DIGITAL MARKETING STRATEGY
Topic 6
Display and Programmatic Advertising
Overview of Display
Advertising
Overview of Display Advertising
Display advertising is advertising on websites or apps or social media
through banners or other ad formats made of text, images, flash, video, and
audio.
The main purpose of display advertising is to deliver general
advertisements and brand messages to site visitors
Source: Wikipedia
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Examples of Display Advertising
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Cross-Device and Cross-Platform
Targeting audience across different devices and platforms
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Display Advertising Landscape
• Supply: Publishers “premium” inventory, and remnant inventory sold through
networks and exchanges.
• Ad network connects advertisers to publishers. The key function of an ad
network is aggregation of ad space supply from publishers and matching it with
advertiser demand.
| 6 Image source: http://chasemediallc.com/2017/01/17/ad-network-buying-and-selling-ad-space/
Display Advertising Landscape
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Source: http://www.slideshare.net/tkawaja/luma-display-ad-tech-landscape-2010-1231
Basics of Display Advertising
Campaigns
Display Ad Formats
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https://www.youtube.com/watch?v=SuuC1RxYdeA
Display Ad Banners
(Static or Animated)
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Responsive Ads
Responsive ads adjust their size and fit to any available space.
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Lightbox Ads
| 12 Source: Google Display Advertising
Dynamic Ad Banners
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Source: https://econsultancy.com/blog/10467-the-real-time-world-of-display-advertising-part-two-dynamic-creative/
Class Exercise: Create Responsive Ads in Google Ads
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Display Ad Campaigns
A typical display ad campaigns can be customized to:
1. Location (countries, cities, radius)
2. Devices (smartphones, laptops, phone models)
3. Budget
4. Time scheduling (start and end dates, time periods)
5. Frequency caps
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Display Advertising Pricing Formats
Instead of being dictated by published rates, advertisers have
free choice on their ad pricing and formats
CPC vCPM
CPM CPV
CPA CPE
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Viewable Impressions:
A New Standard
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The Key Is To Target Them Effectively
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Programmatic Advertising
Programmatic Buying
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Programmatic Buying
Brands or agencies use a demand side platform (DSP) to decide which
impressions to buy and how much to pay for them, while publishers use a
supply side platform (SSP) to sell ad space to brands. These two platforms
are then matched up in real time.
One aspect of programmatic advertising is guaranteed impressions. A price
is pre-agreed by the buyer and seller before the impressions go live on the
website. When the brand needs to amplify the message, or reach a different
audience beyond the continuous campaign, marketers can bid for real-time
impressions.
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Benefits of Programmatic Buying
1. Quick and real-time bidding and buying
2. Can deliver more optimized and personalized messages to audiences
3. Get real-time data and insights
4. Optimizes ad budget
5. More efficient than human transactions with possible cost savings
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However, Ad Fraud Is a Major Concern
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However, Ad Fraud Is a Major Concern
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However, Ad Fraud Is a Major Concern
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https://www.youtube.com/watch?v=AdRZGyYmFOM
However, Ad Fraud Is a Major Concern
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How Advertisers Are Coping with Ad Fraud
1. Stop buying CPM ads. Consider performance based pricing.
2. Buying directly from premium trusted publishers or ad networks
3. Demand full disclosure from agencies and media buyers
4. Use ad fraud detection platforms (Forensiq, Spider.io, Telemetry,
White Ops
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How Advertisers Are Coping with Ad Fraud
5. Check sellers quality ranking, example:
http://www.pixalate.com/sellertrustindex/global
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Blockchain as the possible answer to Ad Fraud?
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Blockchain
https://www.youtube.com/watch?v=6WG7D47tGb0
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Blockchain
“We have a media supply chain
that is murky at best and
fraudulent at worst. We need to
clean it up, and invest the time
and money we save into better
advertising to drive growth.”
Marc Pritchard,
Procter & Gamble
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End of Topic 6
