According to the Interactive Advertising Bureau (IAB), Q1 2011 set an all-time record in Internet advertising with $7.3 billion in revenues, a 23 percent year-over-year increase. A growing component of this increase is online display advertising (banners and video), according to recently released predictions by eMarketer, which estimate that banner ad spending alone will reach $11.73 billion by 2015 - that's no small potatoes! Factors influencing this increase include high inventory, lower pricing, and the rise of Facebook. Last week in Part 1 of this column, we covered ways to buy and place display advertising that included by means of buying and by types of targeting. In Part 2 we'll cover by other medium and the types of display ad formats.
By Other Medium
Email. We may take graphical emails for granted these days, but in effect, they are really one big display advertisement. When it comes to buying email display advertising, the options include:
Mobile. Mobile offers many variations on common display formats: banners, videos, coupons, and in-game (see below), but a prevalent format in mobile is "appvertising."
Instant messenger. With the rise of social networking platforms like Twitter and Facebook, you might not hear as much about IM anymore, but advertisers can still reach those using IM with small-scale versions of banners.
Adware. Adware is ad-supported downloadable software, commonly found these days in toolbars, desktop applications, and games.
Types of Display Ad Formats
When it comes to display ad formats, eMarketer data shows video as the fastest growing format, likely to surpass rich media by the end of 2011. EMarketer sees growth of all ad formats breaking out like this:
To further break down display ad formats, we have:
EMarketer's research tells us what factors could lead to even more online display ad spending:
What do you think? Will you be buying more display ads now that you're armed with all this information?
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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."
December 12, 2013
1:00pm ET / 10:00am PT