Get Users’ Attention with Display Ads

Display ads is a form of advertising commonly seen on various websites. You are likely familiar with seeing a banner at the top, in the middle, or as the background of a website.  

In the current advertising landscape, users are exposed to thousands of ads on practically every website they visit, so capturing their attention is more crucial than ever. 

Knowing this, it’s crucial to understand how you capture users’ limited attention, and how your can differentiate your creative content. So, let’s have a look at what display ads can do. 

 

A Display Ad Can Reach Your Audience  

Display ads can be incredibly effective if they are used correctly and you exploit their full potential. Some of them are known as high-impact formats and can take up a lot of space on a website, effectively grabbing the user’s attention. The high-impact format can also help drive brand loyalty and production efficiency.  

As the high-impact ad is a full-screen format, it is a larger and more effective eye-catcher than smaller, standard display ads. This increased visibility, however, comes at a higher cost.  

However, the high-impact formats can incorporate rich media, allowing the user to interact with the ad, for example by hovering over a banner, triggering a video to start playing. Rich media offers advertisers a range of options for creating highly engaging ad experiences. 

Therefore, a display ad is an effective way to reach your audience. This is also possible because demand site platforms (DSPs) use data to target only the desired audience. The system achieves this by using keywords like demographics, geography, interests, and even weather to improve targeting. 

High impact banner on TV 2 website 

 

Dynamic Creative Optimization 

Another exciting way to give your display ads a competitive edge is by using dynamic creative optimization (DCO). Keywords like demographics and weather make it possible to use DCO, allowing for a more flexible and automated setup. It allows you to build tailor-made creative display ads for your users while also saving time. These banners also offer a unique advantage: a consistent design and layout that can dynamically adapt its content based on various triggers.  

DCO lets you tailor display ads according to the specific user, adjusting offers, messaging, and which pictures to include. Algorithms show you if the user has visited the website before or searched for a specific item on it. By using these algorithms, you can make the ad more targeted, for example by advertising an item the user didn’t end up buying. 

On the other hand, there’s the opportunity to use application programming interface (API) solutions, which allow real-time data exchange, giving instant insights. This, for example, makes it possible to see the current temperature for the location, where the user is located. If the user happens to be looking for a coffee machine, and you can see that the temperature is high, then perhaps it’s more relevant to show a banner with iced coffee rather than a steaming hot Americano. In this way, you can adapt your display banners to effectively reach the right user with the right message, using real-time data.  

 

Call-to-Actions Banners 

While display ads can capture the users’ attention, a well-crafted call-to-action (CTA) banner actually drives action, encouraging users to engage further. With this kind of banner, you can guide the user towards purchasing a specific item.  

Therefore, these banners must be visually compelling and deliver a clear message, enticing users to click on it. The banner’s design must use colors that resonate with the users because colors can evoke emotions and actions, so you must consider cultural context, brand alignment, and accessibility. A proper understanding of color schemes’ effect is valuable when building your CTA banner.  

 

What You Need to Pay Attention To 

When designing your next attention-grabbing display ad, consider these key points:

• If the resources are available, it’s beneficial to make the display ad in a high-impact format and incorporate rich media.
• DCO enables efficient creative production by letting you reach users with customized banners without needing to create multiple versions.
• A well-crafted CTA banner can effectively drive users to make the desired action, such as purchases.
• The creative possibilities of display ads make them a powerful asset in any marketer’s toolkit.  

 

We’ve worked with many clients on building impactful display ads, showcasing just how much of a difference this ad format can make. If you would like to know more, reach out to Kristoffer Mydtskov, Programmatic Specialist, at [email protected].