Two Main Display Advertising Basics

1. Site Placement

Site placement advertising means that you place your advertisements on specific sites which you yourself determine. UN the beginning this was the way in which most web-site owners tried to monetize the usage of the Internet and this idea is still pretty prominent today.
The list of main pros and cons of each rule were created on the basis of ICM Consulting reviews.


Targeted visibility: If you managed to find a web-site which appeals directly to your target audience, then you receive a great opportunity to drive traffic and increase visibility.

Control: You get the control over your advertisements, which means that you place them only on that web-sites which you fell appropriate and relevant for your products. It means that you exactly know where your advertisements are shown.


Expense: As a rule this is site’s owner who determines the costs to run any advertisements. They usually try to tout their pageviews, unique visitors, or typical visitor engagement in order to justify the price. As was proven, this makes web-site placement advertising a much more expensive way as compared to auction based advertisement models.

Reach: Exposure of an advertiser is usually limited to the web-site’s traffic. If a web-site has a lot of repeat visitors, then your advertisements could eventually become pretty stale. So every time everything depends on the advertiser whether to look for new opportunities if they are to expand the reach or not.

2. Contextual

Contextual advertising works in the following way: it selects the types of content that you want your advertisements to show alongside. For instance, imagine that you are marketing a new Customer Relationship Management solution. You want your advertisements to show alongside the various web-sites, posts in blogs, or articles that are connected to sales and selling solutions. Unfortunately, you know not so many web-sites that are connected to the topic you are looking for. In this case you can use Google’s ad network, it is the largest online display ad network pointed at contextual targeting.

This means that Google will find you the needed web-sites and articles which are related to sales and selling and then it will place your advertisements on those web-sites.


Wide reach: Advertisement networks contain a lot of different web-sites and about most of them you have never even heard about which means that you would never have used them yourself. Google is sure that you can get 83% of unique advertisers all over the world by simply using their network of web-sites.

Drive lots of impressions and clicks: Because advertisement networks are very large with so much advertisement space available, you will rarely have any difficulty spending much of your budget and there will be no problem in driving new traffic to your web-site.


Not as targeted: Advertisement platforms, including Google platform, can be pretty liberal with what they understand as contextually relevant information. So in the end, your advertisement may be shown on sites that do not perfectly match your target audience. As ICM Consulting experts advise that you need to regularly monitor which web-sites display your advertisements along with how well they perform.

Traffic quality: Contextual targeting can lead to a pretty lower quality traffic in terms of conversions and engagement if compared to web-site placement or remarketing.

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