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4 online display advertising

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Digital Marketing Workshop Description:
"Marketing is changing. Traditional approaches that have worked for decades, or even centuries, are
being swept away. In their place are a confusing mix of new, digital methods of building your brand,
reaching out to customers and adding value”.
This workshop is designed to cut through the clutter and hype of digital marketing and provide a
clear overview of this brave new world. Over two, highly interactive and practical days, the
workshop will give you a solid grounding in the main Digital Marketing approaches including:
Search Engine Marketing, Social Media, Email Marketing, Affiliate Marketing and how to use
Analytics to increase the number of Conversions on Firm’s/ Organization’s website to whom you
were working for.
You will discover how to harness the incredible power of digital technologies in order to grow your
business and to get your message across. Designed for those with little or no experience, this course
will also be of value to those who have already started and who are looking for tips and suggestions
on how to improve their Digital Marketing Personally as well as professionally.

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4 online display advertising

  1. 1. 11/03/2014 DIGITAL MARKETING WORKSHOP - DHEERAJ PULAVARTHY 1 Understanding Online Display Advertising
  2. 2. 11/03/2014 DIGITAL MARKETING WORKSHOP - DHEERAJ PULAVARTHY 2 Topics Covered 1) How online advertising really works 2) Learning about the different display ad formats 3) How the technology of Display Advertising works 4) The future of advertising online
  3. 3. 11/03/2014 DIGITAL MARKETING WORKSHOP - DHEERAJ PULAVARTHY 3
  4. 4. Display Advertising Terminology • Advertiser = The business that placed this ad (e.g. SAP) • Publisher = Forbes.com • Media Agency = works for the advertiser in designing the ad (creative), then buying ad placements (media buying), and determines ad budget (media spend) • Inventory = how many impressions of the ad are available through a specific publisher
  5. 5. Types of Display Ads Ad Formats • banner ads / image ads / flat ads - simple images (PNG, JPG) • Rich media ads - Flash-based or Dynamic HTML-based. Ads can have forms for lead capture, polling, social sharing, etc.
  6. 6. Ad Sizes There are many standard sizes defined by the Interactive Advertising Bureau (IAB): • leaderboard (728x90) = 728 pixels wide, 90 pixels high • medium rectangle (300x250) most available inventory across ad sizes • Other common sizes • 300x600 • 160x600 • 180x150 • mobile ad sizes (iPhones, Androids, iPads) • 468x50 • 300x50 • 320x50
  7. 7. Ad Sizes
  8. 8. 11/03/2014 DIGITAL MARKETING WORKSHOP - DHEERAJ PULAVARTHY 8
  9. 9. 11/03/2014 DIGITAL MARKETING WORKSHOP - DHEERAJ PULAVARTHY 9
  10. 10. 11/03/2014 DIGITAL MARKETING WORKSHOP - DHEERAJ PULAVARTHY 10
  11. 11. 11/03/2014 DIGITAL MARKETING WORKSHOP - DHEERAJ PULAVARTHY 11
  12. 12. 11/03/2014 DIGITAL MARKETING WORKSHOP - DHEERAJ PULAVARTHY 12
  13. 13. 11/03/2014 DIGITAL MARKETING WORKSHOP - DHEERAJ PULAVARTHY 13
  14. 14. 11/03/2014 DIGITAL MARKETING WORKSHOP - DHEERAJ PULAVARTHY 14 This Complex Sophisticated Technology Leads to Two things
  15. 15. Targeting and Retargeting Your Website Ad Network Organic Search Email Social PPC & Display Visitors get tracked for retargeting (cookie’d) Tracking works beyond your website across the web Retargeted Ads Example: • 10,000 website visitors • 20 impressions / visitor / month • Total of 200,000 retargeted impressions per 30 day period
  16. 16. 11/03/2014 DIGITAL MARKETING WORKSHOP - DHEERAJ PULAVARTHY 16  Choice: Ad views will be voluntary.  Control: Users will participate in the ecosystem if we provide enough value and control.  Connected: Ads will help people live their lives on the go.  Calibration: All ads will be measured. Clicks will be only one type of measurement. Future of Online Advertising
  17. 17. 11/03/2014 DIGITAL MARKETING WORKSHOP - DHEERAJ PULAVARTHY 17

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