Digital Display Advertising
DDM
Shanaka Rathnayake – MBA (UWE Bristol)
shanaka.sar@gmail.com
Session overview
• History of display marketing
• Understanding key terms used
• Benefits of display and video advertising
• Types of display ads
• Digital Display Advertising ecosystem
Remember these days?
The First-Ever Banner Ad on the Web
October 27, 1994
Source - digiday.com
Key Terms used in Display advertising
More terms
Term Meaning
A company that provides services such as buying, tracking, creating, and planning ad campaigns on behalf of
Ad agency
their client.
Ad exchange A system through which advertisers, publishers, and networks buy and sell ad inventory.
A company that serves as a broker between publishers and advertisers. Networks will typically aggregate a
Ad network
selection of unsold inventory and offer this to advertisers at a discounted rate.
Attribution is the model that determines which ad is responsible for a conversion action. The most common
Attribution
model is the last view/last click framework but as ad tech advances, other models have become more popular.
A bidding strategy is the way a buyer calculates a bid in an ad auction. It can mean bidding a flat CPM or
Bidding strategy
bidding a variable price based on past click through or conversion rates.
When a user performs a desired action on a page. For example, signing-up for a newsletter, or making a
Conversion
purchase.
Demand-side platform A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage
(DSP) multiple bids through just one interface.
Dynamic Creative Dynamic creative optimization, is a form of programmatic advertising that allows digital advertisers to optimize
Optimization (DCO) the performance of their ad creatives using real-time technology.
Frequency capping The act of limiting the number of times a particular ad can be served to a user.
More terms
Term Meaning
Landing page The page which a user “lands” on directly after clicking on an ad.
Bidding that occurs via automated auctions in real-time. A bid uses the past performance of ads, inventory, or
Real-time bidding (RTB)
user groups, etc, to generate dynamically.
The act of targeting a user who has performed an action in the past and who therefore, may be more likely to
Retargeting
perform the same or similar task in the future.
Supply side platform The equivalent of a DSP for publishers. This allows them to access to demand from a variety of networks,
(SSP) exchanges, and platforms via one interface.
Viewability This a measure of whether an ad has actually been seen by a given user.
Bounce Rate: The percentage of visitors to a particular website who navigate away from the site after viewing only one page.
Benefits of display & video advertising
Increase brand awareness Drive frequency of exposure
Drive consideration Re-engage with customers
Create purchase intent Use multiple types of ad formats available
Increase reach Complement TV buying strategies
Value of display and video
Broadly targets audiences across Users have a choice to engage with
thousands of sites your content
Display Platforms
Distinguishing between the main platforms available when running display advertising campaigns
Google Display Network Facebook
Google Display Network allows advertisers to
serve video and display ads to over two million
AdRoll Criteo websites, reaching 90% of global Internet users.
Premium Network Buys
Google Display Network
• GDN acts as an interface between the publisher and the advertiser.
• Advertisers select target audience based on interest, domain, demographic, etc.
• Complete control over ad placements, ad scheduling & spend
Video Platforms
Distinguishing between the main platforms available when running video advertising campaigns
Examples include social media platforms
such as YouTube and Facebook. Video on Programmatic
Social
Demand
There are 02 types of Digital Display
Display Ad Sizes
In-Page Advertising
Roadblocks
Home Page Takeover
Floating Rich Media Ads
Expanding Rich Media ads
Gmail Sponsored Promotions (GSP ads)
Distracting to get attention
Sample content
Rich media banners
Things to note
Brand Safety - Online
Make sure to avoid;
• Illegal Content
• Illicit Content
• Unsuitable Content
Impression wastage
Programmatic Advertising
Programmatic ad buying is the use of
software to purchase digital advertising.
Traditional approach involves human-based
requests for proposals, bidding, quotes, and
negotiations, programmatic ad buying uses
machines and algorithms to purchase display
space.
Why Programmatic?
1. A broad audience base. Due to the large amount of cross-platform content available,
programmatic is the ideal option to purchase advertising inventory.
2. Cost-effective and effective awareness. Your marketing expenditures may go a long
way, even on a tight budget, to reach your target market and raise awareness of your
goods or service.
3. Data and analysis in real-time. With real-time data, you can pivot and make choices more
quickly. Additionally, it shifts your mindset from being reactive to being proactive.
4. Use of both first- and third-party data.
5. Cross-device promotional tactics. It enables you to connect data from the initial
encounter through the final purchase in order to evaluate the effectiveness of your
programmatic approach.
Programmatic – Dynamic Creative Optimization
Advertising Buying Mechanisms
Display Ads
Advertising Buying Mechanisms
Video Ads
Understand the Buyer’s Journey
Display and video campaigns reach people at all stages of the buyer’s journey.
• Display and Video
• App Installs or
Shopping
Aligning to the RACE framework
Importance of Setting Objectives
Video and Display Campaign Objectives
Key objectives for video and display campaigns include building brand awareness, influence
consideration, or driving an action.
Build Brand Influence Drive Action
Awareness Consideration
A campaign with a brand awareness objective will focus on
impressions, customer engagement, reach and frequency. This is
when you have a new business, or have launched a new product, and
your primary goal is to increase awareness of your brand or product.
Ad Targeting
Basic Setting
Applying basic settings to your display campaign
Audience Targeting
Categories available
Audience Targeting
Demographic targeting
Audience Targeting
Affinity audiences
Audience Targeting
In-market audiences
Audience Targeting
Remarketing
Audience Targeting
Similar audiences
Contextual Targeting
Contextual targeting is matching the content of a
website to that of your product or service.
Targeting by topic allows you to place your ads
on web pages related to the topics you choose.
Placement Targeting
Choosing a specific video on YouTube or a website on the Google Display Network where you want your
ad to be shown.
Refined Targeting
You can refine your campaign by combining contextual
and audience targeting at the ad group level.
Refine Where Ads Show by;
Using exclusions also help to manage where ads will be shown.
Ad Delivery
Applying delivery settings to your Display campaign is key inorder to achieve campaign objectives efficiently
• Standard delivery will show your ad evenly throughout the day.
• Accelerated delivery spends your budget more quickly, usually at the start
of the day.
• Frequency capping limits the number of times your Display or Video ads
appear to the same person.
• Ad schedule allows you to display ads or change bids during certain times.
• Ad rotation delivers your ads on both the search network and Google
Display Network. And, multiple ads within an ad group can be set to rotate
because no more than one ad from your account can show at a time.
Bidding
Key Bidding approaches in display & video advertising
Importance of a bidding strategy
Paid Social
Importance of Paid Social
How Facebook Helps (paid social)
AD Formats
Measuring
success
Display metrics
Video metrics
Measure by objective
Measure by objective
Awareness Consideration Action
PAID
• Clicks
• Reach • Video view through rates • Email subscriptions
• Impressions • FB Page likes • E-Brochure downloads
• Video views • YT subscribers • Online reservations
• Twitter followers
OWNED
• Website visits • Lead forms filled.
• FB engagement (reactions, • Bookmarks
• Page ranking on Alexa & similar comments & likes)
web • Online inquiries (website, FB
• Website performance – bounce messages, twitter replies)
• Organic search (SEO) rate, time on site & page views
EARNED
• Website unique visitors • Back links • User generated content
• Online mentions • FB shares uploads
• Hashtags • Retweets • Website content downloads
e.g. maps, wallpapers, etc.
