Display Advertising in one of the two types of online advertising, with the second one being search engine advertising. Display Advertising constitutes the ad, which is normally in the form of a banner and features text, images, audio, and even video. This advert is then displayed on a web page destination, which is usually on the top or the side of a webpage.
It is the most popular tool of digital communication for two reasons.
– It is the oldest form of this medium.
-It is the most assimilable and comparable to conventional advertising. In fact, one can say that it is the immediate transition of spots, radio spots and press in the virtual world.
Although we all think that advertising display is only banners, the truth is that it exist in a multitude of formats in order to support this type of communication. Broadly they can be divided into three groups…
Join host Spider Graham as he explores some of the best practices that digital media sales reps can use when working with advertisers to assure campaign success.
Traditional: The banner and its derivatives are graphic elements, however you can also add sound to them. They have different names depending on their size, shape and presentation. A banner is shown in a 468×60 horizontal format, and a skyscraper or vertical banner is in a vertical format which is 90×560 and 300×300. In regards to rectangle ads, they are embedded in the center, which is normally 90×90 or 60×90 which is usually placed on the sides.
Rich Media: are the formats that incorporate other possibilities of animation and multimedia such as videos, layers (creatives that move across the page), drop down banners, etc.
Video: is one of the richest elements of dynamism and interactivity, and the challenges of the future regarding this format focuses on providing it with real interactivity.
Another good aspect of this new form of advertising creativity is the servers and ad servers – these are responsible for ensuring the support, and ensuring that the advertisers get the exact results from their campaign. These ad servers have become more sophisticated, and allow for segmentation, as well as controlling extraordinary campaigns.
Where to view the ad – you can choose where to display your add, and decide which pages and sections you want it to be visible on.
The Schedule – this is where you decided which time you wish for your add to be featured at.
The Frequency – is the number of times that your advert can impact the same user.
Localization Visit – this is how to remove traffic from users to determine who is and is not interest in what is it your selling.
The ads servers give you a lot of data in the form of quantitative results, this is to ensure you make a good campaign.
Nowadays, the great campaigns devote part of their budget to internet. In most of these cases, an integrated online and offline marketing campaign, is used, this is also known as blended marketing.
In traditional media, technological support prevents the recognition of the user, viewer, reader or listener who is behind communication, however this is not to case with internet. This giant technological progress allows us an unprecedented and is able to customize the advertising messages in two ways:
– To only send certain messages to users who are more likely to buy our products or services.
– Change creativity, which is differentiating the message or promotion depending on the user who is browsing profile.
(Digital Advertising Is More Efficient Than Traditional Media)
The retargeting is to customize advertisements which are released after the user identifies, and is aware that their past behavior and attitude to certain content, has a high probability of being linked to our advertising message. There are powerful tools that track our online behavior and when we enter a site that has this technology, they recognizes us and begin to throw custom messages in which we can perceive.
Still, it is important to realize that the user recognition has great limitations, and that it is always almost done through cookies. Cookies are files which our web browsers deposit in our computers when we move through the network, and they keep important information about us. (How Internet Cookies Work)
These cookies are stored inside the computer’s hard drive when we leave a portal. Each time a user visits a site the first thing our computer does is to see if there is any cookies on the hard drive which will allow for the user to be identified.
-If the user deletes cookies from their computer, the trail is lost.
-If more than one user shares a computer you are not able to distinguish the user from each other.
-If a user uses more than one computer to the site it will be two different people.
This shows that it is an imperfect system, but what is certain is that it is a giant step forward compared to traditional advertising, where there is no possibility to identify users and personalize the message.
These systems of personalized advertising generate ethical questions and are quite questionable. The main issue is that when a retargeting system begins to capture information about a person without their knowledge, there is a concern as to what they are going to do with the information that they get. No doubt these systems have to keep evolving and will tend to be somewhat spoiled by the user, however they will also benefit, and will only receive advertisement relating to their interests. (The future of Digital Advertising)