Chapter 2

DISPLAY ADVERTISING
Copyright © 2023 by McGraw Hill Education (India) Private Limited.
 Mode s of di s pla y
advertisemen ts

PRINT MEDIA TELEVISION DIGITAL

The mo st traditional mode Ha s video content and ha s Incl u de s ad s s e rv ed both
of communica t ion better engagement rates. via mobile and website

Metric: circulation / no. of reade rs Metric: n u mbe r of Metric: u niq u e us e rs & page
v ie w e rs v ie ws
 Mode s of di s pla y
advertisemen ts

PRINT MEDIA TELEVISION DIGITAL

The mo st traditional mode of Ha s video content and ha s better Incl u de s ad s s e rv ed both
comm u nica tion engagement rates. via mobile and website

Metric: circulation / no. of r eade rs Metric: n u mbe r of v ie w e rs Metric: u niq u e us e rs & page
v ie ws
DIGITAL METRICS

AD IMPRESSION
Recorded whenever an ad i s di s pla y ed on the us e r ’ s
screen

CLICKS
Counted whenever a us e r click s on an ad

CLICK THROUGH RATE

Total n u mbe r of click s divided b y the total n u mbe r
of imp r e ss ion s
 TYPES OF DISPLAY ADS
IMAGE AD

FORMAT RICH MEDIA AD

VIDEO AD
DISPLAY ADS
MEDIUM RECTANGLE

SIZE LARGE RECTANGLE

LEADER BOARD

HALF PAGE

LARGE MOBILE BANNER

LARGE FORMAT AD

TAKEOVER AD
 DISPLAY
MEDIUM RECTANGLE LARGE RECTANGLE ADVERTISEM EN
T SIZE

LEADERBOARD HALF PAGE

 DISPLAY
ADVERTISEM EN
T SIZE
LARGE MOBILE BANNER

LARGE MOBILE BANNER

SKINNING / TAKEOVER AD
 STRONG CTA
WHAT MAKES A
GOOD AD?
INCLUDE PRICE

AESTHETIC

UNIQUE SELLING
PROPOSITION

2 ADS WITH
2 OFFERS
Happy Dent Ad
 HOW TO MAKE
A GOOD AD?
EMOTIONAL APPEAL VS RATIONAL APPEAL

INFORMATIONAL AD VS TRANSFORMATION AD

CENTRAL VS PERIPHERAL ROUTES OF PERSUATION

PRODUCT AS A HERO VS USER AS A HERO

FOCUS ON EXPOSURE, SALIENCE & AN EXAMPLE OF NETFLIX DISPLAY AD

FAMILIARITY
 CPM : Cost per 1000 impressions CPC :
Cost per Click
B uy ing CPL : Cost per Lead
CPA : Cost per Action/Acquisition
Model s
CPM Allows planner to select best Measured in terms of clicks, CTR
performing sites & placements

Cannot select section/placement. Measured in terms of actual

CPC
Auto-runs based on inventory deliveries and cost
availability efficiency

CPL/CPA Suited for transaction/sign-up based Measured in terms of sign-ups

campaigns achieved and cost efficiency

However still measured in terms of

SPONSORSHIPS Long-term branding initiatives
clicks, CTR
 Creative Strategy
P r inciple s

ORIGINALITY FLEXIBILITY SYNTHESIS

ARTISTI
ELABORATION IMAGINATION
C
VALUE

FLUENCY
TA R G E T I N G I N D I G I TA L M A R K E T I N G

Segmentation based on various factors

 M E T H O D S O F TA R G E T I N G I N D I S P L AY A D V E R T I S E M E N T S

TA R G E T I N G

CONTENT AUDIENCE
T A RG E T I N G REMARKETING
T A RG E T I N G

KEYWORD TOPIC
PLACEMENT AFFINITY INTENT IN-MARKET
T A RG E T I N G
T A RG E T I N G
 TA R G E T E V E N T
STEPS T O C R E AT E AT T E N D E E S

CUSTOM
AFFINITY C O M PE T I T O R
TA R G E T I N G
AUDIENCE

B E H AV I O R O F T H E
USER

Events that help in creating target customers

TA R G E T I N G M E T H O D S R E L AT E T O
CUSTOMER FUNNEL
 G E O G R A P H I C & L A N G U A G E TA G G I N G

DEMOGRAPHICS C RM

M O BILE L O O K A L I K E TA R G E T I N G

O T H E R TA R G E T I N G M E T H O D S
AD SCHEDULING FREQUENCY CAPPING
CONSUMER PERSONA

DO WE ALWAYS NEED PERSONAS:

P R O G R A M M AT I C
D I G I TA L A D V E R T I S I N G

P L AY E R S I N
PRO G RA M M A T I C
ADVERTISING
ECOSYSTEM
DATA
M ANAGEM ENT
PLATFORM
•Bl u ekai , Datalogix, eXelate.
Whi t e labeling to media
ho us e s

•DMP – b r ing s all fi rst pa rty ,

t hi r d pa rty , p u blic data
together
onl y w hen y o u kno w WORKING OF DMP
•o
y ur existing
Lookalike o r best– po ss ible
modeling
c ust ome rs
 S U P P LY S I D E P L AT F O R M D E M A N D S I D E P L AT F O R M
(SSP ) (D SP
•It’s a yield manager for publisher
)
•Optimize for your strategy - (goal such as
•Sell the impressions for as much as
clicks/conversions, ROAS, budget, bid strategy)
possible
•Turn, Appnexus, mediamath, doubleclick,
•Send request to DSP to bid for
AudienceScience
placements
•Cost efficiency and Buying efficiency
•Shares the context (topic, keywords •Real time optimization – no time lag
targeting), page url, demographic, location, •Granular targeting
device, browser, browser behaviour •Scale/Reach – Contextual, Remarketing
•Media optimization
data of its audience which is seeking
•Match audiences with the placement
impression.
targeting available with SSP
•Shares cookie ID
•Each DSP interacts with more than 1 5 SSPs and can
•DSP checks its cookies for people
serve more than 1 5 billion impressions per day
who are visiting the publisher site. Flurry of •Programmatic
activity for each impression
TRADING DESK
At media ho us e s eg. WPP, Omnicom . Buy placements through RTB on behalf of client. Do planning–
Targeting, strategy fo r bid , budget

A D S E RV E R
•Independent reporting and analytics, verification
•Creative optimisation
•. sw f file and . x ml file (parent and child file)
•Dynamic Creative Optimisation
•Currently onl y 40 % advertisers using ad server. Con s ide r it as
cost

VIEWABILITY
•When 50 % of ad pixels are in view on the screen fo r min 1 sec and video seen fo r min 2 sec (Media Rating
Council)
•Viewability rate – Percent of ads determined viewable out of total n umbe r of ads measured
•Mo st viewable position i s just above the fold and not at the top of page.
Vertical ad units have higher viewability rate as they stay on screen longe r as us e rs s c r oll u p and do w n .
A D E X C H A N G E TYPES

OPEN EXCHANGE

P R I VAT E E X C H A N G E

REAL T I M E BIDDING
PROGRAMMATIC DYNAMIC CREATIVE OPTIMISATION

PROSPECTING

PROGRAM M ATI
SEQUENTIAL C DYNAMIC
PERSONALIZATION
CREATIVE
OPTIMISATION

CONTEXTUAL
 MUSIC APPLICATIONS
SAAVN OFFERS VARIOUS MEDIA OPTIONS FOR ADVERTISEMENT

a. A u d i o a n d A u d i o b a n n e r
b. N a t i v e B a n n e r
c. V i d e o
d. B r a n d C h a n n e l

Audio banner
Native Banner Video
Fil t e rs are
a v ailable
on
JioSaavn:
fo r
targeted
ad v e rt i s ing
 NEWS APPLICATIONS
INSHORTS - THE UNIQUE METHODS ADOPTED BY INSHORTS FOR ADVERTISING ARE -

a. Digital Magazine
b. Fact Card
c. Vertical Video Format
d. Intertstitial Ads
e. Banner Ads

Interstitial Ad Vertical Video Format Fact Card Ad

CLICK /IM PRESSION /CONVERSION
FARUD

BOT ACTIVITY

AD FRAUDS
AD STACKING

PIXEL STUFFING
 IP ADDRESS
IDENTIFYING
CLICK CLICK TIMESTAMP
FRAUD

ACTION TIMESTAMP

USER AGENT
AD BLOCKERS

Webpage without ad-blockers Webpage with ad-blockers

 Ad Blockers Matrix with Age

Age 60+ Age 13–17

15% 29%

Age 45–60
21%

Age 18–29
Age 30–44 41%
26% People between 18 and 29 years

old are the most frequent ad

blockers.