Analysing Display Advertising In Digital Strategy
Display advertising is the original form of paid advertising. It uses a number of different visual format sizes. These formats are delivered on websites both on desktop and mobile. The more diverse options are on desktop but mobile is a more dominant platform by users. IAB has agreed on standard creative formats that will offer the best introduction to the formats that are available in the link below.
Like search, Google has dominance in display advertising and both are predominantly driving the same action – clicks. Google Display Advertising allows you to upload your creative and choose how you want to target your audience e.g. interest, demographic, specific sites, etc.
Display Advertising is primarily a reach and site traffic-driving tool but due to its visual nature, it can be utilized to drive awareness. The display is effectively used in partnership with an integrated digital approach alongside search and social.
Recently, display advertising has been challenged around brand safety. With online being an unimaginably large environment, it is difficult to police. This year display ads were being challenged as brands ads were being served on sites that were not suitable for the brand or alongside content that was misleading people.
Display media can be bought more traditionally by standard CPM or through more advanced programmatic networks. Programmatic Advertising is the automation of the buying and selling of desktop display, video, FBX, and mobile ads using real-time-bidding. Where certain site placements used to be bought, sold and placed by humans, now we are placing ads using automated bid systems. Programmatic utilises algorithmic bid systems to allow for ad placements to be bought in real-time. It allows advertisers to buy ads based on perceived behaviour targeting. It is a more efficient way to buy certain types of digital inventory.
For example, Facebook Ads have been bought in programmatic systems since the launch of their self serve advertising platform.
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