Display Advertising

Display Advertising

“Display advertising or digital display advertising is

graphic advertising on internet websites, apps or social media
through banners or other advertising formats made of text,
images, flash, video, and audio.”
Display Advertising Targeting Options
 Contextual Targeting

• This advertising option provides the advertiser with an opportunity of

placing their display advertisements next to relevant content.

• Contextual advertisements can be served to the user in a variety of

formats, including banners, video overlay ads, or social media ads. The
advertiser may choose to use keyword, topic, placement of the content
or, GDN reserve (only for Google Adwords).

• All the leading advertising platforms associated with search engines offer
display advertising options that leverage the display network of these
search engines.

• If the campaign is carefully created and properly targeted, the returns that
may be obtained from the campaign are likely to be substantial.

© Oxford University Press 2017. All rights

4
reserved.
 Behavioral Targeting

• This advertising option leverages the information that is collected about a

user’s browsing behaviour on the website:
• Cookies track the user’s activity on a website in terms of pages that have
been visited by the user, the searches that have been undertaken, and the
links that have been clicked.
• Cookies are placed in the user’s computer when the user visits the website.
Cookies uniquely identify users.
• The data collected then determines the advertisement that is displayed to
the user.

• Advertiser expects that the behaviour of the user is as an indication of what

the user is interested in. They are also likely to obtain higher
click-through rates since the content is of interest to the user.

© Oxford University Press 2017. All rights

5
reserved.
 Behavioral Targeting

• Companies can identify users who blog and discuss particular topics
through social media channels and target them with specific
advertisements related to their topics:
• Information can be gathered on consumer behaviour, popular products and
services, and trends.

• Another form of behavioural targeting is by identifying specific kinds of

people based on their explicit or implicit interests:
• Explicit interests are stated interests.
• Implicit interests are those that are determined by data mining techniques
by algorithms that continuously track user behaviour and serve content
based on what they adjudge as of interest to the user.

• Such behavioural data may also be combined with other user

information such as demographic data or purchase history in order to
select more specific and more meaningful targeting.

© Oxford University Press 2017. All rights

6
reserved.
 Behavioral Targeting

• Retargeting (or remarketing) is kind of a behavioural targeting technique.

It is a common experience for Internet users to see the exact same
advertisement across various websites.

• The user undergoes this kind of an experience when:

• She/he has visited a commercial website but has not purchased anything.
• Has clicked on an advertisement but did not follow-through to its logical
conclusion
• Has abandoned a purchase attempt.

• Retargeting may be a good way to attract new customers, in the context of

product categories where price is one of the main distinctions among
competitors.

© Oxford University Press 2017. All rights

7
reserved.
Forms of Display Advertising(
Desktop)
 Banner Advertisement
• A banner ad, or a web banner, is an advertisement displayed into a web page. The
advertisement consists of an image (.jpg, .png, .gif) or of a multimedia object (usually
created using Flash).
• Banner ads can be static or may incorporate flash animation characteristics. Some
may be interactive that calls for participatory action on the part of the user.
• These kinds of advertisements are the most cost-effective and can generate
acceptable click through rates, are ideal for generating leads and, in some cases,
for selling your product.

• If one is starting out on digital advertising, banner ads are the ideal choice:
• They are easy to design in Adobe Photoshop.
• Cheap to bid on.
• Easy to try split testing using the Google Adwords Display Network.

• There are two keys to achieving success with banner ads:

• Great targeting
• Great design.

© Oxford University Press 2017. All rights

9
reserved.
Banner Advertisement

© Oxford University Press 2017. All rights

10
reserved.
 Banner Advertisement
• Sponsored listings may appear at the end of specific blog posts:
• These listings typically include small thumbnail images, as well as a
call-to-action link encouraging the user to click through and read more.
[*A thumbnail is an image with a reduced file size that is used as a
placeholder for full sized multimedia content.]

• These thumbnails are related content ads:

• Such ads may be used to promote a variety of web content like blog posts,
videos, products/services and interactive guides.
• Enjoys a high click-through rate, since the content that is being promoted
does not appear commercial.

• These ads can be purchased through networks like Adblade and Adsonar,
and can be combined with a content marketing strategy:
• This approach is likely to increase the trust towards the product, service,
or marketing offer.

© Oxford University Press 2017. All rights

11
reserved.
 Video Advertisements

• Content providers, have to make their videos available for embedding

video advertisements

• The ads also belong to two categories, that is, they can either be skipped
or the user is not provided the option of skipping the advertisement. These
advertisements may consist of pre-roll, mid-roll or post-roll serving:
• Pre-roll advertisements: They play before the actual content of the video
starts playing and are often used for the purpose of branding.
• Mid-roll ads are those that appear after the video content has started
playing and can appear anywhere in the video.
• Post-roll ads typically appear at the end of the video.

• Video overlay ads are text or banner ads that are overlaid on YouTube
videos, at the bottom or at the top of the video:
• video overlay ads are generally the best choice for direct response.

© Oxford University Press 2017. All rights

12
reserved.
 Rich-Media Advertisement
• Rich media is a digital advertising term for an ad that includes advanced features
like video, audio, or other elements that encourage viewers to interact and engage
with the content
• Rich media ads are available in various formats:
• Expanding ads expand beyond their initial assigned dimensions and can
be customised into any direction, shape or effect. Expansion can take place
when a user interacts with the ad or automatically when the page loads.
• Interstitial ads either flats on top of a page’s content or appears as a
full-screen ad during natural transition points in mobile apps, such as during
launch, loading, and video pre-roll.
• Push down ads pushes down the content of a webpage when the creative
expands, moving the web page out of the way to display the advertisement.
• Floating banners: A floating ad is a type of rich media Web advertisement
that appears uninitiated, superimposed over a user-requested page, and
disappears or becomes unobtrusive after a specific time period (typically
5-30
seconds)(https://www.mobileads.com/blog/best-mobile-ad-formats-sizes-dis
play-ad-campaigns#Expandable_Ads)

• Rich media allows the advertiser to take over/own a property for a specific time
© Oxford University Press 2017. All rights
period (i.e., a regular website will have the look and feel of the sponsored brand)
reserved.
13
Planning and Executing a Rich
Advertisement Campaign
 Decide on the Goal of the Advertisement
• The marketer needs to determine the products/services for which the
display advertising strategy may be followed:
• A possible starting out could be with products that the target audience is
likely to purchase.

• The advertiser needs to be able to handle customers satisfactorily:

• The resources required to serve the additional customers need to be
identified and dedicated to the project

• Specific tactics that can be used in attracting user attention are:

• First-time Discount.
• Free Information.
• Free Initial Service.
• Meaningful Guarantee.
• Gift with Purchase

© Oxford University Press 2017. All rights

15
reserved.
 Choose the Target Audience and Select Targeting
Options on the Display Network

• Defining the ideal customer is essential in any advertising campaign.

• There are several targeting options offered by Google’s Display Network:

• Demographic targeting focuses on the characteristics of the customer
persona, including gender, age range, marital status, parental status, and
household income.
• The contextual targeting advertising option arranges to place
advertisements on websites that contain content that matches the keywords
that the advertiser has selected for the specific campaign.
• In the audience targeting option the browsing pattern/behaviour of people
is tracked over a period of time, and specific interest categories are
associated with specific individuals.
• The placement targeting option allows the advertiser to use the
’Placements’ option to specify the web pages/websites where the ads will
be displayed.

© Oxford University Press 2017. All rights

16
reserved.
 Create Ads

• Get to the point:

• Use clear headers and sub-headers, use easy-to-scan bullet points to
explain what they will get from the offer, emphasize key points using
bolded text or italics, and keep things as brief as possible.

• Use contrasting colours:

• Use complementary and contrasting colours to call a visitor’s attention.

• Stamp on a logo:
• All your landing pages should have your logo placed strategically on the
page. This is particularly critical for visitors who come to your landing pages
from external non-branded sources like social media and search.

• Add Social proof:

• Adds third-party credibility to your company and boosts conversions.

© Oxford University Press 2017. All rights

17
reserved.
 Create Ads

• Avoid visual clutter:

• It distracts the reader from the main point of the landing page, creating
more friction on the landing page instead of supporting conversion.
• Although graphics are certainly attractive, they can also increase the load
time of your website.

• Never underestimate formatting:

• Clearly laying out your headlines, images, copy, form, etc. can help you
highlight the value of your offer and create a visual-friendly user
experience that guides visitors to complete the conversion.

• Be consistent:
• A sense of consistency can help the end user know how to navigate your
pages over time, eliminating the friction caused by difficulty in navigation
through the website, and resulting in drop-offs in conversion rates.

© Oxford University Press 2017. All rights

18
reserved.
 Set a Budget and Measure, Track and Adjust

• The Google Display Network and Bing Display Network can be used to set
a daily budget:
• If the budget gets exhausted, no more ads will be served that day. Such a
budget may be spread evenly over each day.
• If there is leftover from a specific day’s budget, it may be allocated to the
next day.
• The advertising budget may be allocated evenly throughout the day or may
be allocated to only specific times of the day, depending on the volume of
conversions that the advertiser observes

• The advertiser has various options for tracking different types of AdWords
conversions such as web form submissions, online sales, calls from the
website, calls from ads, and offline sale import

© Oxford University Press 2017. All rights

19
reserved.
THANKYOU