Display Advertising
Display Advertising Basics
• 2nd largest channel by revenue (after search) in US and 3rd largest in
India.
• Recently, it has seen growth due to inclusion of video, gifs,
enhancement in targeting and tracking, and programmatic ad sales.
• Display is a versatile channel.
• Can be used for branding, awareness, performance marketing.
• Even a humble banner ad can break through clutter and become cost-
effective.
Programmatic Advertising
• The process of automating media buying by targeting audiences and
demographics.
• Ad platforms use algorithms and real-time bidding, and machine
learning to purchase ad placements across websites, apps, and other
digital channels.
Display
Advertising
Evolution of display advertising
DoubleClick
Standardization: the building block of growth
• Early days handled like sponsorship
• Demand for ads grew as users of internet increased.
• Standardization of ad sizes began (Eg: 468 x 60)
Weaknesses of Display Ads
• Predictable page locations
• Repetitive and boring
• “Banner blindness” – ignoring banner ads
• Hard to track effectiveness
• Complex display ecosystem
• Problem of attribution and trackability
Display Measurement
• Clicks
• Indicator of engagement and interactions
• View-through
How Display Works
• Deployment, tracking, and optimization
• Publishers – supply
• Advertiser – demand
• Deploying the best creative, to the best audience, at the best price
Standard
Display
Formats
Deploying an Ad
• Ad servers
• Some benefits:
• Single point of upload and deployment of creatives.
• Ad trafficking
• Broader view of audience
• Verification and Reporting
Analytics
Inventory Inventory
Where? Media
Supply Aggregation
Data Audience Optimization/
Who? Audience Data Supply
Aggregation Segmentation Media Buying
Creative Creative
What? Creative
Imagination Optimization
Analytics
Ad Networks, Exchanges, Long tail of
Inventory
Digital Display
Options
Basic Strategies & Tactics
• Incentives or Offers
• Synergy with content or context of publisher
• Use of rich or interactive media
• Interruptive creative and messaging
Likeness
towards Ad
Types
Getting most out of Display Creative
• Targeting Strategy
• Viewability
• Ad metric that aims to track only impressions that can actually be seen by
users.
• Premium for “above the fold” position
Getting most out of Display Creative
Display Advertising Challenges
Creative Trends in Display
• Creatives – Annoyance is no longer an option
• Interruptive ad placements (Annoys consumers)
• Native Advertising – blend in with the content of the website
• Successfully by pass Ad Blockers
Native Ads
• Advertising format consistent with the form, style and voice of the
platform they appear on.
• Social media platforms focus on these new forms of online ads.
• Web publishers are deploying new “native” ad formats to enhance
performance of ad and drive better user experience.
Drives more attention and brand lift over traditional display
Control is key
• Opt-in ads
• Click-to-activate ads
• Indications on how to stop an ad
• LEAN ads Program
LEAN ad program
• L: Light – Limited file size with strict data call guidelines
• E: Encrypted – Assure user security with https/SSL
• A: Ad choice support – All ads should support consumer privacy
programs
• N: Non-invasive/ Non-disruptive – Ads should complement UX
Rich Media & Video
• Quality drives virality
• Traditional 30-second spot
• Digital 10-15 second max
• Rich media look for ways to involve audiences (Interactive Ads)
Interactive Ads
Pennies for life campaign: The Microloan Foundation
Rich Media & Video
• Contains images, animations, or video involving some type of user
interaction
• VPAID – Video Player-Ad Interface Definition
• Rich media enables agencies to create complex ads using tech.
• HTML5
• Used for likes, clicks, even for brand awareness
Challenges in Display
• Consumers avoid heavy ad load websites
• Install ad blockers or other software
• Ad blocker is consumer response to bad ad behavior by firms
• Ad blocker filter content in two main ways
• Check against a blacklist of domain names
• Check page after loading as per some prescribed rules
How Ad blocker works?
Top reasons for using ad blockers
• Performance
• Privacy
• Security (Malware)
• Top countries that use ad blockers include Germany, India, Canada,
USA, UK, China, France, Brazil, Japan, etc.
Native Ads
• A form of paid media in which the ad experience follows the natural
form and function of the user experience in which it is placed.
• Types
• In-feed
• Content recommendation widgets
• Promoted listings
• Custom content units
Exercise
• You are the owner of a national chain of tyre store.
• In near future you will need to design ads and choose best place to
publish those ads.
[Link]
Imagine you are the owner and director of web marketing for Les
Schwab.
• Your TG
• Women age 40-65
• Women age 18-39
• Men age 30-49
• Men age 18-29
• Discuss the types of images, promotions, call-to-action that would best
fit in an ad targeting that target group. List the websites where these
people are spending their time online.
Effective Display Ad : Banner
• Attract attention
• Communicate value proposition
• Invite action: CTA
Re-marketing Ads Your ads on other websites
(These publishers are within the ad network)
The advertiser chooses the
retargeting ads
Website Website Website
Users Your Website 1 2 3
Re-targeting ads are
more expensive
Return Traffic
Re-targeting (When and Who to Target?)
• Visited any page on the advertiser’s site
• Visited advertiser’s Homepage
• Visitor that did not make the purchase
• Added item to shopping cart
• Up-sell or cross-sell to previous purchaser
• Visitor in last 30-90 days on the site
A/B Testing Banner Ads
Impression: 20,000 Clicks: 160 CTR: 0.8% Impression: 20,000 Clicks: 185 CTR: 0.925%
Conversion: 4 Conversion Rate: 2.5% Conversion: 5 Conversion Rate: 2.7%
Consistent Messaging
• Ways to stay consistent with ads and landing pages?
• Same Value proposition
• Similar call to action
• Same design elements (colour scheme, characters, fonts, imagery, etc.)
Thank You