There are two kinds of advertisers who indulge in display advertising in newspapers-
- Those interested in creating Brand Awareness
- Those interested in Sales Promotions on a large scale
Both these objectives are subject to the budget of the advertisers.
In case of Brand Awareness, the higher the budget, the bigger the ad and the better the responses from the target audience. Along with advantages in lieu of the ad size, there are also other benefits that a higher budget can provide like better creative for prominence, better visual effects to attract the audience and quality content to engage the readers. All such experiments and creativity can be explored only in case of display advertisements as there is both sufficient space and scope for them, making it ideal for brand awareness.
But there are certain display advertisements which are meant for sales promotions. These ads need not have a huge budget but they surely need to be attractive and highlight the events or offers. In this case, though there is no hindrance to creativity, but the ads are more factual and provide information about related events and offers.
Certain categories are more popular in the Display format rather than in the classified section. Let’s find out the most popular Display ad categories.
Although personal property sellers or landlords opt for the classified ad format, most real estate companies handling housing complexes and residential buildings publish only display adverts. Model images, proper designs and relevant taglines are used in the advertisements which are either meant for selling off the apartments of the complex or for brand awareness. Builders often intend to fulfil both the objectives through a single advertisement which is why they end up choosing newspapers with the highest circulations or readership in the concerned locations.
A number of Universities, Colleges, Schools and even Professional Course Institutes, need to stay in the limelight to maintain their brand’s popularity and of course get as many admissions as possible. Although admission notices are limited to a certain time period, display Education advertisements continue to make their presence felt through the media. Most educational institutes opt for Display adverts as they often have no budget constraints and need to make people aware of their brand for future admissions and academic references.
Businesses need to promote themselves and ensure maximum profits. The best way to ensure that is to enhance their visibility with high quality creative, attractive designs and captivating content. Most FMCG companies, Retailers like Jewellers, Clothing Chains, along with e-commerce companies, electronics, cosmetics, automobiles and even telecom companies prefer newspaper display adverts. This format of ads helps such organisations gather as many eyeballs as possible from existing as well as prospective consumers.
Travel ads are highly common and are an exclusive preference among display advertisements as many online as well as offline travel agents prefer to advertise through newspapers for announcing seasonal discounts on tourism or package deals or even holiday packages. Hotels, travel and tourism agents, resorts etc choose to advertise through display ads emphasising on sales promotions. It targets the audience who are on the lookout for travel agents or planning for trips but are not internet savvy or do not rely on online mediums.
Recruitment advertisements the most frequently published display ads in newspapers. Almost all MNCs, IT companies, popular Consultancies, BPOs, KPOs, banks and even finance companies prefer display recruitment ads in order to reach out to the potential applicants. The simple reason to pick display ads over classifieds for recruitment purposes is that it serves two purposes at one go-brand endorsing and candidate search. These recruitment ads are usually well crafted, attractive with the logo and name of the recruiting organisation along with job description, requirement and of course contact details.
One thing is for sure that for a display newspaper advertisement, you need to have an exclusive budget, proper media planning and creative resources available at hand. The biggest benefit of newspaper display adverts is that they are much cheaper than TV commercials and many other mediums of advertising but serves the objective just right.