The fundamentals of display advertising. Place ads on websites that are relevant to what you re selling

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Amberlynn Harvey
5 years ago
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1 The fundamentals of display advertising Place ads on websites that are relevant to what you re selling

2 Introduction There s no arguing that display marketing has come a long way since the internet s dinosaur period. Display advertising can be referred to as an extension of banner advertising that has lowered down with display advertising getting prominent from 1990s Display advertising may be a medley of text, images, flash, video, and audio across different platforms A digital display gives an added advantage of acknowledging and a much precise connection with the consumers at various points of their journey Consumers are in need of more customer engagement strategies through brands 2

3 Statistics of display advertising in India Display Mobile, Social and Video has been a key contributor to Digital s sustained quarterly growth since 2003 Online Advertising Rs.2750cr 2750cr- Total ad expenditure 38% Digital ad market 2014 Rs Display advertising 29% 3

4 Global display advertising statistics Internet advertising is all set to become the largest advertising segment Global Internet Advertising Revenue Grow Paid Search Internet Advertising Video Advertising 2014 US$135.42bn 2014 US$53.13bn 2014 US$6.32bn 2019 US$239.87bn 2019 US$85.41bn 2019 US$15.39bn 4

5 Display advertising opens up with either branding or performance of the product Display advertising generally falls into two camps BRANDING PERFORMANCE Digital Sales Product Education Product Trial Brand Favourability Brand Engagement Brand Consideration Brand Awareness Lead Generation Website Visits Customer Calls Footfall Downloads A good Display strategy looks at the entire customer and media picture - evaluating what other channels are live, when they are being seen, who the core consumer is, the brand s relationship with that consumer and so on. Using this information, Coast Digital can ultimately provide brands with the appropriate plan and evaluation framework to meet the client s brief. 5

6 Benefits of DISPLAY ADVERTISING SPEED TARGET COVERAGE Quicker to deploy, adapt and pause than any other media Hyper-targeted to relevant users based on real time data Reach the majority of the global market on multiple devices FORMAT MEASURABILITY COST Dynamic delivery of content within ads video, rich and standard formats In-depth data allows for improved performance over time Low-cost means for advertisers to engage with large audiences and established communities

7 Brand strategy Marketing driven by brand strategy, not channel-specific tactics Brand Strategy SEO Marketing Digital Strategy PPC Social Marketing Content writing Marketing Strategy Strate Affiliate Marketing Display Ads Strat

8 Tips on the display process Brief Customer data Digital journeys Strategy Plan Activation Results

9 Feedback Your results of the campaign will teach you about the glitches and success of the campaign that can be implemented in the next campaign if necessary. Initial questions before forming the strategy Who is my target audience? Where and what time are they available? What is the brand position in the market? What kind of advertising does the brand need? What should be the message of the ad? What kind of ads are my peer groups of brands following? Does the ad comply with the strategy sketched?

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Pay Per Click Advertising

Pay Per Click Advertising What is Pay Per Click Advertising? Pay Per Click (PPC) is a model of advertising where you pay each time your ad is clicked, rather than earning clicks organically (like SEO).