Chapter 4.pdf - Digital Display Advertising At the end of...

Digital Display Advertising

At the end of this session you will be able to:
• Recognize the importance of DDA on a global level and
be aware of its benefits and challenges.
• Know how to select the most appropriate audience for
your ads and the websites on which they appear.
• Appreciate the various creative ad formats available and
how you can optimize the space you buy.
• Understand different targeting, tracking, and measuring
tools that help you to analyze your campaign.
• Be familiar with the mechanics of display advertising, its
associated terminology, and the laws to which it must
adhere.

INTRODUCING DISPLAY ADVERTISING (DDA)
Definition
A form of digital marketing that uses display ads appearing on
web pages as a means of communicating relevant commercial
messages to a specific audience based on their profiles.
A digital marketer should:
• Allocate budget across different media.
• Be aware of online consumption and of social media usage in particular.
• Appreciate the importance of mobile in display advertising.
A digital marketer can create online ads just as they would for an offline campaign.
These online ads (or display banners) contain copy, logos, images, maps, and video—
anything that will hook users as they browse. Then they can call on certain publishers
to pick the most relevant websites, social media channels, and devices for the ads to
appear on.

AD SPEND: ONLINE AND OFFLINE
• The amount you spend on advertising varies across a range of
media.
• Advertisers are still willing to fork out for TV, Less is spent on
newspapers and magazines
• The biggest spending success story has been online—that includes
display, email,
• Google AdWords, mobile, and social.
• Outdoor ads can drive potential customers online—where you can
engage them with display, social, and email.
• Offline and online formats are inextricably linked, so you should
utilize both when developing your marketing strategy.
• You must keep a consistent message across all formats.

MOVING ONLINE
• Of households with children, 98 percent have a device for online access—for
households with no children, it’s 76 percent.
• While on our smartphones, 87 percent of us multitask on other media.
• On average, adults have access to four devices for online access at home.
Facebook is the social site used most often—and its vast network combined with
comprehensive targeting and budget tools make it an advertiser’s playground.
Twitter and LinkedIn have a smaller reach but they can still be pretty effective.

MOBILE PLATFORM
• Advertisers should target mobile users that search for
local information with geographically relevant, mobile-
optimized ads.
• Once they have finished searching on their phones, one
in two of them will go on to buy through their phones,
too.