Forty-seven ways to buy and place display advertising by other medium and the types of display ad formats. Part two in a two-part series.
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 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.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT