Online Display Advertising

Display advertising is graphical advertising on the World Wide Web that appears next to content on web pages, IM applications, email, etc. These ads often referred to as banners, come in standardized ad sizes, and can include text, logos, pictures, Video, or more recently, rich media.

The first type of relationship between a website and an advertiser was a straightforward, direct partnership. This partnership model implies that the advertiser promoting a product or service pays the website (also known as a publisher) directly for a certain amount of ad impressions. As time went on, publishers began creating thousands of websites, leading to millions of pages with unsold ad space.

The Future for Online Display Advertising

Internet users spend more time surfing using mobile devices and viewing different social media platforms. This behavior pattern affects the online advertising market that is drifting from search advertising, which led the market in the last decade, to display adverting that takes a big part in the social media business model.

In the year 2016, display advertising is forecast to pass search advertising and lead the U.S. digital market. Display ads in The United States are forecast to reach 32.17B$ in spending, while will grow as spending will be 46.69B$ and 40.6B$ respectively. search advertising achieves 29.24B$, by the year 2019 this gap.

Importance of formats of display ads

Two different types of format (sponsored content and banner advertising) to demonstrate that people react and perceive formats in different ways, positive and negative. For this reason, it is important to choose the right format because it will help to make the most of the medium. 

It is also possible to add:

• Video

• Rich Media Ads (Expandables): flash files that may expand
  when the user interacts on mouseover (polite), or auto-initiated (non-polite)
  

• Overlays: ads that appear above content and that are possible to remove by clicking on a close button

• Interstitials: Ads that are displayed on web pages before expected content (before the target page is displayed on the user’s screen)

• Sponsorship: including a logo or adding a brand to the design of a website. This can also can fall under Native advertising, which is an ad that can seem like Editorial, or "In-Feed", but has really been paid for by the advertising.
  

To help to better select the right format for the type of ad, Interactive Advertising Bureau has realized a Display Standard Ad Unit Portfolio that works as a guideline that can be followed by the creative.

• Responsive

• Vertical rectangle: 240 x 400

• Mobile leaderboard: 320 x 50

• Banner: 468 x 60

• Leaderboard: 728 x 90 

• Square: 250 x 250

• Small square: 200 x 200

• Large rectangle: 336 x 280

• Inline rectangle: 300 x 250

• Skyscraper: 120 x 600

• Wide skyscraper: 160 x 600

• Half-page: 300 x 600

• Large leaderboard: 970x90

• Large mobile banner: 320 x 100

• Billboard: 970 x 250

• Portrait: 300 x 1050
  

Who Works behind display ads 

1. Creative:

The role of the creative is to give a shape to an ad. They have to find the idea and the most efficient way to push the customer to buy a product or a service. Imagination and innovation are required to develop and to present an advertisement.

2. Media Planner

People have to test in which way the user experiences all the information about data visualization. For this reason, they have to study the user's response to sounds, image, and motion. They have to be aware of everything that is digitally consumed, to know all the newest technologies and media solutions, and to help all the other departments to find the best way to reach the object's campaign.

Tools that a media planner uses buy display advertising include the Google Adwords Display Planner, Quantcast, ComScore, SimilarWeb, Thalamus, Compete, MOAT, and competitive intelligence tools like Adbeat and WhatRunsWhere.

Ad Server

The ad server helps manage display advertisements. It is an advertising technology (ad tech) tool that, throughout a platform, administrates the ads and their distribution. It is basically a service or technology for a company that takes care of all the ad campaign programs and by receiving the ad files it is able to allocate them in different websites. The ad server is responsible for things as the dates by which the campaign has to run on a website; the rapidity in which an ad as to be spread and where (geographic location targeting, language targeting.. ); controlling that an ad is not overseen by a user by limiting the number of visualizations, proposing an ad on past behavior targeting.

There are different types of ad servers. There is an ad server for publishers that help them to launch a new ad on a website by listing the highest ads price on its and to follow the ad's growth by registering how many users it has reached. There is an ad server for advertisers that help them by sending the ads in the form of HTML codes to each publisher. In this way, it is possible to open the ad in every moment and make changes of frequency for example, at all times. Lastly, there is an ad server for ad networks that provide information as in which network the publisher is registering an income and which is the daily revenue.