Display Advertising - Limitations

Every coin has two faces, similarly display advertisement also carries some limitations with itself that need to be addressed with proper care.

Internet Speed

Display ads carrying interactive message with images are heavy and it needs faster Internet speeds to get displayed on the webpages. Unfortunately, faster internet is not available with every one every time.

Technical Obstacles

Normally, the display ad is of intrusive type (pop-up), which is irritating for many people. Because of this, many of the browsers block pop-up ads. For example, the Adblock Plus (extension of Firefox Browser) blocks advertising on web pages.

Limitation to Measure

Measurement of a display ad is a difficult task and hence, it cannot be adequately tracked.

Consumers Apathy

As research report says, consumers are reluctant to heed online ads; or in other words suffering from advertising fatigue. Resultantly, they ignore ads coming on web pages. It is a big disadvantage of a display advertising.

Risk Associated with PPC Ad

There is an inherent risk accompanying with pay per click ads, i.e., your competitors can increase your cost by clicking on your ad and not purchasing.

Technical Errors

Following are some of the technical errors associated with Display Ads −

• Some ads are heavy and take a lot of time to load.

• Some of the ads dont have close option.

• Some ads cover the main content that you are intended to see.

• Some ads are not clear at all and very difficult to understand.

• Some are bigger enough to cover more than half page.

• Some ads are floating that keep moving all over the screen.

• Some ads are intermittent, i.e., keep coming and going on the screen.

• Some ads automatically play video or audio.