5 Types of display technologies available in Singapore

There are plenty of ways we can distinguish display advertising types. They include static, animated, interactive, video, and expanding screens. Static is a still image that usually has text, whereas animated or video ads include GIFs, short clips, and other forms of video content. Interactive types of display ads incentivize users to partake in a quiz, survey, simple game, or any other form of interaction.

Finally, expanding ads on LCD screens grows bigger once a user places the cursor over the ad and it will reveal more information.  Displays can be broken down into other categories to discuss more types of display advertising:

1) Traditional displays

• This includes an image accompanied by some text.
• They are more commonly found on websites.

2) Responsive displays

• These displays have various colours, headlines, images, and styles that are personalized to appeal to a certain user.

3) Retargeting

• Also known as remarketing displays
• They are visible only to viewers who have been on your website before and performed a set of actions.
• For example, if a user looked at a certain item but did not put it in their cart, they might see an ad for this item when they visit the website next time.

4) Native

• These displays usually try to mimic the website’s natural surroundings and look.
• Their main goal is to look like a part of the website.
• This includes following the ideal style, font and design.

5) Social

• These display ad types are placed on social media networks such as Facebook, YouTube, and LinkedIn.
• They may be static, animated, interactive, video, or expanding screens.

Where to find Platforms for Display Ads?

It is common to find displays on Facebook and Google.

1) Google Display Network

• This technology has accumulated more than 200 million websites and applications that can be used to advertise your product.
• Although it can be quite expensive, proper targeting will allow a more seamless reach of audiences that would actually be interested in your company and generate leads.

2) Facebook Audience Network

• Meta incorporates several highly popular networks which make their reach far and wide.

3) Twitter Audience Platform

• This is another intelligent solution service that reaches 700 million people.
• Even though Twitter’s reach is significantly smaller than Google’s and Facebook’s, it still offers great advertising potential, especially if you know your audience well.

The importance of setting KPIs for your marketing strategy

KPIs allow marketers to measure their activities and evaluate the success rate of marketing efforts.

There are all sorts of methods you can use to evaluate your KPI:

1) Impressions

• Impressions are the number of times your ad has been shown on a website or application.
• The number in itself does not mean too much, but the ratio with other metrics shows the performance of the advertisement.
• For example, if impressions grow but other metrics remain the same, you might want to strategize your campaign.

2) Reach

• Reach will provide the number of users who actually saw the advertisement on the website or application but did not interact with it.
• This metric can help you evaluate whether the ad is shown to the right people as well as prevent ad fatigue.
• If the ad is pushed to the same users who choose not to interact with it, it can lead to ad fatigue.
• The best-case scenario would be to optimize your targeting parameters to avoid this outcome.

3) Click-Through Rate (CTR) 

• CTR demonstrates the ratio between the number of people who clicked on the ad banner and impressions.
• For example, with 100 impressions and 2 clicks, your CTR will be 2%.
• This metric is crucial for assessing the efficiency of your digital online advertising and marketing campaigns.
• If you notice a low CTR, consider tweaking your ad by making it more striking and visually appealing.

4) Conversion Rate

• Conversion rate will be the right choice as it is the most vital metric that calculates the number of users who clicked on the ad and performed a certain action such as downloading a whitepaper or app, making a purchase, signing up for early release, and more.
• A low conversion rate may indicate that your landing page is not optimized or your targeting is wrong.
• The former can be fixed by A/B tests on landing pages whereas the latter can be improved by readjusting your targeting efforts.

Benefits of Display Advertising

Display ads can be beneficial to some more than others.

Able to boost Brand Awareness

When executed right and targeted toward the audience of interest, a digital display ad can be a great contributor to a coherent and visible brand image.

Especially for smaller companies, getting your brand name out there and reaching wider audiences is a vital marketing step.

Reach a wider market

Using services like Google Display Network, companies can reach unprecedented amounts of potential leads and customers.

This will allow marketers to identify their potential customer base and target them specifically from various locations and across devices and formats.

Utilizing Targeting Features 

There are two types of targeting features: contextualization and segmentation.

Contextual targeting allows marketers to specify the keywords and key phrases as well as search terms for publishers to maximize the chance of product exposure to their target audience.

User segmentation targets users based on their demographics, location, language, hobbies and more.

Remarketing or Retargeting Ads

Remarketing activities are highly efficient since they are pushed to audiences that are already familiar with the product.

On average, remarketing delivers higher CTR and conversion rates and increases ROI in the long term.

For example, offering products that the user has already viewed but never purchased will increase the chances of the sale.

Increasing Diversity 

Depending on your budget, goals, and target audience, you can create an ad that will be appealing.

From static text and images to videos and interactive games, businesses can take advantage of various formats to speak to their audiences.

Measuring the Results

Digital display ads are measurable and tangible which allows marketers to monitor the performance of their activities and pinpoint which ones work the best.

Google Analytics and other marketing tools offer a large variety of services and functions to track and measure ad outcomes and fine-tune marketing strategies.