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Understanding

Online Display Advertising

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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

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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

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.

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

Ad Sizes

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This Complex Sophisticated Technology

Leads to

Two things

Targeting and Retargeting

Your Website Ad Network

Organic

SearchEmail 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 retargetedimpressions per 30 day period

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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

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