How display banners work well:

• - Display banners can be a cost effective way to buy reach, and design costs can be low.
• - They can work well for specific brand messages out to a large number of people.
• - Depending on the campaign, display banners may click better on certain websites, but this can be an ineffective measure for branding purposes.
• - There are a variety of ad sizes available, allowing the advertiser more choice.
• - Smaller international creative can often be used in larger sizes (eg, a 728X90 ads can run in a 760X120 placement), which can cut reduce deisign costs.

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Things to consider:

• - Make sure you’re buying placements based on the audience you want to reach (following clicks may not always get you the right audience)
• - For performance campaigns, it is important to have a clear call to action, otherwise the display banner tends to work better for branding.
• - Remember, banners influence people well beyond the click. Make sure you’re monitoring post-click activity in the form of sites visits and direct google searches for your brand
• - Because of their limited space, keeping to the essential elements in your banner design is important.

How rich media banners work well:

• - Rich media banners can solve the issue of limited space in display ads by expanding into a variety of sizes.
• - They can get a more “impactful” message across, either through more text, or via video.
• - They gan be deeply interactive, creating more engagement with your brand.
• - There are more metrics to work with in analysis, including things like video plays, length of time interacting, number of times expanded etc.
• - Rich media advertising can be thought of as the perfect blend of key media – TV, Radio, Print and of course online

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Things to consider:

• - They often rely on user interaction to get a message across, meaning that the intended message may not reach as many people.
• - Rich media banners can dramatically increase design costs.
• - Respect the user’s experience. They’re there to use content first and foremost – so make sure you consider environments and the type of people you’ll be targeting.

How advertorials work well:

• - Advertorials work well when placed in relevant content and provide a form of endorsement from a respected publisher.
• - They are great for brands wanting high engagement from niche audiences due to their relevance around editorial content.
• - Advertorials can relay a lot of information, via text, images and video, depending on the space allocated.
• - They are one of the most customisable ways of advertising due to the large space available.
• - There is usually very little design cost involved.

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Things to consider:

• - Advertorial should be accompanied with as many direct links from a publisher as possible in order to maximise reach.
• - Many websites prefer to have final say on the copy to ensure that it fits with their editorial guidelines.
• - For best results – provide key copy and images and let publisher customise in-keeping with their websites.

How skins work well:

• - Skins have large brand impact.
• - They can be designed with a call to action in mind for click metrics. (This shouldn’t be their primary job though)
• - If created well, they are aesthetically pleasing.
• - Some websites drop down to allow for vertical and horizontal imagery.
• - Skins increase the impact of a display roadblock dramatically.
• - Skins can provide the wow factor for deeper website integration.

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Things to consider:

• - Design costs can be higher than banners.
• - Limited text is available for use if the skin is to be readable on all screen resolutions.
• - Context is King! Skins can look amazing orotund the right content and conversely out of place around the wrong content.