August 6, 2020
When you’re creating your digital advertising strategy you want to make sure that your ads appear in front of the right people at the right time. With a broad range of different advertising platforms you might be wondering what placement options are available for you.
All digital advertising platforms have their own benefits and you can reach different people at different platforms. To help you decide what platform to choose, here’s a quick overview of the placement options they offer.
93% of online experiences begin with a web search. People use Google when they are looking for general information about a product or a service, and also when they have heard your name and want to find out more information about your business. Whereas most digital advertising is shown to people based on their demographics or previous website behavior, the Google search ads are based on people’s intent. You can show your ad only to people who are actively looking for information related to you.
The search ads will appear at the top of the search results page above the organic search results. The competition for these placements can be tough so you want to make sure that your search ad answers the search query as closely as possible and gives people a good reason to click on your ad.
The Google display ads appear alongside native web content on different websites as well as on apps. A Display Network placement can be for example an entire website, specific pages from a website, an individual ad unit positioned on a single page, a video, or a mobile phone app. The display ads can be text, banners, gifs and other rich media, as well as video. You can let Google choose relevant automatic placements for you based on your keywords or other targeting methods or manage which websites, YouTube channels, or app categories you want to target.
If you are interested in running video ads on YouTube you have a few different ad formats to choose from. The in-stream ads play before, during, or after a video and the viewer can choose to skip the ad after 5 seconds of viewing. The non-skippable video ads must be watched before a video can be viewed. These ads can appear before, during, or after the main video. The bumper ads are non-skippable video ads of up to 6 seconds that play before a video. In addition to the video ads, you can also place display ads, overlay ads, and sponsored cards on YouTube.
On Facebook you have several different placement options. First of all, your ads can appear on the feeds when people are scrolling through for example their Facebook news feed, Instagram feed, or Facebook video feed. The second option is to place your ads on Facebook Stories, Instagram Stories, or Messenger Stories. You can also place videos as in-stream video ads that will play before, during, or after video content. The other placement options include Facebook search results, sponsored messages in Messenger, in-article ads as well as audience network ads that will appear on external apps. When you create your ads you can choose automatic placements and let Facebook optimize where your ads will be shown or you can choose specific ad placements if you want to focus on specific spots, like running only Stories ads.
On Twitter, your ads will appear either as promoted tweets or promoted accounts. You can use images and videos on your ads and your targeted audience will see the ads when they are scrolling through Twitter. The ads can look just like normal tweets, but they will feature a little “Promoted” text that distinguishes them from regular tweets.
With LinkedIn your ads can appear at a variety of different spots. The text ads will appear only on desktop at the top of the user’s homepage. Sponsored content can feature images or video and it will appear as people scroll through their news feed on their homepage. Sponsored messaging ads will appear on people’s inbox and dynamic ads will appear on the right side of LinkedIn pages.
Programmatic advertising differs from the other options covered in this blog post because it is a fully automated and AI-based way to buy and optimize your digital campaigns rather than buying directly from different platforms. Programmatic advertising covers a wide range of platforms, including display, mobile, video, and social media. Programmatic ads can appear for example in the header, footer or sidebar of different websites, in connected TVs, or as social ads, audio ads, and native ads.
No matter which digital advertising platform you’re interested in Digital Impact & can help you create a personalized campaign with measurable results. As a certified ad buyer, we know the ins and outs of different advertising platforms and will help you develop a campaign that fits your needs and your budget. Contact us if you want to hear more!