Benefits of media advertising Display advertising on the Internet: why your brand needs it. Types of media advertising on the Internet

16.05.2021

Media advertising on the Internet is advertising in the media. The technology for submitting "medical information" can be different, on the Internet - text, video, graphics. Media advertising on the Internet uses various techniques to attract attention: logo, photo, geo-mark on the map, text

How to effectively draw attention to your product? How to convey to a potential buyer that it is with you that he will find the product or service in which he is interested? Display advertising does a great job with these tasks, which is why it is so popular.

So what is the difference between display and banner advertising on the Internet?

In this case, it is necessary to understand that banner advertising - special case media advertising. Speaking about the types of media advertising on the Internet, it should be borne in mind that it can be any type of advertising, for example, email - mailing list or video clip.

To deliver an ad to the target audience, display ads use cookies that allow you to track user behavior and properly customize ads. Advertisers aggregate the received data, which will lead to more effective behavioral targeting

You can often hear another name for media - display advertising (Display advertising).

Why do you need media?

The main tasks solved with the help of media advertising:

quickly attracting the attention of a large target audience to the promoted product;
increasing brand awareness;
improving the image and building brand loyalty;
increase in sales during periods of targeted or seasonal promotions;
generating demand for new service or a product on the market.

What does display advertising give to Internet business?

According to Yahoo, ComScore, Network and Specific Media, with the help of media, you can increase vital (branded) traffic seo 26%, contextual 155%, since after seeing a branded advertising banner, 21% of users later type the brand name into the address bar of the browser and 9% monitor brand on social media.
Modern media advertising tools make it as effective as possible. Being professionally organized and executed, it always achieves its goals, as it works targeted. The banner will be shown to those consumers who are already interested in the product or service you are promoting. The cost of media advertising on the Internet justifies itself, having a high ROI. With media, you will reach your KPIs.

The effectiveness of media advertising on the Internet

If you want to launch display advertising or increase the effectiveness of an existing one, entrust the placement to professionals. Our industry award-winning company employs experienced media traders, over 200 SSPs and many partners.

We will ensure the effectiveness of the media campaign thanks to

creating banner ads allowed addblock
traffic conversion services
post-view tracking system

Banners and landing pages should be adapted to mobile devices

To maximize conversions on smaller screens, ads, landing page, and site navigation should also be mobile-friendly.

VeAds display advertising cost

We offer several payment options for placing CPM and CPA display ads. We are ready to offer media retargeting by CPA if the traffic on your site is at least 100,000. If you have less traffic on the site, we will individually calculate the cost of CPM for you, on average it is 1 00 rubles / 1000 impressions. We guarantee high-quality, well-converting traffic.

We collect traffic, measure performance and optimize your ads and provide real-time analytics.

Benefits of online display advertising

One of the main advantages of media is accurate targeting. It is strictly targeted at the target audience, as the buyer who is already interested in purchasing, for example, a TV set, is encouraged to make the purchase easier. For these purposes, banners, videos and other advertising materials are placed on thematic sites, in the search results, or on other popular resources, taking into account the parameters of the visitor. It takes into account its geographical location, as well as search queries. If the user studies popular TV models in order to choose the most interesting option, then it's time to offer him to buy equipment from you!

Some prefer to order display advertising for the sake of effective function retargeting(i.e. retargeting). It allows you to return the visitor to the site with the promoted product or service, which he has already visited before. Repeated contact with a potential buyer who once showed interest motivates to make a purchase.

The next advantage of media advertising lies in the way the information is presented. Most often, the media is entertaining, and in some cases even interactive, prompting the user to perform a certain action, for example, click on a banner. The purpose of such material is to attract the attention of the page visitor so that he clicks on the link. At the same time, media advertising is not annoying, because, unlike TV and audio clips, it is controlled: the banner can be ignored, the video can be skipped, the pop-up window can be closed.

Display ad formats

For dynamic format, the frequency of ad impressions among unique users is configured, this format is the most popular at the moment.

Use formats and features that match your campaign goals.

Tell us what is your final goal and we will create media banner consistent with the goals of the campaign.

Types of media advertising on the Internet

Banners are static or animated (from several interleaved slides) graphic blocks that display this or that information. Here, the cost of display advertising depends on the number of impressions, time or number of clicks. The main purpose of the banner is to attract attention, to interest the visitor of the page, so they are bright and highly visible. Not tied to the theme of the site.
Text-graphic blocks. They are similar to banners, but they do not animate and at the same time they coincide with the theme of the site in terms of subject matter. Therefore, they are less like advertising, and resemble the recommendation of the site itself, which inspires confidence. For example, using a text-graphic block, a metal tile can be advertised on a construction site.
Video advertising (the share of which is constantly growing inside the media). Very similar to the videos shown on TV. It is distributed together with video content that is highly popular among Internet users today (especially online video). In contrast, a series of TV commercials that are shown to the viewer for several minutes can be turned off by the user a few seconds after the start of the show.

Branding. Spectacular, but expensive type of media, which consists in the redesign of the site itself using recognizable brand elements of the customer company. Branding is used on popular, actively visited resources before major events, movie premieres, promotions, etc.

Principles of the display advertising project

Make them an offer they can't refuse.

Media planning. Analysis of the target audience and selection of resources for placing advertising content. Not only sites are determined, but also the time for displaying advertising and the frequency in order to achieve the greatest number of responses.
Development of promotional materials. Development of basic ideas, creation of layouts, production of banners, videos, branding. A very difficult and responsible stage. If the material does not attract the attention of users, the investment will be in vain.
Advertising campaign monitoring. Evaluation of the effectiveness of the media, analysis of user behavior and the number of transitions, evaluation of offline response, i.e. making purchases, ordering a promoted service, etc.

Display advertising has great potential, which today is only being revealed on. This marketing tool is under active development and regularly opens up new opportunities. Since the influence economic crisis Increasingly, online advertising has remained virtually the only growing media.

What is a media-contextual banner. .

Media prospecting campaign: the goal, how to measure brand awareness. Read in .

The main task of media advertising on the Internet is to attract the attention of potential customers. The carrier of media advertising is somewhat reminiscent of a billboard, although the latter, in comparison with similar objects posted on the Internet, loses on several points at once.

Billboards are seen by absolutely everyone. Even those who are not interested in the content of the street "mouthpiece".

The main advantages of media advertising on the Internet are as follows: a potential client sees only the information that interests him and has the opportunity to immediately find out the details commercial offer by following the link.

Media advertising on the Internet. What is a banner

A modern online advertising banner is designed in the form business card. Even if users paid attention to the original marketing solution, but were not interested enough to click on the link, a vivid picture is still stored in memory.

Among the most popular on the Internet are banners, the size of which is 468 pixels (banner width) by 60 pixels (height). The final file is traditionally given the extension *.jpg, *.gif or *.flash.

Ways to promote

Banner advertising. It is used so often that even many advanced users refer to display ads as banner ads.
Text advertising. Most visitors to thematic sites note that text advertising is very easy to mistake for content, which cannot but resent.
It is a mix of useful information and advertising phrases.
Graphic advertising blocks. They annoy many users no less than text ads for the reason that they “merge” with the content of sites.

Promotional videos. That type of media advertising on the Internet, the effectiveness of which depends not so much on the design, but on the ability of the lecturer to "keep" the audience.

Using the TV-syns system. A relatively new invention of marketers. Based on the habit of most smartphone owners to while away the time allotted for television advertising on social networks or on gaming and thematic sites. Having fixed user preferences, TV-syns sends appropriate advertisements to their mobile devices.

Internet Marketing Tricks. Media advertising. Formats and types of advertising banners

According to the specification, banners are divided into pop-up (opens in a new window, overlapping the web page), reach-media (the window in which the banner is located is equipped with a cross, by clicking on which the user can close reach-media at any time), pop -under (also opens in a separate window, but not above, but under the previous window or web page), top line (covers the entire top of the web page), a banner with the ability to view some objects in detail (after hovering over the image, the picture enlarges ).

Formats of horizontal banners used on the Internet (in pixels): 728x90, 468x60, 234x60, 88x31, 120x90, 120x60.

Also, the banner can be in the form of a vertical rectangle with dimensions of 300:600, 160:600, 120:600, 240:400, 120:240 pixels.

In addition, an online banner can be square (250 by 250, 125 by 125 pixels) or almost square (336 by 280, 300 by 250, 180 by 150).

How banner ads are created

Media advertising on the Internet is not only an intriguing picture and "catchy" text. In order for media promotion to bring the desired result, there is no need to buy advertising space on all portals with high traffic.

So that everyone potential buyer(representative of the target audience) was able to see the banner on the content that he often visits, the participation of a strategic media planner is required.

This person knows everything they need to know about online display advertising to get the most out of it. Only he will be able to choose the online platform that is most suitable for an advertising campaign and calculate at what time the banner should appear on the selected sites.

What a specialist should know

A media planner should have an understanding of the methods of display advertising on the Internet and possess skills such as conducting media and marketing research, advertising monitoring, analysis of information about potential consumers, planning advertising budget.

What is a dynamic banner

A dynamic banner is a banner that consists of moving pictures and special effects. Not only programmers and designers can be involved in creating dynamic banners. There is work for copywriters as well, as dynamic banners often contain richtext - text or graphic blocks depicting text ads.

Benefits of static banners

Static banners are the simplest form of display advertising. They look like a still picture or text.

Static banners are light (small in volume), and therefore take up little space, that is, they do not "slow down" the loading of the web page. And most importantly, even an amateur can create a static banner and place it on the Internet.

Advantages and disadvantages of Flash

Animated banners or flash banners often cause a website or even the entire browser to run slowly.

The volume of a flash banner depends on the number of images (frames) replacing each other and the designer's imagination. The more frames and special effects - the larger the size of the banner. The Flash banner may contain animated elements that encourage Web users to become participants in various interactive games or take a test.

The main disadvantage of flash banners is that many potential consumers, working on the Web, specifically disable their display in the browser settings so as not to slow down its work.

Some advanced users consider the presence of sound to be a serious disadvantage of flash banners. It has been noticed that sound banners act as a source of irritation for the majority of visitors to commercial and thematic sites. Almost all potential buyers, having found a sound banner on a web page, immediately leave the site.

Google AdWords Display Advertising

The Google service is especially active in contextual display advertising resources on the Internet. Who hasn't seen ads? Google AdWords, he never used the possibilities of the World Wide Web.

Sites, blogs, and news feeds that carry ads must meet certain Google requirements. The uniqueness of this cooperation is that even “young” projects that have not yet been filled with content and have just parked a domain can have the right to show contextual display advertising from Google.

Internal reserves of media advertising

An online entrepreneur, using any type of media advertising, gets the opportunity to:

quickly capture the attention of a large number of potential customers and quickly find target consumers;

pay separately for each unique click or impression of an advertising banner (a unique click or impression is considered to be made by the will of the user who saw the advertisement), and not pay for promotion in bulk;

get a tangible return on all kinds of promotions and marketing techniques;

use different kinds video and interactive banners, retargeting and selective (narrowly targeted) advertising;

make adjustments to advertising campaign(for example, change the search parameters for potential customers by age, professional and other categories).

What is targeting

The word target is translated from of English language as "goal". Targeting advertising is called urgent delivery of information to a certain (selective) group of people or, in other words, to the target audience.

1. GENERAL PROVISIONS
1.1. This policy of WEB IT LLC regarding the processing of personal data (hereinafter referred to as the Policy) is approved in accordance with paragraph 2 of Art. 18.1 of the Federal Law "On Personal Data" and applies to all personal data that WEB IT LLC (hereinafter referred to as the Operator) may receive from the subject of personal data.
1.2. The Policy applies to personal data received both before and after the approval of this Policy.
1.3. This Policy is a public document declaring the conceptual foundations of the Operator's activities in the processing and protection of personal data.

2. PERSONAL DATA PROCESSED BY THE OPERATOR
2.1. For the purposes of this Policy, personal data means:
2.1.1. Personal data received by the Operator for the conclusion and execution of an agreement to which the party, or beneficiary or guarantor, is the subject of personal data.
2.1.2. Personal data received by the Operator in connection with the implementation of labor relations.
2.2. The terms and conditions for terminating the processing and storage of personal data of the subject of personal data are determined in accordance with the legislation Russian Federation okay.

3. PURPOSE OF COLLECTION, PROCESSING AND STORAGE AND LEGAL BASIS FOR PROCESSING PERSONAL DATA
3.1. The operator collects, processes and stores personal data of the subject of personal data in order to:
3.1.1. Conclusion and execution of the contract.
3.1.2. Implementation of labor relations.
3.1.3. The implementation and execution of the functions, powers and obligations assigned by the legislation of the Russian Federation to the Operator on the basis of and in accordance with Art. 23, 24 of the Constitution of the Russian Federation; federal law"On personal data"; Federal Law "On Information, information technology and on information protection” and other requirements of the legislation of the Russian Federation in the field of processing and protection of personal data.

4. TERMS OF PROCESSING PERSONAL DATA AND THEIR TRANSFER TO THIRD PARTIES
4.1. The operator processes personal data using automation tools and without using automation tools.
4.2. The operator has the right to transfer the personal data of the subject of personal data to third parties in the following cases:
4.2.1. The subject of personal data has clearly expressed his consent to such actions.
4.2.2. The transfer is provided for by the current legislation of the Russian Federation within the established procedure.
4.3. When processing the personal data of the subject of personal data, the Operator is guided by the Federal Law "On Personal Data", other requirements of the legislation of the Russian Federation in the field of processing and protection of personal data and this Policy.

5. RIGHTS OF THE SUBJECT OF PERSONAL DATA
5.1. The subject of personal data has the right to receive information regarding the processing of his personal data, including information containing:
5.1.1. Confirmation of the fact of personal data processing by the Operator.
5.1.2. Legal grounds and purposes of personal data processing.
5.1.3. Methods of personal data processing applied by the Operator.
5.1.4. The name and location of the Operator, information about persons (excluding employees of the Operator) who have access to personal data or to whom personal data may be disclosed on the basis of an agreement with the Operator or on the basis of federal law.
5.1.5. Processed personal data relating to the relevant subject of personal data, the source of their receipt, unless a different procedure for the provision of such data is provided by federal law.
5.1.6. Terms of processing personal data, including the terms of their storage.
5.1.7. The procedure for the exercise by the subject of personal data of the rights provided for by this Federal Law.
5.1.8. Information about the performed or proposed cross-border data transfer.
5.1.9. The name or surname, first name, patronymic and address of the person who processes personal data on behalf of the operator, if the processing is or will be entrusted to such a person.
5.2. Information regarding the processing of personal data of the subject of personal data provided to the subject of personal data should not contain personal data relating to other subjects of personal data, except in cases where there are legal grounds for disclosing such personal data.
5.3. The subject of personal data has the right to demand from the Operator the clarification of his personal data, their blocking or destruction if the personal data is incomplete, outdated, inaccurate, illegally obtained or not necessary for the stated purpose of processing, as well as take measures provided by law to protect their rights .

6. INFORMATION ON THE REQUIREMENTS FOR THE PROTECTION OF PERSONAL DATA
6.1. The most important condition for the implementation of the goals of the Operator's activities is to ensure the necessary and sufficient level of security of personal data information systems, confidentiality, integrity and availability of processed personal data and the safety of data carriers containing personal data at all stages of working with them.
6.2. The conditions created by the Operator and the mode of protection of information classified as personal data make it possible to ensure the protection of processed personal data.
6.3. The Operator, in accordance with the current legislation of the Russian Federation, has developed and put into effect a set of organizational, administrative, functional and planning documents that regulate and ensure the security of processed personal data.
6.4. A security regime for the processing and handling of personal data has been introduced, as well as a regime for protecting the premises in which the processing and storage of personal data carriers is carried out.
6.5. A person responsible for organizing the processing of personal data, personal data information system administrators and a personal data information system security administrator have been appointed, they have defined responsibilities and developed instructions for ensuring information security.
6.6. The circle of persons who have the right to process personal data has been determined, instructions have been developed for users on working with personal data, anti-virus protection, and actions in crisis situations.
6.7. The requirements for personnel, the degree of responsibility of employees for ensuring the security of personal data are determined.
6.8. Employees involved in the processing of personal data were familiarized with the provisions of the legislation of the Russian Federation on ensuring the security of personal data and the requirements for the protection of personal data, documents defining the Operator's policy regarding the processing of personal data, local acts on the processing of personal data. Periodic training of these employees on the rules for processing personal data is carried out.
6.9. Necessary and sufficient technical measures have been taken to ensure the security of personal data from accidental or unauthorized access, destruction, modification, blocking access and other unauthorized actions:
6.9.1. An access control system has been introduced.
6.9.2. Protection against unauthorized access to workstations, information networks and personal data bases has been established.
6.9.3. Protection against malicious software and mathematical influences has been installed.
6.9.4. Regular backups of information and databases are carried out.
6.9.5. The transmission of information over public networks is carried out using the means of cryptographic information protection.
6.10. A system of control over the procedure for processing personal data and ensuring their security has been organized. Planned compliance checks of the personal data protection system, an audit of the level of personal data protection in information systems personal data, functioning of information security tools, detection of changes in the mode of processing and protection of personal data.

7. ACCESS TO THE POLICY
7.1. The current version of the Policy on paper is stored at the address: 129085, Moscow, Prospekt Mira, 101V, building 2.
7.2. Electronic version the current version of the Policy is posted on the Operator's website on the Internet.

8. UPDATING AND APPROVAL OF THE POLICY
8.1. The policy is approved and put into effect by an administrative document signed by the head of the Operator.
8.2. The Operator has the right to make changes to this Policy. When making changes in the name of the Policy, the date of the last revision of the edition is indicated. The new version of the Policy comes into force from the moment it is posted on the Operator's website, unless otherwise provided new edition Politicians.
8.3. The norms of the current legislation of the Russian Federation apply to this Policy and the relationship between the subject of personal data and the Operator.

Display advertising is a tool for marketing promotion of brands, websites, trademarks, goods, services, etc., when information about the product is placed on the media platforms. mass media(mass media).
The main difference between media advertising and other types of advertising is the key factor - attracting the attention of consumers occurs through the visualization of information (flash pictures, videos, images, etc.).
Thanks to the visual presentation of information, such advertising is more quickly perceived by the consumer, there is no need to delve into its meaning, no need to waste time reading it. Most often, media advertising reaches the consciousness of consumers even if they do not plan to be interested in it (the eye glimpsed the banner between transitions through Internet pages, but the information was remembered subconsciously).
It is this effect that advertisers are counting on when developing the next advertising campaign for the mass media.

Benefits of media advertising

With the help of banner advertising, you can solve the following tasks:
1) Increase traffic to the advertised site.
2) Increase sales of the promoted product, especially when it comes to any exclusive, expensive, innovative products. In this case, media advertising is the best way to tell the user about the new product, 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, media advertising replaces posters.

Information spaces for media advertising

Depending on the type of platform where media advertising will be placed, the following carriers are distinguished:
1) Television that broadcasts promotional videos at specific times.
2) Printed publications that place advertisements on their pages.
3) Internet media (websites, electronic journals, electronic newspapers, news and informational resources, popular social networks) that have the technical ability and desire to place a banner ad block on their pages.
Banner ads come 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 content of the site, which will obsessively "run" behind 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.

Feature of banner ads

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. The Internet user is often disturbed when something “flickers” before his eyes (flash-banner), covers half of the space of the desired page (Rich-Media), or ad blocks “jump out on their own”, so you need to spend time to close them.
90% of users are intolerant of such distracting advertising. Site visitors are most loyal to graphic blocks at the top or bottom of the site (TopLine).
Each advertiser decides on his own - what is more priority for him, be sure to be remembered, even with negative associations, or get a loyal client, because users who search purposefully are more attentive.

We believe display advertising is a great addition to contextual advertising. However, by itself, it can bring significant benefits to the brand, as it is aimed at a wide coverage of the audience and the minimum cost of contact with it.

Advertising on portals

Internet portals are a site that is widely popular due to the provision of free services to users (mail, search, news, weather, traffic jams, etc.)

Why is this needed?

Image. Advertising on portals creates an impressive image and increases the effectiveness of other types of advertising.
echo effect. Advertising on portals can provide long-term sales.
recognition. Advertising on portals creates an image of your company or product in the eyes of the audience.

Advertising on thematic sites

In Runet, there are many sites on every significant topic, including yours. Of course, when organizing a comprehensive promotion on the Internet, you should not ignore the resources that accumulate your target audience.

Advantages:

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

We use different types of display ads and unique settings:

image advertising (advertising of a trademark, brand)
product advertising (advertising a specific product)
trade advertising (place of sale advertising, promotions, sales).
special projects

and not only….

By the way, if you choose an image advertising campaign for yourself, then it should be noted that you do not need to invest in clicks to the site. It would be better to invest in a brighter and more noticeable impact. Therefore, without the help of specialists can not do.

Our services for working with this tool have already been used by such brands as: National Bank Trust, Automobile.ru, La Redoubt Rus, Transbank, MVideo and others.

We know how to make display advertising work 100% for our clients.

Interested?

Price platforms

Potential customers, at present, are becoming more selective - they carefully study the product, its characteristics and offers on the market, and use more sources of information at the stage of searching and choosing a product. In this direction, price platforms are indispensable, they provide all the opportunities for comparing and choosing goods, manufacturers and sellers.

Price platforms- services that help to choose and buy goods or services. And for advertisers it helps to sell these products and services.

Tasks of price platforms:

Informing the audience about products
Growth in sales and increase in income when doing business online
Increasing brand and company awareness

Convenient payment for accommodation:

For transitions
Tariffs (per month)

We place information of our clients in a network of thematic sites, price catalogs and work with more than 25 key price platforms.

Among them:

Yandex. Market
Torg.mail.ru
Price.ru
Nadavi.ru
CorpGure.ru
Mixmarket.biz
Search-podbor.ru
www.sravni.com
TopAdvert

According to our research, Yandex. The market is about 30% of sales from the entire online store.

Advantages of price platforms:

placement of information about the product in all regions of Russia;
automatic update of the price list several times a week

By the way, among our clients are Euroset, Automobile.ru, Avito.ru, National Bank Trust, etc.

If you want to quickly increase your sales up to 30%, iСonText employees will provide professional assistance in working with price platforms in a quality manner and in a convenient time.

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