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Online Advertising Formats
Advertising Examples of Online Ad Formats Pre-Roll Video Ads Have you ever been forced to sit through an advertisement before you could watch a video on YouTube or another video sharing website. These video ads are called pre-roll advertisements, and they’re typically short promotional videos. Pre-roll ads are fantastic for branding, since the users is forced to sit through at least five to 10 seconds of advertising before they see their desired video. They’re also an acceptable option for direct response, although usually less effective than banners. Because most users will click through using the ‘skip’ button after watching the first few seconds of your video, it’s important to get your message through quickly when using pre-roll advertising to market your business. Banner/Display Ads Display ads (also known as banner ads) are a staple of online advertising. They cost very little to display, can generate huge clickthrough rates when designed correctly and are ideal for generating leads and, in some cases, for selling your product. There are hundreds of display advertising networks serving ads on a wide variety of websites. Most display ad networks serve ads in the IAB standard dimensions, such as the 300×250 pixel “medium rectangle” and 160×600 pixel “skyscraper” ad. If you’re just getting started with online advertising, banner ads are the ideal choice for learning the basics. They’re easy to design in Adobe Photoshop, cheap to bid on, and easy to split test using the Google Adwords Display Network. There are two keys to achieving success with banner ads – great targeting and great ad design. Adwords Search Ads When you search for certain keywords on Google, the results will be made up of a combination of paid listings and free listings. The free listings are sorted based on relevance and optimization, while the paid listings are sorted based on bid value. These paid ads are known as Adwords Search ads, and they’re placed based on the keyword you search for. Commercial keywords like “Credit Cards” generally bring up Adwords ads, while keywords with low commercial value generally won’t. Adwords Search ads are known for having a high conversion rate, since the user’s intent – in this example, to learn more about credit cards – matches the product or service offered by the advertiser. Related Content Ads Have you ever noticed “sponsored” listings at the end of a blog post? These listings typically include small thumbnail images, persuasive and mysterious titles, as well as a call-to-action link encouraging you to click through and read more. These are related content ads, and they’re used to market a wide variety of forms of web content. From blog posts and sales letters to videos and interactive guides, any form of readable or viewable content can be promoted using these ads. Related content ads typically have high clickthrough rates, since the content they’re promoting isn’t overtly commercial. Social Media Ads Social networks like Facebook give advertisers a huge variety of targeting options for their advertising campaigns. From basic characteristics like age and gender to favorite bands, movies and sports teams, Facebook Ads are hugely customizable. Facebook Ads come in two varieties – sidebar ads, which look like the two display ads pictured above – and sponsored content. Both ads can be used to drive traffic, generate ‘likes’ to a Facebook Page or simply inform users about a new product. Although social media advertising is technically a form of display advertising, it’s a little different in practice. The targeting options of social media make it far easier to customize a social campaign than it is to customize a large-scale display campaign. With the right targeting options, you can create a social media ad campaign targeted to your perfect audience, whether it’s women aged 18 to 27 near Hamburg who like Metallica and Chanel, or 55-year-old US Navy veterans living in Connecticut. Video Overlay Ads There’s more to video advertising than just the pre-roll. Video overlay ads are text or banner ads that are displayed on top of a YouTube video. Like pre-roll ads, they can be purchased, designed and targeted using the Adwords Display Network. Video overlay ads can be targeted using a variety of variables. You can select target keywords and display your ads on related videos, use placement targeting or select a retargeting audience to reach an audience that’s already visited your website. While pre-roll video ads are ideal for branding, video overlay ads are generally the best choice for direct response. This is because they’re cheaper on a CPM basis and better suited to the rapid attention spa...
