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
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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.
