Online advertising is found daily in our browsing and is
part of it, within social networks, when we play a video, such as in searches
or browsed sites.
– THEY ARE EVERYWHERE!-
It is the typical phrase of people when you want to explain what it
really is and what are the differences of each of the types of campaigns that
are often played.
In all the websites, applications and games, there are different advertising spaces, they can be empty entries, others are presented in the loading time, others open a separate tab, then we have those that are seen before or after a video, in a popup, a link, and many more.
The content of each of them may vary depending on the type and where it is displayed, but they can be multimedia content such as videos, images or also texts and links.
We think it is very important for our readers, that they can differentiate which one is and if one day they have to carry out an online advertising campaign of any kind, this previous basic knowledge will facilitate both their development and their configuration.
All the detailed formats and types of advertising are standardized and regularized by the IAB (Interactive Advertising Bureau). It is a commercial advertising organization that develops industry standards, conducts research and provides legal support in the area of online advertising.
There are many advertisements nowadays and it is a sector that grows exponentially, inviting us to enjoy new technologies and designs as well as usability and navigation, in the formats that are born every year. These can be calculated by: CPM (cost per thousand impressions), CPC (cost per click), CPA (cost per action), CPL (cost per completed lead), among others (although the nominees are the most used).
Despite the fact that ROI (return on investment) is not an indicator that is used exclusively in digital advertising, it is a financial term that compares the profit obtained in relation to the investment made, the same easily happens in the digital advertising. ROI is a metric used to measure the profitability of the efforts made in this area. A large percentage of the campaigns, especially the direct response type, are evaluated based on ROI.
Below we will detail each of the most widely used advertising campaigns today, with a brief description to recognize each of them:
• Text Ads: Text Ads, with a link to the advertiser’s site.
• Display ads: graphic ads of different dimensions, in the form of a banner located on the destination pages. These banners are a combination of images and text. We can also include audio, video or other interactive formats.
• Skycrapers: The skyscraper has a vertical design, perfect to be placed on side bars on destination web pages (the side ones). This format is usually designed with a size of 120 × 600 pixels, but currently, larger sizes are also used, with designs that reach 160 × 600 pixels. There is a similar 300 × 600 pixel format, known as double-sky.
• Pop up: Ads that play in a new window. The IAB includes display ads, but this does not classify whether the ads contain content with others in the same public space.
• Pop-under: Ads that play in a new window but behind the destination website.
• Hover Ads: Ads that play above the website, that is, pop-ups that integrate with the site. They commonly contain multimedia content.
• Interstitial Ads: Advertising ads that play between the source page and a landing page, requesting a click or waiting a few seconds to view the site.
• Reminder: Generally, the advertising reminder is linked to the campaigns in interstitial format. It is similar to a banner and its purpose is to “remember” an advertisement before the hearing.
• Frame Ads: Plays steadily within a frame on the website and does not close if the page is scrolled.
• Wallpaper Ads: Appears on the wallpaper of the landing page without affecting reading.
• Brand Day: This advertising format allows a high ROI. The advertiser appears in all areas of the page and can be seen in parallel, in each section of the page.
• Rich media: This is a very heavy advertising format and is often reproduced in a drop-down or scrollable manner on the screen. Includes videos or animations for user-advertiser interaction. Sometimes it can have such heavy content, that it can slow down the web loading speed and start site SEO.
•Billboard: Its usual measurements are 970 × 250 pixels and it can be expanded. Contains videos or animations that can last 2 minutes. In these types of formats, it is very important to attract the user in the first few seconds of their reproduction, since otherwise the user abandons or ignores the campaign.
• Pre-roll: It is a widely used advertising format that offers a high ROI. This format consists of being played before the video offered by the landing page. A large percentage of people see the ad based on its characteristic since it can take 5 to 15 seconds to close. There are two variations:
•Mid roll: Its appearance in half of the content played.
•Post roll: Its appearance in at the end of the reproduced content.
• Banners: This format contains images in .jpg or .gif format or multimedia application that can be developed mainly in Flash or Java and can be static or interactive: If they are static, the content is completely there, but if they are interactive it may contain a link to obtain more information in a new window.
The banner has standardized dimensions, expressed in pixels:
• Rectangular banner.
• Banner button.
• Skyscraper with banners.
From the cell phone, the computer, the tablet and even the television, we can find various advertising campaigns that are reproduced at different times and spaces, each one fulfilling its objective.