Internet media advertising can be classified as: Display advertising

At one time, we debated for a long time which category to include advertising on transport. In theory this is outdoor advertising, designed to attract the attention of users, which means it belongs to display advertising.

Therefore, in this article, let's understand what media advertising is, what it consists of, and how it can be useful for business.

Meal'n'Real

Its main task is to attract a person’s attention. For this, various technologies are used containing texts, pictures, infographics, company logos, maps, etc.

Let's do a little experiment. Think about the advertisements you saw today. Most likely, you won’t even be able to remember the last 5 advertising messages.

This is fine. Too much noise. And in 95% of cases, this noise is created by media advertising, because this includes the following channels:

TV advertising;
Advertising in the press (in printed materials);
Internet advertising;
Outdoor advertising;
Internal advertising (this is advertising inside shopping centers, leading to the shopping pavilion);
Advertising on transport.

From what we saw above, we can conclude that all advertising belongs to media advertising. But that's not true.

Cold calls or cold calls (telemarketing);
Advertising catalogs and brochures;
Souvenir products;
Promotional events.

And I’ll probably say something stupid now, but it suits everyone. Without exception. For example:

B2b niche – advertising in the press is ideal, as well as transit advertising (branded transport that delivers orders to clients);
The b2c niche is advertising on TV or radio, although many people refuse it because of its high cost in favor of outdoor and indoor advertising.

Or a universal “gentleman’s set” for all areas – + customized. The same advertising on the Internet. But there may be other options.

Lifehack. If you do the landing yourself, I recommend – PlatformaLP , Tilda , Bloxy .

For example, one of our clients, by posting advertisements in hallways, as well as placing regular advertisements in newspapers, was able to achieve much more than using other various ones.

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But you follow our YouTube channel, right?! This means that one of the latest videos “There is no such thing as bad advertising” did not pass you by. No?! Then here it is. A must watch to experience “zen”.

The death of offline media advertising

But I won’t say that traditional advertising is dying, because after one case of our client, I’m no longer sure about it.

Our client, installing satellite television, decided to declare war on his competitors.

Provided that for the most part it was, and not made using technology or.

Many tools were used. Competitors “died in droves.” And at that moment, when the number of competitors was reduced to the number of fingers of one hand and the advertising budget practically dried up, and potential buyers were simply “fucked up.”

So the season came and the client decided to allocate a small budget for offline advertising, as they say, “for testing.”

Imagine his surprise when the results from the “test advertising” turned out to be more significant, and the advertising itself was more effective.

It was after this moment that I again believed in traditional advertising and that it works, at least in the regions. But this is a small digression.

Pain from the difference: offline and online

That is, on the Internet this can be done in a more targeted manner, that is, show your advertising more precisely (choose a specific geography of display, age of people, etc., or only on thematic platforms).

This function is not available offline. This is what gives rise to the second difference. Aggressiveness.

One of our clients, who has been successfully working for more than 20 years in the services market and has 6 branches in Moscow and the Moscow region, with a monthly budget for website promotion of about 200 thousand rubles.

Media advertising media

On our blog we have written a huge number of articles on different channels and methods of advertising. To study them, read these 3 articles first:

After studying these articles, you will decide on specific methods of presenting information, which can be divided into four means of transmission (types).

We will look further at which is more effective and how to apply them to your business using the example of several companies.

Banners

Generally, the larger the size, the more eye-catching it is. The more accessible the place, the more expensive the cost.

Offline we still pay for the fact of placement. On the Internet, the method has evolved and become more client-oriented, that is, pay for clicks has appeared.

But on urban and small sites there is also a placement scheme with payment for the time it will be on the site or for the number of impressions on the site.

It is now fashionable to call such media banners “teasers” - tease. That is, with their information they tease the user to perform a target action: visit, call, click or go to the site.

In the offline space, on average you will pay from 10 to 50 thousand rubles for one banner. Within the online space, I will give an example of placing a banner for a week on home page Yandex.

Prices on Yandex

You see everything correctly. The numbers start at 4 million per week. You can find the full price list on their website. But this is if you have a federal project and you need to cover more than everyone.

However, I want to warn you. Banners have become boring to such an extent that now there is so-called “banner blindness”.

This is when the client psychologically does not notice advertising banners. Therefore, just in case, think carefully and calculate everything again if you suddenly decide to put your entire advertising budget on the purchase of one banner.

Video advertising

The most engaging means of presenting information. True, it takes time to assimilate it.

Due to ignorance of this, we lost once a large sum money. Namely, they gave a video advertisement for directors in in social networks V work time. Result?! They opened it, but did not turn on the sound because they were at work.

In addition to the fact that it is important to know at what time to show advertising globally, you need to know what to show and how long.

I’m sure you’ll figure out when and what to show, but I’ll tell you about the length, because there are 2 types of video advertising:

Rolls. Commercials, playing while you watch the video. You can call it an advertising break, which exists both on the Internet and offline.
– Pre-rolls (pre-roll) – videos played BEFORE the start of viewing.
– Mid-rolls (mid-roll) – a video that plays in the MIDDLE of viewing.
– Post-roll – a video that plays AFTER viewing.
Overlay. Banner (I told you there are a lot of them). A banner that is placed at the bottom of the video and is shown while watching the video. Offline these are creeping lines.

Personally, we now place a lot of emphasis on video advertising. Although it takes up more resources, the effectiveness of media advertising in this form gives the maximum effect.

But don't forget about our mistake. In addition to video, you also need to use text with an image, because not everyone has time to watch videos and not everyone likes to do it.

Branded advertising

It is also great for various film premieres or presentations of new products.

And only large federal companies use it, whose customers are every second person.

Branded advertising

Our personal belief is that if you are not in the VIP segment and you are not a federal company with billions in turnover, then you need to postpone this method of transmitting information for later.

It will give you recognition, but it won't give you purchases. In addition, if you have taken this road, then get ready to constantly pour money into image advertising, because as soon as you stop doing this, you will be forgotten like “the first bruises on your knees.”

Text and image ads

Offline examples are newspaper advertisements and magazines, where we see a separate attractive picture and separate text.

Offline, this was not clear to me at the beginning, until I saw an example. Behind these words lies Google’s contextual media network (CMN). Or rather advertisements with pictures for these networks.

Text and image ad

Recently, the ad price has been contextual advertising has grown significantly when it comes to search.

I want to remain silent about offline, but my inner voice forces me to speak.

This is a twofold monster. I say this from experience, as I was previously a co-owner of the magazine.

It brings clients, but if we talk about maximum efficiency, then it can only be achieved by placing it in specialized publications.

Newspaper advertisements also surprisingly work, but only if your the target audience– pensioners (there are still certain conditions, but these are rather exceptions).

Briefly about the main thing

It was not for nothing that I gave an example about our client, who used media advertising to “mow down” competitors.

By the way, this allowed him not only to eliminate many small competitors, but also to take first place in the region in terms of sales and recognition.

It was thanks to the use of offline and online media advertising that he achieved such results.

I am also sure that you have tried or are using the display advertising formats I listed above. Whether you use it correctly or not, it’s hard for me to say.

But the main thing you must realize is that only when integrated approach Greater results can be achieved and the benefits of media advertising will become obvious.

And for dessert a small bonus. According to research by Business Insider Intelligence, among media advertising on the Internet, the highest CTR (click-to-impression ratio) was obtained by video format - 1.84%.

All other indicators were much lower. I think you now know where to direct your efforts 😉

The range of its use is wide - from a small poster in a shopping center to video advertising on social networks.

What is display advertising and how does it work in everyday life?

Let's talk about a real life case. Marketing director Mikhail, sitting comfortably in his car, was driving to a business meeting and was a little nervous because secretary Masha had not reminded him of the meeting in advance. On the way, he noticed a billboard that showed Smartwatches and a short inscription above them:

“All control is in your hands”

In the evening, while watching television, he again saw a Smartwatch in a commercial. And, immediately, without delay, he entered the phrase “Smart watches” into the Google search bar. After reading detailed information about their advantages, and after watching a video review on YouTube, Mikhail began to think about the need to buy this fashionable device. The benefit was obvious, but he still doubted it.

Meanwhile, at the moment when the subject he was interested in was typed into the search bar, the entire Internet learned about his interest in smart watches. Thus, Mikhail was included in the list of Smart Watch sellers. And now the very fact of the sale has become a matter of time and the concern of targeted advertising, the task of which was to tirelessly remind Mikhail about the Smart Watch he really needed.

Early in the morning, Mikhail was looking through his feed on social networks. In the right column, he saw a banner with an attractive picture of a Smartwatch, which contained the message:

“Are you still in doubt? And there are two hours left before the end of the action.”

A second later, he found himself on the site, where after a while he made a purchase.

Display advertising is an effective method of increasing sales

The main role of media advertising is to create the image of the seller and popularize it as a brand. A well-developed marketing campaign strategy makes it possible to strengthen your position in the market and get ahead of your competitors.

With the help of media advertising, brand image recognition and the number of loyal customers are growing. Through proper influence and emotional influence on the subconscious, the buyer develops a need for the advertised product.

Display advertising, is also used to inform potential buyers about interesting events, promotions and product news. The result of media advertising and assessment of its quality is a significant increase in sales.

Types of media advertising

Display advertising is used everywhere. Theater posters are posted on the streets of the city, and in mobile phones windows with attractive offers pop up. Depending on the placement – in offline or online spaces, media advertising has different effectiveness.

Offline media advertising

Just thirty years ago, offline promotion dominated the world. Then, for the general attention of the consumer they fought through means mass media(media) and print publications. Today they are also relevant, and in Everyday life meet the following types offline media advertising:

Television is short videos that are shown between programs and films, as well as in the middle of their broadcast. This is the most expensive type of media advertising. And it doesn't always justify its investment.
Radio refers to sound promotion and has a wide range of effects on the target audience - from housewives who listen to the radio in the kitchen to car drivers. Instead of a bright picture, the emphasis here is on the expressiveness of the sounding text. Among all media, radio advertising is the cheapest.
Billboards and boards - they are installed on all main streets and popular places. The costs of their installation depend on the location and size.

Printed publications – glossy magazines and newspapers. They are affordable. But the effectiveness of such promotion in last years is falling rapidly.
Outdoor advertising is usually bright, eye-catching signs on buildings or free-standing structures. Used to indicate your location to potential buyers. The price depends on the type and location of the object.

Internal advertising is all kinds of information posters on shop windows, banners, spiders, three-dimensional pictures and letters, price tags, etc. The task of which is to create hints for the client at every step to perform the necessary action. For example, buy two units of a product and receive the third as a gift.
Advertising on transport - used both outside buses and cars, and inside minibuses and buses.

With the advent of the Internet, the spectrum of the marketing industry has expanded and unobtrusively attracted the attention of a large part of the audience. Statistics over recent years show that financial investments in online marketing campaigns are constantly growing. Which means that this direction is definitely profitable. Therefore, it makes sense to dwell on each type separately, along with examples of media advertising.

Banners

Banners are blocks of different sizes located in different places on a web page. They have a graphic image and text content, and are designed to attract the attention of the target audience. The more bright and emotional elements a banner has, the more attractive it is to the consumer.

Types of banner advertising

Streamers are a banner that is located at the top of the site. It is placed statically, and it looks as if the canvas has been stretched. For the reader, he does not seem intrusive, and at the same time he conveys his information directly.

Richmedia are pop-up windows that hide content for the reader. Often used in the form of sound animation or video. Readers often perceive it negatively. And as a result, they may leave the site page altogether. Recommended for warm and hot target audiences or free offers.

– the specificity of this banner is that when you close the pop-up banner, background A new window of the advertising site opens. The reader does not see it until he closes the main page on which he was located. Popunder is considered a less aggressive advertising method.
Expanding banners – when you hover the cursor over a banner, its image “explodes”, i.e. increases in size. At the same time closing the screen with context. If you move the cursor away from the banner, the image will immediately return to its previous position.
Imitation banners are pop-up banners at the very bottom of the website screen that visually replicate messages on social networks. Accompanied by sound. Due to the similarity with familiar messages, they attract attention and do not make you want to close them. The reader reads the message and usually goes to the advertiser’s website.

Which banner placement should you choose?

There are two types of placement of advertising banners - stationary and dynamic. And each of them has its own advantages and disadvantages. So, a stationary banner is not aggressive. When updating a website page, it remains in the same place and in the same form, without changing the image or information. The reader gets used to it. And as an unpleasant consequence, he does not react to it.

A dynamic banner may irritate the reader. Therefore, it is important for marketers to make them attractive and use interactive elements. Each time a new banner appears, the picture and its content changes, which is more attractive and, as a result, more often interests the reader to follow the link to the advertiser’s website.

Banner blindness

Statistics show that three out of ten banners are simply not seen by readers. Or they simply ignore it. Even in cases where the information in the pop-up window relates to the issue for which the reader looked at the specified site. The thing is that the Internet today is full of advertising noise and the reader deliberately avoids it.

In order to avoid such behavior, it is recommended to reduce the number of advertisements, make it more creative, interesting, and take into account the interests of the reader. It is recommended to constantly conduct testing in order to track which promotion is more acceptable to a potential buyer.

Video advertising

In recent years, advertising, which is presented in the form of videos, is gaining more and more popularity. After all, it’s more pleasant to look at a dynamic, spectacular picture and listen to an inviting text, which immediately complement the reader’s emotional background and make him more loyal to the subject of promotion.

Such a video is always attached to a link, and if it interests the target audience, then it will be enough to click on the video to go to the site with the interested product. Also, when making a video, a time ruler is always shown. Which gives the viewer the opportunity to decide whether to watch to the end or turn off the commercial.

Video advertising is often used on such popular platforms as YouTube, Rutube, Vimeo, VideoClick, etc. Video advertising is also now gaining popularity on social networks such as Facebook, Instagram, VKontakte, etc.

Types of video advertising

Pre-rolls are used just before the video that the user has decided to watch is shown.
Mid-rolls – appear in the middle or after a pause in the video being watched.
Post-roll – ends the video.

The duration of the listed videos is recommended no more than 15-20 seconds. This is the same length that up to 50% of viewers watch. Typically, a viewer may skip watching a video ad after a certain period of time. But entertainment and accurate content, due to the correct targeting, convince a potential buyer to watch this video to the end.

Overlay – differs from the above types of video advertising, and is used in the form of a superimposed stationary banner on the produced video.

Branding

The most expensive and requires constant financial investments is branded advertising. Most often it is used by large companies in order to attract more attention from an army of consumers.

Branding, although it involves setting aside large sums in the budget, as a result creates a favorable image of the company and increases consumer loyalty to it.

Branding comes from banner advertising, but has a greater scope of creativity to promote your own brand. To create an image and increase recognition, on websites large companies, branded elements are repeated throughout, a unified design style for graphics and texts, and an attractive web page background
The distinctive corporate design of the site pages ensures quick recognition and easy influence on decision-making by the target audience. And as a result, it ensures high efficiency of the marketing campaign.

Text and image ads

These are advertisements in text and graphic design that are positively received by the audience due to their similarity with the design of the site on which the visitor is located. Having seen such an advertisement, he does not get the impression that they are trying to sell him something. And, most often, he shows interest in reading such an advertising post.

Text and image ads do not require large financial investments and special design. All that is needed for success is to choose a more suitable narrowly themed site, and design the advertisement similarly to the style of the selected site.

Online media advertising – its advantages and disadvantages

After we have examined the essence and all types of media advertising, it’s time to pay attention to what is good about online promotion and what to be wary of. So to speak - “informed means armed.”

Disadvantages of media advertising on the Internet

As in the rest of the business world, you need to pay special attention to each stage of the marketing campaign. If you don't take proper care of this, the following may happen.

Banner blindness. Because of large quantity media advertising, it is often difficult to reach potential buyers.
Expensive. In order to achieve high efficiency, you need to calculate all the stages in advance and put a good amount of money into the budget of the marketing company.
Difficulty hitting the target. Not having good specialists in design, context and marketing, there is a possibility of creating advertising that will work for nothing.
Aggressiveness. Uniformity and aggressive methods of media advertising can create a negative impression about the company and even include it in the blacklist.

Advantages of media advertising on the Internet

Despite the disadvantages, the advantages of advertising on the Internet are much greater. If you follow all the rules and recommendations, the result will definitely not be long in coming.

Clear targeting. The tool, which appeared in 2009, allowed the Internet industry to clearly reach its target audience. And as a result, the opportunity to advertise only for a narrow number of consumers - those who need and are interested in it. This provides significant savings in financial advertising costs.
Price. Internet promotion, even the most expensive one, will be much cheaper than television advertising. And unlike all offline media advertising, promotion on the Internet makes it possible to immediately go to the advertiser’s page and get to know the product of interest.
Easy performance tracking. Using online advertising analytics tools, you can track how every penny of your money is spent. Where did the visitor come to the site from, how long did he spend, and what interested him most. By analyzing the data obtained, you can clearly track where advertising is less effective and where you need to strengthen your position. And as a result, adjust your marketing strategy.
Wide coverage. Using targeting and knowing where it is located, it is enough to identify a popular online platform and advertise there. This will lead to a wide reach of users.
Interactivity. Advertising on the Internet is often entertaining in nature, which attracts attention. Also, the user can always make his own decisions regarding the advertising that appears. He may become interested in it, join its conditions, or turn it off if desired.
Brand recognition. Frequent and unobtrusive appearance in front of your target audience, with a variety of interesting offers, creates brand recognition and loyalty to potential buyers.

What is CTR of online media advertising and how to improve this indicator

CTR = (all clicks / all impressions) * 100

IN real life everything is not as good as in the example given. The average CTR of banner advertising shows results from 0.01% to 2%.
What actions can influence this indicator so that it is more effective?

As already mentioned, you should clearly draw up a marketing campaign strategy and clearly formulate its goal.
Pay special attention to the creativity, emotionality and colorfulness of the advertising product itself and its content.
With the help of targeting, it is necessary to correctly select the target audience and its habitat.
Constantly monitor analytics and adjust the strategy based on its data.

The right tactics marketing strategy, will provide a higher CTR for online media advertising.

And finally, a few tips that will ensure the success of media advertising on the Internet

Study well the sites where your advertising will be placed.
Pay attention to the quality of the site itself, the interestingness of the information provided and the number of its visitors.
Give preference to those sites where there are fewer advertisements. Accordingly, for your target audience, advertising noise will be lower, and the likelihood that you will be noticed will be higher.
Creativity, brightness, emotionality, interactivity - these are the main parameters by which you will be seen on the vast expanse of the Internet.

Media advertising is the placement of text and graphic advertising materials (banners, videos) on news portals, industry and thematic sites, video hosting sites, teaser and RTB networks, as well as in many other places where content is posted.

From the point of view of the customer journey, display advertising works at the “upper levels” of the sales funnel, introduces the consumer to the brand and can bring significant benefits to the overall result in conjunction with a performance campaign, since it is aimed at wide audience coverage and the minimum cost of contact with it, which increases the number of consumers who begin their customer journey by becoming familiar with the advertised product.

Directions for placing media advertising

Display advertising– classic placement on websites, both on large portals and on thematic or regional websites. In this case, a specific placement location is purchased, payment is made for CPM or CPC, taking into account the placement period.

Internet portals are sites that are widely popular due to providing users with free services(mail, search, news, weather, traffic jams, etc.)

Why do you need placement on such sites?

Image. Advertising on portals creates an impressive image and increases the effectiveness of other types of advertising by increasing trust in the brand.
Recognition. Advertising on portals increases consumer knowledge of both the company itself and its product in the eyes of the audience. With the help of such a media campaign, the number of consumers who begin their customer journey with the company's brand or its product increases.

There are many specialized sites on the RuNet for every important topic. Of course, when organizing comprehensive promotion on the Internet, you should not ignore the resources on which your target audience accumulates.

Advertising is shown exclusively to an affinity target audience;
Advertising on thematic resources is often cheaper than on resources with more general topics;
Advertising on thematic resources involves an individual selection of platforms and placements, focused on your task and target audience.

Special Projects– non-standard placement on specific sites. Here, unique mechanics are formed for the client’s task. As a rule, a separate landing page is created on which content is generated: project description, video, competition, etc. Also, as part of the special project, announcements are expected using media banners. Typically, payment is made for a package of services: project implementation, announcement, production. Production is carried out on the site side.
Placement in RTB networks. This type of placement is divided into 2 types: management with the help of contractors and management on your own. In this case, a specific audience is purchased for the client’s objectives and technology: content targeting, retargeting, look-alike, super geo, audience transfer and much more.
Video posting. As a rule, here we are talking about YouTube, where we host it ourselves. There are three main reasons why our clients most often request Youtube:
- low price and payment according to CPV, that is, at cost per impression (however, sometimes clients also place advertisements using the CPM or CPA models);
- extensive targeting options, identical to the mechanisms Google network Ads.
Posting on YouTube channels or bloggers on Instagram. In the case of YouTube, we post a pre-roll, special episode or integration. On Instagram, this is either a post or a story. The placement strategy for bloggers is created individually for a specific project.
CPA networks. This format involves placement with payment for results. First of all, the target price per lead is determined, the volumes and preferred sources of traffic, geo, are determined. iConText specialists create a database of creatives for use in CPA networks, less often allow them to produce additional samples.
Teaser networks– placement of images and text in teaser advertising networks. As a rule, this format requires a small budget and is suitable for products that can be purchased “here and now” (cosmetics, perfumes, small gifts, etc.).
Promotional articles– placement of longreads on certain websites with additional announcements on website pages using media banners.

Advantages of placing display advertising in iConText

Advanced placement technology and advanced analytics

The iConText agency cooperates with such contractors as Weborama, Maxima Telecom, First Data, Clever Data, NPO Analytics, which allows for additional tracking of placements, including post-view conversions, data transfer to other channels (context, social networks). O2O projects are also being implemented - Online to offline, i.e. Offline data is transferred to online locations.

Experience in running major media campaigns

Our services for working with this tool have already been used by such brands as: National Bank Trust, La Redoute Rus, Transbank, MVideo and other agency clients.

Full range of services and high quality customer service

iConText provides a full range of services related to media advertising on the Internet: from planning to production. The stages of work in the project include:
1. Production of advertising materials
2. Approval of the media plan
3. Implementation and ongoing project management

Planning media advertising campaigns

Strategic planning

Implemented by the planning group

The client fills out a brief containing a specific task, and the planning group suggests channels and formats that can lead to the final KPI

Buying planning

Carries out the media buyer

The client provides a specific list of resources and formats, and the media buyer indicates the prices and conditions under which the project will be implemented

We always give the client a choice: he can prepare promotional materials on his own or use the services of iConText experts. In the latter case, we provide an additional estimate for the sale of advertising materials.

Project implementation and management

For each project, a separate iConText manager is allocated, who controls the process of task implementation, production of advertising materials, compliance with the developed strategy and correct placement of media advertising, and also provides ad hoc and post-campaign reporting in the format required by the client

Display advertising in Yandex and Google

Visual solutions of all colors and sizes - banners- in the form, for example, of “constrictions” from one edge of the screen to the other, or the backing of pages with branding. In partnership with Yandex, there are more than 20 thousand sites, and each of them can host banners of various natures and purposes;
Video advertising in Yandex it is divided into two main “types” - this is a regular video in text on partner sites without video content, as well as the so-called. “multirolls” - videos within films or trailers on partner sites (for example, Kinopoisk), can be located either at the beginning or end of the video, or in the original video sequence itself;
Audio advertising- consists of scrolling advertising messages (audio clips) embedded between the music being played. Works on services such as Yandex.Radio or Yandex.Music. There is also an option to add a media banner visible when selecting a station/track.

To ensure maximum coverage, Yandex places all of the above advertising formats both in the usual “desktop” form of sites, and in their smaller “mobile” counterpart.

When using display advertising in Yandex, the price is set per thousand “impressions,” but only those “impressions” that are recognized as “visible” are paid. In turn, “visible” are those impressions when the user had direct visibility to more than 50% of one or another advertising option (more than half of the banner on the screen, etc.).

The “media campaign” format was available only in Yandex.Display until March 2018. At the moment, it is also possible to use and configure this format through Yandex.Direct, which is the so-called “single window for advertising”.

Yandex.Direct has a clear and functional interface for setting up the details of a media campaign, from choosing a display strategy from several recommended ones to detailed settings of the expected target audience and its preferences, behavioral characteristics, etc.

Banners - from ordinary images to the introduction of animation, as well as interactive and multimedia elements;
Text - ads similar to regular Google search results and consisting of a title, description and a link to the advertised resource;
Multimedia - this includes both classic videos and animation, both with and without text;
Gmail - advertising in the Google mailbox interface, personal for each user;
Applications - if necessary, a campaign targeting one or more categories of mobile applications.

Google also has a service that provides advertising services various goods from online stores - .

For some types of advertising, it is possible to use multimedia materials from external advertising servers (applications, multimedia, etc.).

Google's media network includes more than 2 million sites and over 650 thousand applications. Also, do not forget about the resources developed by the company - Youtube and Gmail.

The Google Display Network (Display Network) is able to obtain resources for display advertising from two main sources - AdSense and Google Ad Manager. AdSense sites display various ads Google Ads

- both text and video and other media ads. At the same time, publishers are free to choose the acceptable sizes and types of ads for resources, and the Google system ensures maximum relevance of the ads shown.
Cost per click - in case it is necessary to increase the amount of traffic to a certain site;
Cost per thousand impressions - when it comes to promoting brands; Cost per conversion (conversion is considered to be completed acts of purchase, order, registration, etc.) - implies payment only if the user makes required action

Online. Mainly used to increase conversions.

The specifics of the Google Display Network interface make it easy to select the necessary options for media campaigns, including its subtype, budget, rotation, display schedule, as well as more precise settings for individual audiences. media advertising

We believe that display advertising is an excellent addition to contextual advertising. However, in itself it can bring significant benefits to the brand, since it is aimed at wide audience coverage and the minimum cost of contact with it. PHP code *

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iConText 2019-09-01 2019-09-01 Media advertising is a tool for marketing promotion of brands, websites, brands
, goods, services, etc., when information about the product is posted on media platforms. The main difference between media advertising and other types of advertising is key factor
Thanks to the visual delivery of information, such advertising is quickly perceived by the consumer; there is no need to delve into its meaning, and there is no need to waste time reading it. Most often, media advertising reaches consumers even if they do not plan to be interested in it (the eye glanced at the banner between transitions to Internet pages, but the information was remembered subconsciously).
It is this effect that advertisers are counting on when developing their next advertising campaign for the mass media.

The benefits of media advertising

Using banner advertising you can solve the following problems:
1) Increase traffic to the advertised site.
2) Increase sales volumes of the promoted product, especially if we are talking about any exclusive, expensive, innovative products. In this case, media advertising is the best remedy tell about a new product to a user who does not yet know about its existence and, accordingly, is not interested in it.
3) Inform the target audience about profitable offers, current promotions and discounts.
4) Notify a wide audience about new large-scale events (films, exhibitions, concerts and other events). In this case, display advertising replaces posters.

Information spaces for media advertising

Depending on the type of platform on which media advertising will be placed, the following media are distinguished:
1) Television that broadcasts advertising videos at certain times.
2) Printed publications that are posted on their pages advertising blocks.
3) Internet media (websites, electronic magazines, electronic newspapers, news and informational resources, popular social networks) that have the technical ability and desire to place a banner advertising block on their pages.
Banner advertising comes in the following formats:
- graphic banners (static blocks).
- flash banners (dynamic pictures, videos).
- TopLine (“stretch marks” located above the main content of the page or below).
- Rich-Media (banner blocks on top of the site’s content that will compulsively “run” after the mouse until they are closed).
- Pop-Under (advertising that opens in a new browser window if users click on the information they need), etc.

Features of banner advertising

1) Banner advertising has adopted the properties of contextual advertising, due to which it is shown to users depending on their search queries and the geography of their location.
2) Banner advertising is the most annoying type of media advertising. An Internet user is often disturbed when something flashes before his eyes (flash banner), covers half the space of the desired page (Rich-Media), or advertising blocks “jump out on their own,” so you have to spend time closing them.
90% of users are intolerant of such distracting advertising. Website visitors are most loyal to graphic blocks at the top or bottom of the site (TopLine).
Each advertiser decides independently - what is a higher priority for him, to be remembered, even with negative associations, or to get a loyal client, because users who search purposefully are more attentive.

At one time, we debated for a long time which category to include advertising on transport. In theory, this is outdoor advertising designed to attract the attention of users, which means it belongs to media advertising.

Therefore, in this article, let's understand what media advertising is, what it consists of, and how it can be useful for business.

Meal'n'Real

Its main task is to attract a person’s attention. For this, various technologies are used containing texts, pictures, infographics, company logos, maps, etc.

Let's do a little experiment. Think about the advertisements you saw today. Most likely, you won’t even be able to remember the last 5 advertising messages.

This is fine. Too much noise. And in 95% of cases, this noise is created by media advertising, because this includes the following channels:

TV advertising;
Advertising in the press (in printed materials);
Internet advertising;
Outdoor advertising;
Indoor advertising (this is advertising inside shopping centers leading to the shopping pavilion);
Advertising on transport.

From what we saw above, we can conclude that all advertising belongs to media advertising. But that's not true.

Cold calls or cold calls (telemarketing);
Advertising catalogs and brochures;
Souvenir products;
Promotional events.

And I’ll probably say something stupid now, but it suits everyone. Without exception. For example:

B2b niche – advertising in the press is ideal, as well as transit advertising (branded transport that delivers orders to clients);
The b2c niche is advertising on TV or radio, although many people refuse it because of its high cost in favor of outdoor and indoor advertising.

Or a universal “gentleman’s set” for all areas – + customized. The same advertising on the Internet. But there may be other options.

Lifehack. If you do the landing yourself, I recommend – PlatformaLP , Tilda , Bloxy .

For example, one of our clients, by posting advertisements in hallways, as well as placing regular advertisements in newspapers, was able to achieve much more than using other various ones.

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The death of offline media advertising

But I won’t say that traditional advertising is dying, because after one case of our client, I’m no longer sure about it.

Our client, installing satellite television, decided to declare war on his competitors.

Provided that for the most part it was, and not made using technology or.

So the season came and the client decided to allocate a small budget for offline advertising, as they say, “for testing.”

Imagine his surprise when the results from the “test advertising” turned out to be more significant, and the advertising itself was more effective.

It was after this moment that I again believed in traditional advertising and that it works, at least in the regions. But this is a small digression.

Pain from the difference: offline and online

This function is not available offline. This is what gives rise to the second difference. Aggressiveness.

Media advertising media

On our blog we have written a huge number of articles on different channels and methods of advertising. To study them, read these 3 articles first:

After studying these articles, you will decide on specific methods of presenting information, which can be divided into four means of transmission (types).

We will look further at which is more effective and how to apply them to your business using the example of several companies.

Banners

Generally, the larger the size, the more eye-catching it is. The more accessible the place, the more expensive the cost.

Offline we still pay for the fact of placement. On the Internet, the method has evolved and become more client-oriented, that is, pay for clicks has appeared.

But on urban and small sites there is also a placement scheme with payment for the time it will be on the site or for the number of impressions on the site.

It is now fashionable to call such media banners “teasers” - tease. That is, with their information they tease the user to perform a target action: visit, call, click or go to the site.

In the offline space, on average you will pay from 10 to 50 thousand rubles for one banner. Within the online space, I will give an example of placing a banner for a week on the main page of Yandex.

Prices on Yandex

However, I want to warn you. Banners have become boring to such an extent that now there is so-called “banner blindness”.

Video advertising

The most engaging means of presenting information. True, it takes time to assimilate it.

Due to ignorance of this, we once lost a large amount of money. Namely, they gave video advertisements to directors on social networks during working hours. Result?! They opened it, but did not turn on the sound because they were at work.

In addition to the fact that it is important to know at what time to show advertising globally, you need to know what to show and how long.

I’m sure you’ll figure out when and what to show, but I’ll tell you about the length, because there are 2 types of video advertising:

Rolls. Advertisements that play while you watch a video. You can call it an advertising break, which exists both on the Internet and offline.
– Pre-rolls (pre-roll) – videos played BEFORE the start of viewing.
– Mid-rolls (mid-roll) – a video that plays in the MIDDLE of viewing.
– Post-roll – a video that plays AFTER viewing.
Overlay. Banner (I told you there are a lot of them). A banner that is placed at the bottom of the video and is shown while watching the video. Offline these are creeping lines.

Personally, we now place a lot of emphasis on video advertising. Although it takes up more resources, the effectiveness of media advertising in this form gives the maximum effect.

But don't forget about our mistake. In addition to video, you also need to use text with an image, because not everyone has time to watch videos and not everyone likes to do it.

Branded advertising

It is also great for various film premieres or presentations of new products.

And only large federal companies use it, whose customers are every second person.

Branded advertising

Our personal belief is that if you are not in the VIP segment and you are not a federal company with billions in turnover, then you need to postpone this method of transmitting information for later.

Text and image ads

Offline examples are newspaper advertisements and magazines, where we see a separate attractive picture and separate text.

Offline, this was not clear to me at the beginning, until I saw an example. Behind these words lies Google’s contextual media network (CMN). Or rather, advertisements with pictures for these networks.

Text and image ad

Recently, the cost of an ad in contextual advertising has increased significantly, if we talk specifically about search.

I want to remain silent about offline, but my inner voice forces me to speak.

This is a twofold monster. I say this from experience, as I was previously a co-owner of the magazine.

It brings clients, but if we talk about maximum efficiency, then it can only be achieved by placing it in specialized publications.

Newspaper advertisements also surprisingly work, but only if your target audience is pensioners (there are still certain conditions, but these are rather exceptions).

Briefly about the main thing

It was not for nothing that I gave an example about our client, who used media advertising to “mow down” competitors.

By the way, this allowed him not only to eliminate many small competitors, but also to take first place in the region in terms of sales and recognition.

It was thanks to the use of offline and online media advertising that he achieved such results.

I am also sure that you have tried or are using the display advertising formats I listed above. Whether you use it correctly or not, it’s hard for me to say.

But the main thing is that you must realize that only with an integrated approach can you achieve great results and the benefits of media advertising will become obvious.

All other indicators were much lower. I think you now know where to direct your efforts 😉