Websites have huge audiences who consume the content on each website. To monetize the content, website owners often sell ad space (i.e. banner slots) to advertisers, which use the space to display their ads.
The display ad ecosystem , in 2022, has 1000s of companies (publishers, agencies, tech providers) involved. It has become hard to navigate this landscape due to the number of tech offers that deliver your ads in the best and efficient way possible. Programmatic advertising (our specialty at Grapeseed Media!) is a streamlined way of buying and selling display ads.
Rich media ads are mostly high-impact formats like billboards (970×250), but they differ not only by size but also by their interactive elements that are more advanced than normal standard display ads.
Ads are mostly bought on CPMs, cost-per-mille, meaning the cost per thousand impressions. An impression is counted once an ad is displayed on a website. Other buying models are CPC, cost-per-click, which is predominantly used in search or in display networks.
Programmatic advertising, which is a modern and efficient way of delivering display ads, has been gaining huge popularity in the last couple of years. In 2021 89.3% of the advertising is forecasted to be transacted programmatically according to eMarketer. Programmatic advertising uses a real-time bidding model. In less than 100ms an ad impression on a website is auctioned and served to the highest bidder.
Measurability: Display ads allow you to easily measure success to corresponding business outcomes (i.e. conversions). You can collect data around whether someone clicked your ad and how long they interacted with it meaning you can adjust your display ad strategy easily.
Partner well with other strategies: Display ads partner particularly well with other, more specialized digital channels, like search, social, video or content marketing activities. You can use display advertising as a brand-building tool or as a traffic driver in conjunction with other measures. You can retarget people who have watched your online video ads with banners or retarget people who have been reading your blog with banners to offer them a discount on your products as an example.
When making display ads, consider the consumer journey. Consumer journey frameworks usually consist of roughly 3-5 phases and demonstrate how consumers are going through their decision-making journey in a buying process. Let us focus on 3 phases in the journey in this article.
The most important thing when it comes to display advertising is having a strategy. A campaign strategy includes deciding on a campaign objective, conversion goals and a clear vision on how to achieve the campaign goals in each step of the funnel. If this strategy is set, you can optimize towards your goal consistently and methodically.
Use a variety of targeting options: In order to maximise the full potential of the marketing platforms in displaying advertising, use all targeting options available. From affinity, to keyword, to 1st party data. Use different targeting methods and see what works best for you in your campaigns.
It is a lot to digest when you are at the beginning of your digital marketing journey. Therefore, it is a good idea to engage a display ad partner to jumpstart your marketing activities. Programmatic agencies like Grapeseed Media can help you with the following:
Display advertising is particularly crucial due to its many advantages like the extraordinary scale, the cost effectiveness, and the variability, which makes display advertising an essential tactic throughout each phase of the consumer journey.
Not that long ago, online display advertising seemed to be heading for the morgue. Thanks to analysis from eMarketer released earlier this month, however, display has gained some newfound respect. Counting online video, banner ads, rich media, and sponsorships among the mix, eMarketer sees display growing at a faster pace than search advertising. Thanks in large part to branding campaigns, which it sees increasing to 44 percent of all online advertising, eMarketer predicts that by 2015, total dollars spent on display advertising will actually surpass those spent on search.
So, what exactly is programmatic display advertising? According to MarketingLand, programmatic advertising helps automate the decision-making process of media buying by using software to target specific audiences.
To put it simply, programmatic advertising is when you use intelligent software to automatically buy digital advertisements. Programmatic display advertising goes by several other names including real-time bidding (RTB), programmatic, programmatic advertising, and programmatic buying.
Programmatic advertising provides you access to a massive inventory of ad networks, publishers, and ad exchanges. You can run ads in several formats, including media-rich ads that are interactive and personalized. The best part is you can advertise on mobile, desktop, tablets, apps, in-videos, and pretty much everywhere you want. If the options seem endless, it may make sense to reach out to a programmatic display advertising agency for some advice.
An ad exchange is a competitive digital marketplace where advertisers and publishers can buy and sell advertising space, typically for display, video, and mobile ad inventory. Impressions are auctioned off through real-time bidding or through programmatic direct.
Programmatic advertising is growing year over year with no decline in sight. As global mobile technology adoption increases, the potential audience size will grow. The time is right to invest in programmatic advertising. I hope this guide has given you the wake-up call to take advantage of this display advertising approach that is aimed at helping you reach a more targeted audience and boost your bottom line.
Programmatic buying and direct buying are different methods used to buy display-advertisement inventory. When display advertisement became a thing in the 1990s, advertisers bought ad space in bulk by striking deals with publishing websites. This expensive method is called direct buying.
In direct-buy display advertising, ad impressions are presold in bulk. You are basically betting on the publisher to attract a certain kind of audience that you are interested in. For example, if you want to sell tech-related stuff, it would make a lot of sense to run ads on TechCrunch.
The slightly unpredictable nature of RTB can put off some advertisers. But then, as each impression is sold separately, you can easily increase your bid in real time and increase your chances of getting displayed. But this would also mean that you need to be constantly on your toes.
Recently, some have estimated that as much as half of the revenue from display advertising is kept by the advertising technology providers themselves. We can't speak for the many other companies in this space, but that is not the case for Google.
Even when ads flow through both our buy-side and sell-side services, publishers receive most of the revenue. In fact in 2019, when marketers used Google Ads or Display & Video 360 to buy display ads on Google Ad Manager, publishers kept over 69 percent of the revenue generated. And when publishers use our Ad Manager platform to sell ads directly to advertisers, they keep even more of the revenue.
A large portion of the revenue we keep from our display advertising products goes to defray the costs of running a complex and evolving business, including building and maintaining state-of-the-art data centers, investing in cutting-edge computer science research to identify the most useful and relevant ads, and enabling innovations that increase publisher revenue, maximize advertiser return on investment, and keep the web free and open for everyone.
Every day, millions of advertisers, including many small to emerging businesses, use our Google Ads product to buy search ads, ads that appear on YouTube, and display ads that appear on non-Google websites and apps. Advertisers that choose this platform do so because it makes the process of buying digital advertising easy and effective.
Google also works with large brands and their agencies to help them execute complex display advertising strategies and campaigns. These advertisers often use our Display & Video 360 enterprise software to reach consumers around the world.
Programmatic puts a display ad in front of the right audience by targeting placement, interest, context or topics in real-time, making ads more relevant to audiences. Targeting is dependent on the buying mechanism.
The first banner ad appeared on the web in 1994 and was a little rectangular ad for AT&T on the first version of wired.com. Years, and trillions of ads later, the fundamentals of display advertising remain largely the same.
Research shows that during the first half of 2022, digital display spend was up by 28% year-on-year. According to a study conducted by Insider Intelligence, display ad spend will continue to increase by 15.5% to $165.84 billion in 2023 showcasing the growth of display advertising.
When done right, display advertising is an essential element of any online strategy. Display advertising offers you the power to showcase your brand creatively across the internet and to thousands of potential customers.
Plus, it gives you the chance to reach your potential customers across devices and formats. Using display advertising means your branding can be seen throughout a consumers day. From breakfast to midnight snack, from mobile to digital-out-of-home (DOOH).
There are so many ways you can approach targeting with display advertising. The most commonly used is contextual targeting. In the same way as Google Search, you can specify keywords and search terms for online publications you wish your display ads to appear on.
There is also the option to reach desired consumers using demographic targeting. With display advertising, you can also target users based on their interests, geographic location, language, demographics as well as certain publication topics i.e. sports or entertainment magazines. 781b155fdc