11/03/2014 DIGITAL MARKETING WORKSHOP - DHEERAJ PULAVARTHY 1 Understanding Online Display Advertising
Aug 07, 2015
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Understanding
Online Display Advertising
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Topics Covered
1) How online advertising really works
2) Learning about the different display ad formats
3) How the technology of Display Advertising works
4) The future of advertising online
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Display Advertising Terminology
• Advertiser = The business that placed this ad (e.g. SAP)
• Publisher = Forbes.com• Media Agency = works for
the advertiser in designing the ad (creative), then buying ad placements (media buying), and determines ad budget (media spend)
• Inventory = how many impressions of the ad are available through a specific publisher
Types of Display Ads
Ad Formats • banner ads / image ads / flat ads - simple images (PNG, JPG)
• Rich media ads - Flash-based or Dynamic HTML-based. Ads can have forms for lead capture, polling, social sharing, etc.
Ad Sizes
There are many standard sizes defined by the Interactive Advertising Bureau (IAB):
• leaderboard (728x90) = 728 pixels wide, 90 pixels high
• medium rectangle (300x250) most available inventory across ad sizes
• Other common sizes • 300x600 • 160x600• 180x150
• mobile ad sizes (iPhones, Androids, iPads)• 468x50• 300x50 • 320x50
Ad Sizes
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This Complex Sophisticated Technology
Leads to
Two things
Targeting and Retargeting
Your Website Ad Network
Organic
SearchEmail Social PPC &
Display
Visitors get tracked for retargeting (cookie’d)
Tracking works beyond your website across the web
Retargeted Ads
Example:
• 10,000 website visitors
• 20 impressions / visitor / month
• Total of 200,000 retargetedimpressions per 30 day period
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Choice: Ad views will be voluntary.
Control: Users will participate in the ecosystem if we provide
enough value and control.
Connected: Ads will help people live their lives on the go.
Calibration: All ads will be measured. Clicks will be only one type
of measurement.
Future of Online Advertising
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