. 40 00:03:33,040 --> 00:03:39,100 Thanks to that, users don't know right away that it is an ad they are looking at and not the content 41 00:03:39,100 --> 00:03:40,540 uploaded by the publisher. 42 00:03:41,020 --> 00:03:44,150 Negative ads usually have only small attacks next to them. 43 00:03:44,680 --> 00:03:50,500 If you think of Facebook or other social media platforms that display ads in your feet among the past 44 00:03:50,500 --> 00:03:53,560 of your friends and the companies you like, you are correct. 45 00:03:53,710 --> 00:03:57,190 But negative ads can be implemented on any other website or app. 46 00:03:57,670 --> 00:03:59,410 Please take a look at the examples. 47 00:04:05,150 --> 00:04:10,610 The biggest advantage of those kinds of ads is the attention of the users who can easily ignore them, 48 00:04:11,040 --> 00:04:17,660 but this form of advertising is not cheap, and when users are text or a text next to them, you can 49 00:04:17,660 --> 00:04:21,500 lose all the attention and credibility unless your ad is really valuable. 50 00:04:22,840 --> 00:04:30,930 Number five, new media experiences, display advertising is adapting to changes and implementing innovations 51 00:04:31,390 --> 00:04:33,820 they are often called new media experiences. 52 00:04:34,550 --> 00:04:42,370 These are display ads that use 360 photos or videos with which you can interact or sometimes even augmented 53 00:04:42,370 --> 00:04:46,620 reality or virtual reality experiences by many users. 54 00:04:46,810 --> 00:04:52,930 They are not perceived as ads or unwanted interruption, but as content you might engage with and that 55 00:04:52,930 --> 00:04:54,490 you can even share with your friends. 56 00:04:55,400 --> 00:05:01,220 On the flip side of that, they are probably the most expensive and the hardest to produce out of all 57 00:05:01,220 --> 00:05:01,980 this play out. 58 00:05:02,360 --> 00:05:05,120 So use them only for your products or campaigns. 59 00:05:05,480 --> 00:05:08,780 And some nice examples of new media experiences are on screen. 60 00:05:12,820 --> 00:05:18,280 OK, now you know what types of display ads you can use in your campaigns and what other strong and 61 00:05:18,280 --> 00:05:24,760 weak points in the next video will have a closer look at marketing and standard display campaigns implementations. 62 00:05:25,120 --> 00:05:25,750 See you there.