Let’s look at different types of display advertising. Google has all sorts of examples with this link on different sizes and shapes that are available. Banners are really what you think of when you think of online display advertising. The horizontal created across the top of the page or sometimes there’s a skyscraper, a vertical banner on the sides of a page. You get squares and rectangles of varying sizes.You can even have up to a half page ad.
It almost kind of hearkens back to the days of newspaper advertising. Where we’re laying out different sizes and shapes on the page. When you’re looking at banners, think about where the users eyes on a page and how your creative might work in different shapes and sizes. And, in display advertising ad network you can create various sizes and they are served up via the bidding process that we’ll talk about.
Interstitial are ads that will come up when you visit a page before you get to the actual content that you’re looking at.
POP-UPS AND POP-UNDERS
Pop-ups have sort of gone out of popularity in a lot of the regions around the world, but are still available and sometime used. And pop-under/propeller ads is a propeller media is a third-party that you can go through to get your pop-unders out there goes under the site. So when somebody closes out their web browser then your ad is still there.
Floating ads can be fun in display advertising.
Wallpaper ads can be impact because they sort of take over ownership of the page in some ways. So, you’ve got behind the content and around it really so really like if you think about the wallpaper on your screen.
Map ads for instance, here Google Maps and searching for something, then your ad pops up in the actual map itself and they can go right to your site. Obviously, it can very impact and particularly really helpful on mobile as well.
So let’s take a look at how we can actually book and pay for online ads in display advertising. There are lots of different payment models for example. In traditional media you’ve got very sort of tried and true methods of negotiation and paying. In online, depending on what your goals are KPI’s and then what the publisher wants to do, there are lots of different models.
PAYMENT MODELS FOR ONLINE DISPLAY ADVERTISING
- Flat rate / Sponsorship’s
CPM is a cost per thousand impressions, M is the Roman numeral for thousand. So that is where you’re just paying based on if it’s served up to someone, if there’s an impression. You may pay on a cost per click basis, so if someone actually clicks on the ad. So, if someone actually goes in, clicks on the ad and then does something on your site, tied to your goal. That one you are paying for, fewer users so you’re rate is probably going to be higher per cost for acquisition.
Then it would be for an impression, as the cost per engagement. In display advertising, engagement becomes fun if someone is interacting with your ad, if there’s something in ad itself, to be able to do then you would pay for that engagement, not just the click and not just the impression. So these, again, will be determined by the publisher or the ad network and will be negotiated as you are putting together your online ad buys in display advertising.
MAKING THE BUY WITH DISPLAY ADVERTISING
PREMIUM BOOKED MEDIA
So, you know how you actually book the buy. Again in offline media there are sometimes different ways to do this, and then online there are lots of different ways because it’s so flexible and also vast. So you may premium booked media, and here you’re looking at them, you know going right to the publisher and booking that directly. So if you’re going to do a sponsorship on say ESPN.com, you’re going to book that right with ESPN. So the bigger sites, the more robust publishers you’ll probably book right with them.
Then there are ad networks. These are networks of websites that you can book across various different properties. And you’ll do those on a CPM or CPC basis probably, and then they’ll serve up your ad, so as we were talking about creative executions and wanting to have a whole suite of them as you go across a network you have different executions across different sites.
Ad exchanges are sort of the real time bidding and programmatic buying space where you’re bidding an various different users. And so you’ll set your bid and the conditions around that bid, and then they’ll serve up your ad across, sort of across the internet. And you can say where you don’t want to be and then the kinds of things that you do want to be in, but really, you’re looking at what kind of user you want to be in front of, which is great. It’s one to one marketing tool then.
SOCIAL MEDIA PLACEMENTS
There are social media placements. We talk a lot about social media in doing our own page, and being in the feed and things like that, but you can actually be, you can have an ad on Facebook , Twitter, Pintrest or Instagram, etc., so actually placing ad space there.
Mobile is very important, so you can book just on mobile, rather than on desktop, and as we talked about, things like the map, maybe that’s what you do. You know, only do that in mobile versus desktop, so think about where your user is most likely want to interact with your ad.
And then ad servers so this is booking with the server and then getting it out in front of people. So, it gets a little complicated, but the text has got a lot more information on step-by-step how to do that.
TARGETING ONLINE DISPLAY ADS
One of the beauties of the digital space and online ads is you can get really specific with targeting. When we buy television we’re buying, adults 25 to 54 or women 18 to 49, that’s a very broad segment of people, and are not very targeted to what we want to do generally speaking. So in online, we get to target in lots of different ways of targeting.
- Geo targeting
- Network or browser type
- Connection type
- Day and time (day part, like broadcast)
HOW TO RUN AN ONLINE AD CAMPAIGN
So, let’s examine the step by step process of creating and executing an online display advertising plan.
DETERMINE YOUR GOALS
First, you have to determine the goal of your campaign. Are you doing a branding or a campaign? Or are you looking for direct response? Make sure that your goals are specific.
IDENTIFY YOUR KPI’S
Based on your goals, your KPI’s or key performance indicators. These help indicate if your campaign is successful or not and will help you optimize later.
INVESTIGATE YOUR AUDIENCE
We have to know who are looking for in order to reach with this campaign. So we need to investigate the target audience. You will need to know not only about their demographics, values, attitudes and beliefs but also their web habits. You’ll want to know where they’re going, as this will help you determine where you reach them. This in turn, helps you determine your pricing model and how to make that buy that we discussed.
RESEARCH POTENTIAL WEBSITES
You need to research potential websites on which to reach your target audience. This is the same as investigating television networks, print vehicles, out of home locations, or other media vehicle research when doing a traditional marketing plan. You’ll need to find out which pricing models the various sites are using and whether you want to do direct deals with publishers or through ad networks, real time bidding, and programmatic buying. Likely, you’ll do some combination of these in online display advertising.
SET YOUR BUDGET
Then, set a budget. Of course you don’t have unlimited funds, so what is the budget for this effort? Have you set enough to ensure that you can reach your KPI’s through your pricing models that you’re working with?
CREATE YOUR ADS
Now it’s time to create the ads. You need to make sure that your ads are engaging but not annoying, so that they’ll break through the cutter and get the user’s attention.
CHOOSE A LANDING PAGE
Then, choose a creative landing page to direct the traffic garnered by your ads. Think what will help you achieve the overall goal of the campaign.
RUN YOUR ADS
Now it’s time to get those ads out there. Run the advertisements according to your plan. Keep a close eye on your spending, to ensure that you stay in budget.
TRACK, MEASURE AND OPTIMIZE
Finally of course, as with so many digital properties, you want to track measure and optimize. You’ll have a lot of date coming from your online plan. Analyze it to see what’s working and what isn’t and optimize accordingly. So let’s take a look at the advantages and challenges for display advertising.
ADVANTAGES OF DISPLAY ADVERTISING
- Similar to traditional ads in some ways (easy to understand)
- Emotive qualities of images, videos and animations
- Animations, games videos and flash
CHALLENGES OF DISPLAY ADVERTISING
- Intrusive (popup blockers)
- Advertising fatigue
- Consumers ignoring ads
So they’re easy to understand from both a markets perspective and users. You get the emotional qualities of images, videos and animation. You have interactivity with online ads, where you don’t with some traditional advertising channels. And again, you’ve got animations may be games, video and flash to really make the ad stand out.
Some display advertising challenges are that they’re intrusive. So we think about pop-ups and pop-unders, people don’t use them because they have popup blockers that block them. So we can’t sometimes serve them. Adblock is also doing the same now with ads in sites, where people just aren’t getting them. There are bandwidth issues.
So if things are taking a long time to load and things like spam. That can be annoying to the user. And with anything in terms of marketing, there’s display advertising fatigue. So people get tired of seeing ads, and or they choose to ignore them. So you have to keep these in mind when you’re thinking about if and how you use in online advertising.