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 ClickZ expert columnist since 2005, Hollis Thomases (@hollisthomases) is president and founder of Maryland-based WebAdvantage.net, an online marketing company that provides results-centric, strategic Internet marketing services, including online media planning, SEO, PPC campaign management, social media marketing, and Internet consulting. Author of Twitter Marketing: An Hour a Day and an award-winning entrepreneur, Hollis is the Maryland 2007 SBA Small Business Person of the Year. Hollis speaks extensively on online marketing, having presented for ClickZ, the American Marketing Association, SES, The Newsletter and Electronic Publishers Association, The Kelsey Group, and the Vocus Worldwide User Forum. WebAdvantage.net's client list has included Nokia USA, Nature Made Vitamins, Johns Hopkins University, ENDO Pharmaceuticals, K'NEX Construction Toys, and Visit Baltimore. The agency was recognized as a "Small Giant" by the Greater Baltimore Tech Council and was chosen as a "Best Place for Business Women to Work" by "Smart Woman Magazine."
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