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. 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. 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. 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. 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. 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.
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. 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. 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. 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. 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. 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.
