Digital display advertising

« Back to Glossary Index

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

Digital display advertising is online graphic advertising through banners, text, images, video, and audio. The main purpose of digital display advertising is to post company ads on third-party websites. A display ad is usually interactive (i.e. clickable), which allows brands and advertisers to engage deeper with the users. A display ad can also be a companion ad for a non-clickable video ad.

According to eMarketer, Facebook and Twitter were set to take 33 percent of display ad spending market share by 2017. Desktop display advertising eclipsed search ad buying in 2014, with mobile ad spending overtaking display in 2015.

« Back to Glossary Index

Submit your RFP

We can't wait to read about your project. Use the form below to submit your RFP!

Gabrielle Buff
Gabrielle Buff

Just left us a 5 star review

Great customer service and was able to walk us through the various options available to us in a way that made sense. Would definitely recommend!

Stoute Web Solutions has been a valuable resource for our business. Their attention to detail, expertise, and willingness to help at a moment's notice make them an essential support system for us.

Paul and the team are very professional, courteous, and efficient. They always respond immediately even to my minute concerns. Also, their SEO consultation is superb. These are good people!

Paul Stoute & his team are top notch! You will not find a more honest, hard working group whose focus is the success of your business. If you’re ready to work with the best to create the best for your business, go Stoute Web Solutions; you’ll definitely be glad you did!

Wonderful people that understand our needs and make it happen!

Paul is the absolute best! Always there with solutions in high pressure situations. A steady hand; always there when needed; I would recommend Paul to anyone!

Vince Fogliani

The team over at Stoute web solutions set my business up with a fantastic new website, could not be happier

Steve Sacre

If You are looking for Website design & creativity look no further. Paul & his team are the epitome of excellence.Don't take my word just refer to my website ""that Stoute Web Solutions created.This should convince anyone that You have finally found Your perfect fit

Jamie Hill

Paul and the team at Stoute Web are amazing. They are super fast to answer questions. Super easy to work with, and knows their stuff. 10,000 stars.

Paul and the team from Stoute Web solutions are awesome to work with. They're super intuitive on what best suits your needs and the end product is even better. We will be using them exclusively for our web design and hosting.

Dean Eardley

Beautifully functional websites from professional, knowledgeable team.

Along with hosting most of my url's Paul's business has helped me with website development, graphic design and even a really cool back end database app! I highly recommend him as your 360 solution to making your business more visible in today's social media driven marketplace.

I hate dealing with domain/site hosts. After terrible service for over a decade from Dreamhost, I was desperate to find a new one. I was lucky enough to win...

Paul Stoute has been extremely helpful in helping me choose the best package to suite my needs. Any time I had a technical issue he was there to help me through it. Superb customer service at a great value. I would recommend his services to anyone that wants a hassle free and quality experience for their website needs.

Paul is the BEST! I am a current customer and happy to say he has never let me down. Always responds quickly and if he cant fix the issue right away, if available, he provides you a temporary work around while researching the correct fix! Thanks for being an honest and great company!!

Paul Stoute is absolutely wonderful. Paul always responds to my calls and emails right away. He is truly the backbone of my business. From my fantastic website to popping right up on Google when people search for me and designing my business cards, Paul has been there every step of the way. I would recommend this company to anyone.

I can't say enough great things about Green Tie Hosting. Paul was wonderful in helping me get my website up and running quickly. I have stayed with Green...