Digital display advertising

Overview and Importance of Display Advertising - Digital display advertising appears on third-party sites or search engine results pages - It can increase website page views, except from non-authenticated visitors - The main purpose is to support brand awareness - It helps to increase consumer purchase intention - Different display advertising formats elicit varying audience reactions - Sponsored content and banner advertising are two commonly used formats - Choosing the right format is crucial for maximizing the impact of the ad - Additional formats include video, rich media ads, overlays, interstitials, and sponsorship - Interactive Advertising Bureau (IAB) provides guidelines for selecting the appropriate format History and Evolution of Display Advertising - The Internet changed the way people relate to advertisements - Online channels were created for ads to reach users - Direct partnerships between advertisers and websites were the first type of relationship - Ad Networks emerged to buy unsold ad space from multiple publishers - RTB technology allowed for real-time bidding and individual ad impressions - The first banner display on the World Wide Web was in 1994 - COCONET and PRODIGY online services had banner ads in 1988 - AT&T and Johnson & Johnson withdrew their ads from YouTube due to concerns over ad placement - Digital advertising has undergone significant growth and development over the years - Interactive Advertising Bureau has introduced new guidelines for display and mobile advertising, including HTML5 and new content experiences - The IAB New Ad Portfolio provides updated ad unit specifications and guidelines Programmatic and Real-time Bidding (RTB) - Programmatic display advertising allows for real-time bidding across multiple websites - Advertisers manage their activity through a demand side platform - It provides more control and lower costs for advertisers - Adverts can appear against unsavoury content or inappropriate news topics - Major advertisers paused online advertising to prevent ads on inappropriate sites Operations in Display Advertising - The accounts department defines campaign goals with the client - They translate goals into a creative brief for the creative department - The creative team conceptualizes and creates the advert - They develop a compelling creative execution to drive customer purchases - The team consists of copywriters and graphic designers - Copy and visuals are used to communicate the message - Media planners study user responses to data visualizations - They are aware of new technologies and media solutions - They help other departments find the best way to reach campaign objectives - Ad operations ensure ads are delivered to the correct websites at the correct time - They upload ads into the advertiser's ad server - They track and optimize ad campaign performance - They deliver 100% of the advertiser's budget in the campaign - Ad ops ensure ads are displayed to the end user - Ad servers manage digital display advertisements - They administer ads and their distribution - They control campaign dates, rapidity, targeting, and visualizations - Different types of ad servers exist for publishers - Ad servers help launch new ads on websites and list the highest ad prices References and Additional Resources - Marketing Land and Internet Advertising Bureau provide information on display advertising - eMarketer predicts that Facebook and Twitter will capture a significant share of the US digital display market - Mobile ad spending is projected to account for over half of digital ad spending in 2015 - Studies have explored the effects of internet display advertising on consumer behavior and purchase funnel - Various journals and publications have published research on the impact of visual appearance and online advertising formats - IAB offers a transition guide and fixed size ad specifications in its New Ad Portfolio - Wikipedia provides detailed information on digital display advertising - Online advertising methods, including display advertising, fall under the category of online advertising methods - Additional references and sources are available for further reading and research - The use of short descriptions and non-personal pronouns is common in the field of digital display advertising