2024
Display Advertising
Shikhar Jaitley, Asst Professor-Sr Scale, WGSHA
2024
Learning Introduction-Display Advertising
Outcomes Different kinds of display advertising
By the end of this module, students
Display marketing ecosystem
will have an understanding of-
Advantages & Disadvantages of display advertising
Retargeting & Dynamic Retargeting
Setting up a display ad campaign
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
Introduction to Display Advertising 2024
What is Display Advertising?
Display advertising refers to a type of online advertising that involves the use of
visual elements, such as images, graphics, videos, and interactive multimedia, to
promote products, services, or brands on websites, social media platforms, mobile
apps, and other digital channels. Display ads can take various forms, including banner
ads, rich media ads, video ads, interactive ads, and more.
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
Types of Display Ads 2024
Banner Ads Rich Media Ads Interstitial Ads
Static or animated graphic ads that appear Involves using interactive elements such as Ads that appear as a separate webpage
at the top, bottom, or sides of a webpage video, audio, and clickable elements for better before you are directed to the original page
engagement
Video Ads Expandable Ads Behavioral Targeting Ads
Video ads are short videos that play Start as a smaller size and expand to a Involves delivering ads based on the
before, during, or after online content larger size when users interact with them user's online behavior and interactions
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
Banner Ads
2024
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
Rich Media Ads
2024
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
Interstitial Ads
2024
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
Expandable Ads
2024
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
Interactive Advertising
2024
Nescafe Cold Brew Advertising Campaign
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
Display Advertising Ecosystem 2024
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
Programmatic Ad Ecosystem
2024
How this works?
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
Key Players Display Ads 2024
Advertisers/Clients Ad Agencies Ad Networks
Businesses or individuals who want to Help advertisers plan, create, and execute Intermediaries between advertisers and
promote their products, services, or their display advertising campaigns publishers. They aggregate ad inventory
messages through display advertising from various websites and apps and offer
it to advertisers
Ad Exchange DSP SSP
Platforms that facilitate the Tools or platforms that allow Platforms used by publishers to
automated buying and selling of ad advertisers to manage and optimize manage and optimize their ad
inventory in real-time through their display ad campaigns inventory. They connect publishers to
programmatic advertising. ad exchanges, demand sources
Display Advertising-Shikhar Jaitley Asst (advertisers, agencies, DSPs)
Professor-WGSHA
DSP vs SSP 2024
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
DSP & SSP
2024
DSP SSP
A Demand-Side Platform (DSP) is a technology platform A Supply-Side Platform (SSP) is a technology platform
used in the field of digital advertising, specifically within which are designed to help publishers (website owners, app
programmatic advertising, to streamline and optimize the developers, and content creators) effectively manage and
process of buying and managing digital ad inventory. DSPs monetize their available ad inventory by connecting them
enable advertisers and agencies to purchase ad impressions with potential buyers, such as advertisers and demand-side
in real-time across multiple ad exchanges, websites, and platforms (DSPs).
apps, targeting specific audiences and optimizing their Google Ad Manager, Rubicon Project, PubMatic, OpenX,
campaigns for better performance. Adform
Google Display & Video 360, Trade Desk, Adobe
Advertising Cloud, MediaMath, AppNexus
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
Role of DSP in Programmatic 2024
Ecosystem
Demand Side Platforms
• Ad Buying and Bidding
• Audience Targeting
• Data integration
• Real-Time Optimization
• Cross-Channel Campaigns
• Access to Multiple Exchanges & Publishers
• Real-Time Reporting & Analytics
• Budget Control
• Frequency Capping
• Creative Management
• Automation & Efficiency
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
Role of SSP in Programmatic Ecosystem
2024
Supply Side Platforms
• Ad Inventory Management
• Automated Ad Selling
• Auction Management
• Optimized Pricing
• Header Bidding Integration
• Ad Quality Control
• Ad Campaign Management
• Dynamic Allocation
• Data Monetization
• Real-Time Reporting and Analytics
• Ad Format Support
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
2024
Programmatic Advertising
Advantages Disadvantages
• Reach to drive awareness • Low click-through rates
• Direct response • High costs/low efficiency
• Targeting • Brand reputation
• Retargeting • Technology complexity
• Halo effect
• Cost
• Dynamic updated
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
Consumer Decision Making Process 2024
Stages in consumer decision making
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
Retargeting
2024
How it works!
Retargeting, also known as remarketing, involves showing targeted ads to users who have previously
visited a website or engaged with its content but did not complete a desired action, such as making a
purchase or signing up for a newsletter. The main idea behind retargeting is to keep your brand or
products in front of these users as they browse other websites or platforms across the internet.
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
2024
Factors for successful retargeting
Factors accountable for successful Retargeting does not mean
retargeting
• Segmented audience by behavior.
• Identifying the right platform for ads.
“Buy Now”!
• Serving the right message to the right audience.
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
2024
What does
Retargeting ad
do?
Retargeting ads help lead
users to the next step in
their buyer journey………
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
Dynamic Retargeting 2024
How it works!
Dynamic retargeting takes the concept of retargeting a step further by delivering personalized and
dynamically generated ads to users based on their specific interactions and interests. It involves
displaying ads that showcase the exact products or services that a user viewed on the advertiser's
website, creating a more customized and relevant advertising experience
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
2024
https://support.google.com/google-
ads/answer/10759203?hl=en&ref_topic=10289172&sjid=6
132220464576677527-AP#zippy=%2Ccreate-a-new-
campaign-and-set-a-goal
Display Ad Campaign
How to set up?
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
Display Ad Campaign 2024
Set up
• Define your goals and objectives
• Identify your target audience
• Select the advertising platform
• Create compelling ad creative
• Set up conversion tracking
• Select targeting options
• Set a budget and bidding strategy
• Create ad groups and campaign structure
• Set campaign parameters
• Launch and monitor the campaign
• Optimize and refine
• A/B testing
• Scale or adjust
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
2024
THANK YOU!
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
