Changing Face

of
Digital Advertising
Team Member
- Amrit Prasad Chaudhary
- Ava Acharya
- Avash Chapagain
- Daulat Raj Shrestha
Agenda 01 Introduction

02 Changing face of Digital Advertising

03 Perception of Digital Advertising

04 Conclusion
Introduction

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What is
Advertising?
 Describe or draw attention to ( a product,
service, or event) in a public medium in order
to promote sales or attendance.
 Advertising is means of communication with
the users of a product or service.
 They are messages paid for by those who
send them and are intended to inform or
influence people who receive them.
 Advertising is always present, though people
may not be aware of it, in today’s world
advertising uses every possible media to gets
its messages through.
 Traditional Advertising

Traditional marketing plays an important part in reaching

local audiences. Ads can be kept for a long period of time,
if they’re physical. Plus, there’s an audience who’s easier
to reach through traditional marketing than online
marketing.

Traditional marketing refers to Itis not only one of the oldest

any type of marketing that forms of marketing, but also
isn’t online. one of the most researched

Marketers lean towards this

method because it’s tried and
true.
 Digital advertising is the process of
publishing promotional material
through online mediums.

Digital marketing is an umbrella

term for all of your company’s
online marketing efforts

Lots of business leverage digital

channels such as Google search,
Social media, email, online
advertising, etc.

Digital Advertising
 Place Your Picture Here And Send To Back

Using digital advertising

It uses digital media. is most important factor
in business

It makes it easier to
The world is turning into
engage with your
cyber era
audience

Importance
 Place Your Picture Here And Send To Back
Using digital advertising
It uses digital media. Glois
balmost
Re ac himportant factor
Pe rs o nalizatio n
in business

Lo we r Co s t o pe nne s s

Trackable ,
me as urable re s ults S o c ial c urre nc y

It makes it easier to
The world is turning into
engage with your
cyber era
audience

Importance.

Advantages
 Disadvantages

Content Content Content Content

Customer Ignore Technical Viewing Customer Get

To Many Options
Ads Problems Distracted
 Above the Line (ATL)

Brand Awareness

ATL is used when the focus is on

mass media promotion to reach a Attention Awareness
large audience. ATL includes
media such as radio, TV, print
media such as newspaper and
magazines, and billboards.
Reach
 Below the Line (ATL)

Focus on Segments

In contrast to ATL, below the line

advertising is directed to reach a
small, targeted audience. BTL Good measure
includes marketing activities such
as brochures, direct mail, flyers,
sponsorships and email
campaigns.
Buildings relationships
Changing Face
of Digital
Advertising
 Digitalization Decade

The Rise of
Fun and Games
Mobile
- Literally

Apps Lead the Making it Rain with

Way Cloud Computing
 Present Situation of Digital
Advertising
Users are more to engaging with advertising on
social media, specifically in countries that
experienced stricter lockdowns.

Covid-19 has changed the face of advertising over the

last few months.

Digital and searched ad budgets are taking a hit, and

uncertainty abound.
Engagement 63% 52%

with Ads on
Social Media
Italy Germany

During 33% 67%

Pandemic
Netherlands Spain
A few digital advertising trends are
emerging:

Cross network opportunities Amazon is dropping their

are rising Google ad spend

Google is blocking all ads Health and Medical

that are taking advantage of Advertisers are seeing a
the virus strong spike in digital
advertising
 As reported by WARC, UK digital ad spend fell 5%
year on year in 1st half of 2020
1. Display advertising grew by 0.3% year on year to
£2.84 billion
2. Search ad spend dropped by 3.7% mobile ad spends
also saw a decline
3. Classifieds saw a massive 33% fall in revenue,
decreasing by £235 million to £485 million (Hillier,
2020)

Facebook ad revenue rose 22% year on year in Q3

2020
Twitter’s ad revenue returned to growth in Q3 2020, up
15% year-on-year totaling $808 million (Hillier, 2020).
 Future of Digital Advertisement

Video Marketing
Transformation

Augmented Reality (AR) and

Virtual Reality
Rise of white-labeling

Supply-Path optimization
and New Targeting
Techniques
Augmented Reality & Virtual Reality

AR positively impacts the user experience and VR hasn’t yet gained massive adoption like social
brand to consumer relationship in present. For media and digital video
example; Snapchat

VR immerses users into a different type of reality Key component of VR; Ability to adapt
with fewer distractions
 Video Marketing

In 2023, CCTV ad spending is estimated to reach

$14.1 billion

OTT (Over the top) advertising services YouTube

is estimated to gain around 198 million US
viewers (Kovelenko, 2020)
 Supply Path Optimization & New
Targeting Techniques
01 02 03 04 05

Key transformation in A System that Usually connected to Geofencing-enables 16% of US marketing

programmatic analyzes different
advertising are fueled features of Supply-side
by SPO platforms (SSP), such
as win patterns, traffic,
partner publishers, etc.
Demand-Side targeting based on decisions makers
Platforms location in the real time expressed the most
interest in geofencing
over other new
technologies
(Kovalenko, 2020)
 Rise of White Labeling

01 02 03 04 05

Increasing bid To deal with this Creates a coordinated Consist of white label Smartly Ads white label
shading and unevenness, Ad tech and crystal-clear SSP, DSP and opportunity to get safe
players started to use environment for SmartHub – a and profitable ad
downward pressure
white label ad tech everyone customizable white buying platform
on prices for  platforms label ad exchange
SSPs and DSPs
Perception of
Digital
Advertising
Perception in Digital Advertising
The Advertisers
Unpredictable, Unreliable
Doubts regarding quality of
inventory, success in driving ROI
and visibility.
Can plan campaigns against
reliable metrics across various
platforms
Risk due to increased cause of
advanced software like ad blocking
software, click fraud, etc.
The Publishers
Non-durable, doesn’t making
enough money.
Monetizing online isn’t’ easy
Led publishers to search out
innovative new ways of generating
revenue
Threat due to increased cause by
development software like ad
blocking software, click fraud, etc.
The Consumer
Infuriating, devious, misleading
Majority of digital ads either
interrupt a consumer’s experience
or divert them
Auto-paly video/non skippable
video, popup ads are not
entertained.
Social media (Insta, Facebook)
stories, live, etc. lessens the gap
between the brand and consumer.
(Source: https://coull.com/our-
blog/perceptions-in-digital-
advertising/)
Conclusion
Diversification

Flexibility and Agility

Creative Design

Context has Always been Key

 References
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Available at: https://econsultancy.com/stats-roundup-coronavirus-impact-on-marketing-ecommerce-
advertising/
[Accessed 20 December 2020].
KOVALENKO, I., 2020. The Future of Digital Advertising: 5 Transformations to Expect in 2020.
[Online]
Available at: https://smartyads.com/blog/the-future-of-digital-advertising/#:~:text=In%202020%20Ad
%20tech%20and,brings%20even%20more%20personalization%20opportunities.
[Accessed 20 December 2020].
Litsa, T., 2020. Five changes in social advertising for brands during COVID-19. [Online]
Available at: https://www.clickz.com/five-changes-in-social-advertising-for-brands-during-covid-
19/261947/
[Accessed 20 December 2020].
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Available at: https://9to5mac.com/2018/12/26/snapchat-dog-lesnes/

[Accessed 20 December 2020].
Muhammad, F., 2020. The Global Impact of the Coronavirus on the Digital Advertising Industry + 6
Tips How to Improve Your Campaigns (Data). [Online]
Available at: https://instapage.com/blog/coronavirus-impact-on-digital-advertising
[Accessed 20 December 2020].
simonholliday, n.d. https://coull.com/our-blog/perceptions-in-digital-advertising/. [Online].
https://economictimes.indiatimes.com/definition/advertising
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https://www.lyfemarketing.com/blog/what-is-digital-advertising/
https://www.webopedia.com/definitions/digital-advertising/
https://www.lyfemarketing.com/blog/importance-of-digital-marketing/
THANK YOU
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