With new attention focused on display advertising, take advantage of the opportunities for buying and placing this form of online advertising. Part one in a two-part series.
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.
With this new attention focused on display advertising, I thought it would be a good time to recap all the different opportunities for buying and placing this form of online advertising.
By Means of Buying
Single site/direct-to-publisher. The media buyer deals directly with the publisher to negotiate specific placements or custom advertising opportunities on a single site or group of sites within the publisher's control.
Portal. Portals like Yahoo, AOL, and MSN are vast and offer advertisers a diverse array of ways to reach users.
Network. Ad networks allow distribution of ads across a broad array of different websites.
Ad exchange/DSP. An ad exchange is a marketplace that lets publishers and advertisers connect to sell and purchase online advertising; the demand-side platform (DSP, as it is more commonly known) provides another layer of access, oftentimes enabling buyers to tap into advertising across multiple exchanges.
By Type of Targeting
Though you might have a single display ad campaign, you can serve it by multiple means of targeting to increase your chances for response.
Read Part 2 now here.
Hollis is off today. This column was originally published on June 28, 2011 on ClickZ.
A highly driven subject matter expert with a thirst for knowledge, an unbridled sense of curiosity, and a passion to deliver unbiased, simplified information and advice so businesses can make better decisions about how to spend their dollars and resources, multiple award-winning entrepreneur Hollis Thomases (@hollisthomases) is a sole practitioner and digital ad/marketing "gatekeeper." Her 16 years working in, analyzing, and writing about the digital industry make Hollis uniquely qualified to navigate the fast-changing digital landscape. Her client experience includes such verticals as Travel/Tourism/Destination Marketing, Retail & Consumer Brands, Health & Wellness, Hi-Tech, and Higher Education. In 1998, Hollis Thomases founded her first company, Web Ad.vantage, a provider of strategic digital marketing and advertising service solutions for such companies as Nokia USA, Nature Made Vitamins, Johns Hopkins University, ENDO Pharmaceuticals, and Visit Baltimore. Hollis has been an regular expert columnist with Inc.com, and ClickZ and authored the book Twitter Marketing: An Hour a Day, published by John Wiley & Sons. Hollis also frequently speaks at industry conferences and association events.
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