Digital Advertising is the practice of delivering promotional content to users through various online and digital channels. A practical insight into advertising in the digital space

1. Digital
Advertising
Presented by: Olusola Adeyefa
Digital Marketing Training
September, 2020

2. DEFINITION
It is the practice of delivering
promotional content to users through
various online and digital channels.
It leverages mediums such as social
media, email, search engines, mobile
apps, affiliate programs and websites to
show advertisements and messages to
audiences.
DIGITALADVERTISING
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3. THE MIX
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4. Search Engine Marketing
When searching for something on Google or
Bing, a few search results with the tag „Ad‟
appear at the top of the Search Engine Results
Page (SERP). These ads are the result of search
engine marketing.
Search Engine Marketing (SEM) is arguably the
most commonly used ad format. In SEM, you bid
on keywords along with your competitors to
appear at the top of the page.
SEM ads can either be Pay Per Click (PPC) — pay
every time someone clicks on your ad or Cost Per
Mille (CPM) — pay for every 1000 impressions on
your ad, regardless of the clicks.
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DIGITALADVERTISING

5. Display Ads
Display ads primarily use text and images and
appear on third-party websites, which are usually
affiliated with search engines or other ad
networks.
Many websites self-host display ads as well. The
most common types of display ads are images,
mobile, text, banners, pop-ups and video ads.
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6. Social Media Ads
Your audience spends a lot of time on social
media, and this presents a huge opportunity to
advertise your brand.
You can use social media platforms such as
Facebook, Twitter, YouTube, Instagram, LinkedIn,
Pinterest, etc. to promote your brand and
products.
Social media ads can help you right from
building a community, generating leads and
increasing event attendees, to boosting website
conversions, app installations and growing
footfalls to your retail store.
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7. Native Advertising
Native ads can appear on social media sites or
other web pages, and they don’t look like typical
ads.
They appear under ‘Recommended Reading’,
‘Related Stories’ or ‘Promoted Stories’ that visually
match the content you‟re currently reading, only
upon clicking, you‟re redirected to the
advertiser‟s website.
Native advertising is generally routed through
content discovery websites such as Legit,
PulseNG, BellaNaija, to name a few.
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8. Remarketing
Have you ever checked a product on Jumia and
later while scrolling through your social media
feed come across an ad for that exact product?
That‟s remarketing.
Also known as retargeting, remarketing uses
cookies to follow you on the web.
Almost every major social media platform as well
as Google currently offer the remarketing feature.
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9. Video Advertising
Video saw an upsurge in 2017, and it continued
to dominate our news feeds up till 2020.
Looking at the trend, we can safely say that
video isn‟t going anywhere soon.
New trends such as live videos and 360-degree
videos have led to new avenues for marketers to
generate engagement.
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10. Micro-Moments
Micro-moments are specific instances where
users turn to their smartphone to know more, go
somewhere, or do or buy something.
According to Mobile Time Report on
emarketer.com, US adults spend an average of 3
hours 35 minutes every day on their smartphones,
and in 2019 it is predicted to surpass the time
spent watching television.
Planning your search marketing campaigns
tailored around micro-moments, coupled with
the latest locational data-based advertising is a
surefire way to succeed beyond 2020.
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11. Voice Search
The rise of conversational commerce and the
adoption of digital assistants on a massive scale
makes voice search very hard to ignore as at
2019.
Half of searches are done with voice searches.
Therefore, it‟s necessary to lay the foundations by
optimizing your current SEM campaigns for voice
search.
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12. Augmented Reality
Augmented reality (AR) can be used with
devices as simple as a camera-enabled
smartphone or with advanced hardware like
Microsoft HoloLens.
The combination of augmented reality and
location-based gaming made every Pokémon
fan and gaming fan go gaga over it. Pokémon
GO made a splash when it released in 2016.
The introduction of Google Lens and Apple ARKit
promises huge opportunities for advertisers to use
augmented reality in advertising.
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13. Outbound
“What really decides consumers to buy or not to
buy is the content of your advertising, not its
form.”
~ David Ogilvy (Founder of Ogilvy & Mather)
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Digital Advertising Best PracticesDIGITALADVERTISING

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Digital Advertising Best PracticesDIGITALADVERTISING
CTAs act as a gentle nudge for your audience.
When you mention action verbs such as
“Download Now,” “Buy Now,” “Learn More,” or
“Register Today,” it prompts your user to take
the next step in the process.
Have a Strong Call to Action01

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Digital Advertising Best PracticesDIGITALADVERTISING
The adage “less is more” stands true in digital
advertising.
Your audience doesn‟t have all the time in the
world to go through a long text-heavy ad;
therefore, there is no need to be redundant
and clutter your ad copy and creatives.
The simpler the ad, the more effective it will be!
Keep It Simple!02

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Digital Advertising Best PracticesDIGITALADVERTISING
Your customers live in a multi-device, multi-
channel world; and ad creatives must be
developed to not just render well on any
device or screen size — mobile, laptop,
desktop, tablet — but also be relevant to the
medium or platform itself.
An ad designed for TV is not going to work on
the internet or on a mobile.
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Digital Advertising Best PracticesDIGITALADVERTISING
Your brand identity differentiates you from the
rest of the pack.
To make sure your ads stand out, always place
your brand identity design strategically on your
ads.
Follow Brand Guidelines04

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The Future of Digital AdvertisingDIGITALADVERTISING
In 1994, AT&T paid HotWired $30,000 for a three-
month campaign to place their ad above-the-fold
on their website. (theguardian.com)
In 2019, the digital advertising industry was estimated
at $220.38 billion. From the figures, it is evident that
digital advertising has seen staggering growth in the
last 25 years. (martechadvisor.com)
This quick-paced evolution coupled with constant
innovation is the sign of a bright future for digital
advertising and digital marketers.

19. THANK YOU
OLUSOLA ADEYEFA
olusola.adeyefa@prmafrica.com
+234-803-499-5357
@olusolaadeyfa on all social media platform
WWW.PRMAFRICA.COM