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DISPLAY ADVERTISING
Prepared by Delita Kusuma Gading
43116010284
Definition
Display advertising is advertising on websites or apps or
social media through banners or other ad formats made...
Marketing Campaign by
Display Advertising
Display advertising is an online form of advertising in
which the company’s prom...
Importance of Formats of Display
Ads
• Video;
• Rich Media Ads (Expandables): flash files that may expand when the user in...
Who Works Behind Display Ads
• Accounts Department
The accounts department meet with the client to define campaign goals a...
AD SERVER
The ad server helps manage display advertisements. It is an advertising technology (ad
tech) tool that, througho...
Programmatic Display Advertising
Programmatic or Real Time Bidding (RTB) has revolutionized the way
display advertising is...
https://en.wikipedia.org/wiki/Display_advertising
Source
DIFFERENCES BETWEEN
DISPLAY ADVERTISING AND
ADVERTISING (EXPLANATION
AND EXAMPLE)
By Delita Kusuma Gading (43116010284)
Companies can effectively use both display advertising and
advertising on tv (commercial) to sell their products or
servic...
MEDIA
Commercials are usually broadcast on
television or radio. Business owners
may also run commercials on internet
video...
DISPLAY OF
INFORMATIONSmall companies that use commercials
often have actors demonstrating their
products or services. Peo...
DURATION
Commercial are much more fleeting
than ads. Most companies purchase
television or radio commercials in
seconds. T...
OBJECTIVES
The objectives may also be different
with commercials and ads. Small
companies often use television and
radio c...
COMMONALITIES
There are also certain commonalities
between commercials and ads. Both
types of advertising typically follow...
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Display Advertising in Digital Marketing

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This presentation talks about display advertising in management marketing.

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Display Advertising in Digital Marketing

  1. 1. DISPLAY ADVERTISING Prepared by Delita Kusuma Gading 43116010284
  2. 2. Definition Display advertising is advertising on websites or apps or social media through banners or other ad formats made of text, images, flash, video, and audio. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors. According to eMarketer, Facebook and Twitter will take 33% of display ad spending market share by 2017.Google’s display campaigns reach 80% of global internet users.Also, desktop display advertising has eclipsed search ad buying in 2014, with mobile ad spending to overtake display in 2015.
  3. 3. Marketing Campaign by Display Advertising Display advertising is an online form of advertising in which the company’s promotional messages appear on third party sites or search engine results pages such as publishers or social networks. The main purpose of display advertising is to support a brand awareness (Robinson et al., 2007) and it also helps to increase a purchase intention of consumers. The video advertising aimed at creating brand awareness among users and convincing them to watch the hangout and purchase products from the display advertising itself. Consumers were able to shop directly from the display advertising.
  4. 4. Importance of Formats of Display Ads • Video; • Rich Media Ads (Expandables): flash files that may expand when the user interacts on mouseover (polite), or auto- initiated (non-polite); • Overlays: ads that appear above content and that are possible to remove by clicking on a close button; • Interstitials: Ads that are displayed on web pages before expected content (before the target page is displayed on the user’s screen); • Sponsorship: including a logo or adding a brand to the design of a website. This can also can fall under Native advertising, which is an ad that can seem like Editorial, or "In-Feed", but has really been paid for by the advertiser
  5. 5. Who Works Behind Display Ads • Accounts Department The accounts department meet with the client to define campaign goals and translate those goals into a creative brief to be forwarded to the creative department. • Creative Department The role of the creatives in to give a shape to an ad. They have to find the idea and the most efficient way to push the customer to buy a product or a service. Imagination and innovation are required to develop and to present an advertisement. • Media Planner People have to test in which way the user experiences all the information of a data visualization. They have to study the users’ response to sounds, image, and motion. Tools that a media planner uses to buy display advertising include the Google Adwords Display Planner, Quantcast, ComScore, SimilarWeb, etc.
  6. 6. AD SERVER The ad server helps manage display advertisements. It is an advertising technology (ad tech) tool that, throughout a platform, administrates the ads and their distribution. It is basically a service or technology for a company that takes care of all the ad campaign programs and by receiving the ad files it is able to allocate them in different websites. The ad server is responsible for things such as the dates by which the campaign has to run on a website; the rapidity in which an ad as to be spread and where (geographic location targeting, language targeting.. ); controlling that an ad is not overseen by a user by limiting the number of visualisations; proposing an ad on past behavior targeting.
  7. 7. Programmatic Display Advertising Programmatic or Real Time Bidding (RTB) has revolutionized the way display advertising is bought and managed in recent years. Rather than placing a booking for advertising directly with a website, advertisers will manage their activity through a technology platform (Demand Side Platform) and bid to advertise to people in real time across multiple websites based on targeting criteria.
  8. 8. https://en.wikipedia.org/wiki/Display_advertising Source
  9. 9. DIFFERENCES BETWEEN DISPLAY ADVERTISING AND ADVERTISING (EXPLANATION AND EXAMPLE) By Delita Kusuma Gading (43116010284)
  10. 10. Companies can effectively use both display advertising and advertising on tv (commercial) to sell their products or services. however, there are certain inherent differences in both types of advertising.
  11. 11. MEDIA Commercials are usually broadcast on television or radio. Business owners may also run commercials on internet videos or podcasts, which include cell phones and other hand-held devices. Ads are typically considered print media. Small companies typically run ads in magazines, newspapers, the yellow pages and coupon magazines. Coupon magazines are the publications that are distributed by mail or in the Sunday newspaper. Companies may also run various Internet ads, such as banner and pop-up ads.
  12. 12. DISPLAY OF INFORMATIONSmall companies that use commercials often have actors demonstrating their products or services. People can actually see products being used during television commercials. A marketer using comparative advertising on television may even demonstrate how the company’s brands are superior to the leading competitor’s. Commercials appeal to more senses than ads. People primarily read ads. These ads can grace entire pages in full color with images or be more of the classified nature, with mostly text in black and white.
  13. 13. DURATION Commercial are much more fleeting than ads. Most companies purchase television or radio commercials in seconds. Thirty, 15- and 10-second commercials are fairly common durations for television commercials, according to “Entrepreneur” magazine ads are run by the month, and yellow pages ads are run on an annual basis. However, print advertisements can last indefinitely in certain publications, depending on how long people keep them.
  14. 14. OBJECTIVES The objectives may also be different with commercials and ads. Small companies often use television and radio commercials to build awareness of their brands. They may also show or explain various product features in television or radio commercials or tell people where they can buy the products. Ads are often used to generate leads. Many companies put their phone numbers in ads to prompt potential customers to call.
  15. 15. COMMONALITIES There are also certain commonalities between commercials and ads. Both types of advertising typically follow the AIDA principle, which stands for attention, interest, desire and action, according to marketing professional Dave Dolak. Companies often get people’s attention with songs and noises in commercials. Both commercials and ads are designed to build interest and desire by allowing people to envision themselves using the products or services. Companies usually end their commercials and ads by prompting people to action.

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