Display

Advertisement
Contents:

• What is Display Advertising?

• What makes an effective display

ad?

• How to target display advertising

• How to measure your display ad’s

success

M EDIA 101
What is Display Advertising?

M EDIA 101
Display Advertising
Display ads, or banner ads, are a form of advertising that allows you to
target audiences online in many ways across desktop, mobile and tablet
devices

M EDIA 101
Standard Display Banner Sizes
300x250
728x90
160x600
300x600
300x50
320x50

M EDIA 101
What makes an effective
display ad?

M EDIA 101
What makes an effective display ad?
Display Ads are often used to build awareness of a product, destination or
service
Display Ads also aid in increasing search

volume Simple Design

• Use clean designs that attract the eye but aren’t obnoxious
• Ex: Graphics, different sized fonts, complementary colors, and a catchy message
• Make sure to include a strong call to action (CTA)

Clear Information
• Make it easy for users to identify your brand as soon as they see the ad

Display Ad Landing Pages

• Make sure the landing page your ad directs to is specific to the ad displayed

M EDIA 101
How to target display
advertising

M EDIA 101
Targeting
Behavioral Targeting
• Targets audiences whose online activity matches your audience
profile. This includes websites they view, products they research,
what they purchase and social engagement.

Geo-targeting and Geo-fencing

• Targets specific audiences based on their location
• Can be as wide or narrow as you want (country, state, city, etc)

Contextual Targeting
• Advertisement is related to content on the site or a means to identify
your core audience based on the content they are consuming when
they go online
M EDIA 101
Targeting
Retargeting
• Targets audiences that have already visited your website and
shown interest in your brand

Prospecting
• Creates a new target audience using multiple tactics
(behavioral, contextual, etc.)

Lookalike Targeting
• Uses current audience data to create similar audiences to target

M EDIA 101
How to buy display
advertising

M EDIA 101
How to buy display advertising
Buying Direct
• Buying ad space on a specific website directly from the business (ex. AZCentral.com
• You know exactly where your ads will show
• Costs are usually higher than a network buy
• More custom opportunities

Network Buy
• Buying through a 3rd Party, like Google Display Network (GDN)
• This is an easy way to purchase ad space on multiple websites through one media buy
• Scale is larger and costs are typically lower than buying direct
• Targets your audience vs. the site

Programmatic Buy
• Automates network buying process to increase efficiencies and lower costs
• Allows advertisers to hone in on the audience and can also layer in day-parting and
other parameters to focus on the most quality audience
M EDIA 101
5 Buying
Models
1. CPI- Cost Per Install - In mobile app marketing, CPI refers to
media programs where the advertiser pays for every
installed app. Lots of app marketing is purchased CPI
because it is a fast way to drive installs. But the quality of
installs driven varies by media vendor. Some CPI vendors
are extremely reputable and work hard to find users that will
likely use an app. Others use incentives like giving a user
free “gold” for a game in exchange for their downloading an
app. These “incentivized installs” tend to be of low quality.
In addition, there are also very disreputable companies that
drive installs with bots.

Cost Per Install is the price paid by an application

developer to an advertiser for every user that
installs their app due to the advertiser’s marketing.
2. CPC- Cost Per Mile- CPM stands for cost per
thousand Impressions (the M is the Roman numeral
abbreviation for 1,000). CPM is one of the most
common ways of buying digital media. You essentially
pay for every time your ad loads on a page or in an app.
It’s a simple way to buy but is coming under increasing
scrutiny because the client is charged for the impression
whether or not a consumer actually sees it. If for
example, the ad appears below the browser window
and the user never scrolls down, the advertiser still
pays.
3. CPC- Cost Per Click- CPC stands for cost-per-
click advertising. Here the advertiser pays when a
click is made on an ad. Some CPC programs are
very effective, but there is a potential for fraud if a
company deliberately uses bots or some other
technique to drive clicks not initiated by a real
person.
4. CPL- Cost Per Lead- CPL is short for cost per
lead, meaning that the advertiser pays when a lead
form is completed and submitted. CPL is common
in B2B marketing, where it is unlikely that someone
will make a purchase immediately. It can be a very
effective way to buy, though there is some risk of
fraud if bots are programmed to fill in leads
automatically.
5. CPA & CPS- Cost Per Acquisition & Cost Per
Sale- Cost per acquisition or Cost per sale. Here
the advertiser pays only if a purchase is made.
This is the relatively low-risk way to buy media
because the advertiser only pays when revenue is
driven. But many media companies won’t sell
media this way because they must assume all of
the risks in the ad buy. If no one buys, they make
no money.
How to measure your
display ads success

M EDIA 101
Measuring your ad’s success
What is the objective/goal of your advertising efforts?

Common Success Metrics:

Impressions: how many times your ad is loaded on a page that is being viewed by a user

Clicks: how many times a user clicks through the ad

Click Thru Rate (CTR) = (clicks/impressions) x 100

Website sessions: How many people are coming to my site from paid efforts?

Time on site: How long are people engaging with the content on my site?

Form requests/downloads (travel guides, itineraries): Number of form fills or downloads on

the site

M EDIA 101
CHALLENGES IN
DISPLAY
ADVERTISING

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1. Ad blockers: You find that in recent years, the rise of ad blockers, the extension in Chrome,
or any of the other browsers that prevent ads from being shown. So even though you’re
trying to serve your ads, there is a preventative measure in the person’s browser that stops
it from being seen by your audience. Finding new ways to engage with the audience or
sidestep ad blockers is a key challenge.

2. Ineffective creative: Like with every kind of ad format, ineffective creative means that your
message won’t get across as effectively as you’d like, and can just lead to poor results.

3. Poor audience targeting: If you don’t know who you’re targeting, your message won’t be
received or as understood as well as targeting the correct audience

4. Lack of cut through: Lack of cut through represents an ongoing problem across all ad
formats.

5. Banner blindness: We refer to it as banner blindness, when there’s so much out there,
when there’s so many ads out there, it’s difficult to actually cut through that mix and get
your ad seen by the right audience, at the right time.

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Display Plan
 ◆ Decide on the Goal of the ◆ Choose the Target
Advertisement Audience
▪ Determine the product ▪ Defining the ideal customer is
essential
▪ Know How to handle the
▪ Use any targeting method
customers • Demographic
•
▪ Use specific tactics to •
Contextual
Behavior
attract the customers • Placement
• First-time Discount.
• Free Information.
• Free Initial Service.
• Meaningful Guarantee.
• Gift with Purchase

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 ◆ Create Ads

▪ Use clear headers and sub-headers, use easy-to-scan bullet points

to explain what they will get from the offer, emphasize key points using
bolded text or italics, and keep things as brief as possible.
▪ Use contrasting colours
▪ Stamp on a logo
▪ Add Social proof
▪ Avoid visual clutter
▪ Never underestimate formatting
▪ Be consistent

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 ◆ Set a Budget, Track and Adjust

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Programmatic
Digital
Advertising
 “
▫ Programmatic advertising uses automated technology and
algorithmic tools for media buying. The term programmatic
relates to the process of how ads are bought and sold in the
advertising space.

▫ Programmatic advertising differs from more traditional media

buying methods in its use of automation.

▫ It analyzes many user signals to ensure that ads serve the right
person, in the right place, at the right time.

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 “

YouTube
Advertising
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 ◆ YouTube advertising means advertising on YouTube, the online video-sharing
platform, promoting video content, or in relevant search terms in YouTube
Search.

◆ As Google owns YouTube, YouTube advertising is possible only through Google

Ads.

◆ YouTube itself has over two billion monthly logged-in users, with 500 hours of
video content uploaded every minute to the platform. Each visitor, on average,
spends 11 minutes and 24 seconds on YouTube every day, and every visit to
YouTube on average leads to 6.5 page views.
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 YouTube advertising benefits include increased:

◆ Reach and visibility

◆ Varied targeting opportunities
◆ Data and analytics
◆ Ad Campaign optimization
◆ A profitable marketing and sales channel

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 “
Companies spent over
5.5 billion on advertising
on YouTube in 2020.

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 Types
of YouTube Ads

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 Skippable Video Ads

▪ Viewers can skip a video ad after five seconds of

watch time. These skippable video ads can appear
before, during, and after the video, the user is
watching.

▪ While using skippable ads, it’s essential to spark

interest immediately in the ad to keep the viewer
watching the ads, or else they will skip when
possible.

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 Non-Skippable Video Ads
• Compared to skippable ads, the non-skippable
ads can’t be skipped, and are only 15 to 20
seconds in length.

• Non-skippable ads can appear as well, during,

after, or during the main video.

• The length of non-skippable ads can vary

depending on the region targeted with the ads.
 Bumper Ads
• Bumper ads are also non-skippable but are only six seconds in
length.

• Having bumper ads available can trigger them to be seen with

your skippable ads.

• Bumper ads are available for mobile and desktop.

• Bumper ads are great for retargeting with strong call-to-

actions and for recycling longer ads.

• The six seconds that bumper ads offer should be used

precisely and have a clear message to its delivery.
 Display Ads
• Display ads appear above or below video
suggestions and on the right side of the
featured video. Display ads on YouTube
are only available for desktop.
 Sponsored Cards

▪ Sponsored card ads show content that is relevant to your

video. The cards could show products, events, or other
promotions that appear in the video.

▪ The user will see a teaser for the sponsored cards and, when
clicked, will receive additional information about the cards.

▪ Sponsored cards come in many sizes and are available both

in desktop and mobile devices.

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 Overlay Ads
▪ Only the Desktop user sees the overlay ads, and
the ads are either an image, text, or a combination
of both

▪ Overlay ads appear during a video as a popup that

can be removed by the users; if not removed, the
ad will stay in place for a while until going away.

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