Display ads

Display Ads

Paid ad placements using graphical/rich media ad units within a webpage to achieve goals of delivering brand awareness, familiarity, favorability, and purchase intention

Display ads most similar to

Ads in a magazine

First Display Ads

1994 published on hotwire (wired) and advertiser AT&T

Publisher

provides content to attract customers, adds content first

Content Server

Where content is saved, publishers can control and edit the content

Ad Server

Controls ads, Divide sections on page to sell

Advertisers

Once customer click on publisher’s site, publisher’s ad server contact advertiser’s ad server

Advertiser’s Ad Server

send ad materials to publisher’s ad server, then advertisers ad displayed in predetermined space

How to target customer?

Target by Context or Target by Visitors

Target by Context

Keywords, Topics, specific websites

Target by Visitors

Geographic, Demographic, Behaviors

Keyword Targeting

placing online display ads based on keywords (like search ads)

Topic Targeting

Shows ads based on the topic of the website, the site needs to match the broad topic being targeted

Placement Targeting

Advertisers can simply choose to buy ads in a specific site or intrest

Geographic Targeting

IP Address, GPS Info

Demographic Targeting

Registered information (google has age and gender)

Behavioral

Previous online behaviors

Cookies

Small piece of data a server sends to the user’s web browser, used to enable the website to ID the user

Types of Cookies

Temporary, Persistent, 1st Party, 3rd Party

Temporary Cookies

AKA session, useful for tracking within pages of a session like on an e-commerce site

Persistant Cookies

Stay on a user’s computer between multiple sessions; allow marketers to ID whether new or repeat visitors

1st Party Cookies

Served by the site visitors are accessing, can only be accessed by owners of the website (Persistent and temporary cookies)

3rd Party Cookies

Served by another site rather than one being viewed, typically used to track online behaviors across websites (typically persistent)

Retargeting/Remarketing

Practice of displaying ads to web users who have already visited that site

Path for retargeting

User → Visits Site → Leaves Site → Retargeting Ad → later browse internet your ad will be displayed on other sites just what they clicked through → Retargeting ad captures interest → User Converts

How to pay for Display ads?

Programmatic Advertising

Programmatic Advertising

automated bidding on advertising in real time for the opportunity to show an ad to a specific customer in a specific context

Cost by Placement

Ads sold by placement ($/days takeover)

CPM

Cost per 1000 impressions, paid every time user sees ad

CPC

Company pays each time customer clicks

Cost Per Conversion

Company only pays when ad leads to a sale or some other conversion on the website