Display advertising is advertising on websites or apps 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.
According to eMarketer, Facebook and Twitter will take 33% of display ad spending market share by 2017. Google’s display campaigns reach 80% of global internet users. Also, desktop display advertising has eclipsed search ad buying in 2014, with mobile ad spending to overtake display in 2015.
Display advertising is an online form of advertising that the company's promotional messages appear on third-party sites or search engine results pages such as publishers or social networks. The main purpose of display advertising is to support a brand awareness (Robinson et al., 2007). and it also helps to increase a purchase intention of consumers.
Nowadays, social media has been used in many organizations, in particular, ASOS is an online clothing retailer has used social media in its campaign in term of advertising and promoting its products. In 2014, ASOS and Nike cooperated with Google Hangout to create the first shoppable video web chat on Google+. The video is an example of display advertising used for celebrating 27 years of Nike’s Air Max trainers. The video advertising aimed at creating brand awareness among users and convincing them to watch the Hangout and purchase products from the display advertising itself. Consumers were able to shop directly from the display advertising. According to ASOS plc statement, display advertising has contributed to the increasing number of users visiting the website and the rising of downloading ASOS application by 28% of online users. Additionally, the users have visited the website eight times a month on average
How it started?
Since the early advent of technology, the Internet has completely changed the way people relate to advertisements. As computers prices decreased, online content became accessible to a large portion of the world's population.[9] This change has modified the way people are exposed to media and advertising and has led to the creation of online channels through which advertisements can reach users.
The first type of relationship between a website and an advertiser was a straightforward, direct partnership. This partnership model implies that the advertiser promoting a product or service pays the website (also known as a publisher) directly for a certain amount of ad impressions. As time went on, publishers began creating thousands of websites, leading to millions of pages with unsold ad space. This gave rise to a new set of companies called Ad Networks. The ad network acted as a broker, buying unsold ad space from multiple publishers and packaged them into audiences to be sold to advertisers. This second wave of advertiser-publisher relationships rapidly gained popularity as it was convenient and useful for buyers who often found themselves paying a lower price yet receiving enhanced targeting capabilities through ad networks.
The third and most recent major development that shaped the advertiser-publisher ecosystem started occurring in the late 2000s when widespread adoption of RTB (real-time bidding) technology took place. Also referred to as programmatic bidding, RTB allowed companies representing buyers and sellers to bid on the price to show an ad to a user every time a banner ad is loading. When a page loads during a user visit, there are thousands of bids occurring from advertisers to serve an ad to that user, based on each company's individual algorithms. With this most recent change in the industry, more and more ads are being sold on a single-impression basis, as opposed to in bulk purchases.
Different formats of display advertising
Two students of the "Amsterdam School of Communication Research ASCor" have run studies about the audience reactions to different display advertising formats. In particular, they took into consideration two different types of format (sponsored content and banner advertising) to demonstrate that people react and perceive formats in different ways, positive and negative. For this reason, it is important to choose the right format because it will help to make the most of the medium. It is also possible to add:
- Video;
- Rich Media Ads (Expandables): flash files that may expand when the user interacts on mouseover (polite), or auto- initiated (non-polite);
- Overlays: ads that appear above content and that are possible to remove by clicking on a close button;
- Interstitials: Ads that are displayed on web pages before expected content (before the target page is displayed on the user’s screen);
- Sponsorship: including a logo or adding a brand to the design of a website. This can also can fall under Native advertising, which is an ad that can seem like Editorial, or "In-Feed", but has really been paid for by the advertiser
To help to better select the right format for the type of ad, Interactive Advertising Bureau has realized a Display Standard Ad Unit Portfolio that works as a guideline that can be followed by the creatives.
- Vertical rectangle: 240 x 400
- Mobile leaderboard: 320 x 50
- Banner: 468 x 60
- Leaderboard: 728 x 90
- Square: 250 x 250
- Small square: 200 x 200
- Large rectangle: 336 x 280
- Inline rectangle: 300 x 250
- Skyscraper: 120 x 600
- Wide skyscraper: 160 x 600
- Half-page: 300 x 600
- Large leaderboard: 970x90
- Large mobile banner: 320 x 100
- Billboard: 970 x 250
- Portrait: 300 x 1050
In 2017 IAB also introduced the new guidelines, featuring adjustable ad formats, as well as the guidelines for new digital content experiences such as augmented reality (AR), virtual reality (VR), social media, mobile video, emoji ad messaging, and 360-degree video ads.
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