DIGITAL Display Advertising
Dr. Salma Faisal Ali
Introduction to Display Advertising
Definition:
• Video and display advertising are digital
channels aimed at generating awareness.
• They combine precise audience targeting
with engaging visual and audio formats.
Benefits of Display Advertising
Key Features:
• Highly relevant audience targeting.
• Emotional engagement through
audio/visual elements.
• Creative formats that capture audience
attention.
Benefits of Display Advertising
1. Increase Brand Awareness: Build
recognition among target audiences.
2. Drive Consideration: Encourage your
audience to think about your brand or
product.
3. Create Purchase Intent: Showcase
products effectively to inspire buying
decisions.
4. Expand Reach: Target broad or niche
audiences as needed.
Benefits of Display Advertising
5. Reinforce Brand Messaging: Increase
exposure frequency for message retention.
6. Engage and Re-engage: Use remarketing
to upsell or convert non-purchasing visitors.
7. Flexible Formats: Choose from multiple
ad types to suit campaign goals.
8. Complement TV Strategies: Reach
audiences online that TV ads might miss.
Comparing Display Advertising to
Search Advertising
Push Channels (Display):
• Spread messages to users browsing
websites .
• Reach potential future customers at any
stage of the buyer journey.
Pull Channels (Search):
• Target users actively searching for
products or services.
• Focus on existing customer intent.
Comparing Display Advertising to
Search Advertising
Key Differentiators:
• Display : Great for reaching new
audiences and generating awareness.
• Search: Ideal for capturing demand and
driving direct conversions.
Explanation of Online Display
Advertising Types
Behavioral Advertising:
• Involves tracking a consumer’s online
activities (e.g., websites visited, searches
made) over time.
• Data is collected and shared with third parties
(e.g., advertisers or ad platforms).
• Purpose: To deliver highly targeted ads based
on the user’s browsing history and
preferences.
• Example: Seeing ads for running shoes after
Explanation of Online Display Advertising
Types
First-Party Advertising:
• Data collected directly by the website or
company is used for ad targeting.
• No information is shared with third parties.
• Purpose: To target ads based solely on
interactions with the company’s own platform.
• Example: A retailer showing you ads for
products based on your purchase history on
their site.
Explanation of Online Display
Advertising Types
Contextual Advertising:
• Ads are based on the content of the
specific webpage or search query being
viewed, without tracking user history.
• Purpose: To deliver relevant ads aligned
with the immediate context of the user’s
activity.
• Example: Seeing ads for kitchen
appliances while reading a recipe blog.
Explanation of Online Display
Advertising Types
• These methods differ in how data is
collected, shared, and applied, offering
varying levels of privacy and targeting
precision.
Value of Display Advertising
• Places ads on thousands of websites and
apps.
• Reaches diverse audiences from niche to
broad-scale interest.
Technology in Online Advertising
Web Bugs
• Definition: Invisible code embedded in
websites or emails.
• Purpose: Tracks customer activity remotely
without their direct awareness.
Cookies
• Definition: Small data files stored on a user’s
computer.
• Purpose: Records browsing behavior,
accessible to advertisers for targeted ads.
Note: Consumers can remove cookies from
devices.
Clickstream Data
• Definition: Information collected about user
browsing patterns.
• Includes: Websites visited, time spent,
navigation paths, and IP addresses.
• Purpose: Analyzes user behavior for
advertising insights.
Audience Targeting Overview
Definition:
• Audience targeting refines ad delivery based
on users' online behavior, interests, and
purchase patterns.
Categories:
• Demographic Targeting: Based on age,
gender, parental status, or income. Avoid
excluding "unknown" users to maximize
reach.
• Affinity Audiences: Lifestyle and interest-
based groups (e.g., beauty enthusiasts,
Audience Targeting Overview
• In-Market Audiences: Users actively shopping
for products/services, dynamically updated for
relevance.
• Remarketing: Re-engage visitors from your
website, YouTube, or app with tailored ads.
• Similar Audiences: Expand reach by targeting
new users with traits similar to your
remarketing lists.
Audience targeting ensures ads reach the right
people at the right stage of their buying journey.
Display Metrics Overview
Key Metrics to Track Campaign Performance
• Impressions: Counted every time your ad
appears.
• Clicks: Counted every time someone clicks on
your ad.
• Clickthrough Rate (CTR): Measures how often
people click your ad versus how often it
appears.
• Cost Per Click (CPC): The average cost incurred
per click.
• Viewable Cost Per Thousand Impressions
(vCPM): Cost for 1,000 viewable impressions.
Display Metrics Overview
• Conversions: Number of conversions generated
by your campaign.
• Conversion Rate: Frequency of clicks leading to
conversions.
• View-Through Conversions: When someone
views your ad, doesn’t click, but later visits your
site and converts.
• Reach and Frequency: Indicates how many
people have seen your ad and how often.
Use these metrics to evaluate and optimize the
effectiveness of your display campaigns.
Conclusion
• Display advertising is essential tool for
building awareness, driving engagement,
and capturing new audiences.
• It’s versatility and reach make it a critical
part of any successful digital marketing
strategy.
