Understanding Display Advertising

By Ted Dhanik

Display advertisements have gained in popularity in recent years.  Display ads are also often called point-of-purchase advertisements.  Display ads can be both online and offline.  These types of ads require thought and strategy.  Marketers and advertisers who use these types of ads spend a decent amount of time researching a target audience so that they can come up with an enticing and interesting ad.  Advertisers use these ads to gain the interest of a specific demographic.

When display ads are placed online, they are put on websites that the target audience visits often.  These types of ads function by not just attempting to calculate the actions and purchases of the consumers, but also by influencing and possibly changing the actions of the consumer.

When used offline, display ads typically serve to remind potential customers about a specific product.  These ads can be very effective if utilized correctly.  Usually display ads involve various types of print media such as posters and signs.  One reason for a display ad is to notify consumers about a product or a special promotion.  These ads are normally informative and encouraging.  Display ads often sway customers to choose one item or brand over another one.

Whether display ads are used online or offline, the purpose is to inform, remind, and encourage customers to check out and ultimately purchase a specific product.  These ads often convince impulse shoppers to buy a product or service due to the persuasive tone that’s used.

Author bio: Guest post is submitted by Ted Dhanik, the president and co-founder of engage:BDR.  Engage: BDR is a leading media company that offers marketing solutions for direct response marketers and advertisers.  Ted Dhanik has his bachelor’s degree in Business Administration and Marketing from California State University, Hayward.  Ted Dhanik was previously the VP of Strategic Marketing for Myspace for over five years.