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★ Media Advertising ★
Contents:
• Media advertising formats
• Media banners
• Video
• Audio
• Branding
• Advantages and disadvantages
• Placement of media advertising
Media advertising is a type of advertising that focuses on the visual perception and captures the audience's attention with the help of images, videos and audio. Media advertising is also called online media buying, describing the process of placing media ads.
Broadly speaking, media advertising includes almost all methods of advertising. In a narrower sense, media advertising usually means banners and video content.
Payment for media placement can be made according to the rental period of the advertising space, based on the number of impressions (CPM - cost per mille), clicks (CPC - cost per click) or the number of targeted actions (CPA - cost per action).
Formatting in media advertising
Online advertising comes in many forms. Depending on the specific problems and characteristics of the target audience, the most effective online advertising options will be selected.
Media banners
Media banner advertising can be called the most common and classic solution.
There are the following types of banners:
Standard: standard items are located in separate blocks of the site page and have a fixed size (240 × 400, 72 8 × 90, 160 × 600, etc.). Can be static or with effects.
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Standard banner ad
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Richmedia: accompanied by animation, music, has interactive elements. Richmedia banners use flash technology.
Pop-unders are advertising offers that open on a new page when you click on things that appear above the main content. They often cause a negative reaction from the audience, and sites that post such advertising materials may have a lower ranking in Google and Yandex.
Stretchable banners are blocks that are placed across the entire width of the browser window and adjust to its size when it changes. These banners are popular media buying options. Stretchable banners are usually located at the top of the page.
Imitations: they are teasers that appear at the bottom of a page, similar in appearance and size to online dating sites, social networks, and other such instant messages. Imitation banners are often accompanied by sound.
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Fig. Example of media banners on iravaban.net
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Banners sometimes can be not shown due to ad blocking in the browser, which should be taken into account when planning advertising campaigns.
There is also the phenomenon of so-called banner blindness: people have learned to ignore or mentally block out banners all the time and everywhere due to their high abundance, so creating banners requires a careful study of the audience and the advertised object to overcome or reduce the effect of banner blindness.
The Yandex search engine, for example, offers the placement of graphic banners not only with media content on partner sites and placing them in its own other online projects, but also in the block allocated to the right of the organic search results of any query.
Such contextual display advertising is quite noticeable and effective.
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Video
This is a relatively new type of media advertising that has come about thanks to the explosive growth of video content.
Depending on the location, the following options are possible:
Pre-roll is a video whose viewing is activated before the main video is loaded. This is the most common option. Sometimes it is possible to turn off the pre-roll after a few seconds of watching the video without watching it to the end.
Mid-roll is displayed in the middle of a video. This is a more rare media buying type.
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Video Ad Media Placment Example |
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Post-roll is a video ad at the end of a main video.
Overlay is a type of banner overlaying the content, usually small and horizontally oriented, that is displayed on top of the video content, most often at the bottom. User can close it.
Video commercials are usually much shorter than their TV counterparts and are accompanied by a link to the advertised website.
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Audio
Audio clips are a fairly rare form of media advertising on the web. Such installation can be found in Yandex services: Yandex.Music and Yandex.Radio. A short promotional message plays between the music tracks.
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Branding
With this method, during media buying, the entire site or its part is designed in the advertiser's brand style.
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TELE2 Branded Media Advertising |
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A branded background is most often used for this purpose, but other elements can also be branded, such as a changing cursor.
All this is not blocked by ad blockers, which is reflected in the cost of advertising.
Advantages and disadvantages of media advertising
Advantages:
• more informative than plain text;
• affects different senses of perception;
• media ad is able to establish a sensory connection with the help of media means;
• helps to form an opinion about the brand;
• promotes awareness growth;
• stimulates interest in the advertising object;
• effectively attracts attention at a high level;
• has a wide audience;
• has precise targeting tools;
Payment is made by different criteria (impressions, clicks).
Disadvantages:
• high cost of placement on top sites;
• the need for significant investment in the development of quality materials that can overcome banner blindness;
• the difficulty of measuring the effectiveness of display advertising because it focuses more on psychological impact than on clicks;
• inability to view certain offers due to ad blockers;
• gradual decrease in effectiveness of exposure due to frequent viewing.
This marketing tool is mainly aimed at the so-called cold audience and is aimed at creating demand rather than satisfying it, which is what distinguishes media advertising from classic contextual advertising.
Placement of media advertising
Google uses the Google Display Network and Yandex uses the Yandex.Display service to run and manage media advertising campaigns.
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In Yandex, videos can be posted independently under the control of the customer service department. To do this, you need to fill out the order form. You can also use the services of professional certified agencies to place media ads.
Different types of targeting are available in the settings.
• geographical,
• local by coordinates,
• facial profile,
• Behavioral
• exploratory.
• Yandex.Audience segmentation in Yandex,
• by segmenting providers with DMP data (Data Management Platforms - data providers, which may include advertising agencies, publishing houses and advertising companies,
• categories of users,
• audience interests,
• Few TV watchers,
• Many TV viewers,
through devices and software.
Both standard banners and their various edits, video and audio ads are available for use.
The transfer of these functions from Yandex.Display to the Yandex.Direct platform has already been announced.
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In Google Ads (GDN) contextual display advertising may include:
specific websites,
• keywords / key words,
themes,
• audience according to interests,
interested buyers,
demographic data,
• email lists,
• geography of users, etc.
Advertising can be in the form of graphical banners and videos.
In addition to the services of Yandex and Google, it is also widely used to buy space under a contract from a certain site and use CPA, teasers and other advertising networks. |
