MTA vs. MMM: Which Marketing Measurement Model is Right for You?
MTA vs. MMM: Understand the differences, strengths, and weaknesses of each marketing measurement model to choose the right one for your business.
Nitin Mahajan
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December 29, 2025
So, you're trying to figure out all the different types of display ads out there? It can seem like a lot at first, but they're basically just different ways to show ads online. Think of them like different kinds of billboards, but on websites and apps. Some are big, some are small, some move, and some blend right in. We're going to break down the main ones so you know what you're looking at and how they work.
So, what exactly are display ads? Think of them as the visual advertisements you see scattered across the internet – those banners on websites, the sponsored posts you scroll past on social media, or even the short video clips before your favorite online content. They're a big part of digital marketing, basically paid placements designed to catch your eye and get you thinking about a product or service. It's not just about slapping an image online; there's a whole strategy behind it.
At their core, display ads are visual advertisements that appear on websites, apps, and social media platforms. They can take many forms, from simple static images to more complex animated or interactive formats. The main goal is to grab attention and communicate a message, whether it's to build brand awareness, promote a specific product, or drive traffic to a website. They're a way for businesses to reach people who might be interested in what they have to offer, even if those people aren't actively searching for it at that moment.
Display advertising is a pretty big deal in the whole digital marketing picture. It's not just about making sales directly, though that can happen. Often, it's about getting your brand name out there, making sure people recognize it when they see it. It helps fill in the gaps, reaching potential customers at different points in their online journey. Think of it as a way to stay top-of-mind. Plus, compared to some other forms of advertising, it can be quite cost-effective and you can track pretty much everything.
Putting together a good display ad campaign isn't just about picking a pretty picture. There are a few things that really make a difference:
The digital ad world is always changing, and what works today might not work tomorrow. Staying flexible and willing to try new things is pretty important if you want your ads to keep hitting the mark.
Here's a quick look at some common elements that go into making display ads work:
When we talk about display ads, the first things that probably pop into your head are those familiar boxes and rectangles you see all over websites. These are the classic formats, the OGs of online advertising, and they've been around for ages. They're called classic for a reason – they work, and they're still a huge part of digital marketing.
Banner ads are probably the most common type of display ad you'll encounter. Think of them as the digital equivalent of billboards. They're usually rectangular and can appear at the top, bottom, or sides of a webpage. These ads are primarily visual, relying on images, graphics, and a bit of text to grab attention. They come in all sorts of sizes, from small leaderboard banners to larger, more prominent ones. While they might seem simple, a well-designed banner ad can be really effective at building brand awareness and driving traffic. They're a staple for a reason, offering a straightforward way to get your message out there.
Beyond the typical banner, you'll also see ads that are more square or rectangular, often placed within the content of a page or in sidebars. These come in various dimensions, like the medium rectangle (300x250 pixels) or the square ad (250x250 pixels). Their placement within or alongside content means they can sometimes feel a bit more integrated than a banner at the very top or bottom of a page. This can lead to better engagement because users are already looking at that part of the screen. It's all about fitting the ad into the user's current view.
Then there are the tall, skinny ones: skyscraper and pillar ads. These are long, vertical ad units that typically run down the side of a webpage. They're great for taking up vertical space and can be quite noticeable as a user scrolls through content. Because they're so tall, they can sometimes display more information or a more detailed visual than a standard banner. They're a good option if you want a persistent visual presence on a page without being overly disruptive. They really fill out the margins of a site.
These classic formats, while perhaps less flashy than newer options, remain incredibly important. Their widespread recognition and adaptability across countless websites make them a reliable choice for advertisers looking to reach a broad audience. Understanding where and how these ads are typically placed can help marketers make informed decisions about their campaign creative and targeting.
Here's a quick look at some common classic ad dimensions:
Standard banner ads are fine, but sometimes you need something that really grabs attention and makes people do something. That's where interactive and rich media ads come in. They're designed to be more than just a static image; they're about creating an experience.
Rich media ads are basically display ads that go beyond simple images and text. Think animations, video clips, or even sound. They can make your ad pop and give you more space to tell a story or show off a product. The goal is to make the ad itself interesting, not just the message it carries. This can lead to better engagement because people are more likely to spend time with an ad that's visually dynamic. It's a way to offer more than just a picture to your audience.
Interactive ads take it a step further. These ads invite the user to participate. This could be anything from a simple click to play a game, fill out a quick survey, or explore a 360-degree product view. The more a user interacts, the more invested they become. It's a great way to get people to spend more time with your brand and learn about what you offer without feeling like they're being pushed too hard.
Here are some common interactive elements:
Expandable ads are a smart way to use screen space. They start small, like a regular ad, but when a user interacts with them – usually by hovering or clicking – they expand to show more content. This could be a video, more product details, or even a form. It’s a win-win: the user gets more information when they want it, and the ad doesn't take up a huge amount of space initially, which is good for the overall browsing experience.
When designing expandable ads, it's important to make sure the expansion is smooth and the extra content is genuinely useful. Nobody likes an ad that suddenly takes over their screen without a good reason. The transition should feel natural, and the expanded content needs to be compelling enough to hold their attention.
These types of ads can be really effective for complex products or services where you need more than a few seconds to explain things. They offer a more detailed experience without being overly intrusive from the start.
Sometimes, you need to grab someone's attention, like, really grab it. That's where full-screen and what some might call 'intrusive' display ads come in. They're designed to take over the screen, making sure you can't miss them. While they can be a bit jarring if not used carefully, they can also be super effective when the timing and message are just right.
Think of interstitial ads as the gatekeepers before you get to what you actually want to see. They pop up and fill the entire screen, usually appearing right before a user lands on a webpage or moves to the next level in a game. Because they demand your full attention for a moment, they're great for delivering a strong, clear message. The trick is to make sure they don't annoy people too much. A quick countdown or an easy-to-find 'skip' button can make a big difference.
Interstitial ads are like a brief pause in the action. They're a chance to make a quick, memorable impression before the user dives back into their original task. If done well, they feel like a natural, albeit temporary, part of the journey.
Pop-up ads are the ones that appear in a new window, either on top of your current browser window (pop-ups) or underneath it (pop-unders). They've gotten a bit of a bad rap over the years because, let's be honest, they can be really annoying. However, when used strategically, they can still work. They're best for things like special offers, limited-time deals, or urgent announcements that need to be seen right away. The key here is moderation – use them sparingly and make sure they offer something genuinely useful or interesting to the user.
These types of ads, while potentially disruptive, can be powerful tools in a marketer's arsenal. They're not for every campaign, but for specific goals like driving immediate sign-ups or promoting a flash sale, they can certainly get the job done if you're careful about how you implement them.
Think about scrolling through your favorite news site or social media feed. You see articles, posts, and then, something that looks just like those things, but it's actually an ad. That's a native ad. They're designed to fit right in with the surrounding content, so they don't feel like an interruption. This makes people more likely to notice them and, well, actually click on them.
The goal here is to make the ad feel like part of the experience, not an advertisement.
Native advertising is all about making the ad feel like it belongs. It's like a guest who shows up to a party and fits in perfectly, rather than someone who barges in and demands attention. This subtle approach can be really effective.
Have you ever looked at a website on your phone, then on a tablet, and then on a desktop computer? Things look different, right? Responsive display ads are built for that. You give the ad platform a bunch of different pieces – like headlines, images, and descriptions – and it automatically puts them together in the best way possible for whatever screen size and ad space it's using. It's pretty clever.
Here's how they work:
This means your ad can look good and work well whether someone is viewing it on a tiny phone screen or a big monitor. It's all about making sure the ad fits the space it's in, no matter what device the user is on.
Alright, let's talk about two really powerful ways to get your ads in front of people: video and retargeting. These aren't just buzzwords; they're actually super effective when you use them right.
Video ads are kind of a big deal these days, and for good reason. People just seem to watch more video content than ever before. Think about it – scrolling through your phone, you're way more likely to stop for a moving image than a static one. This visual and auditory engagement makes video ads incredibly sticky. They can tell a story, show a product in action, or just create a feeling that static images can't quite match.
When you're making video ads, remember a few things:
Platforms like YouTube have tons of options, from short bumper ads to longer in-stream ones. Social media sites also offer great ways to get your video seen. It’s all about picking the right format for your message and your audience.
Creating good video ads is a mix of creativity and smart planning. You want to grab attention fast, tell a story that connects, and make it easy for people to take the next step. It’s not just about making something look pretty; it’s about making something that works.
So, you've got someone who visited your website, maybe they even put something in their cart, but they didn't buy. What now? That's where retargeting ads come in. They're like a friendly nudge to remind people about your brand. The idea is to show ads specifically to people who have already shown interest.
Here’s how it generally works:
This approach is super effective because you're not just throwing ads out to random people. You're talking to folks who already know who you are. It’s a smart way to bring people back to complete a purchase or explore more.
So, we've looked at a bunch of different ways ads can show up online, from the simple banners you see everywhere to those video ads that pop up. It's pretty clear there's a lot out there, and each type has its own thing going for it. Picking the right kind of ad really depends on what you're trying to do and who you're trying to reach. It’s not just about slapping an ad on a page; it’s about making it work for you. By understanding these options, you can make smarter choices for your own ads and hopefully get better results. It’s a big digital world, and knowing your ad types is a good first step.
Display ads are like digital billboards you see on websites and apps. They can be pictures, animations, or even short videos that pop up while you're browsing. Their main job is to grab your attention and get you interested in a product or service.
Businesses use display ads to get more people to know about them, visit their website, or buy something. They're a great way to show off what they offer and reach lots of potential customers online, kind of like putting up flyers everywhere.
A banner ad is usually a box or strip on a website that stands out. A native ad, on the other hand, tries to blend in with the website's content, like a sponsored article that looks like regular news. It's less in-your-face.
Pop-up ads can sometimes be a bit annoying because they appear suddenly and cover what you're trying to see. However, they can be very effective at getting immediate attention, especially if the offer is really good.
Rich media ads are super cool because they can do more than just sit there. They might have animations, play sounds, let you play a mini-game, or even expand when you click on them. They're designed to be more engaging and interactive.
Retargeting is when an ad follows you around the internet because you looked at something on a website before. If you checked out a pair of shoes, for example, you might see ads for those same shoes on other sites. It's a way for businesses to remind you about what you liked.
