DISPLAY MARKETING Display Marketing is online advertisement which

DISPLAY MARKETING Display Marketing is online advertisement which can be a banner ad, rich media and more. Audio, image and video is used to get the message across to the audience rather than using text. [1]

Formats of Display Marketing ■ There are six different formats used for display ads: 1. Video 2. Rich Media Ads – A flash file which would appear when on an interactive media which is accessed through a digital computer–based system which allows you to add text, move images, animation, audio, , video games and video. 3. Overlays – Ads that appear above the content of a website. 4. Interstitials – An ad which appears on the users screen before viewing the content on the web page they clicked on. 5. Sponsorship – When a logo or brand is added onto the design of a companies website allowing that to promote them. This also links with Native advertising where an ad is paid to be put into their website design. ■ Each format has its own size for example a banner would normally be 468 x 60.

History of Display Marketing ■ As the years went by, websites started to be produced which then lead to loads of space that could be used for advertising. However, these ad spaces where not sold until companies called Ad Networks bought this space from many publishers. They were then arranged into audiences to be sold to advertisers. Once this was going, it gained popularity quickly as it was useful for buyers who said they where paying low prices for a higher audience. ■ The first ever banner display appeared on Hot. Wired in 27 th October 1994 in a web magazine. [3]

Advantages of Display Marketing ■ There are many advantage when using display market to advertise a product or service. For example, it is known to be wide-reaching as you would normally find it in apps, websites and even emails. You would find that many companies would suggest this type of marketing as it is a very good way to build up your brand. ■ Display ads aren’t such a competitive format which results in less competition between companies. ■ You have the advantage of creating a flexible style or format. Although you are given a specific amount of space, you can create videos, gif, images, text, games and interactions. It is entirely your choice. ■ Even though it can cost a large amount of money to place your advert onto top websites it is much cheaper than placing rich media ads. This is before of the creative and hosting process it goes through. ■ If an ad is related to the content of the website which someone is viewing it is likely to get attention and getting clicked on. ■ You can research a specific demographics such as a certain age bracket or gender.

Disadvantages of Display Marketing ■ Lack of reputation management is a disadvantage as you are not able to control where yours ads go meaning it can result in damaging your brand. An example of this would be finding your beer advert on the same page of an article written about an underage drinker getting charged for drunk driving. Even though it is not common, it is still a major reason why some companies don’t risk it. ■ Over the years, it has gained a bad reputation due to spam. A study has shown that 84% of 25 – 34 year olds have stops using their favourite website due to ‘intrusive or irrelevant’ ads in 2011. [4] ■ Most people ignore ads whether they’re on at the start of a You. Tube or on a web page. It is said that an overall display ad click-through rate is 0. 17% throughout all ad formats and placements. [5] ■ Many people have starts using app to block ads from appearing so you shouldn’t be looking to on spending a large sum of money on creating display adverts for your company. A common app which is used to block ads is ‘Ad block Plus’ ■ If your company where to create an animation as an ad, it would contains a limited amount of information suggesting you wouldn’t have a large amount of time to get your message across. An animation is normally 10 -15 seconds long. ■ Little information on who clicked on the ad, how many clicks and impression about the ad is given.

Who works behind display ads ■ There are three roles within building a display advertisement. These are: 1. Account department – These are people who meet and discuss with the clients about their goals and what they want to achieve through digital marketing. This information will be then passed onto the creative department. 2. Creative department – Once the creative department has an idea of what the client wants, they start to create the ad. They use their creativity to get their message across to the audience. 3. Media Planner – These are people who. They go into more depth on sound image and motion. There are different tools which are used by Media planners. Some of the tools that they use are, Google Ad. Words Display Planner, Similar. Web, Com. Score and MOAT. They also go into looking for the right media platform for the clients company or product. Their goal is to achieve the bet combination of media for the marketing campaign. [6]

Ad server ■ Ad server is a technology and service which is used to place adverts on web sites. Once it has received the ads files it is able to place them in different websites. ■ The Ad serve takes responsibilities on when an Ad is put up onto a website, where it spreads and how fast it spreads. These link to the targeting audience the Ad is made for. For example, geographic location targeting. [6] ■ There are three types of as server. 1. One for publishers which allows them to launch new ads on a website and follow up information on how many users it has reached. 2. There is also an ad server for advertisers that help them send the ads in a Html format which gets sent to the publishers. Being able to use these servers give them access to make changes whenever. 3. The third ad server is for ad networks. This gathers information from the publisher on the daily revenue.

Bibliography [1] - "Display Advertising News & Tips From Marketing Land". Marketing Land. N. p. , 2016. Web. 1 Nov. 2016. [2] - "The Evolution Of Online Display Advertising". You. Tube. N. p. , 2016. Web. 1 Nov. 2016. [3] - "Happy Birthday, Digital Advertising!". Adage. com. N. p. , 2016. Web. 1 Nov. 2016. [4] - "12 Mind-Blowing Statistics Every Marketer Should Know". Blog. hubspot. com. N. p. , 2016. Web. 1 Nov. 2016. [5] - "Display Advertising Clickthrough Rates - Smart Insights Digital Marketing Advice". Smart Insights. N. p. , 2016. Web. 1 Nov. 2016. [6] - "Display Advertising". En. wikipedia. org. N. p. , 2016. Web. 1 Nov. 2016.