Media advertising: formats, efficiency assessment

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Display advertising is a type of advertising that is placed on various media platforms, such as websites, mobile applications, social networks, video hosting sites and other digital channels. The key feature of display advertising is that it is shown directly to the target audience as they interact with the content.

Banner advertising
Banner advertising is one of the most business owner database common and recognizable formats of media advertising. Banners are graphic or animated advertisements placed on web pages.

Types of banner advertising:

Static banners are simple images with a fixed design.
Animated banners are banners that use animation to attract attention.
Interactive banners - banners with additional features such as pop-ups, rollovers or game elements.
Advantages and features of using banner advertising:

Wide audience reach - banners can be placed on a large number of popular web resources.
Visual appeal - banners allow you to present your advertising message in a bright and creative way.
Targeting - banner ads can be targeted to specific audiences based on various criteria.
Interactivity - interactive banners encourage greater user engagement.
Relatively low cost - banner placement is usually cheaper than other media advertising formats.
However, the effectiveness of banner advertising largely depends on the quality of the creative, the relevance of the target audience and the overall placement strategy.

Video advertising
Video advertising is one of the most effective and fastest growing media advertising formats. It is a commercial shown to users in video content.

Main types of video advertising:

In-stream video advertising:

Pre-roll - video advertising shown before the main video.
Mid-roll - video advertising placed in the middle of the main video content.
Post-roll is a video advertisement shown after the main video.
Out-stream video advertising:

Native - video advertising integrated into the natural context of a web page.
Social media videos are advertising videos posted on social media.
Key benefits of video advertising:

High level of audience engagement - users actively watch video content.
The ability to create emotional impact - video allows you to convey brand messages in a more vivid and memorable way.
Non-standard media advertising formats
In addition to traditional banners and video advertising, there are more creative and non-standard formats of media advertising:

Rich Media:

Pop-ups are banners that appear over content.
Expanding banners are banners that increase in size when hovered over or clicked.
Interstitial - full-screen banners that appear between pages.
Sponsored Integrations:

Branded blocks are advertising blocks stylized to match the design of the site.
Sponsorship inserts - brand integration into content (for example, a logo on a video).
Native Advertising:

Advertising publications integrated into the natural content of the site and stylized to match it.
Allows you to create less intrusive and more relevant advertising messages.
Advantages of non-standard formats:

High audience engagement
Opportunity for creative and non-standard brand presentation
Better integration into user experience
-Reduced banner blindness
Proper use of such formats can significantly increase the effectiveness of media campaigns.

Assessing the effectiveness of media advertising