Display Advertising - Formats

The format of a display advertisement has the power to compel the users to click on it. In this chapter, we will discuss the formats that are regularly used in online display advertising.

What is Display Advertising Format?

The basic meaning of a format is the way something is arranged or set out. So, using the template design, text arrangement, image selection, and static or video presentation everything is the part of display advertising format.

Following are some of the popular formats those are being used for the display advertising −

Banner

Banner is the most common form of advertisement, which consists of image and logo with brief description. It also includes call to action (as shown in the following image).

However, these days, banners are also designed to include audio and video features. These are designed in various shapes and sizes depending upon the place where they are planned to display. Further, design choice of a banner also depends upon the budget and other requirements including the type of products and services. Image of a video banner is shown below −

Textual Format

As name suggests, textual format carries the information in text format only (as shown in the following image).

For many types of ad, textual format is more effective. Another advantage is - it does not carry any malware/cookies/virus and easy to download. In addition to this, Major search engines such as Google, Bing, etc. support only text ads on their search engine result pages.

Pop-up

This is similar to banner, but it has typical format that appears between two content pages. An example of pop-up format is shown below −

Remember, pop-up format is not suggestible because it irritates user and leads to low click rate. Better to avoid such format for your ad.