Paid Ads: Display / Banner
Guides display advertising: ad networks, banner ads, and programmatic buying. Use when placing ads on publisher sites (websites, apps) for brand awareness or retargeting.
When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
What Is Display / Banner
- - Ad networks: Aggregate inventory from many publishers; buy placements programmatically or via direct deals
- Banner ads: IAB standard sizes (300×250, 728×90, 160×600, 320×50 mobile); static or animated
- Programmatic: Automated buying via DSPs; real-time bidding (RTB); audience targeting
Formats
| Format | Use |
|---|
| Display banner | IAB sizes; CPM or CPC; brand, retargeting |
| Native |
Blends with page content; higher engagement |
|
Video pre-roll | Pre-roll on publisher video; see
ctv-ads for streaming |
|
Rich media | HTML5; expandable, interactive |
|
Mobile interstitial | Full-screen between content |
Buying Options
| Option | Use |
|---|
| Google Display | Part of Google Ads; automated placements; retargeting |
| Programmatic DSP |
The Trade Desk, Magnite, etc.; audience-based; scale |
|
Direct publisher | Deal with specific site; guaranteed placement |
|
Ad network | Network aggregates inventory; simpler than full programmatic |
Metrics
| Metric | Use |
|---|
| CPM | Cost per thousand impressions |
| CPC |
Cost per click |
|
CTR | Click-through rate; typically low for banners (0.1–0.5%) |
|
Viewability | % of impressions actually seen |
|
Completion rate | For video; % who watch full ad |
Creative
- - IAB sizes: 300×250 (medium rectangle), 728×90 (leaderboard), 160×600 (skyscraper), 320×50 (mobile)
- File types: Static image, animated GIF, HTML5
- Message: Clear CTA; minimal text; brand visible in 3 seconds
UTM
Use utm_medium=display or cpc with utm_source (publisher or network name) for attribution. See traffic-analysis for GA4 alignment.
Pre-Launch Checklist
- - [ ] Creative in required sizes
- [ ] Landing page aligned with ad message
- [ ] UTM parameters set
- [ ] Retargeting audience defined (if applicable)
- [ ] Viewability target set
Related Skills
- - paid-ads-strategy: Ad formats by medium; when to use display
- google-ads: Google Display Network; retargeting campaigns
- traffic-analysis: UTM for display; attribution
- analytics-tracking: Conversion tracking; viewability
付费广告：展示/横幅广告
指导展示广告：广告网络、横幅广告和程序化购买。当在发布商网站（网站、应用程序）上投放广告以提升品牌知名度或进行再营销时使用。
调用时：在首次使用时，如有帮助，可用1-2句话说明此技能涵盖的内容及其重要性，然后提供主要输出。在后续使用或用户要求跳过时，直接进入主要输出。
什么是展示/横幅广告
- - 广告网络：汇集多家发布商的库存；通过程序化或直接交易购买广告位
- 横幅广告：IAB标准尺寸（300×250、728×90、160×600、320×50移动端）；静态或动画
- 程序化：通过DSP自动购买；实时竞价（RTB）；受众定向
格式
| 格式 | 用途 |
|---|
| 展示横幅 | IAB尺寸；CPM或CPC；品牌、再营销 |
| 原生广告 |
与页面内容融合；参与度更高 |
|
视频前贴片 | 发布商视频前贴片；流媒体见
ctv-ads |
|
富媒体 | HTML5；可展开、可交互 |
|
移动插屏广告 | 内容之间的全屏广告 |
购买选项
| 选项 | 用途 |
|---|
| Google展示广告 | Google Ads的一部分；自动投放；再营销 |
| 程序化DSP |
The Trade Desk、Magnite等；基于受众；规模化 |
|
直接发布商 | 与特定网站交易；保证广告位 |
|
广告网络 | 网络汇集库存；比完整程序化更简单 |
指标
每次点击成本 |
|
CTR | 点击率；横幅广告通常较低（0.1–0.5%） |
|
可见度 | 实际被看到的展示百分比 |
|
完成率 | 针对视频；完整观看广告的百分比 |
创意
- - IAB尺寸：300×250（中矩形）、728×90（横幅）、160×600（摩天楼）、320×50（移动端）
- 文件类型：静态图片、动画GIF、HTML5
- 信息：清晰CTA；最少文字；品牌在3秒内可见
UTM
使用utmmedium=display或cpc配合utmsource（发布商或网络名称）进行归因。参见traffic-analysis了解GA4对齐。
上线前检查清单
- - [ ] 所需尺寸的创意素材
- [ ] 落地页与广告信息一致
- [ ] UTM参数已设置
- [ ] 再营销受众已定义（如适用）
- [ ] 可见度目标已设定
相关技能
- - paid-ads-strategy：按媒介划分的广告格式；何时使用展示广告
- google-ads：Google展示广告网络；再营销活动
- traffic-analysis：展示广告的UTM；归因
- analytics-tracking：转化跟踪；可见度
