Banner and Native Advertising, Display Campaigns

Klaus Solberg Söilen
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Klaus Solberg Söilen: Halmstad University

Chapter 38 in Digital Marketing, 2024, pp 393-400 from Springer

Abstract: Abstract Banner ads remain relevant, though their effectiveness has been challenged by ad blockers and banner blindness. Innovations such as dynamic and interactive banners help maintain their impact. Native ads are highly effective because of their seamless integration with surrounding content, leading to better engagement and bypassing ad blockers. Display campaigns offer versatility and extensive reach across websites, social media platforms, and mobile apps. These campaigns are crucial for brand awareness, retargeting, and driving traffic. Ad blockers push marketers to create nonintrusive, high-quality content. Compliance with data privacy regulations like GDPR is essential for trust and legality. Native ads need clear labeling to avoid misleading consumers. Effective native ads blend smoothly with the user experience while providing value. Social media advertising capitalizes on large audiences at low costs, emphasizing engaging, nondisruptive posts.

Date: 2024
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DOI: 10.1007/978-3-031-69518-6_38

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